bounce rate

The bounce rate is the share of visitors who leave a page without performing any further action. Actions include opening a subpage, clicking a link or staying on the page for a longer time. The bounce rate can be an important indicator of the content quality of a page. However, its relevance must always be seen in relation to the goal and purpose of a website.

A high bounce rate is not automatically bad. Anyone who finds the phone number on a contact page and calls has achieved their goal, but counts as a bounce.

In Google Analytics 4, the focus is no longer on the bounce rate, but on its counterpart: the engagement rate. The metric only becomes meaningful when compared anyway, i.e., against the previous month or between similar pages.

More on measurement and campaigns under Online Marketing.

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