Q: Where is bounce rate in GA4, and why is it so different from UA's?
A: It exists, but it's redefined — it's now the inverse of engagement rate, not the old single-page metric.
— Add it via the pencil 'Customize report' icon, or pull it in any Exploration as a metric.
— GA4 counts a session as engaged if it lasts 10+ seconds, has 2+ page_views, or fires a key event. Bounce rate = 100% minus engagement rate.
— So a 30-second one-page read counts as engaged in GA4 but bounced in UA — that's why your number looks dramatically lower.
Use engagement rate as your primary metric; bounce is just its mirror.
TL;DR: GA4 bounce = non-engaged sessions, not single-page visits.
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Q: Where is bounce rate in GA4, and why is it so different from UA's?
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