Engagement metrics help you understand how visitors interact with your site beyond just loading it. These signals reveal how effectively your content captures attention, encourages interaction, and keep users involved.
What is bounce rate?
Bounce rate is the percentage of user sessions that end after a single pageview - meaning the visitor didn’t click, scroll to another page, or interact further with the site. It indicates how often users leave without exploring more.
How is it measured?
A session is considered a "bounce" when the user lands on a page and exits without triggering a second meaningful action (like visiting another page or interacting with tracked elements). Bounce rate is calculated by dividing the number of bounced sessions by the total number of sessions, then multiplying by 100. For example, if 400 out of 1,000 sessions end after just one pageview, the bounce rate is 40%.
Why it matters?
A high bounce rate may suggest that users aren’t finding what they expected - or that your page lacks compelling content or clear next steps. It can also signal performance issues: if the page takes too long to load, users are more likely to leave before interacting. A lower bounce rate typically means visitors are engaged, the experience is smooth, and content is relevant. Monitoring bounce rate helps you pinpoint friction - whether it's due to messaging, UX, or speed - and improve both engagement and performance outcomes.