Initially Google completely removed bounce rate as a metric in GA4 as they really wanted users to focus on the new engagement metrics instead, but they did end up including it again. That being said, the bounce rate in GA4 is calculated completely different than it was in UA, so if you're looking at it it's important to understand how it's different and why you might not be seeing the % you would expect.
Universal Analytics: The bounce rate represents the percentage of single page sessions - a user enters the site and no other hits are recorded during the session.
GA4: The bounce rate is the percentage of sessions that were not engaged.
- What is an engaged session? A session that lasts longer than 10 seconds, has a conversion event, or has at least 2 pageviews.
Example:
A user visits your website, reads some content for less than 10 seconds, and then leaves. While they were on your website, they didn't trigger any events or visit any other pages.
In this instance, because the user didn't match any of the criteria of an engaged session (the session was less than 10 seconds, no conversion event occurred, and there were not at least 2 pageviews or screenviews), the session would not count as an engaged session. If this were the only session on your website, the engagement rate would be 0% and the bounce rate would be 100%.
Reminder: Clicking into Digital Retailing from your main site does not increase your bounce rate. In fact, in the context of GA4 now, clicking into Digital Retailing is probably going to lower your bounce rate but inversely increase your engagement rate since more users are more likely to journey through the digital retail experience.