Bounce Rate & Engagement Audit

GA4 measures engagement rather than traditional bounce. A session is considered non-engaged if it lasts under 10 seconds, triggers no conversion event, and has fewer than two pageviews. This playbook shows both the raw bounce rate and the engagement rate.

Start with pages that have high traffic volume and high bounce rate. A page with 50 visits and a high bounce rate matters less than a page with 5,000 visits losing most of them. The playbook sorts by traffic-weighted drop-off so your priority list is clear.

Direct and branded search traffic usually bounces less because users know what they want. Paid and social traffic tends to bounce more. The playbook breaks bounce down by source so you can compare each channel against its own baseline.

There is no universal number. B2B SaaS often sees 50-60%, ecommerce 55-70%, content sites 40-50%. What matters is whether your engagement rate is trending up or down over time and how it compares across your own pages.

It surfaces where they are bouncing, not why. For the why, pair this with a session replay tool like Hotjar or Fullstory, or launch an investigation in ClickBoss to dig into specific high-bounce pages.