Bounce Rate Benchmarks 2026: What Is a Good Bounce Rate in GA4?
A typical GA4 bounce rate is about 40% to 46%. The median Shopify store had a bounce rate of 40% in the 90 days to 17 October 2026, according to Littledata. Databox put the median across all industries at 44.04% in September 2024, and AgencyAnalytics at about 45.9% as of December 2024. In GA4, bounce rate is the share of sessions that were not engaged, so it equals 100% minus engagement rate. Old Universal Analytics benchmarks used a different definition and are not comparable.
Key statistics
- The median Shopify store had a GA4 bounce rate of 40% in the 90 days to 17 October 2026, according to Littledata.
- The median GA4 bounce rate across all industries was 44.04% in September 2024, according to Databox.
- The median GA4 bounce rate across all industries was about 45.9% as of December 2024, according to AgencyAnalytics.
- Bounce rate in Google Analytics 4 is the percentage of sessions that were not engaged in 2026, according to Google, so a site with 0% engagement has a 100% bounce rate.
- The GA4 bounce rate gap between the best 10% and worst 10% of Shopify stores was 53.7 points in 2026, calculated by StatisticsGlobal from Littledata data.
What is a good bounce rate
There is no single good bounce rate. It depends on the kind of site, the traffic it gets and how the analytics are set up. What the data can tell you is where a site sits against others measured the same way.
Three vendors publish GA4 bounce rate medians from their own customer data. They land in a tight band. Littledata finds 40% for Shopify stores in 2026. Databox finds 44.04% across all industries in September 2024. AgencyAnalytics finds about 45.9% as of December 2024, across more than 150,000 campaigns.
So a GA4 bounce rate below 40% is better than the typical site in these samples. Above 55% puts a Shopify store in the worst 20%, according to Littledata. Lower is not always better, though. A page that answers a question in under 10 seconds can bounce and still do its job.
The sources do not agree exactly. AgencyAnalytics sits 1.86 points above Databox for late 2024. Their customers differ. AgencyAnalytics data comes from marketing agencies' client campaigns. Databox does not say how many sites it measured.
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The median Shopify store had a GA4 bounce rate of 40% in the 90 days to 17 October 2026, according to Littledata.
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The median GA4 bounce rate across all industries was 44.04% in September 2024, according to Databox.
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The median GA4 bounce rate across all industries was about 45.9% as of December 2024, according to AgencyAnalytics.
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AgencyAnalytics put the all-industry median GA4 bounce rate 1.86 points above Databox in late 2024, calculated by StatisticsGlobal.
How we calculated it: AgencyAnalytics 45.9% (as of December 2024) minus Databox 44.04% (September 2024) = 1.86 points. Different customer bases and months.
| Source | Period | Sample | Median bounce rate |
|---|---|---|---|
| Littledata | 20 July to 17 October 2026 | 433 Shopify stores | 40% |
| AgencyAnalytics | As of December 2024 | 150,000+ campaigns, 7,000+ agencies | 45.9% (approximate) |
| Databox | September 2024 | Databox users, count not stated | 44.04% |
Bounce rate vs engagement rate in GA4
Google changed what bounce rate means when it replaced Universal Analytics with Google Analytics 4. Most bounce rate rules of thumb online date from the old definition.
In Universal Analytics, a bounce was a single-page session. Google's legacy help page defines bounce rate as single-page sessions divided by all sessions. A visitor who read one page for five minutes and left still counted as a bounce.
In GA4, a session is engaged if it lasts longer than 10 seconds, has a key event or has 2 or more page views. Bounce rate is the percentage of sessions that were not engaged. Engagement rate is the percentage that were. For any one site the two add up to 100%.
That change matters for benchmarks. A session that bounced in UA can count as engaged in GA4, so old and new numbers for the same site are not comparable. Standard UA properties stopped processing hits on 1 July 2023. Any benchmark built on data before then almost certainly uses the old definition. Every figure on this page uses the GA4 definition.
One odd result. Databox's September 2024 medians add up to 100.25%, not 100%. Across the same set of sites, the median engagement rate should be exactly 100% minus the median bounce rate. The small gap suggests the two medians were not taken from exactly the same accounts.
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Google Analytics 4 counts a session as engaged if it lasts longer than 10 seconds, has a key event or has 2 or more page views in 2026, according to Google.
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Bounce rate in Google Analytics 4 is the percentage of sessions that were not engaged in 2026, according to Google, so a site with 0% engagement has a 100% bounce rate.
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Standard Universal Analytics properties stopped processing hits on 1 July 2023, according to Google, ending the old single-page bounce rate for most sites.
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The median GA4 engagement rate across all industries was 56.21% in September 2024, according to Databox.
