SEO

Bounce rate

By Paul Brock·Updated on 22-04-2026
TL;DR

Bounce rate is the percentage of visitors leaving your site after viewing only one page, without any other interaction.

Bounce rate changed in GA4: it's called 'engagement rate' (inverse) and is based on engaged sessions (10+ seconds, multiple pages, or a conversion event). A high bounce rate isn't automatically bad — for a recipe or definition the visitor already has their answer. Context determines interpretation.

Example

A long guide on 'Bitcoin self-custody' has 78% bounce rate and 4:30 average session duration. High bounce because visitors get their answer — no problem, actually success.

Frequently asked questions

What is a good bounce rate?

Context-dependent. Blog/content: 70-85% normal. E-commerce product pages: 30-50% desired. Look at bounce alongside conversion and dwell time.

Related terms

Dwell timeGoogle Analytics 4 (GA4)Content Delivery Network (CDN)SSL / HTTPSSelf-custody

Further reading

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