What is bounce rate?
In Google Analytics 4, bounce rate is the percentage of sessions that were not engaged. Subtract engaged sessions from total sessions, divide by total sessions, then multiply by 100. A single-page session can still be engaged.
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How to calculate Bounce rate
Subtract engaged sessions from total sessions, divide by total sessions, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
How bounce rate is defined now
Universal Analytics counted a bounce as a single-page session without another interaction hit. In GA4, a bounce is a session that was not engaged, so bounce rate is 100% minus engagement rate.
Because definitions differ between tools, compare bounce rates only within the same tool and setup.
How to read bounce rate
A high bounce rate isn't always bad. Someone who lands on a blog post, finds the answer, and leaves has been served well, while a high bounce rate on a checkout page points to a problem.
Judge it by page type and traffic source. Segment it so you can compare like with like, then look at conversion rate and engagement alongside it.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate bounce rate?
Subtract engaged sessions from total sessions, divide by total sessions, then multiply by 100. For example, 1,000 sessions with 600 engaged sessions gives 400 non-engaged sessions and a 40% bounce rate.
What is a good bounce rate?
There's no universal number. Bounce rates vary by page type, device, and traffic source, so compare against your own history and similar pages on your site.
What is the difference between bounce rate and exit rate?
GA4 bounce rate is the share of sessions that were not engaged. Exit rate looks at all views of a page and how often it was the last one in a session.
How does Google Analytics 4 define bounce rate?
GA4 counts a bounce as a session that was not engaged. A session is engaged if it lasts longer than a set time, has a key event, or includes at least two page or screen views.
How can you lower your bounce rate?
Make sure the page matches what the ad or search result promised, load it quickly, and give a clear next step. Fixing a mismatch between traffic and content usually helps most.
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