Bounce Rate is the percentage of website visitors who land on a page and leave without any further interaction — viewing only that one page.
Bounce rate = (Single-page sessions ÷ Total sessions) × 100
If 1,000 people visit and 500 leave without a second action, the bounce rate is 50%.
It depends on the page’s job. A blog post or a glossary page can have a high bounce rate and still succeed — the visitor got their answer and left happy. A product or landing page with a high bounce rate is usually a problem. Read it in context, not against a universal number.
In Google Analytics 4, the headline metric shifted to engagement rate (the share of engaged sessions) and bounce rate is now simply its inverse. GA4 counts a session as engaged if it lasts over 10 seconds, has a conversion, or has two or more page views — a more useful signal than the old all-or-nothing bounce.
It depends on the page's purpose. Informational pages can have high bounce rates and still succeed because the visitor got what they needed. For landing and product pages, a high bounce rate usually signals a problem. Always judge it in context.
Not directly. Google has said it does not use analytics bounce rate as a ranking signal. However, the underlying experience a high bounce rate can reflect — slow or irrelevant pages — does affect performance.
Because the old bounce rate treated any single-page visit as a failure, even when the visitor was satisfied. GA4's engagement rate measures genuine engagement — session length, conversions and multiple views — which is more meaningful.
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