Google Analytics: What is Bounce Rate?
According to Avinash Kaushik, bounce rate is the “simply powerful metric.” It’s available on the default Google Analytics metrics and is frequently used as one means to measure how users interact with your website. But what exactly is bounce rate?
Essentially, the bounce rate figure is the percentage of visitors to your website that are “bounced visitors.” A bounced visitor is someone who basically lands on your website and leaves again without interacting. Google’s official definition of it is:
This is a useful metric for many websites because it can offer an excellent insight as to whether or not users are finding your content interesting enough to visit multiple pages, for example.
Situations Where Bounce Rate Might Be Skewed
However useful bounce rate can be as a metrics, don’t always assume a high bounce rate means a website has a problem. There are several examples where bounce rate can be misleading:
- One page websites: If your site has one page, your users have nowhere to go but that one page. Unless they actually manually refresh the page, they’ll count as bounced visits when they leave the website.
- Your call to action is a phone number: Unless you have call tracking interlinked with Google Analytics, if someone lands on your homepage and then simply takes down your number, leaves the site but then makes a call, they will be registered as a bounced visit. However, in reality, this could actually be an enquiry or lead.
- A call to action is a click on an external link: If your main call to action is to get people to click on a link to an external site and you do not have event tracking in place, these users who click on the external link and leave your site would become bounced visitors. You can get around this by implementing event tracking and selecting that event triggers do not count as visitors who bounce.