What is Events per Session in Google Analytics 4?

If you've spent any time in Google Analytics 4, you've likely seen the metric "Events per session" and wondered how it's different from the old "Pages / Session" from Universal Analytics. This metric is a core indicator of user engagement in GA4's new event-based model. This article breaks down exactly what Events per session means, where to find it in your reports, and how you can use it to better understand how users interact with your website.

Breaking It Down: What Are Events and Sessions in GA4?

To fully grasp "Events per session," you first need to understand its two components. GA4 approaches user activity differently than its predecessor, Universal Analytics, and it all starts with events and sessions.

First, What is a Session?

A session is a group of user interactions with your website that take place within a given timeframe. Think of it as a single visit. In GA4, a session begins when a user opens your website or app in the foreground.

A session ends after a period of inactivity - by default, 30 minutes. If someone lands on your blog, reads a post, clicks a few links, and then leaves their browser tab open for 15 minutes before coming back to it, they are still in the same session. If they come back after 45 minutes, a new session will start.

Every session automatically triggers a session_start event, which is foundational to how GA4 organizes user data.

Next, What is an Event?

Here’s the biggest mental shift from Universal Analytics: in GA4, everything is an event. A page view is an event. Scrolling down a page is an event. Clicking a button, watching a video, downloading a file - all of these are events.

This event-based model gives you a much richer, more detailed picture of what users are actually doing, not just which pages they are viewing. These events fall into a few different categories:

Automatically collected events: These are captured by default when you set up GA4. No extra configuration is needed. Key examples include session_start (when a session begins), first_visit (the first time a user visits), and page_view (when a page loads).
Enhanced measurement events: These are also automatic, but you can toggle them on or off. They track common web interactions, giving you deeper insights without needing to write any code. Examples include scroll (when a user scrolls 90% of the page), click (for outbound link clicks), and file_download.
Recommended events: Google provides lists of recommended events for specific industries (like e-commerce or gaming) with predefined names and parameters. An example for an online store would be add_to_cart. Following these recommendations helps you use GA4’s reporting features more effectively.
Custom events: If none of the above cover a specific interaction you want to track, you can create your own custom event. For example, you might create a custom event called newsletter_signup to track how many users fill out your email subscription form.

How GA4 Calculates "Events per session" and Where to Find It

Now that you know what its components are, the metric itself is quite straightforward. It gives you an average of how many events are triggered during a single session on your site.

The Simple Math Behind the Metric

The calculation for Events per session is exactly what it sounds like:

Events per session = Total Events / Total Sessions

For example, if your website had 5,000 total events and 1,000 sessions during the last 30 days, your "Events per session" would be 5.

Where to Find Events per session in GA4 Reports

Unlike some other metrics, "Events per session" isn’t always included in the default reports. But it's easy to add or find in more advanced analysis.

Method 1: Customizing Standard Reports

You can add "Events per session" to reports like the Traffic acquisition report to see it broken down by channel.

From the left-hand menu in GA4, navigate to Reports.
Go to Acquisition > Traffic acquisition.
In the top-right corner of the report, click the pencil icon that says "Customize report."
In the menu that appears on the right, click on Metrics.
Click Add metric and type "Events per session" in the search box. Select it from the list.
You can drag and drop it to reorder the columns. Click Apply, then Save your changes to the current report.

Now your Traffic Acquisition report will show Events per session for each of your channel groupings.

Method 2: Using Explorations

For more flexible and in-depth analysis, the Explore tab is where the real power of GA4 shines. You can build a custom report to analyze this metric against virtually any dimension.

Navigate to the Explore tab on the left.
Start a new exploration by choosing the Free form template.
In the "Variables" column on the far left, you need to import the dimensions and metrics you want to use.
- Click the "+" next to Dimensions and import metrics like Session default channel group, Landing page + query string, or Device category.
- Click the "+" next to Metrics and import Sessions and Events per session.
Drag the dimension you want to analyze (e.g., Session default channel group) from "Variables" to the Rows section under "Tab Settings."
Drag the metrics (Sessions and Events per session) to the Values section under "Tab Settings."

