Bounce Rate Calculator
Bounce rate is the proportion of website sessions where a user views only a single page and leaves without any further interaction. A high bounce rate can signal a mismatch between what visitors expected and what they found, poor page experience, or simply that your content fully answered their question in one page view. Context matters enormously: a help article with a high bounce rate may be performing perfectly, while a product page with the same rate indicates lost sales. Enter your single-page sessions and total sessions to calculate bounce rate and see the corresponding engagement rate.
Bounce rate formula
Bounce Rate = Single-Page Sessions / Total Sessions * 100 Engagement Rate = 100 - Bounce Rate
Bounce rate and engagement rate always sum to 100%. In Google Analytics 4, engagement rate uses a stricter definition than simply multi-page sessions.
Reducing bounce rate strategically
- Improve page load speed: each additional second of load time increases bounce rate significantly on mobile.
- Match content to search intent: landing pages should exactly answer the query that brought the visitor.
- Add internal links and related content to give visitors a next step after reading.
- Use exit intent overlays on ecommerce pages to capture email before visitors leave.
- Analyze bounce rate by traffic source: paid traffic often bounces more than organic when targeting is broad.
Bounce rate: frequently asked questions
What is bounce rate?
Bounce rate is the percentage of website sessions where a visitor lands on a page and leaves without interacting further (no clicks, scrolls, or page navigation). It is calculated as single-page sessions divided by total sessions, expressed as a percentage.
What is a good bounce rate?
Bounce rate benchmarks vary by page type. Blog posts and news articles often have 70 to 90% bounce rates because readers finish and leave. Landing pages for ads should aim for under 60%. Ecommerce product pages ideally see under 45%. Context matters more than a universal target.
What causes a high bounce rate?
Common causes include slow page load times, content that does not match the visitor's expectation from the referring link, poor mobile experience, a single clear answer on the page (good for some pages), or technical errors.
Does bounce rate affect SEO?
Google has stated that bounce rate is not a direct ranking factor. However, engagement signals like time on page, scroll depth, and return visits to Google after leaving (pogo-sticking) may influence quality signals. Focus on engagement rather than the bounce rate number itself.
How is GA4 bounce rate different from Universal Analytics?
Google Analytics 4 (GA4) defines bounce rate as the percentage of sessions that are NOT engaged sessions. An engaged session requires 10 or more seconds on the page, a conversion event, or two or more page views. This typically results in much lower bounce rates than UA, so the numbers are not directly comparable.
Official sources
- U.S. Census Bureau, E-Stats: census.gov/programs-surveys/e-stats.
- Federal Trade Commission, Digital Advertising: ftc.gov/business-guidance.
Reviewed by the CalculatorHub team, edited by James Graham, 15 June 2026. See our methodology.