Bounce rate just means that someone came to your site and did not interact with the analytics DB in any other way. A user can scroll up and down 50x, stay until 29 minutes and 59 seconds, leave, and it will be a bounce. Bounce rate is a terrible leading KPI to look at. It's easy to understand and a classic vanity metric that doesn't matter. Applying an old favorite of mine: you can't pay your rent with a good bounce rate. Time on site is the same.
To combat this, you can set up scroll tracking. There are some GTM templates out there. Every time someone scrolls to a percentage of the whole of a page (for instance, 25% of the page but you can set it for pixels too), you can push data to the server. This artificially reduces bounce rate (yay?) but it gives you a much better idea of if people are actually getting anywhere in your content. It's actionable to know how far people are willing to scroll down your page.
Facebook Ads, like many platforms, have terrible placements by default that get mis-clicks that drive lots of clicks in the Facebook UI. Lots of these people click the back button before they even get to your site so analytics does not fire. A good example is an in-app ad where a user gets a reward for watching your ad. They may accidentally thumb it. Turn off all placements except Feed for FB & IG. These are the most expensive but the most reliable and highest quality for a small budget.
Ads are ruthless in the early stages unless you have a truly unique product/service and can run Google Ads. If I had a unique offering ("world's only data center ____ solution" then I would start there.
If you're a me-too company or just offering services, I would evaluate ads vs other channels like sales.
>I would evaluate ads vs other channels like sales.
This is probably the best advice when it comes to this specific topic; however, there are some other options which I still suggest you play in (see below).
>Ads are ruthless in the early stages unless you have a truly unique product/service and can run Google Ads.
There are entire companies that exist solely to dominate search results for branded and non-branded search terms related to businesses that already have product in market. You're NOT going to compete with companies spending multiple millions of dollars a month in Paid Search.
What you can do, however, is work on dominating Organic Search results via SEO. While these same companies are competing with best-practices in SEO, they cannot win with investment alone. You too can follow the same best practices and potentially get the search engines to pay attention to you too. If you can land on the first page of results, you have a real shot.
> Bounce rate just means that someone came to your site and did not interact with the analytics DB in any other way.
Oh god how many times I've tried to explain this to people. High bounce rate can even be a sign of a really good landing page in that if you don't interact with the content in any other way that could mean you found all the information you were looking for and didn't have to navigate elsewhere digging for stuff. Of course, if you have a conversion / funnel you'll be measuring that as well, and then bounce rate becomes even more useless of a metric.
To combat this, you can set up scroll tracking. There are some GTM templates out there. Every time someone scrolls to a percentage of the whole of a page (for instance, 25% of the page but you can set it for pixels too), you can push data to the server. This artificially reduces bounce rate (yay?) but it gives you a much better idea of if people are actually getting anywhere in your content. It's actionable to know how far people are willing to scroll down your page.
Facebook Ads, like many platforms, have terrible placements by default that get mis-clicks that drive lots of clicks in the Facebook UI. Lots of these people click the back button before they even get to your site so analytics does not fire. A good example is an in-app ad where a user gets a reward for watching your ad. They may accidentally thumb it. Turn off all placements except Feed for FB & IG. These are the most expensive but the most reliable and highest quality for a small budget.
Ads are ruthless in the early stages unless you have a truly unique product/service and can run Google Ads. If I had a unique offering ("world's only data center ____ solution" then I would start there.
If you're a me-too company or just offering services, I would evaluate ads vs other channels like sales.