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BrendomLu
May 21, 2024
Question

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

  • May 21, 2024
  • 1 reply
  • 1998 views

Hi all, I have a specific marketing channel (Type/Bookmarked) and I got an average bounce rate of 16.44% when I broke it down by days for the whole of March 2024. However, when I download this data to excel and calculate the average, excel is giving me a bounce rate of 16.13%. May I know what is the cause of this discrepancy in bounce rate?

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1 reply

Bhoomika_S
Adobe Champion
Bhoomika_SAdobe Champion
Adobe Champion
May 21, 2024

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)
​

By using the weighted average, you should get a bounce rate in Excel that matches the one reported by Adobe Analytics.

    B
    BrendomLuAuthor
    May 24, 2024

    Hi @bhoomika_s , thanks for the clear explanation, the average bounce rate seems to tally now. Can I check how about average page depth, the number for Adobe Analytics and excel does not seem to tally as well when I break it down by a certain month. E.g for April.

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