What Is Bounce Rate?

Bounce rate refers to the number of people who leave a page without performing any action, like clicking a link, completing a purchase, or visiting a second page. In other words, they land on a page and then leave. The bounce rate is typically measured as a percentage. 

A good bounce rate is around 40 percent or lower, depending on the industry [1]. A lower percentage is preferable because it means the content you’re creating on behalf of a brand or product resonates in some way with users. 

A 70 percent bounce rate means that 70 percent of users navigated away from the page, while 30 percent stayed on the page and performed an action or moved to a second page. Similarly, a 48 percent bounce rate shows that 48 percent of visitors navigated away, while 52 percent stayed on the page. 

Related terms

• Clickthrough rate (CTR)

• Content marketing

• SEO marketing

• Omnichannel marketing

• Brand marketing

• Influencer marketing

Learn more about the fundamentals of marketing.

Bounce rate is the percentage of visitors who leave a webpage without taking any action. A lower bounce rate is generally better, indicating that your webpage content is engaging visitors.

If you're interested in a career in digital marketing, learn key skills with the Google Digital Marketing and E-Commerce Professional Certificate on Coursera. With a time commitment averaging six months, you’ll have the opportunity to learn job-ready skills to begin an in-demand marketing career.