In GA4, bounce rate is measured differently from Universal Analytics. Bounce rate in GA4 is the opposite of engagement rate. An engagement in GA4 happens when a user:

• Visits at least one page on a website
• Converts on the website
• Stays at least 10 seconds (by default) on the website

If a user doesn’t engage on a website, they are considered to have “bounced” and will be included in the bounce rate in GA4.

The formula for bounce rate in GA4 is: (users who don’t engage on a website) / total number of users. For example, if 10 out of 100 users don’t engage on a website, the website’s bounce rate is 10%.

By default, the bounce rate doesn’t appear in the standard reports. However, you can add the bounce rate to the standard reports. Here’s how you can add bounce rate to the Traffic Acquisition report.

1. Click on the Pencil on the Top Right

   

2. Select Metrics

   

3. Select Add Metrics

   

4. Select Bounce Rate as the Metric and Once the Metric Has Been Selected and Applied, Bounce Rate Will Appear in Your Report

   

Understanding and tracking bounce rates in GA4 will provide valuable insights into your website’s performance, helping you to make informed decisions to optimize user engagement and overall marketing success.