Bounce Rate in Google Analytics is one of the most common metrics used by marketers and analysts. Lets understand the difference between bounce rate in Google Analytics 4 (GA4) and Google Analytics Universal (GA Universal).
Bounce Rate in GA Universal:
Percentage of single-page sessions where a user leaves the website without any interaction.
For example: if a user visits your website and reviews content on your webpage for several minutes, but leaves without clicking on any links or triggering any events being recorded as interaction events, then the session will count as a bounce.
Bounce Rate in GA4:
Percentage of sessions that were not engaged sessions. An engaged session is a session that lasts 10 seconds or longer, has 1 or more conversion events, or has 2 or more page or screen views. If a user doesn’t have an engaged session (that is, they don’t meet any of the criteria for an engaged session), then Google Analytics counts the session as a bounce.
For Example: If a user visits your website, explore content on your webpage for less than 10 seconds, and then leaves without triggering any Website events or visiting any other pages, then the session will count as a bounce.
| Metric | UA | GA4 |
| Bounce rate | Percentage of single page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds. | Percentage of sessions that were not engaged sessions. An engaged session is a session that lasts 10 seconds or longer, has 1 or more conversion events, or has 2 or more page or screen views. If a user doesn’t have an engaged session (that is, they don’t meet any of the criteria for an engaged session), then Google Analytics counts the session as a bounce. |
| Example | For example, if a user visits your website and reviews content on your homepage for several minutes, but leaves without clicking on any links or triggering any events being recorded as interaction events, then the session will count as a bounce. | For example, if a user visits your website, reviews content on your homepage for less than 10 seconds, and then leaves without triggering any events or visiting any other pages or screens, then the session will count as a bounce. |
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