• Data Source: Google Analytics 4 (GA4)
  • Type: Percentage (%)
  • Calculation: Single Page Visits to the page / Total Entries to the site


The bounce rate is a metric in Google Analytics that measures the percentage of visitors who land on a single page of a website and then leave without interacting further. It indicates the proportion of users who “bounce” away from the site after viewing only one page.


  • Good: A lower bounce rate typically indicates that visitors are engaging with your website content and exploring multiple pages. It suggests that users find your site relevant and engaging, leading to higher chances of conversion.
  • Bad: A higher bounce rate may imply that visitors are not finding what they’re looking for on your site or that the landing page fails to capture their interest. However, it’s essential to consider the context of your website type and industry benchmarks.

Use Cases

  1. Website Engagement: Evaluate the effectiveness of your website design, content, and user experience by monitoring bounce rates. Lower bounce rates often correlate with higher user engagement.
  2. Content Performance: Identify pages with high bounce rates to optimize their content, layout, or call-to-action elements to encourage visitors to explore further.
  3. Campaign Effectiveness: Assess the performance of marketing campaigns or landing pages by analyzing bounce rates. A high bounce rate may indicate that the landing page does not align with the campaign’s messaging or fails to meet visitor expectations.
  4. Conversion Optimization: Use bounce rate insights to identify potential barriers to conversion. Addressing issues such as slow page load times or unclear navigation can help reduce bounce rates and improve conversion rates.
  5. Segment Analysis: Compare bounce rates across different user segments, such as traffic sources, device types, or geographic regions, to identify patterns and target areas for improvement.

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