What Does “Bounce Rate” Mean In Digital Marketing?

What is Bounce Rate?
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Bounce Rate Definition

Bounce rate is a performance indicator in digital marketing that measures the percentage of web users who visit a website and then leave without taking the desired action or without viewing other web pages on the same website.

Brian Dean from Backlinko defines this indicator as follows:

Bounce Rate is defined as the percentage of visitors that leave a web page without taking an action, such as clicking on a link, filling out a form, or making a purchase.

Dean speculates that bounce rate – along with other “user experience signals” like click-through rate – has an impact on search engine rankings. In one of his studies, Dean found that these factors correlate with rankings on Google.


Google, at the same time, gives a more technical definition, outlining how bounce rate is calculated in Google Analytics:

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Google defines a bounce as a single-page session on a website. In Google Analytics, a bounce is calculated as a session that only triggers a single request to the Analytics server, e.g. when a user opens a single web page and then leaves.

In Analytics, single-page sessions have a session duration of 0 seconds. This happens because no subsequent events happen on the website, and Analytics is thus unable to calculate the session length.

Generally, high bounce rates are viewed in a negative light by digital marketers. However, for websites where single-page sessions are expected, a high bounce percentage is normal.




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