Bounce rate is the percentage of sessions that consist of a single page view with no further interaction. GA4 redefined the metric — what was 'bounce' in Universal Analytics is now inverted as 'engagement rate.' High bounce rate on landing pages typically indicates message-match failure between the ad and the page, or critical content below the fold.
Related terms
Other analytics terms.
Attribution
The process of assigning credit for a conversion across the marketing touchpoints that contributed to it.
MMM
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.
Incrementality
The portion of conversions that would not have occurred without the marketing intervention.
GA4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.
UTM Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.
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