Bounce Rate
Bounce rate traditionally measures the share of visits where someone lands on a page and leaves without further interaction. In GA4 the concept shifted to engagement rate, where a bounce is a session that was not engaged, meaning it lasted under a set time, had no conversion, and no second page view.
Why It Matters
A high bounce rate can flag a mismatch between what a visitor expected and what the page delivered, whether from misleading ads, slow load times, or weak content. Watching it helps diagnose where campaigns attract the wrong audience.
Common Mistake
Treating a high bounce rate as automatically bad. A visitor who reads a full blog post and leaves satisfied may still count as a bounce. Context and page purpose matter more than the number alone.