종료율(Exit Rate) vs. 이탈율(Bounce Rate)

 

 

이 아티클 내용은 Universal Analytics 기준으로 설명된 내용이며, GA4에 해당되지 않는 부분임을 참고하시기 바랍니다.

Exit Rate vs. Bounce Rate^[각주:1]

At a glance

To understand the difference between Exit Rate and Bounce Rate for a particular page, keep the following points in mind:

1. For all pageviews to the page, Exit Rate is the percentage that were the last in the session.
2. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session.
3. Bounce Rate for a page is based only on sessions that start with that page.  

In depth

Let's clarify this last point with a simple example. Your site has pages A through C, and only one session per day exists, with the following pageview order:

• Monday: Page A > Page B > Page C
• Tuesday: Page B > Page A > Page C
• Wednesday: Page A > exit

The Content report for Page A would show 3 pageviews and a 50% bounce rate.  You might have guessed that the Bounce Rate would be 33%, but the Tuesday pageview granted to Page A is not considered in its Bounce Rate calculation. Consider that a bounce is the notion of a session with only one interaction from the user, and the session-centric analysis answers a simple yes/no question: "Did this session contain more than one pageview?" If the answer to that question is "no," then it's important to consider which page was involved in the bounce.  If the answer is "yes," then it only matters that the initial page in the session lead to other pageviews.  For that reason, bounce rate for a page is only meaningful when it initiates the session.

Now let's extend this example to explore the Exit rate and Bounce rate metrics for a series of single-session days on your site.

• Monday: Page B > Page A > Page C
• Tuesday:  Page B > Exit
• Wednesday:  Page A > Page C > Page B
• Thursday:  Page C > Exit
• Friday: Page B > Page C > Page A

The % Exit and Bounce Rate calculations are:

Exit Rate: 

• Page A: 33% (3 of 5 sessions included Page A) 
• --> Page A가 마지막 방문인 세션은 1개(Friday). Page A 방문이 포함된 세션은 총 3개. 1/3 = 33% 
•  
• Page B: 50% (4 of 5 sessions included Page B)
• --> Page B가 마지막 방문인 세션은 2개(Tuesday, Wednesday). Page B 방문이 포함된 세션은 총 4개. 2/4 = 50%
•  
• Page C: 50% (4 of 5 sessions included Page C)
• --> Page C가 마지막 방문인 세션은 2개(Monday, Thursday). Page C 방문이 포함된 세션은 총 4개. 2/4 = 50%

Bounce Rate:

• Page A: 0% (one session began with Page A, but that was not a single-page session, so it has no Bounce Rate)
• --> Page A를 방문한 세션은 총 3개, Page A가 세션의 시작 페이지인 경우는 1개(Wednesday), 이탈율은 0/1 = 0%.
•  
• Page B: 33% (Bounce Rate is less than Exit Rate, because 3 sessions started with Page B, with one leading to a bounce)
• --> Page B를 방문한 세션은 총 4개, 그 중 Page B가 세션의 시작 페이지인 경우는 3개, Page B만 방문한 경우는 1개. 따라서 1/3 = 33%
•  
• Page C: 100% (one session started with Page C, and it lead to a bounce)
• --> Page C를 방문한 세션은 총 4개, Page C가 세션의 시작 페이지인 경우는 1개, Page C만 방문한 경우는 1개. 따라서 1/1 = 100%

 

1. 구글 애널리틱스 헬프 페이지에서 발췌하였음. https://support.google.com/analytics/answer/2525491?hl=en [본문으로]

 

Exit Rate vs. Bounce Rate - Analytics Help