Bounce rate measures the percentage of visitors who leave your website after viewing only one page. It can indicate content relevance, user experience, or traffic quality issues.

Bounce Rate Defined

Bounce Rate = (Single-page sessions / Total sessions) x 100

Bounce Rate Benchmarks

View Benchmarks by Page Type

Landing Pages: 60-90% (can be acceptable if they convert)
Blog Posts: 65-90% (readers often get what they need and leave)
Service Pages: 40-60%
Ecommerce Category: 30-50%
Ecommerce Product: 30-45%
Homepage: 35-55%

Causes of High Bounce Rate

  • Slow page load speed
  • Poor mobile experience
  • Misleading ad or search result
  • Content does not match intent
  • Confusing navigation
  • No clear next step

When Bounce Rate Is Okay

A blog post that answers a question completely may have high bounce rate but still be successful. Single-page sites naturally have 100% bounce rate. Context matters more than the number alone.

GA4 Change

Google Analytics 4 replaced bounce rate with "engagement rate" (inverse metric). An engaged session lasts 10+ seconds, has a conversion, or has 2+ page views.