Bounce rate

Bounce rate is the share of visits where a user arrives and leaves with no interaction. In GA4 the concept shifted toward "engaged sessions" — a bounce is a session without engagement.

Why it matters

A high bounce rate can signal a mismatch between expectation and content, slow loading or poor targeting. But it must always be read in context.

Real-world example

A blog article with a high bounce rate may be fine — the reader found their answer and left happy. On a product page, though, a high bounce is a warning sign.