Bounce Rate in GA4: Understanding & Using the Metric

But don’t worry, I’m here to clear up any confusion on the bounce rate metric in GA4 and provide you with what you need to know about the bounce rate and – getting a little ahead of myself – the engagement rate. Now that we know what the bounce rate means, we have the bounce rate explained, let’s talk about its latest transformation. While the engagement rate and the bounce rate can be seen as opposite metrics, it’s worth noting that the engagement rate tends to be higher than the simple inverse of the bounce rate. How the bounce rate is calculatedThe calculation for bounce rate is actually different in Universal Analytics and Google Analytics 4. Checking the bounce rate in Google Analytics 4The current Google Analytics has two different data collection technologies: Universal Analytics and GA4, and they each measure bounce rate differently.