What is bounce rate?

Bounce rate is the share of visits where the visitor leaves after viewing a single page. In Google Analytics 4 it is defined as the inverse of engagement rate: sessions that were not engaged.

Why it matters

A high bounce is not automatically bad: a visitor can get their answer and leave satisfied. It becomes a warning when pages meant to lead somewhere are shedding visitors instead.

How to read it

Compare pages against their own purpose, watch it alongside dwell time and conversions and investigate sharp changes rather than absolute numbers.

Why it matters

A high bounce is not automatically bad: a visitor can get their answer and leave satisfied. It becomes a warning when pages meant to lead somewhere are shedding visitors instead.

How to read it

Compare pages against their own purpose, watch it alongside dwell time and conversions and investigate sharp changes rather than absolute numbers.

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