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Databox median GA4 bounce and engagement rates for September 2024 add up to 100.25%, not 100%, calculated by StatisticsGlobal from Databox data.
How we calculated it: 44.04% median bounce rate plus 56.21% median engagement rate = 100.25%. For a single site the two always sum to 100% (Google definition). Medians of two separate distributions need not, which suggests the two medians come from slightly different sets of accounts.
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The median Shopify store had a GA4 engagement rate of 60% in the 90 days to 17 October 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: 100% minus the 40% median bounce rate = 60%. Engagement rate equals 100% minus bounce rate for each store (Google definition), so the median of one is 100% minus the median of the other across the same 433 stores.
| Universal Analytics (stopped 1 July 2023) | Google Analytics 4 | |
|---|---|---|
| What counts as a bounce | A single-page session | A session that was not engaged |
| What stops a bounce | A second page view or request to Analytics | Over 10 seconds, a key event, or 2+ page views |
| Paired metric | None | Engagement rate (100% minus bounce rate) |
| Comparable with the other? | No | No |
Average bounce rate by industry
Two vendors publish GA4 bounce rate medians by industry. They use different industry lists, different months and different customers, so we show them in separate tables.
In Databox's September 2024 data, consumer sites bounce less than B2B and tech sites. Apparel and footwear had the lowest median at 35.76%. IT services, technology and SaaS were all above 48%. Nine of 15 industries sat below the all-industry median.
AgencyAnalytics' August 2025 medians are higher overall. Advertising and marketing sites were highest at 61.43%, and travel lowest at 43.85%. Several service industries, such as legal, finance and dental, were above 56%.
The two sources disagree on the same kind of site. Food and beverage sites had a median of 49.72% in AgencyAnalytics' data and food sites 38.93% in Databox's, a gap of 10.79 points. The months differ and so do the customers behind each dataset. Compare your site with one source at a time.
Source: AgencyAnalytics, "How to Track Bounce Rate in Google Analytics 4 (GA4)", medians for August 2025 from 150,000+ campaigns. Sorted by StatisticsGlobal.
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Information technology and services sites had the highest median GA4 bounce rate of 15 industries, 48.38%, in September 2024, according to Databox.
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Apparel and footwear sites had the lowest median GA4 bounce rate of 15 industries, 35.76%, in September 2024, according to Databox.
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Ecommerce and marketplace sites had a median GA4 bounce rate of 38.61% in September 2024, according to Databox.
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SaaS sites had a median GA4 bounce rate of 48.27% and an engagement rate of 52.93% in September 2024, according to Databox.
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The median GA4 bounce rate for IT services sites was 12.62 points above apparel and footwear in September 2024, calculated by StatisticsGlobal from Databox data.
How we calculated it: Information Technology & Services 48.38% minus Apparel & Footwear 35.76% = 12.62 points, highest and lowest of the 15 Databox industries.
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Nine of 15 industries had a median GA4 bounce rate below the 44.04% all-industry median in September 2024, calculated by StatisticsGlobal from Databox data.
How we calculated it: Counted Databox industry medians below 44.04%: Apparel & Footwear 35.76, Automotive 40.1, Ecommerce & Marketplaces 38.61, Food 38.93, Health Care 40.94, Health & Wellness 39.41, Industrials & Manufacturing 41.78, Real Estate 42.14, Travel & Leisure 38.84. The six above are Construction, Consulting, Education, IT services, SaaS and Technology.
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Advertising and marketing sites had the highest median GA4 bounce rate of 13 industries, 61.43%, in August 2025, according to AgencyAnalytics.
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Travel sites had the lowest median GA4 bounce rate of 13 industries, 43.85%, in August 2025, according to AgencyAnalytics.
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Median GA4 bounce rates across 13 industries ranged by 17.58 points in August 2025, calculated by StatisticsGlobal from AgencyAnalytics data.
How we calculated it: Advertising & Marketing 61.43% minus Travel 43.85% = 17.58 points.
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AgencyAnalytics put food and beverage sites at a median GA4 bounce rate 10.79 points above Databox food sites, using August 2025 and September 2024 data, calculated by StatisticsGlobal.
