General definition of bounce rate
What is a bounce rate? In simple words, this is the percentage of visits to your site, as a result of which the user leaves the page without further interaction with the site, in other words, the person visited your site and left it on the same page.
This indicator indicates not only that the user does not linger on the site, but also low conversion when the goal is achieved (sale of goods, collection of lead, etc.).
By the result of the bounce rate, you can judge the quality of traffic that comes to your site. If the user does not interact with the site in any way and leaves immediately, it means that he went to the wrong address and did not find any information useful to him on the site, so you should think about the content part and page structure, as well as the whole internal site SEO.
We introduce the definition of the indicator "session"
In order to understand the bounce rate, we need to understand another indicator - the session. In the context of Google Analytics, a session is a group of activities recorded per unit of time. Actions include pageviews, transitions, clicks on items, etc. A user can generate from one or more sessions per hour, day, month or year, therefore the number of visits / sessions recorded by Google Analytics is higher than the number of users registered in analytics.
A visit to one page is a Google Analytics session that counts when a user logs into one page of your site and leaves without switching to others.
Thus, the bounce rate is the percentage of visits to one page, during which the site once sent a GIF request to the Google Analytics server.
A GIF request is a request sent to Google Analytics when a page loads.
How does Google Analytics calculate bounce rate?
To begin with, Google Analytics calculates both the specific page bounce rate and the entire site bounce rate.
Page bounce rate = total number of bounce (per period) / total number of hits per page (for the same period) * 100.
In the formula above, opt-out is the number of visits to the page at which the GIF request was sent once, the call is the number of visits to this page
Site bounce rate = total number of bounces on all pages of the site (for the period) / total number of visits to all pages of the site (for the same period) * 100
In conclusion, I would like to note that if your site’s bounce rate is high, then this means that its content is not relevant for the visitor, or proper work has not been done on internal SEO optimization of the site.