Page-Level "bounce" rate

[bensphil]

I think a useful metric for analysis would be a version of a "bounce rate" that I can break out by page. But I need help figuring out how to calculate it.

The standard Bounce Rate is at the visit-level, so breaking it out by page limits you to just the Bounces ÷ Entries. I would like to calculate how many people "bounced" off a page whether it was their entry page OR a page they navigated to.

Another way of putting this: out of all Visits to a page, how many of those visits had only one hit on that page (the page load event).

Here's how I'd use it in a table:

	Visits	# of Visits w/ just one hit on this page
Page 1
Page 2
Page 3

[bjoern__koth]

Hi @bensphil 

How about the out of the box Exit Rate?

[Jennifer_Dungan]

I'm not really sure why it would matter if an internal page had one "one page view".. the reason for a bounce being one page (or in Adobe's definition, one hit) is because it means that the user didn't stay on your site.. they either came in and left immediately (without reading anything), or they came and consumed the content of a single page but didn't engage with the site.

In most normal web behaviour, most pages on your site will have "one concurrent page view"  (as most users are not going to refresh every page that they land on....  and even if you are tracking multiple actions on a page, if they leave without interacting with that last page, they still most likely interacted with other pages during their visit...

Even if you are trying to look at non-nonconcurrent page views (i.e. home > section a > content 1 > section a > content 2   - where "home", "content 1" and "content 2" had only one page view in the visit, whereas "section a" had 2 and doesn't count - but then there is still only one "exit" page) this is again a very standard visit, as many people are not going to view the same content page twice (unless maybe you are a retail store and people are going back and forth comparing features and options).

Honestly, I think just looking at the Exit metric by page is what you need, without complicating it with the added logic of "only one page view for the specific page".

[bensphil]

Thank you for your response. I am looking to get more visibility into what % of visitors engaged on the page, rather than if they continued on with the site (which Exit Rate is tracking).

For example: A visitor enters on "Page 1", navigates to "Page 2", does a ton of activities on that page (videos, file downloads, forms, etc.), and then leaves without any further site navigation. The Exit Rate for "Page 2" would be the same as someone who navigated to "Page 2" and abandoned without any engagement on that page.

I am looking for a metric that would count these two visits differently: People who exited a page after engaging on it versus those who abandoned without engaging on it.

[Jennifer_Dungan]

OK, but my point was... if that users viewed 5 pages and engaged with the 4 previous pages, you aren't taking that engagement into account, you are only looking at the last page of the visit, and saying "this was an unengaged exit" (where that user may have had plenty of engagement on your site prior to the page).

Anyway, while Adobe's segment builder is good, it definitely has some flaws when it comes to trying to isolate actions on single pages. Also, the "Page" dimension only exists on the page view, it does not exist on any actions taken on that page... so trying to correlate "actions to a page" can't be done easily, unless you have a "replication page name" value that is included on every action, then you might be able to create a correlation against that...

However, it's still going to be hard limiting that to the "last page view", since the scope of the segment will look at the visit... if the user hit Page A three times, engaged with that page on the first two page views, then didn't engage on the third; the segment will still see the engagement from the earlier part of the visit... You also cannot access the "Exits" metric in the segment builder, making these even harder to create a sequence that looks at only the last page of the visit.

Honestly, if you are really adamant about needing this, having the Raw Data in a data lake where you can write complex SQL to achieve this is probably going to be the best option....

[manojs57813206]

I agree with @Jennifer_Dungan , not possible by any process data, you need to pull the raw data, and then do the sesonization at the ECID level, and then look for visit num and then find the answer. 

[eautoaccess]

I think what you're looking for is a "single page visit rate" or a variation of bounce rate, but calculated at the page level. Essentially, you want to know how many times a page is visited and then left without any further navigation.

To calculate that, you could do this:

1. Track the total number of visits (entries) to the page.
2. Count how many visits had no additional page views (i.e., they didn’t click through to other pages).
3. Divide that by the total number of visits to get the percentage of "one-hit" visits.

So, for each page:

• Visits = Total visits to the page.
• # of Visits w/ just one hit = Visits where no other pages were loaded in the same session.

If you're using a tool like Google Analytics, you could probably set this up with custom tracking or segments to filter out sessions where multiple pages were viewed. Does that make sense?

[bensphil]

Thanks for your response. Unfortunately, this solution will exclude activity I'm trying to get insight into.

For example: A visitor enters on "Page 1", navigates to "Page 2", does a ton of activities on that page (videos, file downloads, forms, etc.), and then leaves without any further site navigation. When looking at "Page 2" with your solution, it would show the same figure as someone who navigated to "Page 2" and abandoned without any engagement on that page.

I am looking for a metric that would count these two visits differently.

[Josh__Stephens]

Hi @bensphil  - if I understand your use case correctly, you want to see pages where a visitor had a page view but no page events.  If that's right, you could create some segments like this.  Unfortunately this sandbox doesn't have any page events.  But this setup would show you visits where a page view exists - visits where a page event exists, by page.

[Jennifer_Dungan]

Yeah, that could work for general "page actions" (with some tweaks), but it wouldn't cover the specific "user exited without doing an action on this page"... that is where this gets really complicated...

However, there it's not just a "sandbox" thing here... you cannot correlate "Page" dimension with "page events"... this is why it's 0. The page dimension, regardless of being sent to AA on a tracking call is removed from the data during processing.

That might be different in CJA, not sure, but I didn't see any indicators that this was related to CJA.

[Josh__Stephens]

Ah, you're right Jen!  I can't use the OOTB page dimension with page events.  But if there's an eVar or prop that captures pageName, that did work for me and reported Page Events with one of our client's AA.

[Jennifer_Dungan · Accepted solution]

Lol, I know... you would think that Pages is available everywhere, since it's part of every tracking call....

But Adobe Analytics doesn't actually have a reserved event for "page views", this is based on hits that have PageName or PageURL; so on actions, these two values (despite being included on all tracking calls) are removed during processing.

This is also why I always recommend setting up a dimension to track the Page Name, so that it is available to correlate with all pages/actions. You are right, this would work fine with a "custom page name" dimension.