OpenKPIs
Leaderboard
Sign in
← Back to KPIs

Bounce Rate

Also known as: Single Page Session Rate

Engagementuser behaviorsite performanceengagementRetail, E-commerce

Bounce Rate measures the percentage of single-page sessions where users leave the site without interacting further. It is important for understanding user engagement and the effectiveness of landing pages.

Business Use Case

A digital marketing team monitors bounce rate by landing page and campaign. If paid social traffic to a product landing page has a bounce rate of 78%, the team can review message match, page speed, mobile UX, and call-to-action clarity, then optimize the page or pause low-quality campaigns.

Business Criticality

High

Journey / Navigation Area

Digital Analytics

Scope

Session

Formula

(Single Page Sessions / Total Sessions) × 100

Calculation Notes

1️⃣ Bounce rate = 100% - Engagement rate 2️⃣ Engaged session: >10 seconds, 2+ page views, or 1 key event 3️⃣ Exclude internal, bot, developer traffic, and invalid sessions 4️⃣ Align bounce definition if using Adobe Analytics or other platforms 5️⃣ Adobe bounce may default to single-hit visits unless customized

Technical Details

Measure Typepercentage
Aggregation WindowSession, Time based - Hourly/Daily/Monthly/Yearly, User, Hourly, Weekly, Daily, Yearly, Quarterly

Events

PlatformEvent
Google Analytics 4page_view
AdobepageView

Data Mappings

W3 Data Layer
{
  "event": "session_start",
  "web": {
    "webPageDetails": {
      "URL": "https://www.example.com/landing-page",
      "name": "Landing Page"
    },
    "webInteraction": {
      "type": "sessionStart"
    }
  },
  "analytics": {
    "session": {
      "sessionId": "sess_123456",
      "isEngaged": false,
      "engagementTimeMsec": 0,
      "pageViews": 1,
      "conversionCount": 0,
      "bounce": true
    }
  }
}
GA4 Data Layer
{
  "event": "session_start",
  "session_id": "sess_123456",
  "page_location": "https://www.example.com/landing-page",
  "page_title": "Landing Page",
  "engaged_session": 0,
  "engagement_time_msec": 0,
  "page_view_count": 1,
  "conversion_count": 0,
  "is_bounce": 1
}
Adobe Client Data Layer
{
  "event": "session_start",
  "session": {
    "id": "sess_123456",
    "engaged": false,
    "engagementTimeMsec": 0,
    "pageViews": 1,
    "conversions": 0,
    "bounce": true
  },
  "page": {
    "url": "https://www.example.com/landing-page",
    "name": "Landing Page"
  }
}
XDM Mapping
{
  "eventType": "web.webinteraction.linkClicks",
  "web.webPageDetails.URL": "https://www.example.com/landing-page",
  "web.webPageDetails.name": "Landing Page",
  "_experience.analytics.customDimensions.eVars.eVar1": "sess_123456",
  "_experience.analytics.customDimensions.props.prop1": "non_engaged_session",
  "_experience.analytics.event1to100.event1": 1,
  "_experience.analytics.session.numPageViews": 1
}

SQL Queries

Google Analytics 4 (BigQuery)
SELECT (COUNT(CASE WHEN (SELECT value.int_value FROM UNNEST(event_params) WHERE key = 'page_views') = 1 THEN 1 END) / COUNT(*)) * 100 AS bounce_rate FROM `project.dataset.sessions` WHERE session_date BETWEEN '2023-01-01' AND '2023-12-31';
Adobe Experience Platform (AEP Query Service)
SELECT (COUNT(CASE WHEN page_views = 1 THEN 1 END) / COUNT(*)) * 100 AS bounce_rate FROM sessions WHERE session_date BETWEEN '2023-01-01' AND '2023-12-31';

Source Data

Digital Analytics

Dependencies

Prerequisite: List the dependencies required for this KPI

Events:

session_startpage_view

Dimensions:

Landing pagetraffic sourcebot/internal traffic

Report Attributes

Dimensions: Landing page, Page title, Page path, Source/Medium, Default channel group, Device category, Country, Campaign, Date Metrics: Sessions, Engaged sessions, Bounce rate, Engagement rate, Conversions, Average engagement time per session

Recommended Reporting Views

Views
Executive KPI OverviewTraffic AnalysisLanding Page PerformanceAcquisition PerformanceContent PerformanceConversion Funnel Analysis

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on5/26/2026
Last modified bydevyendarm
Last modified on6/1/2026
StatusPUBLISHED

GitHub

View related Pull Requestcatalog/kpis/bounce-rate.yml

Community Discussion