What does "bounce rate" measure in Google Analytics?

Bounce rate is a key metric in Google Analytics that specifically measures the percentage of single-page sessions where users leave the site without engaging in any further interaction. This means that if a visitor enters a website and views only one page, without clicking on any links or performing any actions, that session is counted in the bounce rate.

A high bounce rate may indicate that the landing pages are not relevant to the visitors or that the content does not encourage them to explore further. It is a critical metric for evaluating user engagement and can provide insights into the effectiveness of the site’s content and design.

The other options reflect different metrics that are not related to bounce rate. For instance, measuring the percentage of visitors who complete a purchase pertains to conversion rates rather than bounce rates. The average time users spend on the site refers to session duration, which is distinct from the bounce rate. Lastly, the total number of returns to the site by the same user relates to user return frequency, and again, is separate from the concept of bounce rate. This differentiation helps clarify why the measurement of single-page sessions with no interaction is indeed the correct understanding of bounce rate in Google Analytics.