What is bounce rate in Google Analytics 4, and does it matter?
Definition
In Google Analytics 4, bounce rate is the share of sessions that were not engaged. A session counts as engaged if it lasts longer than 10 seconds, has a conversion event, or has at least two page views. It is the opposite of engagement rate.
What a high rate can mean
The page did not match what the visitor expected, loaded too slowly, or answered the question at once. A blog post that answers a question can have a high bounce rate and still succeed.
How to use it
Compare bounce rate by landing page and by source. A product page with a much higher rate than similar pages is worth a look at speed, photos and the first screen.
A caution
Do not treat one number as a verdict. Pair it with conversion rate and page speed.
Frequently asked questions
Is it the same as in Universal Analytics?
No. Universal Analytics counted single-page sessions. GA4 uses engagement, so the numbers are not comparable.
What is a good bounce rate?
There is no universal figure. It varies by page type and source.