Disadvantages to the Bounce Rate Metric as a Performance Goal in Google Analytics

The bounce rate is measured by when a web visitor only views a single page on a website; that is, the visitor leaves the site without visiting any other pages.  However, there is no specific industry standard minimum or maximum time by which a visitor must leave for a bounce to register in Google Analytics.The bounce rate metrics are missing one key piece of information, which is time.  

There is a big difference between someone who only views one page for 2 seconds versus someone who only views one page for 40 seconds.  Bounce rates can also be deceptive because web pages can contain the business phone number and address + maybe a contact form via design optimization, no matter where someone enters into the site (home page, service pages, blog feed, articles, etc..).

So technically someone could search for a certain keyword phrase and come in on that specific sub-page on the website because it ranks higher than the homepage for that particular search term (because of relevancy), find exactly what they are looking for…then leave the website and give their office a call; which from an analytics perspective would look like a bounce but it was in reality a successful conversion with regards to lead generation.Having a large amount of goals is not necessarily a good thing.  

The more goals we have, the harder it is to focus on the ones that really matter (revenue, leads, subscriptions, etc…).  When goals are implemented that don’t track critical outcomes for the business, a lot of the metrics and reports in Google Analytics become worthless.

Focus on achieving goals that have true positive impact on your business and increase conversions.