Bounce rate is a metric that indicates the percentage of visitors who navigate away from a website after viewing only a single page, without interacting or exploring further. It reflects the effectiveness of a website in retaining visitor interest and encouraging deeper engagement. A high bounce rate can suggest that the content is not relevant, the user experience is poor, or the website does not meet visitors’ expectations.
Although bounce rate had been a traditional measure in web analytics, Google Analytics has shifted its focus instead to providing the inverse of bounce rate – engagement rate, which tracks the percentage of users who actively engage with the website, providing a more comprehensive understanding of user behavior. This shift emphasizes the importance of user interaction and the quality of visits.