Bounce Rate
The percentage of visitors who leave after viewing just one page without interacting.
Bounce rate is the share of visits where someone viewed a single page and left without a second interaction. It is easy to misread: a high bounce rate on a page that answers a question completely can mean the page worked. It is only a warning sign where the visit was supposed to continue, such as a product or checkout page.
Definition
Bounce rate is the percentage of visitors who leave your site after viewing only one page without any interaction. In GA4, it has been redefined as the inverse of "engagement rate" — a session is "bounced" if it lasted less than 10 seconds, had no conversion events, and had fewer than 2 page views.
Why It Matters
A high bounce rate on landing pages may indicate content mismatch (user expected something different), poor page speed, or bad mobile experience. However, for single-page content (blog posts, tools), a high bounce rate can be normal.
Example
A tool page with 85% bounce rate is fine — users came, used the tool, and left satisfied. But a product page with 85% bounce rate is a problem — users are leaving without converting.
Related Terms
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