Bounce Rate
Bounce rate is the percentage of visitors who arrive on a web page and leave without taking further action or viewing another page, a single-page session. In email marketing, bounce rate instead means the share of sent messages that could not be delivered to recipients' inboxes.
For websites, it is calculated as single-page (or non-interacting) sessions divided by total sessions. A high bounce rate can signal slow loading, mismatched intent, or weak content. For some pages, like a blog post that answers a question fully, a high bounce can be normal. Email bounces split into hard bounces (permanent, such as invalid addresses) and soft bounces (temporary).
A frequent pitfall is reading bounce rate as automatically "bad." Always interpret it against the page's purpose and alongside engagement metrics like time on page and conversion rate.
Last updated: 14 June 2026