A lot of marketers agree that the old UA bounce rate metric was a poor indicator of performance.  The new Google Analytics 4 allows users to access the bounce rate metric.

Hallam contributor Jonathan Ellins has published an article explaining where the bounce rate is in GA4.

He says, “The bounce rate in Google Analytics 4 is a far more useful metric as it indicates how many users simply didn’t find what they were looking for and either quit their browser tab or, for example, pressed the back button to go back to a previous list of search results.

It’s really important to segment different sections of your website and different traffic sources before using the bounce rate metric or you could start basing key decisions on wishy-washy average statistics, which don’t account for:

  • The difference between targeted paid traffic and broader reaching organic traffic
  • The difference between main website landing pages, or for example, ‘how to’ pages where the user will get the information they need and leave immediately.”

Where is the bounce rate in GA4?

Hallam Internet Ltd.

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