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macykl
Level 2
March 27, 2025
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Difference in Bounce Rate Metrics

  • March 27, 2025
  • 2 replies
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I added the following metrics to the table shown in the screenshot: Bounce Rate (SPV/E), Bounce Rate (SPV/V), and Bounce Rate. As you can see, the different bounce rate metrics vary greatly, so we are looking for some expertise on which to use. Usually, we use SPV/E when looking at visits; however, we are seeing bounce rates greater than 100%. This is what prompted me to examine the other bounce rate metrics, but they vary so greatly that I am looking for some expertise. I know the difference in what they calculate. (Singe Page Visits/Entries vs Single Page Visits/Visits). If the goal here is to just see the page URLs with the highest bounce rate, which is the accurate one to use for my instance? Image attached.

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Best answer by PoornimaThakur5

Hi @macykl ,

Metrics like Bounce Rate (whether you look out of total Entries or Visits) can exceed 100% when segment overlaps or tracking implementation issues exist, particularly if:

  • A visit is counted multiple times in some scenarios (e.g., reloads, redirects, or page misfires)
  • Or "Entries" are undercounted (common when users don’t enter the site through the tracked page)

This suggests a possible data integrity issues, especially for bounce rates above 100%, which shouldn’t happen in ideal tracking setups.

Since your goal is simply to identify which pages have the highest bounce rates, and assuming you're comparing pages as landing/entry pages, then you must stick with SPV/E according to me.

But, what should you use when BR>100%?

  • If bounce rate >100% persists on several pages, consider reviewing implementation (e.g., duplicate page views, improper entry page tagging).
  • If you're analyzing bounce regardless of whether the page is an entry, then SPV/V is valid, but less precise for “landing page” context.

2 replies

bjoern__koth
Community Advisor and Adobe Champion
bjoern__kothCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
March 28, 2025

Hi @macykl 

 

Presumably, "SPV/V" stands for "Single Page Visits" divided by "Visits" and "SPV/E" for "Single Page Visits" divided by "Exits?

As you can see in your screenshot, the values for SPV/V and SPV/E are identical (I double-checked in another workspace and they are interchangable), so you can actually get rid of the "/E" version if you ask me.

 

Now, it's important to understand what a Bounce means in AA. It means a session that only saw a single server tracking call.

It doesn't matter if this is a Page View or Custom Link Click, just as soon as you are sending a second tracking call like for instance a scroll depth, Adobe won't count this Visit as Bounce anymore.

Hence, they came up with the concept of "Single Page Visits" which exclusively looks at Visits where only a single Page View occurred, and ignoring any other Custom Link Tracking calls that were made. And based on this metric, you can calculate (as you have done) a Real Bounce Rate by dividing this value by the number of Visits

 

So, looking at your screenshot, your Bounce Rate is likely so low, because your website is sending additional non-Page View calls as well, likely without any user interaction (please double-check in your network tab or browser extension you use to analyze tracking calls).

Cheers from Switzerland!
    M
    macyklAuthor
    Level 2
    March 28, 2025

    Thank you!

     

    I understand the bounce rate for SPV/E and SPV/V is identical when looking at the metric overall on the top level in my screenshot. However, if you look at the different page URLs, that is when it varies greatly so I am unsure which is the best to use when identifying which page URLs have the highest bounce rate. More on how we define each below

     

    Bounce Rate (SPV/E):
    Single Page Visits divided by entries

     

    Bounce Rate (SPV/V):
    Single Page Visits divided by visits

     

    Would it be correct to say that the true 'Real Bounce Rate' would be to always use SPV/V? If so, what would be the case for SPV/E?

     

    Thanks for your help!

    PoornimaThakur5
    Adobe Champion
    PoornimaThakur5Adobe ChampionAccepted solution
    Adobe Champion
    April 11, 2025

    Hi @macykl ,

    Metrics like Bounce Rate (whether you look out of total Entries or Visits) can exceed 100% when segment overlaps or tracking implementation issues exist, particularly if:

    • A visit is counted multiple times in some scenarios (e.g., reloads, redirects, or page misfires)
    • Or "Entries" are undercounted (common when users don’t enter the site through the tracked page)

    This suggests a possible data integrity issues, especially for bounce rates above 100%, which shouldn’t happen in ideal tracking setups.

    Since your goal is simply to identify which pages have the highest bounce rates, and assuming you're comparing pages as landing/entry pages, then you must stick with SPV/E according to me.

    But, what should you use when BR>100%?

    • If bounce rate >100% persists on several pages, consider reviewing implementation (e.g., duplicate page views, improper entry page tagging).
    • If you're analyzing bounce regardless of whether the page is an entry, then SPV/V is valid, but less precise for “landing page” context.
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