In Google Analytics 4, bounce rate is the percentage of sessions that were not engaged. It is the complement of engagement rate: together they account for all sessions. Use this GA4 definition when interpreting the figure rather than assuming that every brief visit means the same thing. Source: Google Analytics: Engagement rate and bounce rate

Check the arithmetic

If 60 of 200 sessions are not engaged in an illustrative report, the bounce rate is 30%. The matching engagement rate is 70%. State the period and page group with the figures, so anyone reviewing the result can see exactly what is included.

Investigate before changing the page

Choose a page, check its intended task and test that journey yourself. Compare the result with enquiry evidence and the analytics setup before rewriting content. This gives you a concrete reason for a change, instead of treating a single percentage as a complete explanation of what readers needed.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.