Your report will now populate, showing you a clear breakdown of user engagement across your traffic sources, landing pages, or whatever else you chose to analyze.

What "Events per session" Actually Tells You About Your Users

"Events per session" is one of the clearest indicators of user engagement in GA4. A higher number generally suggests visitors are interacting more deeply with your content. They aren't just landing and leaving, they're scrolling, clicking, watching, and downloading.

Why It's Different Than "Pages / Session"

The old "Pages / Session" metric from Universal Analytics was limited. It only counted pageviews. A user could land on a highly interactive, single-page website, watch three embedded videos, and complete a form, yet Universal Analytics would record a shallow "Pages / Session" of just 1.0 because only one page was viewed.

In GA4, that same session would be incredibly rich with data. You'd see a page_view event, a session_start event, multiple video_start and video_progress events, a scroll event, and a custom form_submission event. This would result in a high Events per session, accurately reflecting the user's deep engagement.

Setting a "Good" Benchmark For Your Site

There is no universal "good" number for Events per session. It's completely dependent on your website's content and your event tracking setup.

An e-commerce site with detailed product pages and a multi-step checkout process will naturally have a high Events per session from users triggering view_item, add_to_cart, begin_checkout, etc.
A simple blog or informational site may have a lower average because the primary interactions are page_view and scroll.

The key isn't to aim for a magic number. Instead, establish a baseline for your own site and then use segmentation to find insights. For example, compare mobile vs. desktop users, or analyze traffic from different marketing campaigns. A low average coming from a specific campaign could signal a mismatch between your ad copy and your landing page experience.

How to Increase "Events per session" (and Drive Real Engagement)

Trying to improve this metric shouldn't be about just making a number go up. It should be about creating a better, more engaging experience for your users that naturally results in more tracked interactions.

1. Audit Your Event Tracking

First, make sure you're capturing all the important interactions happening on your site. Are you missing key moments of engagement?

Double-check that you have Enhanced Measurement enabled in your GA4 data stream settings. Toggle on options like Scrolls, Outbound clicks, and Video engagement.
Brainstorm and implement custom events for your most important business outcomes. This could be anything from a get_quote_submit to a demo_request_click. The more meaningful actions you track, the more valuable this metric becomes.

2. Enhance Content Interactivity

Give users more opportunities to engage with your content. Static pages often lead to quick bounces or sessions with minimal events.

Embed videos: Videos are a great way to increase engagement and will generate video_start and video_progress events.
Offer downloads: Create valuable checklists, eBooks, or templates as lead magnets. Each download will trigger a file_download event.
Use clear Calls-to-Action (CTAs): Make it easy and obvious for users to take the next step, whether it's signing up for a newsletter or clicking to another relevant blog post.

3. Analyze Your Underperforming Segments

Use the Exploration report you built earlier to find weak spots. Identify pages, traffic sources, or device types with a noticeably lower Events per session compared to your average.

Low performance from a traffic source? Review your messaging for that channel. Are you setting incorrect expectations about what users will find on the page?
Low performance on a specific landing page? Compare that page to your popular ones. Does it lack internal links, interactive elements, or a clear call to action? Add more value and see if engagement improves.

Final Thoughts

Ultimately, Events per session sheds light on the quality of a user's visit far better than the pageview-focused metrics of the past. By understanding which sessions are rich with interactions and which are not, you can get a much clearer picture of what’s working, fix what isn't, and create a better experience that serves both your users and your business goals.

Of course, digging through GA4, building custom reports, and making sense of different segments takes time - a resource most of us are short on. That process is often why vital insights get stuck in the data instead of being acted on. At Graphed, we created a way to skip the report-building headaches. We let you connect your GA4 account and simply ask questions in plain English - like "show me the events per session by traffic source last quarter" or "which landing page has the highest engagement?" - and get an instant dashboard, freeing you up to focus on the improvements that actually move the needle.