What’s the difference between bounce rate and exit rate? Although they sound like they are the same, they are indeed different metrics.

The bounce rate is measured when a visitor lands a page from a source (e.g. search engine), and then leaves that same page without being flagged as engaged (see GA4’s three criteria). The exit rate on the other hand is measured when a visitor lands on a page, then visits another page, and then leaves the website.

This means the exit rate will always be greater or equal to the bounce rate as visitors could be coming to the page from other pages on the website and then leaving.