Many users notice that the bounce rate has disappeared in Google Analytics GA4. Google initially replaced the classic bounce rate with the new ‘engagement rate’ metric. However, the bounce rate was later reintroduced with a new definition. In this post about the GA4 bounce rate, we explain the differences and where to find the metric. We show you how to correctly interpret the bounce rate.

Why Did the GA4 Bounce Rate Disappear?

In the early version of GA4, there was no bounce rate. Google replaced it with the engagement rate. This means a session is considered ‘engaged’ if it lasts longer than 10 seconds, triggers a conversion, or has at least two pageviews. However, after user feedback, Google reintroduced the bounce rate in GA4. The GA4 bounce rate is the opposite of the engagement rate. Also check how GA4 counts sessions differently than Universal Analytics.

Where to Find the Bounce Rate in GA4

The bounce rate is not visible by default in all GA4 reports. You need to manually add it to your reports. Go to the report editor and click ‘Customize report’. There you can add the bounce rate as a column under ‘Metrics’. The GA4 documentation on bounce rate shows the exact steps. Additionally, you can use the bounce rate in exploration reports.

Our Recommendation

In GA4, primarily use the engagement rate instead of the bounce rate. The engagement rate provides more meaningful data as it considers time spent and interactions. If you need the bounce rate, manually add it to your standard reports. Keep in mind that the GA4 bounce rate will be lower than in Universal Analytics. Therefore, do not directly compare old UA values with new GA4 values.

Conclusion

The bounce rate in GA4 has not disappeared but was redefined and must be manually added. The engagement rate is the more modern and meaningful alternative. Our SEO agency helps you interpret your GA4 data. Also read our post about missing users in GA4.