Bounce Rate in Google Analytics 4 (GA4)

Team TypeStack
Team TypeStack ...
Dec 02, 2022  . 4 min read
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In this blog, we're going to look at how bounce rate is reported in Google Analytics 4 (GA4). If you've been using Google Analytics for a while, then you will probably be familiar with bounce rate. Bounce rate is the percentage of sessions where website visitors viewed just a single page on your website. It helps you learn if people are engaging in your website beyond the first page they see.

If you are using Universal Analytics, then you will be able to see the bounce rate in your reports, but in GA4 you will not see the bounce rate metric.

Bounce rate in Universal Analytics

So let's get started, to see the bounce rate in GA4 go to Google Analytics!

Google introduced some new engagement metrics in GA4. These are designed to replace metrics like 'Bounce Rate', 'Bounces', and 'Time on Page'. Let’s understand what's available in a standard, Universal Analytics property. When in universal analytics, select 'Behavior,' then select 'Site Content,' and then 'All Pages'. This report shows you all the pages that have been tracked on the website. And you can see 'Bounce Rate' which is the percentage of sessions that contain

a single pageview. You will see the bounce rate for each page and this helps you understand how people engage with each of your pages.

Engagement metrics in GA4

Start by selecting 'Engagement,' then select 'Pages and screens'. This report shows you all of the pages on your website and you can see different metrics across the top of the table. This is similar to the 'All Pages' report you have in the standard property. In the GA4 reports, you can see 'Views', 'Users', 'New Users', and other metrics for each of the pages in the report. However, you can't see 'Bounce Rate' and this is because Google has introduced new engagement metrics to help us understand the performance of our content. In this report, you will see 'Average Engagement Time' which is one of these new metrics.

There are additional engagement metrics that you can use, to do this, create a new 'Exploration' report. Start by selecting 'Analysis,' then 'Analysis Hub,' and finally 'Exploration.' Give your report a name, for example, 'Engagement.' Now you need to click the plus sign next to 'Dimensions,' and enable 'Page Path', however, you can also create your report using 'Page Title.' And then click 'Apply.'

This lets you use the dimension in your report. Now you can select 'Page Path' and drag it to replace the default dimension under 'Rows.’ Next you need to click the plus sign next to 'Metrics,' and enable 'Engaged Sessions,' 'Engaged Sessions per User,' and 'Engagement Rate.' These are the new metrics that are automatically available in GA4 properties. They're designed to replace 'Bounce Rate', 'Bounces', and 'Time on Page'. You can then enable 'Sessions' and click ‘Apply.’ This will make the metrics available, so you can use them in your report. You can now select and drag each of these metrics under 'Values' to add them to your table. You can now see 'Engagement Rate' for the content on your website. This is designed to replace 'Bounce Rate.' There are a few differences that you would like to highlight since they are not the same metric.

If you hover over 'Engagement Rate' you can see the definition for the metric. It gives you the number of engaged sessions divided by the total number of sessions. So it's more like a non-bounce rate metric. The other thing to highlight is that an engaged session is any session where someone views at least two pages, or spends at least 10 seconds on a page, or completes a conversion event on the page. Hence it has a broader definition, in comparison to bounce rate.

So that's how you view and understand your user engagement in GA4. You can use the 'Engagement Rate' metric, along with 'Engaged sessions per User,' 'Engaged Sessions', and 'Engagement Time'. Also note that 'Engagement Rate' is different from 'Bounce Rate', this is because anyone who spends at least 10 seconds on your page will be counted as an engaged user.

GA4 has changed the way we can analyze information. It offers many more metrics to help you understand user behavior and plan your marketing campaigns accordingly.