Jan 6, 2026
Bounce Rate
BR
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.
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Formula:
100% - Engagement Rate
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Benchmarks
GA4 definition differs from Universal Analytics. High bounce = poor landing page match or slow load time.
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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.
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