"Bounce Rate is high, that's a problem, right?" "What's the difference between Bounce Rate and Exit Rate?"

These are the two metrics most often confused on the analytics floor. On top of that, the move from Universal Analytics (UA) to Google Analytics 4 (GA4) redefined Bounce Rate completely and removed Exit Rate from the default reports.

This article walks through the difference between Bounce Rate and Exit Rate, contrasts the UA and GA4 definitions, and ends with the question every EC operator actually cares about: which one should we be looking at when revenue is on the line?

TL;DR

Different sessions are counted : Exit Rate counts every session that included the page.…