In short
Bounce rate is an analytics metric whose meaning depends on the tool and configuration; it should be interpreted with page purpose and engagement evidence.
The myth about bounce rate
Many consider a high bounce rate a sign of a bad website. That’s not always the case. If a user lands on a 'Contact' page, sees the phone number, calls, and closes the site — that’s counted as a bounce in analytics, but it’s a business success.
Differences between analytics systems
- Google UA (legacy): bounce = single page, no events in the session.
- GA4: bounce renamed to 'bounce sessions' — users who stay less than 10 seconds or have no conversions.
- Yandex Metrica: bounce = visit lasting less than 15 seconds.
Don’t try to lower bounce rate at all costs. First, define what conversion means for your business. Sometimes a high bounce rate is normal (e.g., a page that instantly answers a user’s question).
FAQ
No. Analytics products define engagement differently, and interpretation depends on page task, source, device and measurement setup. Compare like with like before deciding that a value is a problem.
No. Analytics products define engagement differently, and interpretation depends on page task, source, device and measurement setup. Compare like with like before deciding that a value is a problem.
No. Analytics products define engagement differently, and interpretation depends on page task, source, device and measurement setup. Compare like with like before deciding that a value is a problem.