Bounce rate

Bounce rate
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Bounce rate is the percentage of site visits where the visitor leaves without viewing a second page. It may be used as a measurement of a website’s overall engagement. It is calculated by the total number of one-page visits divided by the total number of visits to a website.

When to Use Bounce Rate

Using bounce rate as a metric in your reporting should be considered carefully. It does not necessarily take into consideration the action that the user completed on the page.

For example, if the user comes to a page from an organic search, signs up for the newsletter, and then leaves the site, this would still be considered a bounce even though they completed one of the main business goals. This type of interaction doesn’t mean that the page necessarily has a “bad bounce rate”, even though it could be considered high; it could simply mean that the user found exactly what they were looking for and no longer had any need to view any other pages.

Because of this, the definition of a “good” rate is subjective based on the type of page and the source of traffic.

I recommend carefully considering whether or not your use of bounce rate as a metric is necessary or if there is another way you can track interactions and performance; click through rate could be an option.

Bounce Rate was not initially included in analytics upon the initial release of Google Analytics 4 but was later added at the request of users.

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