It does matter if your bounce rate is high enough to suggest that visitors are not proceeding to at least one next step. You don’t need any specific tool to calculate bounce rate beside Google Analytics. On Google Analytics: Behaviour > Site Content > Landing Pages. Then filter by highest bounce rate first by clicking the top of the bounce rate column.
A high bounce rate suggests that visitors are clicking through, immediately thinking, “Whoops, that’s not what I wanted at all,” and then exiting. And no matter how many people pass through that revolving door, if none of them are making it to the cash register, it’s not doing you any good. A high bounce rate may also affect your search ranking and PPC advertising costs, as Google’s machine-learning capabilities become increasingly reliant on real user signals instead of factors pertaining solely to the page and site.
Whether you’re optimizing for conversion or cost per click, it’s wise to take steps to reduce your bounce rate—starting with a close look at what kind of audience you’re targeting and how fast your page loads. When you can pinpoint where visitors are focusing and where their attention drifts, you can rearrange your page to draw them deeper into your site—making for a better browsing experience for them and a lower bounce rate and better conversion rate for you.
Bounce rate in Google Analytics is a widely misunderstood metric–but when placed in the right context, it can be useful for analyzing user behavior and website engagement.
But if you keep in mind the context of your user intent, off page experience, on page user experience, put into good use a quality tool- Babylon that can reduce your bounce rate then it can certainly be a helpful metric for finding prime conversion optimization opportunities.