What is Bounce Rate?

Bounce rate measures visits that did not engage with your site. In Google Analytics 4, a bounced visit is one that was not an engaged session: it lasted under ten seconds by default, had no conversion event and viewed only one page. Older versions of Analytics defined it differently, so numbers from different tools do not always match.

A high bounce rate is not automatically bad. A visitor who reads your hours and phone number, then calls, may leave quickly and still be a success. It becomes a warning sign on pages where you want people to take a next step, like a service page or a landing page for ads.

When a key page has a high bounce rate, look for the usual causes: a slow load, a message that does not match what the visitor expected, or a page that is hard to use on a phone. We read the number alongside other data so you fix the real problem.