How to Calculate and View Bounce Rate in GA4

Updated: May 27, 2026

The bounce rate calculation rules in GA4 are quite special, because there was no such metrics at first, but users had this demand, so the bounce rate metrics was introduced later.

Before introducing the bounce rate, let’s first understand the engagement rate.

Engagement Rate 

Engagement Rate represents the percentage of sessions that are considered “engaged sessions.”

The formula is:

Engagement Rate = Engaged Session/Sessions

In Google Analytics 4 (GA4), a session is classified as an engaged session if it meets at least one of the following conditions: lasts longer than 10 seconds, has a key event, or has at least 2 pageviews or screenviews.

For example, if your website records 1,810 sessions and 693 of them are engaged sessions, the Engagement Rate would be: 693/1810≈38.3%

Bounce Rate

Bounce Rate is essentially the inverse of Engagement Rate. It measures the percentage of sessions that were not considered engaged sessions.

In other words, a session is treated as a bounce when:

• The session lasts less than 10 seconds
• No key events are triggered
• Only one page or screen is viewed

The formula is:

Bounce Rate = 1- Engagement Rate=1-Engaged Session/Sessions

Using the same example above:

• Engagement Rate = 38.3%
• Bounce Rate = 100% − 38.3% = 61.7%

How to View Bounce Rate in GA4

In Google Analytics 4 (GA4), Bounce Rate is not displayed in some standard reports by default. However, you can easily add it to your reports or analyze it in Explorations.

For example, if you want to view the bounce rate for each traffic channel, you can use either the standard reports or the Explore section.

Method 1: View Bounce Rate in Reports

In GA4, navigate to:「Reports」——「Traffic acquisition」:

This report shows how users arrive at your website, including channels such as: Organic Search、Direct、Paid Search……

Click 「Customize Report」 in the upper-right corner of the report：

Then click「Metrics」:

Find Bounce Rate in Add metrics and add it

Finally,click「Apply」——「Save」——「Save changes to current report 」，You can see the bounce rate in the report:

The report will now display Bounce Rate alongside other acquisition metrics.

Method 2: View Bounce Rate in Explore

If you want more flexibility and deeper analysis, you can use the Explore section.

Select「Free form」 in the Explore and make the following settings:

• ROWS：Session default channel group
• VALUES：Bounce rate

The report will display the bounce rate for each traffic channel: