Many people talk about how important it is to have a “low bounce rate.”

But bounce rate is one of the most misunderstood metrics in SEO and digital marketing.

This article will explore the complexities of bounce rate and why it’s not as straightforward as you might think.

You’ll also learn how to analyze your bounce using Google Analytics 4 exploration reports.

In order to understand what bounce rate is, we need to define what engaged sessions are according to GA4.

What Is An Engaged Session?

An engaged session in GA4 is a session which meets either of the following criteria:

  • Lasts at least 10 seconds.
  • Has key event (formerly conversions).
  • Has at least two screen views (or pageviews).

Simply put, if a user lands on your homepage and leaves without converting (key event), that would produce a 100 percent bounce rate for that session.

If one lands and visits a second page or signs up for your newsletter (as you defined it as a key event), that would mean the bounce rate…

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