What does the term "bounce rate" indicate in Google Analytics?

The term "bounce rate" in Google Analytics specifically refers to the percentage of sessions in which users engage with only a single page before leaving the site. This metric is important because it helps assess the effectiveness of a webpage in retaining visitor attention. A high bounce rate can indicate that the landing page is not engaging enough, leading users to leave without further interaction.

In contrast, other options do not correctly define bounce rate. The first option, which describes the number of times a user returns to the site, does not capture the concept of a user interacting with only one page. The average time spent on the site focuses on user engagement but does not relate to the bounce rate measurement. Lastly, the total number of visitors does not take into account whether they interacted with multiple pages or left after viewing just one. Understanding bounce rate helps website owners and marketers identify potential issues with user engagement and content strategy.