Formula
Single-page sessions / Total sessions x 100
How to measure
Pull session data from web analytics and divide sessions with only one page view by total sessions for the page or site.
Why track it
High bounce rate on a key landing page often points to a mismatch between what an ad or link promised and what the page delivers.
Example
A landing page with a 78% bounce rate is redesigned to match ad messaging more closely, dropping bounce rate to 52%.