Bounce Rate
Bounce rate is the percentage of visitors who land on your page and leave without doing anything else — no clicks, no scrolling, no conversions.
The formula: Bounce Rate = (Single-page Sessions ÷ Total Sessions) × 100
If 100 people visit your landing page and 60 leave immediately, your bounce rate is 60%.
What causes high bounce rates:
- Slow page load times
- Misleading ads (promise doesn't match landing page)
- Poor mobile experience
- Confusing or cluttered design
- No clear call-to-action
Why bounce rate matters for ads:
If you're paying for clicks and everyone bounces, you're wasting money. A high bounce rate often means the disconnect between your ad and landing page is too big.
How to fix it:
- Match your landing page headline to your ad copy
- Speed up your page (under 3 seconds load time)
- Make the next step obvious (clear CTA above the fold)
- Remove distractions and navigation
Frequently Asked Questions
It depends on the page type. Landing pages typically see 40-60% bounce rates. Blog posts can be 70-90% (people read and leave). E-commerce product pages should aim for under 40%.
Indirectly, yes. High bounce rates signal poor user experience, which can hurt your Quality Score on platforms like Google Ads. This leads to higher CPCs and lower ad rankings.