Bounce rate
The share of sessions on a site that end without engagement; in Google Analytics 4 it is calculated as the percentage of sessions that were not engaged.
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Why it matters
A high bounce rate is not always bad: the visitor may have found the phone number they were looking for and called. The rate should be read together with the page's purpose. A sudden rise, however, can point to a technical problem, mistargeted ad traffic or a slow-loading page.
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Example
The bounce rate on an ad campaign's landing page is very high. Investigation shows that the discount promised in the ad is not visible on the page; once the message is aligned, the rate drops noticeably.
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Common mistake
Comparing the bounce rates of different types of pages with each other, for example a blog post and a product page.
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Related terms
Related services and guides
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