What is the Bounce Rate?

The bounce rate is the percentage of visitors who leave a website after viewing just one page, without any further interaction. In Google Analytics 4, bounce rate has been replaced by engagement rate, but the concept is still useful for judging page quality.

What does the bounce rate tell you?

A high bounce rate can point to irrelevant traffic, slow loading, poor UX or a mismatch between ad and landing page. But context is everything: a contact page or thank-you page naturally has a high bounce rate.

Bounce rate in GA4

GA4 uses engagement rate as its primary metric. A session counts as “engaged” if it lasts longer than 10 seconds, includes a conversion or has two or more page views. The bounce rate is the inverse: the percentage of sessions that are not engaged.

Lowering your bounce rate

Make the page more relevant to the incoming traffic, improve loading speed and add a clear CTA. Use heatmaps to see where visitors lose interest and drop off.

What is a good bounce rate?

Below 40 percent is excellent for most pages. 40 to 60 percent is average. Above 70 percent deserves attention, depending on the page type.

Is a high bounce rate always bad?

Not necessarily, context decides. More at developers.google.com/search.