The myth about bounce rate
Many consider a high bounce rate a sign of a bad website. That’s not always the case. If a user lands on a 'Contact' page, sees the phone number, calls, and closes the site — that’s counted as a bounce in analytics, but it’s a business success.
Differences between analytics systems
- Google UA (legacy): bounce = single page, no events in the session.
- GA4: bounce renamed to 'bounce sessions' — users who stay less than 10 seconds or have no conversions.
- Yandex Metrica: bounce = visit lasting less than 15 seconds.
Don’t try to lower bounce rate at all costs. First, define what conversion means for your business. Sometimes a high bounce rate is normal (e.g., a page that instantly answers a user’s question).
FAQ
What bounce rate is considered good?
It depends on page type. For blogs: 60–80% is normal. For landing pages: below 40%. For contact pages: high bounce doesn’t matter if people call.
How can I lower bounce rate?
Improve content relevance, speed up pages, add internal links to related materials, optimize for mobile.
I no longer see bounce rate in GA4 — what should I do?
GA4 uses Engagement rate instead. Low bounce ≈ high engagement. Monitor 'bounce sessions' as an indicator.