One metric (standard of measurement) that Google analytics reports is your website’s bounce rate. The bounce rate is a percentage of visitors that visit a page on your website, view only one page and leaves. A high bounce rate may indicate your website is not doing its job.
Website bounce rates vary from industry to industry. If your reports are showing a high rate it may mean your content is not engaging enough or your navigation is poor. The goal of a website is to entice visitors to continue and explore more content. A sale or conversion from someone who only viewed one page is somewhat of a rare occurrence.
However, even a “bounced” visitor may have spent a long time on that one page. Analytics do not show the amount of time a visitor stays on a page. Keep in mind that there are many metrics to analyze. The bounce rate is only one that is tracked to keep you informed whether your website is doing what you need it to do.