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JBriceno
Level 2
October 28, 2024
Question

Doubts about Bounce Rate

  • October 28, 2024
  • 4 replies
  • 1014 views

Hi, I have doubts about the bounce rate and its formula. It is currently defined as Bounces (visits containing exactly one hit) divided by Entries (number of times a given dimension item is captured as the first value in a visit).


On a website I am analyzing, I see that since February of this year, we went from an average of 10% to 30% without any clear explanation (no changes in tagging, no cookie modifications, no increase in traffic), so I want to know if changes have been made in the formula, specifically in the Bounces which is the metric that is increasing.


Also, when the page loads, 2 hits are received: one click and one page view. In this case, shouldn't the bounce rate decrease, or is it only considered for page view hits?


Thanks

 

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    4 replies

    bjoern__koth
    Community Advisor and Adobe Champion
    bjoern__kothCommunity Advisor and Adobe Champion
    Community Advisor and Adobe Champion
    October 28, 2024

    Hi @jbriceno 

    that is correct, if 2 hits are received, you should by definition not have a Bounce.

    Note that Adobe also has a "Single Page Visits" metric that should solve your issue (unless you explicitly send a second request to not have a Bounce).


    Can you see a similar behavior if you do Single Page Visits divided by Entries?

    Cheers from Switzerland!
      Nick_Walter
      Community Advisor and Adobe Champion
      Nick_WalterCommunity Advisor and Adobe Champion
      Community Advisor and Adobe Champion
      October 28, 2024

      There are many things that could cause this. From increase in bot traffic, to change in implementation. I am currently not aware of anything changing with how Adobe calculates this metric. Personally I like to look at engagement rate rather than bounce rate, as I think it gives more value.

        Jennifer_Dungan
        Community Advisor and Adobe Champion
        Jennifer_DunganCommunity Advisor and Adobe Champion
        Community Advisor and Adobe Champion
        October 28, 2024

        I agree with both @bjoern__koth and @nick_walter.

         

        I am unaware of any changes on Adobe's side, but changes in implementation can have a huge impact... if you recently added Cookie Consent, and are tracking the acceptance and the page... all of a sudden that will be multiple hits (and no longer considered a bounce).

         

        I have used my own custom Bounce definition using "Single Page Visit" for years...  

          jeff_bloomer
          Community Advisor and Adobe Champion
          jeff_bloomerCommunity Advisor and Adobe Champion
          Community Advisor and Adobe Champion
          October 29, 2024

          Hi @jbriceno,
          I have also never preferred to use the bounce rate that incorporates bounces with entries, as it does not properly accomodate for what your customers are doing.  More than quite a while back, I ran into this linked video and began using this kind of metric instead as a way to understand things differently.  Again, it discusses the SPV approach, and you can see the difference it makes.
          https://youtu.be/cem3n0mgpEA?si=txQayajsAfLdOmcX 
          However, I also agree with @nick_walter, that an engagement rate is a good way to begin looking at things differently, especially if you have any future plans to migrate to CJA.

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