Bounce Rate
Percentage of sessions where the user visits only one page and leaves without any interaction. Industry-wide median: 40-60%. Content/blog sites are typically 60-80% (acceptable for article pages where the user read and left satisfied). Single-page apps and JavaScript-heavy sites may report artificially low bounce rates depending on analytics configuration (GA4 changed bounce calculation in 2022 — now uses 'engaged sessions' at 10+ seconds).
How to calculate it
(single_page_sessions / total_sessions) × 100GA4 and Universal Analytics calculate bounce rate differently. Universal: single pageview. GA4: session under 10 seconds OR single pageview with no event. Lower is better. Contentsquare DXB (500+ brands) is the primary cross-industry source.
Per-industry distribution (5)
Each row shows the cited p25 / p50 / p75 for Bounce Rate in that industry. Click an industry to open the full benchmark page.
| Industry | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Ecommerce (D2C Retail) | 38.0% | 47.0% | 62.0% | Contentsquare DXB 2024 |
| SaaS (B2B Software)(derived) | 32.0% | 44.0% | 58.0% | Contentsquare DXB 2024 (derived for SaaS) |
| Media (Content publishers, News) | 52.0% | 63.0% | 75.0% | Contentsquare DXB 2024 |
| B2B Services (Agencies, Consulting)(derived) | 40.0% | 52.0% | 65.0% | Contentsquare DXB 2024 (derived) |
| Travel (Booking, Hotel, Airline)(derived) | 40.0% | 53.0% | 67.0% | Contentsquare DXB 2024 (derived for travel) |
Primary source
Digital Experience Benchmarks Report (2024) · Contentsquare · 2024
Analysis of 16.7 billion website sessions across 500+ enterprise and mid-market brands in 12 industries. Measures engagement metrics (bounce rate, pages per session, session duration, scroll depth) using passive behavioral tracking rather than survey. GA4-aligned bounce definition used (engagement < 10 seconds OR single pageview with no event). Industry cuts cover Retail, Financial Services, Technology, B2B, Media, Travel, Automotive.