What Is Bounce Rate?

Bounce rate refers to the number of people who leave a page without performing any action, like clicking a link, completing a purchase, or visiting a second page. In other words, they land on a page and then leave. Bounce rate is typically measured as a percentage. 

A good bounce rate is 40 percent or lower [1]. A lower percentage is preferable because it means that the content you’re creating on behalf of a brand or product resonates in some way with users. 

A bounce rate of 70 percent means that 70 percent of users navigated away from the page, while 30 percent stayed on the page and performed an action or moved to a second page. Similarly, a bounce rate of 48 percent shows that 48 percent of visitors navigated away, while 52 percent stayed on page. 

How to calculate bounce rate?

Google Analytics provides a way to view the bounce rate for any specific page on your website [2]. Alternatively, you can calculate the bounce rate manually using the formula:

Bounce rate (%) = (Single-page visits ÷ Total visits) × 100.

Related terms

• Clickthrough rate (CTR)

• Content marketing

• Search engine optimization (SEO) marketing

• Omnichannel marketing

• Brand marketing

• Influencer marketing

Learn more about the fundamentals of marketing

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