What is bounce rate?
TL;DR: Bounce rate is the percentage of sessions that view one page and leave without further measured interaction. Use it as context, not a vanity KPI — especially after GA4's engagement-rate shift.
How classic bounce rate works
Session starts → only one pageview → session ends with no event or second page. That session is a bounce.
GA4's twist
GA4 popularized engaged sessions (time, conversion, or multiple pages). Engagement rate flipped the narrative; bounce became less central in many reports.
How to use it well
- Segment by landing page and source
- Judge blog posts differently from checkout funnels
- Prefer conversion and revenue when they exist
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Frequently asked questions
What is a good bounce rate?
It depends on the page type. Blogs and landing pages often bounce more than apps. Compare against your own history, not a universal number.
Did GA4 remove bounce rate?
GA4 emphasizes engagement rate; bounce is often treated as its inverse. Definitions differ from Universal Analytics — do not compare eras blindly.
Should I obsess over bounce rate?
Only alongside intent. A high bounce on a contact page that converts phone calls may be fine. Pair bounce with conversions and revenue.