Bounce Rate

In email mar­ket­ing, bounce rate is the per­cent­age of emails sent that are returned or ​“bounce” back due to invalid address­es or oth­er tech­ni­cal issues like serv­er errors. It’s an impor­tant met­ric to track because it helps iden­ti­fy issues with the accu­ra­cy of the email list.

In web ana­lyt­ics, Bounce Rate refers to the per­cent­age of vis­i­tors to a site that leave with­out tak­ing any fur­ther action (such as click­ing to view anoth­er page). It is cal­cu­lat­ed by divid­ing the total amount of one-page vis­its by the total amount of over­all vis­its to the web­page or web­site dur­ing a cer­tain time-frame. A high bounce rate does­n’t nec­es­sar­i­ly mean peo­ple did­n’t read or look at your page, just that they only read or looked at that first page and then ​“bounced back”. Per­haps they found what they want­ed or that they want­ed to go back to the search results page to be more spe­cif­ic. Or it could mean the site needs improve­ment, such as mobile opti­miza­tion, faster load­ing times, or bet­ter content.