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What is Bounce rate?
Also called: bounce, engagement rate, exit rate.
In older versions of Google Analytics, a bounce was someone who viewed one page and left. In Google Analytics 4, a bounce is any visit that was not ‘engaged’: it lasted under 10 seconds, viewed only one page and did not trigger a key event such as a form submission.
A high bounce rate is not automatically bad. Someone who lands on your contact page, finds your number and rings you might count as a bounce, even though that is the best possible outcome.
It is most useful as a comparison: if one service page has a much higher bounce rate than similar pages, something about it is putting people off.
Why it matters for your business
Cold-callers love quoting a ‘high bounce rate’ to make a site sound broken. Treat it as a clue, not a verdict. What really matters is whether visitors are getting in touch, which is why tracking calls and forms beats staring at bounce rate.
Example. A café's opening hours page has a high bounce rate. That is fine: people check the hours and leave. Their private hire page having one is more worrying, because those visitors should be enquiring.
Related terms
Google Analytics · Conversion rate · Above the fold · UX (user experience)
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