Glossary / Tracking

Industry terms

Bounce rate

Bounce rate is the share of visits to a website where the visitor leaves without really engaging. In Google Analytics 4, it is the percentage of sessions that were not engaged.

Also called: website bounce rate, bounces, single-page sessions

By Aulto · Last reviewed

What counts as engaged in GA4?

A session that lasts longer than 10 seconds, includes a key event (such as a sign-up), or has two or more page or screen views. Anything else is a bounce.

Is a high bounce rate always bad?

No. On a music link page, a fan who taps Spotify within seconds has done exactly what you wanted, but may still count as a bounce if that tap isn't tracked as a key event. Judge single-purpose pages by clicks and sign-ups, not bounce rate.

How do you lower it where it matters?

Make the page load fast, put the main action at the top, and match the page to the post that sent people there.

Example

A Lucknow poet's website shows a high bounce rate, but most of those visits are fans landing on her reading-tickets page and tapping the booking button straight away.

  • Click-through rate

    Click-through rate (CTR) is the share of people who clicked a link out of everyone who saw it, written as a percentage.

  • Conversion rate

    Conversion rate is the share of people who did the thing you wanted, like pre-saving, signing up or buying, out of everyone who reached the page.

  • Landing page

    A landing page is a web page made for one action, like signing up, pre-saving or buying, that people land on from a link, ad or post.

  • Attribution

    Attribution is working out where a click, sign-up or sale came from, so you know which post, channel or campaign actually worked.

  • Deep link

    A deep link opens a specific screen inside an app, like a song in the Spotify app, instead of a web page.

  • In-app browser

    An in-app browser is the built-in browser that opens when you tap a link inside apps like Instagram or Facebook, instead of your phone's normal browser.

Sources

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