Bounce rate is a metric used in Google Analytics to measure the percentage of all sessions on a website in which users viewed only a single page and triggered only a single request to the Analytics server. In other words, a bounce is a single-page session on a website, and the bounce rate is calculated as the number of single-page sessions divided by all sessions. If a user opens a single page on a website and then exits without triggering any other requests to the Analytics server during that session, it is considered a bounce.
Bounce rate is an important metric because it can indicate whether a website is engaging its visitors or not. If a websites success depends on users viewing more than one page, then a high bounce rate is considered bad. For example, if a websites home page is the gateway to the rest of the site, and a high percentage of users are viewing only the home page, then a high bounce rate is not desirable. On the other hand, if a website is a single-page site like a blog, or offers other types of content that can be consumed on a single page, then a high bounce rate may not be a problem.
Bounce rate is calculated differently in Google Analytics 4 than in Universal Analytics, so its important to understand the differences if youre migrating from one to the other. By default, most reports in Google Analytics do not include the engagement rate and bounce rate metrics, but they can be added to detail reports by customizing the report.
In summary, bounce rate is a metric used in Google Analytics to measure the percentage of single-page sessions on a website. It can indicate whether a website is engaging its visitors or not, and whether a high bounce rate is good or bad depends on the type of website and its goals.
