Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
is a measure of the effectiveness of a
to continue with their
. It is expressed as a percentage and represents the proportion of visits that end on the first
of the website that the visitor sees.
Bounce rate is a commonly reported metric that reflects the effectiveness of websites at drawing the continued attention of visitors. The assumption is that the site's owner wants visitors to see more than just their
Bounce rate is the number of visits that access only a single page of a website divided by the total number of visits to the website.
Bounce rate (%) =
Visits that access only a single page (#)
÷ Total visits (#) to the website
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"