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

[Vernon_H]

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 solution]

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)

[Vernon_H]

Thanks @abhinavpuri, love the idea of looking into hit depth - it has sparked some ideas as we are moving towards leveraging data feed and it'll allow some custom metrics to be formulated. 

[Josh__Stephens]

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).