What Is Bounce Rate?

Bounce rate is the percentage of sessions where a visitor views exactly one page and then leaves. The formula is simple: single-page sessions divided by total sessions. It is one of the most-watched metrics in web analytics because it is a rough proxy for how well a page matches what visitors were looking for.

The Formula

Bounce Rate = (Single-Page Sessions ÷ Total Sessions) × 100. The complement — the non-bounce rate — is the percentage of visitors who continued to a second page, a stronger engagement signal than a bounce.

What the Number Really Tells You

A high bounce rate on a blog post can be perfectly healthy — the visitor read the article and left satisfied. A high bounce rate on a product or pricing page usually means a problem: wrong traffic, weak headline, slow load, or a poor mobile experience. Always interpret bounce rate alongside the page's purpose and the traffic source.