Discussions about metrics (or bounce rate) range from disgust to unassailable perfection, yet this dichotomy does not help an individual understand their purpose and when they are helpful and when they are not. There are three times not to use metrics: when you use them as a way to avoid conversion actions, when used to discuss success against non-relevant peer sites, and when you don’t include factors such as historical references over time. There are three times that metrics are helpful: when they are used as a benchmark, used over time to compare relevant data, and when they are used as a diagnostic tool.

Read more: When Bounce Rate, Browse Rate (PPV), and Time-on-Site Are Useful Metrics… and When They Aren’t – Whiteboard Friday

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