Bounce rate is the percentage of visitors who view only one page during their visit and then leave (or stop being tracked). They don’t open a second page on your site.
How we define it
A bounce = a visitor with exactly one page view in the experiment period (we use the PageView event).
Bounce rate = (number of visitors with exactly 1 page view) ÷ (total visitors) × 100%.
Example: 100 visitors, 40 of them view only one page → bounce rate = 40%.
What it tells you
High bounce rate — many people leave after one page. They might not find what they want, or the page isn’t engaging them to go further.
Low bounce rate — more people view at least two pages, which often suggests better engagement or clearer paths to other content.
So bounce rate is a simple “one page and out” metric: lower is usually better (fewer people leaving after a single page).
In experiments
When you use Bounce Rate as a goal in an A/B test, we compare variants by this percentage. A variant that lowers bounce rate (e.g. 50% → 45%) is typically the one you’d prefer, because more visitors are viewing more than one page.