Non-interaction Event

A non-interaction event is an event flagged so that it does not count towards session engagement and does not stop the session from being treated as a bounce.

The idea comes from Universal Analytics, where a bounce was a session with a single hit: any automatic event such as a thirty-second timer turned the session into two hits and artificially lowered bounce rate, so the non-interaction flag was introduced to neutralise them. Its correct use is for events the visitor did not initiate, such as autoplaying video, lazy-loaded images, banner impressions and script error reports. The common confusion today is looking for the same setting in GA4, where the flag was removed and engagement is instead defined by duration and key-event conditions, although the underlying concept survives under other names in other tools. Its effect is limited to session-level metrics and never to whether the event is recorded or retained.