Bounce rate is measured as the percentage of visits that exit a site after viewing only one page. However, bounce rate is not always a negative metric and needs to be considered in context. Some scenarios where a high bounce rate is not problematic include when visitors come to a specific article, product page, or contact page. It is also not a good measurement for pages that are not frequently the starting point for most visits. To better understand bounce rate, it is important to define minimum time thresholds for different page types, and to segment visitors by their source or other characteristics.