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Field Guide Term:
Bounce Rate

Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.  When viewing data in Google Analytics you will see bounce rate as a metric on most screens.

An example of bounce rate in Google Analytics
An example of bounce rate in Google Analytics.

If your page’s bounce rate is high then it can be a sign that something on the page is turning your traffic away or that they came to that page looking for something that they didn’t find. Each page on your website will have its own bounce rate.

However, a high bounce rate doesn’t necessarily mean the page is bad.  People may be coming to the page to find a phone number or address. Once they find it, they bounce!  One way to help give you a better idea of visitor’s activity on your site is to track things like phone calls, form submissions, and any other action that would signify an important action on the page.  These can be registered as events or goals in Google Analytics and help a visit that might otherwise be counted as a bounce be interpreted more accurately.