Bounce rate is a web analytics metric that measures the percentage of visitors who leave a website after viewing only one page. It indicates how effectively a site engages its audience. A high bounce rate may suggest that visitors did not find the content relevant or engaging enough to explore further. Understanding bounce rate is important for website owners and marketers, as it can impact overall site performance and search engine rankings. Tools like Google Analytics can help track bounce rates, allowing users to identify areas for improvement and enhance user experience on their sites.