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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
  • 1987 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.

    Josh Stephens
    Community Advisor
    Josh StephensCommunity Advisor
    Community Advisor
    May 28, 2024

    Adobe's definition is a visit with only 1 hit.  In many cases, the first page view by a customer can send multiple hits.  For example, perhaps a page view hit fires.  Then another hit fires shortly after when an automated element appears.  By Adobe's definition, this wouldn't be a bounce since there were two hits.  However, there may have been no engagement by the visitor.

    You can also use a Single Page Visit metric.  With this metric, if there are multiple hits but all have the same Page value, it will be considered a Single Page Visit.  When a second Page value is seen, it's no longer a Single Page Visit.

    (There's a similar Single Access metric that can be used with other dimensions such as site section.)

     

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