What is Bounce Rate?
The percentage of visitors who leave a website after viewing only one page without taking any further action.
Bounce Rate Explained
Bounce rate measures single-page sessions as a percentage of total sessions. A visitor "bounces" when they land on a page and leave without clicking to another page, submitting a form, or triggering any tracked event. In Google Analytics 4, the concept has evolved into "engagement rate," with its inverse being the new bounce rate (sessions that are not engaged, meaning they last less than 10 seconds, have no conversion events, and have fewer than two page views). High bounce rates are not inherently bad. A blog post that fully answers a question may have a high bounce rate but still be effective. Context determines whether bounce rate indicates a problem.
Frequently Asked Questions
What is a good bounce rate?
It depends on page type. Blog posts typically see 70-90% bounce rates. Landing pages aim for 30-50%. E-commerce product pages average 20-40%. Service pages target 10-30%. Compare against your own benchmarks rather than universal averages.
How is bounce rate different in GA4?
In Universal Analytics, a bounce was any single-page session. In GA4, a bounce is a session that is not "engaged" -- meaning it lasts less than 10 seconds, has no conversion event, and has fewer than two page views. This makes GA4 bounce rates typically lower than UA bounce rates.
How do you reduce bounce rate?
Improve page load speed. Match content to search intent. Use compelling above-the-fold content. Add clear internal links and CTAs. Improve readability and formatting. Ensure mobile responsiveness. Add related content suggestions.
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