Out-of-the-Box Bounce Rate Formula vs. Custom Single Page Visit/Entries Formula

Question

Hi everyone,I'm looking for your expert opinions! Other teams have historically been reporting bounce rate using the out-of-the-box formula (Bounces/Entries) in Adobe Analytics, which is abnormally low due to the fact we have lots of other s.tl server calls (e.g. clicks, form interactions, etc.). I am in the midst of trying to convince stakeholders to move towards the more standardised Single Page Visits/Entries - less prone to be affected by content/business requirements. Curious to know how many of you are facing/ have faced the same issue and what did you do? Do you also use the SPV/E formula? Cheers,Vernon

abhinavpuri · Accepted Answer

Hi @vernon_h ,

This is age long debate with respect to using out of box bounce rate (bounces/Entries) vs SPV/Entries. In current implementation if your website have use of s.tl calls for tracking user interactions the SPV/Entries is more consistent approach and returns better interpretation of results.

Also try and explore Hit_depth if you would like to add / exclude certain known custom link tracking calls (For example interaction with cookie consent banner which is prerequisites from above calculation)

Josh Stephens · Answer

I agree with what @abhinavpuri suggested.  With some clients, we've also built out specific criteria (for example if a visit has 2+ page views or includes a certain engagement event it's not a bounce).

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