Bounce Rate.

Bounce rate measures the percentage of sessions in which visitors did not become meaningfully engaged with a website or app. In Google Analytics 4, a session counts as engaged when it lasts longer than 10 seconds, includes a key event such as a purchase or form submission, or records at least two page or screen views. A session that meets none of these conditions contributes to the bounce rate. For example, someone who opens a page, spends five seconds on it, triggers no key event and leaves without viewing another page would count as a bounce. Someone who reads the same page for several minutes may count as engaged even if they do not open another page. Bounce rate is the opposite of engagement rate. If a page has a 70 percent engagement rate, its bounce rate is 30 percent. Older versions of Google Analytics defined a bounce mainly as a single-page session with no further interaction. This is why older articles may describe bounce rate differently from Google Analytics 4. A high bounce rate does not always mean that a page is bad. A visitor may read an article, find the answer needed and leave without taking another action. The meaning of the number depends on the page type, traffic source, search intent and action the visitor was expected to complete.

Bounce rate can help you identify pages or traffic sources that may not be meeting visitor expectations. A high bounce rate may suggest that the page loads slowly, attracts the wrong audience, does not match the promise of a search result or advertisement, has a confusing layout, or does not provide a clear next step. It can also be normal for pages designed to answer one question quickly. Bounce rate should not be judged alone. Review it alongside engagement rate, average engagement time, key events, conversions, traffic source and the purpose of the page. Bounce rate is an analytics metric, not a confirmed direct Google Search ranking factor. Google uses many systems and signals to rank pages, so improving a page should focus on helping visitors complete their intended task rather than trying to reduce bounce rate at any cost.