What It Is
Bounce rate describes how often visitors leave without doing much. In older versions of Google Analytics, a bounce was a visit that viewed only one page. In GA4, bounce rate is the opposite of engagement rate. A visit counts as engaged if it lasts longer than ten seconds, includes a key event (an important action such as a form submission) or views two or more pages. Every other visit counts toward bounce rate.
Why It Matters for Your Business
A high bounce rate can point to problems: a slow page, a confusing layout or content that does not match what the visitor searched for. But context matters. A plumber’s contact page may have a high bounce rate because visitors find the phone number and call right away, which is a great outcome rather than a failure.
Good to Know
Common mistake: judging the whole site by one number. Compare bounce rate page by page and by traffic source, and pair it with key events like calls and form submissions. If a key landing page has a high bounce rate and few inquiries, check its speed on mobile, its headline and whether it clearly answers the search that brought people there.