What a good bounce rate is does depend on the type of website. These numbers are just a good “rule of thumb.”
Under 25% bounce rate is very unusual and could mean that the GA tracking code isn’t installed correctly across all pages.
To determine what is a “good” bounce rate is for a client consider the intent of the user and the purpose of the content. For example: On a website that revolves around events, visitors often want the time, date, location, and that’s it. They get the information. They leave. The bounce rate on that website will skew towards a higher percentage, but that’s fine, because the user’s needs are still being met.
If it is an ecommerce site, visitors will probably shop around for a bit. The bounce rate there would ideally skew lower. An upward trend is particularly alarming for ecommerce because when users leave the site too quickly, that almost certainly translates to lost sales.
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