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Store metrics

What is bounce rate?

Bounce rate is the share of visits that leave after viewing one page without interacting.

Formula

Bounce rate = single-page visits with no interaction ÷ all visits × 100

If 4,200 of 10,000 visits to a page leave without a click or scroll that counts as engagement, the bounce rate is 42%.

A real store example

Liquid I.V. all products page: over 80 Meta ads linked here.

A page that lists every flavor and formula gives a shopper many choices but no single next step. Visitors who land and leave without opening a product show up as bounces.

Open the pageSee their ads

How to improve bounce rate on your store

  1. Match the page to the ad

    Most bounces come from a page that doesn't look like what was promised. Repeat the ad's offer at the top.

  2. Load fast on phones

    Every second of waiting on mobile data loses visitors before they see anything.

  3. See where attention stops

    A scroll heatmap shows how far visitors get before they leave, so you know which section to fix.

Replo heatmaps show click, scroll and revenue heat on every page you publish with Replo.

See Replo heatmaps

Bounce rate questions

What is a good bounce rate?
It depends on the page. A blog post that answers a question can bounce high and still do its job. For a product or landing page that takes paid traffic, lower is better, and the trend matters more than the number.
How does GA4 define bounce rate?
GA4 counts a bounce as a session that isn't engaged: under 10 seconds, one page and no conversion event. That's different from the old Universal Analytics definition, so numbers from the two don't compare.
Is bounce rate the same as exit rate?
No. Bounce rate counts visits that start and end on one page. Exit rate counts every visit that ends on a page, however many pages came before it.

Related terms

Browse the glossary

Heatmap

A heatmap is a picture of a page that shows where visitors click, move and how far they scroll, with hot colors for the most activity.

Conversion rate

Conversion rate is the share of visitors who complete a goal, usually a purchase: conversions divided by sessions.

Hero section

The hero section is the first full-width block a visitor sees on a page, usually a headline, an image and the main call to action.

Landing page

A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.

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