Processing and architecture differences between Analytics platforms

Although Adobe Analytics and Google Analytics are both Analytics tools, the way data is collected and processed between platforms is very different. Use this page to understand some of the key differences in how certain dimensions and metrics are collected, and why they might display different numbers in similar reports.

Bounce Rate

Bounce Rate is a common KPI that is used to help measure the effectiveness and the relevance of landing pages in most analytics tools. This is commonly defined as visits that enter the website but do not include a click to another page.

On both platforms, if multiple hits are sent in the same visit or session, it is not considered a bounce. In Adobe Analytics, custom links are available and fairly common which can prevent a visit from counting as a bounce. Google Analytics does not typically send more than one data request on the same page.

To achieve better parity between reporting tools, use the Single Page Visits metric in Adobe Analytics instead of Bounces as part of a calculated metric. The Single Page Visits metric includes the total number of visits that only included one-page view, or visits that enter the website but do not include a click to another page.

See the Bounce Rate metric in the Components user guide for more information.