GA4 bounce rate = 100% - engagement rate. High bounce = landing page problem, not ad problem.
By The Ad Spend
In GA4, the percentage of sessions that were not engaged: less than 10 seconds, no conversions, no multi-page views. The inverse of engagement rate.
Formula
100% - Engagement Rate
Benchmark range
GA4 definition differs from Universal Analytics. High bounce = poor landing page match or slow load time.
Why it matters
GA4 changed bounce rate definition. Now it's 100% minus engagement rate, not single-page sessions. High bounce signals landing page issues: slow load, poor match to ad promise, or confusing layout. Fix pages before blaming ads.