How we calculated it: AgencyAnalytics Food & Beverage 49.72% (August 2025) minus Databox Food 38.93% (September 2024) = 10.79 points. Littledata Shopify Food & Beverage stores sat at 39% in 2026.
| Industry | Median bounce rate | Median engagement rate |
|---|---|---|
| Information Technology & Services | 48.38% | 52.91% |
| Technology | 48.28% | 53.34% |
| SaaS | 48.27% | 52.93% |
| Consulting & Professional Services | 47.84% | 52.97% |
| Education | 46.28% | 53.82% |
| Construction | 45.28% | 55.06% |
| All industries | 44.04% | 56.21% |
| Real Estate | 42.14% | 59.57% |
| Industrials & Manufacturing | 41.78% | 57.85% |
| Health Care | 40.94% | 59.1% |
| Automotive | 40.1% | 61.48% |
| Health & Wellness | 39.41% | 61.74% |
| Food | 38.93% | 55.53% |
| Travel & Leisure | 38.84% | 60.71% |
| Ecommerce & Marketplaces | 38.61% | 60.71% |
| Apparel & Footwear | 35.76% | 60.03% |
Bounce rate for ecommerce and Shopify stores
Littledata publishes GA4 benchmarks from 433 Shopify stores that send data to GA4 through its app. It refreshes them on a rolling 90-day window.
The median Shopify store bounced 40% of sessions in the 90 days to 17 October 2026. Sector medians sat within 9 points of each other. Beauty and skincare was lowest at 38% and health and supplements highest at 47%.
Online shops tend to bounce less than B2B sites. Databox's ecommerce and marketplaces median was 38.61% in September 2024, close to Littledata's Shopify figure two years later. Shopify's share of CMS websites is covered on our WordPress statistics page.
Littledata only includes stores with at least 1,000 sessions and 90 purchases in the period. Very small or new stores are left out, and they may well bounce more.
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The median Shopify store had a GA4 bounce rate of 40% in the 90 days to 17 October 2026, according to Littledata.
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Health and supplements Shopify stores had the highest median GA4 bounce rate of five sectors, 47%, in the 90 days to 17 October 2026, according to Littledata.
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Beauty and skincare Shopify stores had the lowest median GA4 bounce rate of five sectors, 38%, in the 90 days to 17 October 2026, according to Littledata.
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Median GA4 bounce rates across five Shopify sectors ranged by 9 points in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Health & Supplements 47% minus Beauty & Skincare 38% = 9 points. Sectors: Fashion & Apparel 42%, Home & Furniture 42%, Beauty & Skincare 38%, Health & Supplements 47%, Food & Beverage 39%.
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Ecommerce and marketplace sites had a median GA4 bounce rate of 38.61% in September 2024, according to Databox.
| Sector | Stores | Median bounce rate | Best 20% below |
|---|---|---|---|
| Health & Supplements | 35 | 47% | 19% |
| Fashion & Apparel | 71 | 42% | 17% |
| Home & Furniture | 62 | 42% | 23% |
| Food & Beverage | 31 | 39% | 16% |
| Beauty & Skincare | 38 | 38% | 21% |
| All Shopify stores | 433 | 40% | 19% |
Bounce rate benchmarks by percentile
A median tells you the middle. Percentiles show how wide the range is, which is more useful for judging your own number.
The spread across Shopify stores is wide. The best 10% bounce less than 9.3% of sessions. The worst 10% bounce 63% or more. That is a gap of 53.7 points between stores on the same platform measured the same way.
Very low bounce rates deserve a second look. Under 10% can mean a store genuinely holds visitors. It can also mean a tracking setup that fires extra events or page views, which makes almost every session count as engaged.
Source: Littledata, 433 Shopify stores on GA4, 90 days to 17 October 2026.
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The best 10% of Shopify stores had a GA4 bounce rate below 9.3% in the 90 days to 17 October 2026, according to Littledata.
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The best 20% of Shopify stores had a GA4 bounce rate below 19% in the 90 days to 17 October 2026, according to Littledata.
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Shopify stores with a GA4 bounce rate above 55% were in the worst 20% in the 90 days to 17 October 2026, according to Littledata.
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The worst 10% of Shopify stores had a GA4 bounce rate of 63% or more in the 90 days to 17 October 2026, according to Littledata.
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The GA4 bounce rate gap between the best 10% and worst 10% of Shopify stores was 53.7 points in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Worst 10% threshold 63% minus best 10% threshold 9.3% = 53.7 points (90 days to 17 October 2026).
| Position | Bounce rate |
|---|---|
| Best 10% | Below 9.3% |
| Best 20% | Below 19% |
| Median | 40% |
| Worst 20% | Above 55% |
| Worst 10% | 63% or more |
Bounce rate by country
AgencyAnalytics is the only source here with country medians. They come from agency client campaigns in August 2025.
US sites had the highest median at 56.15%, and German sites the lowest at 35.99%. The gap is 20.16 points, larger than the spread between industries in the same data.
Five of 13 countries were above 50%. The UK sat at 49.16%. AgencyAnalytics does not say how many campaigns sit behind each country, so small samples may explain some of the spread.
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Sites tracked for the United States had a median GA4 bounce rate of 56.15% in August 2025, the highest of 13 countries, according to AgencyAnalytics.
