Bounce Rate

Historically, bounce rate described single-page visits without further interaction. GA4 defines it as the inverse of engagement rate: sessions are engaged when they exceed the configured engagement-time threshold, include a key event or record at least two page or screen views. A high bounce rate is not always negative; visitors checking business hours may leave satisfied. For editorial pages, unusual bouncing may instead indicate mismatched intent or slow loading.

Business applications and impact#

Flags potential gaps between visitors’ expectations and the page experience when interpreted in context.

Implementation guidance and considerations#

Encourage useful next steps through relevant internal links, clear navigation and appropriate CTAs.