Bounce rate is a web analytics metric describing sessions in which visitors leave without meeting the platform’s definition of meaningful engagement. In Google Analytics 4, bounce rate is the inverse of engagement rate: it represents the percentage of sessions that were not engaged sessions.
A high bounce rate is not automatically bad. Someone may land on a page, immediately find a phone number or get a complete answer, and leave satisfied. Conversely, a low bounce rate does not necessarily mean a page is producing business results.
Evaluate bounce rate in context with engagement time, conversions, page purpose, traffic source, device, and user intent. A lead-generation landing page should be judged differently from an informational article.
Ultimately, metrics should support business decisions. Understanding conversion rate and Google Analytics provides a more complete view of website performance than bounce rate alone.
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