What is bounce rate, and why does it matter? Learn more about this critical metric for website performance.
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.
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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.
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professional certificate
4.5
(2,882 ratings)
48,762 already enrolled
Beginner level
Average time: 1 month(s)
Learn at your own pace
Skills you'll build:
Financial Modeling, Corporate Finance, Microsoft Excel, Monte Carlo Method, Linear Programming (LP), Solver, Modeling, Linear Regression, Probabilistic Models, Regression Analysis, Discounted Cash Flow, Decision-Making, Cash Flow Analysis
Semrush. “What is Bounce Rate and What Is a Good Bounce Rate?, https://www.semrush.com/blog/bounce-rate/.” Accessed February 1, 2025.
Google. “[GA4] Engagement rate and bounce rate, https://support.google.com/analytics/answer/12195621?hl=en.” Accessed February 1, 2025.
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