Average bounce rate for adobe analytics does not seem to be accurate

Hi @brendomlu ,

Adobe Analytics calculates bounce rate by the ratio of single-page visits to total visits, inherently using a weighted method based on traffic volume

Ref: https://experienceleague.adobe.com/en/docs/analytics/components/metrics/bounce-rate

On the other hand, in Excel, you must create a similar one to align with the bounce rate calculated in Adobe Analytics.

Assuming you have the following columns:

A Column as Date

B Column as Visits

C Column as Bounce Rate

Add a new column D for Weighted Bounce Rate: D2=B2×C2

Suppose, if your data spans from 2 to 32

Sum the weighted bounce rates and visits:

Total Weighted Bounce Rate=SUM(𝐷2:𝐷32)

Total Visits=SUM(𝐵2:𝐵32)

Calculate the weighted average bounce rate: Weighted Average Bounce Rate=SUM(𝐷2:𝐷32)/SUM(𝐵2:𝐵32)
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By using the weighted average, you should get a bounce rate in Excel that matches the one reported by Adobe Analytics.