What does bounce rate measure?

• A. The proportion of sessions where visitors leave without action.
• B. Average time on site.
• C. Total revenue per visitor.
• D. Number of new visits.

Answer: (A)

Bounce rate measures the share of sessions where a visitor lands on a page and leaves without engaging in any further interaction or viewing another page. It’s calculated as the number of single-page sessions divided by total sessions. This tells you how effectively a page captures interest or matches the visitor’s intent in that first moment. A high bounce rate suggests something isn’t resonating—perhaps the content doesn’t meet expectations, the page is hard to use, or it loads slowly.

This concept is distinct from average time on site, which looks at how long people stay on the site but not whether they explored more than one page. It also isn’t about revenue per visitor, which combines value generated per visit, nor is it about the number of new visits, which tracks whether visitors are first-timers rather than how deeply they engage during a session.