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GLOSSARY

What is Bounce rate?

DEFINITION

In GA4, bounce rate is the percentage of sessions that were not engaged. A session counts as engaged if it lasted at least 10 seconds, included a conversion event, or had at least two page or screen views.

That is the opposite of the old Universal Analytics definition, which counted any single-page visit, so figures from the two are not comparable. A high bounce rate is not automatically bad: someone who reads a page, finds your phone number and calls has done exactly what you wanted. Why it matters: Reading bounce rate without context leads to wrong conclusions, so judge it next to the page's purpose and its conversions.

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