What is Bounce Rate?
The percentage of visitors who land on your site and leave without interacting. A high bounce rate often signals a relevance or quality problem.
Also known as: single-page session rate
Bounce rate is the percentage of single-page sessions — visitors who landed on your site, didn't click anything, didn't scroll significantly, and left.
GA4 calculates bounce rate as the inverse of engagement rate. A session is "engaged" if it lasted 10+ seconds, included a conversion event, or had 2+ pageviews. Anything else is a bounce.
A "good" bounce rate varies wildly by page type. A blog post answering a specific question might have a 70% bounce rate and that's totally fine — the visitor got their answer and left satisfied. A pricing page with a 70% bounce rate is a problem — those visitors had buying intent and you lost them.
Diagnose high bounce rate by segment: which traffic source bounces most, which device, which landing page. The pattern usually points at a clear fix.
Bounce rate alone is meaningless. Bounce rate by segment is one of the highest-signal metrics for diagnosing site problems.
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