Bounce Rate (BR)
GA4 bounce rate = 100% - engagement rate. High bounce = landing page problem, not ad problem.
Updated July 2026.
In GA4, the percentage of sessions that were not engaged: less than 10 seconds, no conversions, no multi-page views. The inverse of engagement rate.
Formula
100% - Engagement Rate
Benchmark range
GA4 definition differs from Universal Analytics. High bounce = poor landing page match or slow load time.
Why it matters
GA4 changed bounce rate definition. Now it's 100% minus engagement rate, not single-page sessions. High bounce signals landing page issues: slow load, poor match to ad promise, or confusing layout. Fix pages before blaming ads.
Where it applies
- Google Analytics 4
Related terms
The Ad Spend
Bounce Rate (BR) is most useful when the team can connect the definition to what actually changed in the account. The Ad Spend keeps account changes, performance movement, and decision context in one reviewable record, so paid-media decisions remain explainable after the dashboard changes. See Product overview.