Bounce rate measures the proportion of sessions in which a user lands on a page and leaves without interacting with any other page on the site. A high bounce rate can indicate that a page’s content doesn’t match visitor expectations, the page loads too slowly, or the user experience is poor. However, context matters — a high bounce rate on a contact page may simply mean the user found the phone number they needed. In GA4, bounce rate is defined as the inverse of engagement rate.
High bounce rates on key pages are one of the first signals we investigate in our conversion rate optimization services.
