What does 'bounce rate' mean in Adobe Analytics?

The term 'bounce rate' in Adobe Analytics refers specifically to the percentage of single-page sessions where a user leaves the site without interacting with it further. This metric is vital for understanding user engagement and site effectiveness, as it indicates how many visitors are entering a webpage and then exiting it without taking any additional actions, such as clicking through to another page, filling out a form, or making a purchase.

A high bounce rate may suggest that the landing page did not meet visitors' expectations or failed to provide relevant content that encourages users to engage more deeply. Conversely, a low bounce rate can indicate that users found the content appealing enough to explore further. Analyzing bounce rate can help businesses identify potential issues with their site and make informed decisions on how to enhance user experience.

The other options are related to site performance but do not accurately define 'bounce rate.' The total number of users visiting the site gives a broad view of traffic but does not convey engagement level. Measuring users returning to the site reflects customer loyalty rather than immediate engagement on the landing page. Average time spent on a landing page is relevant for assessing how engaging the content is but does not capture the bounce phenomenon, which specifically focuses on the lack of further interaction after the initial page view.