What is Bounce rate?

Bounce rate is the percentage of sessions in which a visitor looked at a single page and then left without doing anything else: no second pageview, no click, no tracked event. A high bounce rate means most visitors are not going any deeper than the page they landed on.

Whether that is a problem depends entirely on the page. A blog post that fully answers a question will often bounce 70 to 90 percent of readers, and that is fine. A landing page built to push visitors toward a signup form should worry you at those numbers. Content sites typically sit between 60 and 90 percent, while product and commerce pages usually land between 20 and 50 percent. Compare pages against their own history and their own job, not against a single site-wide target.

Bounce rate pairs naturally with exit rate, which measures where multi-page visits end, and with engagement rate, which is essentially its inverse.