Bounce Rate
What is Bounce Rate?
Two metrics share the name 'bounce rate' and they measure very different things. In email, a bounce is a non-delivery — the inbox provider returned the message because the address doesn't exist (hard bounce) or is temporarily unavailable (soft bounce). A bounce rate above 2% is a red flag that wrecks sender reputation. On a website, bounce rate is the share of sessions that view only one page before leaving; it used to be a key engagement metric but newer analytics models (engagement rate in GA4, for example) have largely replaced it because single-page visits aren't necessarily bad. Both metrics matter; both reward better targeting and faster, more relevant landing experiences.
Why it matters
- High email bounce rates destroy deliverability — the inbox provider stops trusting the sender.
- Website bounce rate is a usability and intent-match signal — if visitors bounce, the page didn't deliver on the search.
- Both metrics expose data-quality issues — bad emails come from bad lists, bouncing visitors often come from off-target ads.
Use cases
- Pre-send list cleaning. Verify every email address before send to keep bounce rate under 2%.
- Landing-page A/B test. Test two hero variants and measure which one keeps visitors on the page.
- Source-quality audit. Flag any traffic source with bounce rate above the site average.
How turgo helps
turgo's sending stack runs email verification on every address before the first touch, keeping bounce rate well under industry threshold and protecting mailbox reputation.
See turgo in action →
