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Why Bounce Rate is Outdated (and What to Look at Instead)
Google Analytics 4 has demoted bounce rates, a metric that many marketers relied on. Search engine optimisation is about understanding user behaviour and knowing what your web pages are worth. The good news is that there are other metrics you can track to identify your website performance, and they are more valuable than the outdated bounce rate.
Bounce rates were used as single page sessions on your website. In Google Analytics, this metric is calculated as a session, triggering a single request to the Analytics server. This is when a user opens a single page on your site and exits without triggering another request.
With more focus being placed on user experience and engagement, there are alternative metrics you can track, other than bounce rate to analyse your website success.
What you may not realise is that Google has not removed bounce rate from GA4, they have simply changed it, introducing engagement rate. And with a bit of digging, you can also calculate your page values.
In Google Analytics 4, bounce rates have been replaced with engagement sessions. In order to be considered as engaged, the session must be longer than ten seconds, have multiple screen or page views, or result in a conversion. The engagement rate looks at the frequency of these sessions.
This means that some sessions that may have been seen as a bounce, can now be considered an engagement sessions. This can be due to a user spending ten seconds or more on your page and then clicks away.
The engagement rate provides marketers with information on user behaviour on your site. Yet it doesn't provide actionable data, which is where page value metrics come into play.
Page value is the average value of a page that a user visitors before landing on the goal page or completing a transaction. This value provides you with an idea on which pages on your website contribute to your website revenue.
Now you may be wondering why page value is more superior than bounce rate or engagement rate. Bounce rates are not as reliable as they appeared. A user could linger on your page before bouncing away, but this doesn't mean that they were engaged. At the same time,a user could play a video on your page and then bounce, but this doesn't mean they were not engaged.
With bounce rate missing from Google Analytics 4, it offers an opportunity to identify other metrics to use and understand. Engagement rate has proven to be an improvement of bounce rates, yet it is still not the best metric when determining your website effectiveness.
Page value, on the other hand, offers a clear overview on your website success, looking at each individual web page and deciding what they are worth.
Bounce rate and engagement rates are useful metrics, giving you an idea on a surface level. If you want to get a clear view on your website performance and success, we recommend page value metrics. If you need help understanding your website success, the Genie Crawl team are here to assist. With over ten years experience and rated the Number 1 SEO and Google Ads marketing agency, we can help you push your website forward, ensuring you reach your target audience. Get in touch with our team today for a free, no obligation website audit and proposal.
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