What is bounce rate?
In GA4, bounce rate is the percentage of sessions that were not engaged. It is the opposite of engagement rate.
Bounce rate used to mean the share of single-page visits in Universal Analytics, and it was the main quality number in those reports. In GA4, bounce rate is the share of sessions that were not engaged: they lasted under 10 seconds, had no key event and viewed only one page. So if engagement rate is 60 percent, bounce rate is 40 percent. A high bounce rate is not always bad. Someone who finds your phone number and calls may count as a bounce.
Why it matters for your business: Use bounce rate to spot pages that may not match what visitors expected. Look at it alongside leads before deciding a page needs changes.
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