Bounce Rate in Google Analytics Explained

Find out what a bounce rate is and how to interpret your site's bounce rate to maximize sales and traffic.
By 

Ashley Stander

 on July 7, 2022. 
Reviewed by 

Romi Hector

Bounce rate is an important metric that will tell you how unengaging your site is. It tells you how many sessions started and ended on the same page. Each page has a bounce rate, and your website also has an overall bounce rate.

What Is a Good, Bad, and Average Bounce Rate?

An average bounce rate hovers around 41-55%. You can consider a bounce rate of 56-70% to be bad because it is on the high side. You should aim for an optimal bounce rate of 26-40%.

Just remember that a high bounce rate is not necessarily always bad. It can mean one of three things:

  1. Your page quality is low and unengaging.
  2. The purpose of your page doesn't match your target market, which is why they're not engaging with your site.
  3. Visitors came to your website, immediately saw what they were looking for, and bounced out.

How Should You Interpret Bounce Rates on Google Analytics?

It is important to interpret your bounce rate and not assume that a high rate is a bad reflection of your website. It all depends on what you use your website for. Customers may be bouncing because they went to your page to get your address or telephone number. They may just want to quickly check exactly what you do, the services you offer, or the type of products you sell.

On the other hand, if your bounce rate is high and the main goal of your website is to get customers to subscribe to your newsletter, you'll have to make sure your call to action is clear and enticing enough to get your users to subscribe. Every site is different and has different goals, so you'll need to understand your bounce rates before jumping to conclusions.

Can't find what you're looking for?