{
  "slug": "bounce-rate",
  "name": "Bounce rate",
  "aliases": [
    "Bounces"
  ],
  "definition": "The share of visits that ended without further interaction, as recorded by your web-analytics source.",
  "category": "Web analytics and conversions",
  "type": "rate",
  "unit": "not established in the codebase",
  "direction": "neutral",
  "verification": "review",
  "aggregation": "An average of a per-row bounce-rate column supplied by the analytics export, with nulls read as zero. It is not recomputed from bounce and session counts.",
  "grain": "One number per date range, or one row per breakdown value.",
  "dimensions": [
    "country",
    "device",
    "page",
    "keyword",
    "source_medium",
    "intent",
    "category"
  ],
  "requiredFilters": [
    "date_range"
  ],
  "sources": [
    "web-analytics"
  ],
  "reports": [],
  "skills": [
    "search-to-revenue",
    "anomaly-investigator"
  ],
  "verbs": [
    "web_analytics_overview"
  ],
  "rungs": [
    "R5"
  ],
  "levers": [],
  "questions": [
    "What is our bounce rate?",
    "Which landing pages bounce most?"
  ],
  "caveats": [
    "It is an average of a per-row rate rather than a recomputed ratio, so rows with very little traffic weigh the same as rows with a lot.",
    "It is one of the two measures the engagement shorthand expands to, so it appears in default responses even when it was not asked for by name.",
    "Whole-domain only today.",
    "Nulls are read as zero in the underlying measure, so a zero can mean either no bounces or no data."
  ],
  "freshness": "loads nightly, a same-day question gets yesterday's number, labelled as yesterday's.",
  "failureModes": [
    "Painting a bounce-rate rise as an improvement because a direction oracle defaulted it to higher-is-better.",
    "Comparing page-level bounce rates without weighting by traffic."
  ],
  "notSameAs": [
    {
      "slug": "average-session-duration",
      "why": "Both are surfaced together under the engagement shorthand, but one is a rate over visits and the other is a duration. They move independently and are reported as separate columns."
    }
  ],
  "related": [
    "average-session-duration",
    "sessions"
  ],
  "workflows": [],
  "lastVerified": "2026-08-04"
}