Bounce rate

The bounce rate measures what percentage of visitors leave the site after viewing just one page, without clicking anything or browsing further. For years it has been used as a quality signal: a very high rate may suggest the content did not answer what the person was looking for, that the page loads badly, or that the experience disappoints. It should be read in context, though: a page that answers a question instantly — a definition, say — can have a high bounce and still be excellent. That is why it is best viewed alongside other metrics like time on page or conversion ✕ The conversion rate is the percentage of visitors who complete the action you want — buy, sign up, click a link — out of your total visits. More in the glossary → . In Google Analytics 4 it has taken a back seat to the engagement rate, which measures the opposite: how many visits do engage.