Bounce Rate
Bounce rate is the percentage of website sessions in which a visitor leaves without engaging further, such as viewing a second page or taking an action.
Also called: website bounce rate
Why it matters
Bounce rate helps show whether a page meets the expectations of the people who arrive on it. A high rate on a landing page can mean the ad promised something the page does not deliver, the page loads slowly or the next step is unclear. Watching it by traffic source shows which channels bring visitors who actually engage.
In Google Analytics 4, bounce rate is the percentage of sessions that were not engaged, the opposite of engagement rate; an engaged session lasts longer than 10 seconds, has a key event or has 2 or more page or screen views. A high bounce rate is not always bad: a visitor who finds a phone number and calls may leave after one page. Website bounce rate is a different measure from email bounce rate, which counts emails that could not be delivered.
Example
A company sees that visitors from one ad campaign leave its landing page far more often than visitors from search. The ad promises a free trial, but the page only offers a demo. After the team changes the ad to match the page, fewer visitors from that campaign leave without engaging.
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