Google Analytics 4 benchmarks
Ready to compare how you are tracking with others?
Our Google Analytics 4 benchmarks based on Australian websites can help you get a feel for how your site is tracking.
Data is collected based on the past 90 days.
We group the data currently based on these website types:
- eCommerce
- Service
- Business to Business (B2B)
- Charity
The data shown as averages is here as a suggestion only. Use it as a guide when looking at your performance.
It’s a good idea to set up your benchmarks based on your data as well.
Last updated: 1 October 2025
Session duration
2.83 minutes
The average session duration is a measure of how many minutes a visitor spends on your website. That can include the same users counted multiple times.
GA4 calculates average session duration by dividing the total duration of engaged sessions (in seconds) by the number of sessions. It excludes visits to your website that resulted in no engagement, also known as a bounce.
Remember, an engaged session can include a visitor who:
- Spent 10 seconds or more on your page;
- Visited more than two pages;
- Completed a key event or conversion event.
The easiest method is to type it into the top search bar in Google Analytics.
For example, type in:
What was my average session duration past 90 days?
And Google Analytics will give you the answer.
For advanced users, you can do this in a Custom or Explore report.
Engagement rate
55.89%
Engagement rate is the inverse of bounce rate.
It measures how well your website is getting a user interested enough to act.
It’s calculated by dividing the number of engaged sessions by the total number of sessions. It then multiplies this by 100 to get a percentage.
Remember, an engaged session can include a visitor who:
- Spent 10 seconds or more on your page;
- Visited more than two pages;
- Completed a key event or conversion event.
You can find this in the Traffic Acquisition report.
Lifecycle menu: Acquisition > Traffic Acquisition
Business objective menu: Generate leads > Traffic Acquisition
Sessions per user
1.43
Session per user measures the average number of visits a user makes during the period you are looking at.
The loading of a website page or app screen usually defines a session.
By default, a session lasts up to 30 minutes. After that time, if the user makes no interactions that GA4 can track, the session is reset.
Mindfully users may not be perfect either if they are coming from different devices or have cleared their cookies (code that helps Google Analytics determine if they’ve been to your website before).
The best method is to type it into the top search bar in Google Analytics.
For example, type in:
What are my sessions per user past 90 days
Advanced users can also set this up in Explore and Custom reports.
Note, this metric differs from the one found in your Engagement report. That metric, “Engaged sessions per active user”, measures only when the user is considered to have engaged.
An engaged session is when a user has either:
- Spent 10 seconds or more;
- Viewed two or more pages;
- 1 or more key or conversion events.
Cart to view rate
13.86%
The cart to view rate shows the number of times a product’s page was viewed and then added to a shopping cart.
It’s calculated by dividing the number of times a product was added to the cart by the number of times that product’s page was viewed.
The metric relies on your product pages having a product view event. Most eCommerce stores, e.g. Shopify and WooCommerce, support this.
It is then divided by 100 to get a percentage.
You’ll need to calculate this manually to get it as a percentage.
Lifecycle menu: Monetization > Ecommerce purchases
Business objective menu: Drive sales > Ecommerce purchases
Calculate the cart-to-view rate by dividing the “Items added to cart” by “Items viewed” in the table. Then multiply by 100 to get the percentage.
Purchase to view rate
4.50%
The purchase to view rate shows the percentage of times a product’s page was viewed and then that product was purchased.
A higher result can indicate that your product pages are doing a good job at getting people to convert.
It’s calculated by dividing the number of times a product was purchased by the number of times it was viewed. Then multiplied to get a percentage.
You’ll need to calculate this manually to get it as a percentage.
Lifecycle menu: Monetization > Ecommerce purchases
Business objective menu: Drive sales > Ecommerce purchases
Calculate the cart-to-view rate by dividing the “Items purchased” by “Items viewed” in the table. Then multiply by 100 to get the percentage.
Average purchase revenue
$242.67
Average purchase revenue is also known as average order value.
It’s calculated by dividing Purchase revenue by Transactions.
Although GA4 says this calculation minuses refunds, most setups do not fire off an event to Google Analytics to notify it of a refund. Typically, businesses may also process refunds through a separate system.
The easiest way is to use the top search bar in Google Analytics.
Type in:
Average purchase revenue past 90 days
You’ll also find the metric in Explore (for more advanced users).
Industry benchmarks
Cart to view rate: 13.86%
Purchase to view rate: 4.50%
Purchase revenue: $242.67
Session duration: 2.30 minutes
Engagement rate: 59.70%
Sessions per user: 1.33
All items are averages.
Session duration: 2.60 minutes
Engagement rate: 54.34%
Sessions per user: 1.57
All items are averages.
Session duration: 4.54 minutes
Engagement rate: 52.32%
Sessions per user: 1.30
All items are averages.
Session duration: 2.66 minutes
Engagement rate: 52.82%
Sessions per user: 1.40
All items are averages.
Last updated: 1 October 2025
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The data has been collected based on the sample of data we have access to. The data is calculated only when the sample has a result greater than zero. The sample reflects businesses and organisations operating in Australia. Some of these websites may also operate for international audiences. The data is aggregated and anonymised to protect the security of the information. Data is collected using Google Analytics 4 and was correct at the point of collection based on what Google provided as accurate. The calculation may change or vary, subject to Google Analytics making any amendments or changes. The benchmarks are provided as a suggestion only. The benchmarks do not represent what should be actual for your business or organisation. You should consider your data, organisational knowledge, marketing and financial outcomes before making any decisions. We are not liable or responsible for the use of this data or your interpretation of the data provided.
The data is based on a sample size of 79 different websites. The sample size may be subject to change in future.
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