Bounce rate is the share of visits where someone arrives, does nothing measurable, and leaves.
What counts as "nothing" is a configuration choice, and that makes the number less comparable than it looks. On a page with no tracked interactions, a visitor who reads for four minutes and leaves satisfied is a bounce.
A high bounce rate on a link in bio page is normal and often fine: someone tapped through to check one thing, found it, and left. Interpret it against intent, not against a benchmark from a different kind of site.
What is actionable is bounce rate compared to itself over time, split by traffic source. A sudden rise on one source usually means the promise on that source stopped matching the page.
In practice
A bounce rate jumping from 62% to 85% after changing a headline is a signal; 62% on its own is not.
Common mistake
Treating a benchmark from another industry as a target. The measurement definition rarely transfers.
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