Analytics

Bounce Rate / Engagement Rate

In GA4, engagement rate is the percentage of sessions that were engaged, and bounce rate is simply its inverse, the percentage that were not.

GA4 counts a session as engaged if it lasts longer than ten seconds, includes a conversion, or has two or more page views. This is a meaningful shift from Universal Analytics, where bounce rate meant single-page sessions regardless of engagement, so older "70% is high" rules of thumb no longer apply. Focus on engagement rate as the clearer signal of content quality.