Reference / Glossary / Measurement
Bounce Rate
The share of sessions that end without a second interaction. Google Analytics 4 replaced it with engagement rate (sessions longer than ten seconds, with a conversion, or with two or more page views) and now reports bounce rate as the inverse. A high bounce rate on paid traffic usually indicates a mismatch between the ad and the landing page.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Bounce Rate." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/bounce-rate/