Stop Using Bounce Rate to Measure Paid Media.

Paid media should not be measured using content and UX metrics, at least not as critical "do-we-spend-money" KPIs. When bounce rate is used as a media effectiveness KPI, media buyers start optimizing for traffic that will stick around instead of audience traffic that will convert. Creative teams start designing ads for longer site engagement rather than highlighting clearer value propositions and brand stickiness.