Formula
Single-page sessions ÷ all sessions
Bounce rate = single-page sessions ÷ total sessions × 100
If 600 of 1,500 sessions end after one page, the traditional bounce rate is 40%. Context matters: an answer page may satisfy intent in one visit, while the same rate on a checkout step can signal friction.
Important GA4 distinction
Google Analytics 4 defines bounce rate as the inverse of engagement rate. A GA4 engaged session can last longer than 10 seconds, include a key event, or include at least two page or screen views. That is not identical to the traditional single-page formula calculated here.
Limitations
Never compare unlike page types or analytics definitions. Segment by device, channel, intent, and template; verify tracking changes before diagnosing a sudden shift.