Question: Why am I seeing an increase in bounce rate after launching Acquire?
Answer: A “bounce” occurs when someone visits your website and then leaves without navigating to a second page. The bounce rate that you see when you log into your Google Analytics account is the site-wide bounce rate.
If you are running Acquire Search, Display, and Social, it should be noted that bounce rates vary tremendously by channel. For example, display is higher up in the marketing funnel, and therefore the bounce rate can be very high. This is because the user is not actively searching, but rather clicking on an image ad as they browse other content. The average bounce rate for a display campaign can range between 50-90% depending on the type of program that’s running. This can also depend on the amount of traffic that is being sent to the site.
Since paid search campaigns are capturing users who are actively searching for exactly what you have in that moment, they will typically have a lower bounce rate than display traffic. This is why it’s best practice to look at the campaigns separately. When you first launch Acquire Display or Social, it would be very typical to expect an increase in your overall bounce rate. This is because you are suddenly sending LOTS of new traffic to your site from a channel which typically yields lower conversion numbers.
The overall bounce rate should decrease over time as the Acquire system learns which users are more likely to convert from this channel, and then it can better target those kinds of users in the future and refine further the data feedback loop.
While the bounce rate on newly launched Display or Social accounts will decrease over time, it should be noted that even if it does not decrease significantly, this user-behavior related metric is less important than your overall business goal, which is getting more leads so you can sell more cars. As AutoLeadStar optimizes specifically for leads, these metrics are of less concern for us than conversions and conversion rate on site for example.