What is Bounce Rate in Optimize?
In Webtrends Optimize, we don’t track Bounce Rate. Just like with GA4, Optimize refers to Engagement Rate – the inverse of Bounce Rate.
How is Engagement Rate calculated?
Engagement Rate = 1 – Bounce Rate
For example:
– Bounce Rate = 75% or 0.75
– Engagement Rate = 1 – 0.75 = 0.25 = 25%
Think about the metric of “engagement” – this is someone having entered your test and then gone on to load another page.
Traditionally, Bounce Rate would be people who do not do this – a bit of a backwards metric.
More clearly, Engagement Rate is simply the % of people who proceed further into the website – much more logical.
What should I hope to see when studying Engagement Rate?
With Bounce Rate, you hope for it to go down – an inverse goal.
With Engagement Rate, similarly to all traditional metrics like Add to bag or Purchase, you hope for it to go up.
A higher Engagement Rate means more people browsing further into the website.
How to enable Engagement Rate tracking in Webtrends Optimize?
We add this to your Conversion Package when you join us. If this has not been done, simply ask for it – it does not take long to add.