Bounce Rate
Bounce rate is the share of visitors who arrive on a page and leave without triggering a second interaction, such as clicking through, scrolling past a tracked point, or moving to another page, expressed as a percentage of total sessions to that page.
Bounce rate signals whether a page meets the intent that brought someone to it. A high rate on a product page often means slow loading, a confusing layout, or a mismatch between the ad or search result and what the page actually delivers. A low rate suggests visitors found enough to keep going.
It is one of the easiest metrics to misread. A single-page session is not always failure: a shopper who reads a full review section, gets the answer, and leaves satisfied still counts as a bounce in many setups. Definitions also differ between tools, since older analytics treated any one-page visit as a bounce while newer event-based models only count a session that records no engagement at all, so compare like with like before drawing conclusions.
The two levers that move it most reliably are page speed and trust. A page that loads slowly loses visitors before they see anything, and a page that looks unproven loses them once they do. Tightening Core Web Vitals addresses the first; clear pricing, visible reviews, and honest copy address the second.