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Bounce rate

Bounce rate is the percentage of sessions in which the visitor did not engage with your site.

Written by Reflective Data experts · updated Oct 5, 2026

In Universal Analytics a bounce was a single-page session with no interaction. In GA4 the definition changed: bounce rate is the percentage of sessions that were not engaged.

A high bounce rate is not automatically bad. A page that answers a question quickly can have a high bounce rate and still do its job.

related

Conversion rateEngagement rateSession

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