Bounce rate in Google Analytics 4
In Google Analytics 4, bounce rate is the percentage of sessions that were not engaged. A session is engaged if it lasts longer than 10 seconds, includes a key event (conversion) or includes at least two page views, so bounce rate is simply the opposite of engagement rate.
In the old Universal Analytics, a bounce was any single-page visit, even if the visitor read the page for ten minutes.
Is a high bounce rate bad?
Not always. A visitor who finds your phone number and calls, or reads one answer and leaves satisfied, may count as a bounce. Judge bounce rate by page type and goal, and compare similar pages rather than chasing a general benchmark.
How to lower it
- Match the page to what the ad or search result promised.
- Make the page load fast, especially on mobile.
- Show the main answer or offer straight away.
- Offer a clear next step and useful internal links.
Bounce rate is an analytics metric. Google has said it doesn’t use your analytics data to rank your pages.