Bounce Rate

Definition

Bounce rate is the percentage of visitors who land on a page and leave without interacting further — no clicks, no scrolls (in GA4's engaged sessions model), no form submissions. In Google Analytics 4, bounce rate is the inverse of engagement rate: a session is 'engaged' if it lasts more than 10 seconds, has 2+ page views, or triggers a conversion event. Average bounce rates vary by industry and page type: blog posts (65-80%), landing pages (60-90%), service pages (10-30%), and e-commerce product pages (20-45%). High bounce rate isn't always bad — if a user finds their answer immediately (like a contact page with your phone number), a bounce is expected. Focus on reducing bounce rate on pages where you want users to take further action.