Bounce Rate
The percentage of visitors who leave a page without taking any action or visiting another page. In GA4, defined as sessions with no engagement events.
Formula
Why it matters
A high bounce rate on a paid landing page means you are paying for traffic that leaves immediately — a direct CPA problem. It typically signals a mismatch between the ad promise and the landing page content.
How to improve Bounce Rate
Ensure the headline on the landing page matches the ad copy, reduce page load time (every second of delay increases bounce rate by 7%), and ensure mobile experience is frictionless.
Content pages: 60–80% (normal). Landing pages: 40–60% (target). Under 40% on a landing page is excellent.
Prooflytics tracks Bounce Rate automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
Is bounce rate a ranking factor?
Google has stated that bounce rate is not a direct ranking factor. However, a high bounce rate on paid landing pages indicates poor user experience — which affects Quality Score and therefore CPC.
How is bounce rate measured in GA4?
In GA4, bounce rate is the inverse of engagement rate. GA4 defines an engaged session as lasting at least 10 seconds, having at least 2 pageviews, or triggering a conversion event. Sessions that don't meet any of these criteria are counted as bounces.