The percentage of visitors who leave a website after viewing only one page.
Bounce Rate is the percentage of website sessions where a user visits only one page and leaves without interacting further or navigating to another page. In Google Analytics 4, "bounce" is redefined as a session that doesn't result in any engagement events (less than 10 seconds, no clicks, no scroll). A high bounce rate on a landing page can indicate poor content-audience fit, slow load times, or a confusing user experience.
Bounce rate is a diagnostic metric. A high bounce rate on key conversion pages signals a UX or messaging problem. However, context matters — a blog post might have a naturally high bounce rate if readers find their answer quickly and leave satisfied.
A paid ad landing page has a 75% bounce rate. Most visitors leave immediately, indicating a mismatch between the ad promise and the landing page content — costing the business significant ad spend with minimal return.
Typically: 26–40% is excellent, 41–55% is average, 56–70% is above average but needs attention. Over 70% is high and worth investigating. Always consider context — blog posts naturally have higher bounce rates than ecommerce category pages.