The percentage of visitors who leave your site after viewing only one page. High bounce rates may indicate poor user experience.
Bounce rate is the percentage of sessions that end after a single page view (depending on how your analytics platform defines “engaged” sessions). It can be a useful diagnostic metric, but it’s easy to misread because it changes with tracking setup, page type, and user intent.
Use bounce rate to find pages worth investigating - then use recordings, funnels, and conversion data to decide what to fix.
Browse related definitions in the same glossary category.
Acquisition Channel
The source through which users find your website - such as organic search, paid search, social media, or referrals.
Acquisition Cost (CPA)
Cost Per Acquisition - the average amount spent to generate one booking, enquiry or conversion.
Anonymous Traffic
Website visits where user data or referrer information is not available due to privacy settings or tracking restrictions.
Attribution Model
A rule that determines how credit for conversions is assigned to different marketing touchpoints (e.g., first click, last click, data-driven).
Average Position
A metric indicating where a page typically ranks in search results for a given query. Replaced by average ranking in GA4.
Behaviour Flow
A report in analytics tools showing how users navigate between pages and where they drop off.
Understanding "Bounce Rate" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.