What it is
Bounce rate is the percentage of visitors who land on a page and leave without clicking anything or visiting any other page on your site. They arrive, they look around (or don't), and they're gone. In Google Analytics 4, the metric is now called "engagement rate" and measured slightly differently, but the concept is the same.
Why it matters
A high bounce rate usually means something isn't connecting — the page is slow, the headline isn't relevant, the design is confusing, or the visitor came expecting something your page didn't deliver. Every bounce is someone who found you but didn't become a lead.
The mistake most people make
Treating every high bounce rate as a problem. Some pages — like a blog post someone reads and then closes — will naturally have high bounce rates, and that's fine. The bounce rates to worry about are on your homepage, service pages, and landing pages where you need people to take action.
Want help with this?
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