Bounce rate is a metric common among analytics tools that shows how many visitors come to the webpage and immediately leave without engaging with the content, i.e scrolling or clicking. In general, the lower it is, the better. Many things can affect the bounce rate, such as the speed of the web page, popups and interstitials, poor content and so on.

Google is moving away from bounce rate with the advent of GA4, removing the metric in favour of a general “engagement rate” metric.