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Digital Marketing
In GA4, bounce rate is the percentage of sessions that were not engaged: under 10 seconds, one page viewed, and no key event completed.
Older Universal Analytics counted any single-page visit as a bounce. GA4 instead treats bounce rate as the opposite of engagement rate.
A high bounce rate is not always bad. A visitor who reads a contact page and calls straight away may still count as engaged or not, depending on tracking.
Example
A landing page shows a 70% bounce rate on mobile. Investigation finds the page takes six seconds to load on 4G.
Why it matters
Read alongside page speed and intent, bounce rate highlights pages that are not giving visitors what they came for.
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