Term
Bounce rate
The share of visits that leave without meaningful interaction. In GA4 it is the opposite of engagement rate.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
Bounce rate describes visits where the person did not engage. In Google Analytics 4 a bounce is a session that was not engaged, so bounce rate is simply 100% minus the engagement rate.
Why it matters for your business
A high bounce rate is not always bad: someone who finds your phone number and calls may count as a bounce. Read it alongside enquiries and calls, and compare similar pages rather than judging one number in isolation.
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