Digital marketing term
Bounce Rate
Bounce Rate is the percentage of visitors who view only a single page and leave without further interaction.
Detailed explanation
The traditional bounce rate definition is a single-page session. With GA4, engagement-focused metrics have taken center stage, but bounce / non-engagement rate is still useful for reading landing page quality.
A high bounce rate is not always bad: a visitor who finds the answer on a blog post and leaves can be a “success.” On a product page or ad landing page, however, high bounce often points to promise–content mismatch, slow load times, or a weak CTA.
For searches like “what is bounce rate” and “how to lower bounce rate,” this entry covers definition, interpretation, and improvement paths. It connects to CRO and A/B testing for fixes, and to UTM for traffic-source analysis.
Frequently asked questions
- What should you do if bounce rate is high?
- First separate traffic source and page purpose. Then test speed, message match, mobile experience, and CTA clarity.
- What is the difference between bounce rate and exit rate?
- Bounce measures single-page sessions. Exit rate shows how often users leave from a specific page within multi-page sessions.
Related terms
Internal links for the topic cluster — read these concepts together.
- SessionThe bundle of interactions a person has on a site within a time window—page views, clicks, events—usually ending after 30 minutes of inactivity. It is a core analytics unit for reading behaviour.
- Core Web VitalsCore Web Vitals is the collective name for three core, user-experience-focused performance metrics Google uses to measure a web page's loading speed, interactivity readiness, and visual stability.
- Dwell TimeDwell Time is a behavioral metric that captures how long a user spends on a page after clicking through from search results, and whether they then return to the search results.
- Engagement RateEngagement Rate measures interactions such as likes, comments, and shares as a percentage of a post's total reach or impressions.
- CROCRO (Conversion Rate Optimization) is the systematic process of testing and improving experiences so existing traffic converts at a higher rate.
- Return VisitorSomeone who had at least one prior session and is recognized again—usually via a cookie. First-timers are new; returners open the site a second time or later.