User engagement is a numerical measure of how users interact with a product or its content. In a music service, discovering and saving new music can increase time in the app, support renewals, and reduce churn. section 2.2.1
Engagement metrics help evaluate whether personalization, recommendations, or search results create useful experiences. They are most informative when paired with business outcomes such as conversions, revenue, renewals, or retention. section 2.2.1 section 4.4.2
Common engagement measures include:
- Click-through rate (CTR), which indicates how often users select recommendations or search results. section 4.4.2 section 7.2.3
- Conversion rate, which tracks how many recommended items lead to purchases. section 4.4.2
- Dwell time, interaction counts, bounce rate, and session efficiency, which show how users engage with content and workflows. section 4.4.2 section 7.2.3
Testing recommendation strategies
A product team can compare user-based and item-based collaborative filtering for a user segment, then examine engagement and conversions through an A/B test. section 4.4.2
