What is Bounce Rate?
The percentage of visitors who land on a page and leave without taking any action — a key signal of content/intent mismatch.
Bounce rate measures single-page sessions: visitor lands, doesn't click anything, leaves. A high bounce rate (over 70%) suggests one of: (1) the visitor was the wrong audience for the page, (2) the page didn't answer their question quickly, (3) the page took too long to load, or (4) the page is actually self-contained (a blog post they read fully then left). GA4 replaced the strict 'bounce' metric with 'engagement rate' — sessions over 10 seconds with at least one event count as engaged. Bounce rate is a signal, not a goal; very-high bounce rates on landing pages with paid traffic are worth investigating.