Compare your bounce rate to typical industry ranges and learn whether it signals a real problem.
| Industry | Typical bounce rate |
|---|---|
| Landing pages | 60–90% |
| Blogs / content | 65–90% |
| SaaS / software | 40–60% |
| E-commerce / retail | 20–45% |
| B2B | 25–55% |
| Lead generation | 30–55% |
| Portals | 10–30% |
Benchmarks are directional industry ranges, not hard targets. GA4 reports engagement rate (the inverse of bounce) and defines a bounce differently from Universal Analytics.
There's no universal "good" number — it depends on page type and intent. A blog post that answers a question in one visit can have a high bounce rate and still succeed, while a high bounce on a checkout page is a red flag.
Understand the metric in our bounce rate glossary entry, and note that GA4 uses engagement rate instead.