What is Bounce Rate?
Bounce rate is the percentage of website visitors who leave the page without taking any further action or visiting another page. In Google Analytics 4, bounce rate was replaced by engagement rate - a bounce is now a session under 10 seconds without a conversion event or second page view. High bounce rates aren't always bad: For blog articles or contact pages, it can be normal if users found their information. Typical values: Landing pages 70-90%, Blogs 65-90%, Service pages 10-30%, E-commerce 20-45%. For improvement: optimize loading time, align content with search intent, place CTAs.
Key Points
- Replaced by engagement rate in GA4
- High bounce rate not always negative
- Context matters: blog post vs. product page
- Dwell time as complementary metric
- Mobile bounce rate often higher than desktop
- Search intent match is crucial
Practical Example
“Our blog posts have a bounce rate of 75% but an average dwell time of 4 minutes.”