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Sites tracked for the United Kingdom had a median GA4 bounce rate of 49.16% in August 2025, according to AgencyAnalytics.
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Sites tracked for Germany had a median GA4 bounce rate of 35.99% in August 2025, the lowest of 13 countries, according to AgencyAnalytics.
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The median GA4 bounce rate for US sites was 20.16 points higher than for German sites in August 2025, calculated by StatisticsGlobal from AgencyAnalytics data.
How we calculated it: United States 56.15% minus Germany 35.99% = 20.16 points.
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Five of 13 countries had a median GA4 bounce rate above 50% in August 2025, calculated by StatisticsGlobal from AgencyAnalytics data.
How we calculated it: Countries above 50%: United States 56.15, India 53.22, Australia 51.86, Canada 51.82, Spain 50.10. The other eight range from Brazil 49.84 down to Germany 35.99.
| Country | Median bounce rate |
|---|---|
| United States | 56.15% |
| India | 53.22% |
| Australia | 51.86% |
| Canada | 51.82% |
| Spain | 50.10% |
| Brazil | 49.84% |
| United Kingdom | 49.16% |
| South Africa | 48.94% |
| Mexico | 46.73% |
| France | 45.28% |
| Netherlands | 39.62% |
| Denmark | 39.29% |
| Germany | 35.99% |
How these sources measure bounce rate
All three benchmark sources read GA4 data from their own customers. None is a random sample of the web.
Google defines the metric. GA4 counts a session as engaged after more than 10 seconds, a key event or 2 or more page views. Site owners choose which events are key events, so two sites with the same visitors can report different bounce rates.
Databox reports medians from GA4 accounts connected to its dashboards, for September 2024. It does not publish its sample size. The page was last updated in April 2026 but the data is still from 2024. Databox's page could not be archived on the Wayback Machine, so we keep a dated copy of the figures we use.
AgencyAnalytics reports medians from more than 150,000 campaigns run by over 7,000 agencies. Its headline 45.9% is labelled as of December 2024, while its industry and country tables are for August 2025. It gives no sample sizes per industry or country.
Littledata reports percentiles from 433 Shopify stores over a rolling 90-day window, with minimums of 1,000 sessions and 90 purchases. Its page changes as the window moves, so we keep a dated copy from 25 October 2026. For how search traffic reaches these sites in the first place, see our search engine market share data.
Frequently asked questions
What is a good bounce rate in GA4?
Below about 40% is better than typical. The median Shopify store had a 40% GA4 bounce rate in the 90 days to 17 October 2026, according to Littledata. Databox put the all-industry median at 44.04% in September 2024.
How is bounce rate calculated in GA4?
Bounce rate is the percentage of sessions that were not engaged, according to Google. A session is engaged if it lasts longer than 10 seconds, has a key event or has 2 or more page views. Bounce rate equals 100% minus engagement rate.
Why is my GA4 bounce rate different from Universal Analytics?
The definitions differ. Universal Analytics counted any single-page session as a bounce, however long it lasted. GA4 only counts sessions that were not engaged. Standard UA properties stopped processing data on 1 July 2023.
What is the average bounce rate by country?
In AgencyAnalytics' August 2025 data, the median GA4 bounce rate was 56.15% in the United States, 49.16% in the United Kingdom and 35.99% in Germany, the lowest of 13 countries.
Which industries have the highest bounce rate?
In Databox's September 2024 data, IT services (48.38%), technology (48.28%) and SaaS (48.27%) had the highest medians. In AgencyAnalytics' August 2025 data, advertising and marketing (61.43%) and business services (60.26%) were highest.
What is a bad bounce rate for an online store?
Above 55% put a Shopify store in the worst 20% in the 90 days to 17 October 2026, and 63% or more in the worst 10%, according to Littledata's data from 433 stores.
Sources
- Littledata, Shopify bounce rate benchmark, figures generated 21 October 2026, accessed 2026-10-25. Link · Saved data copy
- Databox, Content Marketing Benchmarks by Industry, 24 October 2023, updated 9 April 2026, accessed 2026-10-25. Link · Saved data copy
- AgencyAnalytics, How to Track Bounce Rate in Google Analytics 4 (GA4), 5 August 2025, accessed 2026-10-25. Link · Saved data copy
- Google, [GA4] Engagement rate and bounce rate (Analytics Help), undated help page, accessed 2026-10-25. Link · Saved data copy
- Google, Universal Analytics is going away (Analytics Help), undated help page, accessed 2026-10-25. Link · Saved data copy
Changes to this page
- : Page published with Google Analytics Help definitions, Databox (September 2024), AgencyAnalytics (December 2024 and August 2025) and Littledata (July to October 2026) GA4 benchmarks.