Bounce rate is the percentage of visitors who land on a page and leave without interacting further — no clicks, no scrolls past the fold, no form submissions. In Google Analytics 4, it's the inverse of engagement rate.
Bounce Rate = (Single-page sessions / Total sessions) × 100
A high bounce rate signals that your landing page isn't meeting visitor expectations. For advertising, this means your ad promise doesn't match the page experience, costing you wasted ad spend.
