Google officially defines the bounce rate as “the percentage of visits that go only one page before exiting a site”. A bounce rate of about 80% is typical for a blog. 40-60% is reasonable for other content sites and apps. 10-40% is excellent. If your bounce rate is under 10%, this is probably due to an error in your configuration.
The most common reason that your Google Analytics may be reporting a crazy low bounce rate is because you have accidentally included your Google Analytics code twice. This means that when someone loads a page from your site, the code on your page sends two page views back to Google Analytics. The other side effect of this mistake is that your page views and page views per visit will be doubled.
Here’s how to tell if you have such an error:
- Go to your site, make sure you are not logged in as the admin (some Google Analytics plugins are smart enough to not add the code if you are logged in as the site owner) and view the page source. (In chrome, this option is in the right click menu.)
- Search for “trackPageview”. If this appears twice, your site is tracking twice the page views it should.
Events affect the bounce rate when they are counted as interactions with your page. When someone visits only one page, and their visit triggers an event that counts as an interaction, Google Analytics doesn’t consider that a bounce. Yes, that means the definition of bounce rate on Google’s own help center page is misleading!
To see the real percentage of people who visit only one page, go to “Audience” -> “Behavior” -> “Engagement” and click on “Page Depth”. You’ll see a bar chart that shows visitors versus number of pages. Divide the number of 1-page visits by the number of total visits.