Pages tab metrics

This guide defines every metric on the Pages tab and how each one is calculated. The metrics report traffic flow rather than merchandising. Device sub-tabs — Desktop, Mobile, and Tablet — segment every row.

Bounce rate

• Definition: The share of visits starting on this page that viewed nothing else.
• How it's calculated: Bounces ÷ entrances.
• How to read it: A landing-page quality score.

Bounces

• Definition: Visits that started on this page and viewed nothing else.
• How it's calculated: Count of single-page visits that entered on this page.
• How to read it: Landing pages that didn't earn a second view. Example: A shopper who lands on the homepage and leaves without viewing anything else is a bounce. A shopper who lands and then opens a search results page isn't — the results page counts as a second page.

Entrances

• Definition: Visits that started on this page.
• How it's calculated: Count of visits whose first view was this page.
• How to read it: Which pages bring shoppers in. Example: A shopper who lands first on the homepage adds one entrance to the homepage.

Exit rate

• Definition: Percentage of visits to this page that ended on it.
• How it's calculated: Exits ÷ this page's total visits.
• How to read it: A where-do-we-lose-them map. A high exit rate on an order-confirmation page is healthy; the same number on a category landing page is a leak. Bounce rate and exit rate use different denominators on purpose: bounce rate divides by entrances (visits that started on this page), while exit rate divides by every visit that viewed the page.

Exits

• Definition: Visits that ended on this page.
• How it's calculated: Count of visits whose last view was this page. Every visit exits exactly once.
• How to read it: Where visits end. Example: A shopper whose last page before leaving is a product page adds one exit to that product page.

Visits

• Definition: Visits in which this page was viewed.
• How it's calculated: Count of sessions that viewed the page.
• How to read it: How much traffic the page sees.