Marketing, sales and customers
Bounce rate
- Marketing, sales and customers
Definition
The percentage of sessions that were not engaged in Google Analytics 4 (GA4). Traditionally, bounce rate often meant the share of single-page sessions.
Example
If 400 of 1,000 sessions were not engaged, the GA4 bounce rate is 40%. A single-page session can still count as engaged.
For your role
Choose your role to see what this term means in your work.
Why it matters
A high bounce rate may prompt investigation, but it is not always a problem: a visitor may find an answer without opening another page.
Where it is used
Website analytics and landing page reviews.
How to calculate it
GA4 bounce rate = non-engaged sessions ÷ total sessions × 100
Traditional single-page bounce rate = single-page sessions ÷ total sessions × 100
Worked example
If 400 of 1,000 sessions were not engaged, the GA4 bounce rate is 40%. A single-page session can still count as engaged.
In GA4, a session is engaged if it lasts longer than 10 seconds, has a key event or includes at least two page or screen views. Compare bounce rates only when their definitions match.