Bounce Rate
The percentage of sessions where a user lands on a page and leaves without any meaningful engagement or additional page views.
Why It Matters
High bounce rates signal that visitors are not finding what they expect, indicating a mismatch between traffic source and landing page content.
How It Works
In GA4, bounce rate is the inverse of engagement rate — a session "bounces" if it lasts less than 10 seconds, has no conversion event, and has no second page view. This is more nuanced than Universal Analytics, which counted any single-page session as a bounce.
Real-World Example
A landing page with a 75% bounce rate prompts the team to improve headline relevance and add a clearer CTA, dropping bounce rate to 55%.
Common Mistakes
Treating all high bounce rates as bad without context
Comparing GA4 bounce rate directly to Universal Analytics bounce rate
Related Terms
A group of user interactions on your website that occur within a defined time window, typically ending after 30 minutes of inactivity.
The percentage of page views where a specific page was the last page in the session before the user left the site.
The average number of pages a user views during a single session on your website.
Bounce Rate FAQs
What is a good bounce rate?
It varies by page type — blog posts average 65-80%, landing pages 40-60%, and e-commerce product pages 30-50%.
How is bounce rate different in GA4 vs. Universal Analytics?
GA4 considers engagement (10+ seconds, conversion, or second page view), while Universal Analytics counted any single-page session as a bounce.
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