Bounce rate is the share of sessions in which a visitor lands on a page and then leaves without triggering a second interaction, such as visiting another page or clicking an element. A bounce rate of 60% means 6 of every 10 sessions ended after a single page with no further activity.
What counts as a bounce
The definition shifted with Google Analytics 4. In the older Universal Analytics, a bounce was any single-page session. GA4 reframed the idea around engagement: a session counts as engaged if it lasts longer than 10 seconds, fires a conversion, or includes two or more page views. Bounce rate in GA4 is simply the inverse of engagement rate.
Why it matters, with caveats
A high bounce rate can flag a mismatch between what the visitor expected and what the page delivered, slow loading, or a confusing layout. But context decides everything. A blog post or a landing page that answers a question fully may show a high bounce rate and still be a success, because the visitor got what they came for and left satisfied.
How to interpret and improve it
Compare bounce rate against page intent and conversions rather than chasing a universal target. If a key page bounces heavily and fails to convert, check page speed, message match, and whether the content matches search intent. Clear next steps, faster loads, and stronger above-the-fold relevance usually move the number in the right direction.