Plain-language questions
Ask for bounce rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Bounce rate: formula and example.
Bounce rate is the share of sessions on your website that count as a bounce. In Google Analytics 4, a bounce is a session without engagement: shorter than 10 seconds, with a single page view and no conversion. It shows what share of your visitors do not find what they are looking for or do not click any further.
Bounce rate formula
Number of bounces ÷ number of sessions × 100%
Worked example
In September, Acme Groothandel's website had 18,000 sessions, of which 7,560 were bounces. Bounce rate is 7,560 ÷ 18,000 × 100% = 42%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A lower bounce rate means more visitors do something on your site. Always read it by page and by channel: a contact page or blog post can have a high bounce rate while the visitor found exactly what they needed. Compare with the same pages in earlier periods and look out for sudden changes in particular.
Pitfalls with bounce rate
- Comparing bounce rate from Universal Analytics with GA4, even though the definition has changed.
- Looking at a single site-wide bounce rate rather than by page and channel.
- Assuming a high bounce rate is always bad on pages that answer a single question.
SQL & DAX
Calculating bounce rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', session_date) AS month,
source_medium,
SUM(sessions) AS sessions,
SUM(bounces) AS bounces,
ROUND(100.0 * SUM(bounces) / NULLIF(SUM(sessions), 0), 1) AS bounce_rate_pct
FROM web_sessions
GROUP BY 1, 2
ORDER BY 1, sessions DESC;Bounce Rate =
DIVIDE(
SUM(WebSessions[Bounces]),
SUM(WebSessions[Sessions])
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate bounce rate?
Divide the number of bounces by the number of sessions and multiply by 100%. With 7,560 bounces from 18,000 sessions, bounce rate is 42%. In GA4, this equals 100% minus the engagement rate.
What is the difference between bounce rate and engagement rate?
In Google Analytics 4 they are mirror images: engagement rate is the share of engaged sessions, bounce rate the share without engagement. Together they add up to 100%. With 42% bounces, the engagement rate is therefore 58%.
How can you reduce bounce rate?
You reduce bounce rate by making pages load faster and by matching the content more closely to the search query or ad. Give every page a clear next step. First check which pages and channels contribute most before changing anything.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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