In GA4, the percentage of sessions that were not engaged. An engaged session lasts longer than 10 seconds, has a key event, or has two or more page or screen views.
Formula
Bounce rate = sessions not engaged ÷ total sessions × 100 (GA4). Engagement rate = 100% − bounce rate
Example
Meera's ads bring 10,000 sessions to her website in a month; 6,000 are engaged. Her engagement rate is 60% and her bounce rate is 40%.
How you'll hear it
“Bounce rate on the Reels traffic is 40%, which is fine for a cold audience.”
Don't confuse it with
- Universal Analytics bounce rate: the older definition counted single-page sessions, so old and new numbers are not comparable.
- Exit rate: where people leave, not whether they engaged.
Related terms
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Sources
- [GA4] Engagement rate and bounce rate, Google Analytics Help