Measuring online engagement: An introduction to customer engagement metrics

If increasing revenue is one of your primary business goals, turning your focus toward customer engagement could be a winning strategy. After all, engaged customers — those who browse, share, and immerse themselves in your content — are more likely to become loyal brand advocates over time.

Discover how customer engagement metrics can provide valuable insights for business growth.

What is online engagement?

Online engagement measures the depth of a shopper’s interaction with your business. It encompasses how they connect with your brand’s digital presence, be it through your website, social media, or other online platforms.

What are customer engagement metrics and why are they important?

Customer engagement metrics are the data points that quantify how customers interact with your brand online.

From website navigation patterns to social media reactions, these metrics gauge the effectiveness of your content, user interface, and overall digital strategy. By unlocking the secrets of what resonates with your audiences, you can fine-tune your marketing and business strategies.

Not sure how to acquire these deep customer insights? Platforms like PayPal offer reporting tools that allow you to track, analyze, and respond to customer behaviors like cart abandonment.

Key website engagement metrics to consider

With a myriad of data points and figures, website analytics dashboards can feel overwhelming. The good news is there are plenty of tools accessible to help dissect your customer journey, identify what captures shoppers’ attention, and pinpoint potential reasons for their departure.

Here are some key engagement metrics to monitor:

Page views

Page views represent the total number of times users view or load individual pages on your website.

High page views can be a sign of content that resonates. However, they don’t always equate to positive engagement. Make sure to analyze page views in conjunction with other metrics to understand the complete user engagement story.

Bounce rate

Bounce rate reveals the percentage of visitors who leave after viewing just one page. It's a critical indicator of how well your site makes the right first impression, with high bounce rates serving as a warning that your navigation or landing pages may need improvements.

Pages per session

Pages per session measures the average number of pages viewed in a single visit, shedding light on the depth of user engagement. The more pages per session, the more successful your content is at encouraging exploration and discovery.

Session duration

Session duration, or time on site, reflects the average time users spend per visit. Longer durations usually mean your audience is absorbing and interacting with your content, an indicator that your site experience is compelling and user-friendly.

Key social media engagement metrics

When we talk about online engagement, social media often takes center stage. While social media is just one part of the customer journey, it’s an important player: in a study of adult social media users, 33% say they’ve made a purchase after seeing a recommendation from an influencer or content creator they follow.1

Use these following social media metrics to unlock insights into how you can transform likes, shares, comments, and follows into tangible growth.


Social media reach is the total number of unique users who have seen your content. The greater the impact and visibility of your brand across platforms, the higher your reach.

Engagement rate

Are your followers just viewers, or are they participants, too? A high engagement rate is a sign that your content resonates, sparks conversations, and builds community.

While each social media platform measures engagement slightly differently, it typically encompasses actions such as liking a post, commenting, and following your account.

Other customer engagement metrics

Beyond website and social media analytics, there are other ways to measure customer engagement online. Track the following metrics to unlock a holistic view of your online marketing effectiveness:

Customer satisfaction score (CSAT)

Typically gathered through surveys post-interaction or purchase, customer satisfaction score (CSAT) is a direct line to your customers' satisfaction with your products or services.

Net promoter score (NPS)

Net promoter score (NPS) goes beyond satisfaction to measure customer loyalty. It's a simple yet important question: How likely are your customers to recommend your business to others?

NPS provides insight into the overall perception and trust in your brand, with a high NPS indicating strong customer loyalty and advocacy — key components of long-term business success.

Best practices for using engagement metrics to help increase conversions

Imagine this: Your analytics show a high click-through rate to product pages but a steep cart abandonment issue afterward. Perhaps the content on these pages isn't meeting users' needs, or maybe it’s the checkout process frustrating them.

Analyzing customer engagement metrics allows you to diagnose and address such problems. It helps pinpoint where potential customers are dropping off in the conversion process, guiding you to make strategic interventions that push more visitors toward the final checkout button.

This analytical approach can also uncover hidden opportunities to increase conversions. Are visitors lingering on certain pages but not converting? They may need more information or a nudge towards making a purchase.

PayPal comprehensive online payments solution

Taking customer engagement to the next level involves not just attracting users but also bridging the gap between engagement and purchase.

This is where PayPal Complete Payments comes into play. With PayPal, you can offer a smooth, secure, and versatile checkout experience tailored to your customers' preferences, whether that’s diverse payment options or mobile-friendly processing for on-the-go shoppers.

The result? A higher likelihood of conversion, more long-term customer loyalty, and reduced cart abandonment.

Discover actionable insights with the help of PayPal

PayPal provides simplified reporting by offering a single view of all transactions, regardless of the payment method. Learn more about the power of PayPal's reporting tools.

Was this content helpful?

Related content

Sign Up for the PayPal Bootcamp

In partnership with three expert business owners, the PayPal Bootcamp includes practical checklists and a short video loaded with tips to help take your business to the next level.

*Required fields.

We use cookies to improve your experience on our site. May we use marketing cookies to show you personalized ads? Manage all cookies