Browsing metrics

The navigation metrics are available for tests and personalizations and must be selected in the Goals step of the campaign flow to appear in the reports.

Bounce metric

The event bounce

A “bounce” is recognized and sent via our tag each time a visitor lands on a targeted page and decides to leave the website immediately after having seen the tested page.

A visitor can only bounce once.

This event is sent via our tag from every targeted page(s).

The bounce rate

The bounce rate represents the percentage of unique visitors who have bounced in a campaign.

It's available on the type of data: session only.

Calculation

Example

100 visitors have bounced on the targeted page(s) during their session(s).

Total number of unique visitors in the test variation is 1,000

Bounce rate = 100 / 1,000 * 100 = 10%

Exit rate metric

The Exit Rate metric lets you measure how often users leave your site during or after exposure to a campaign. This helps you assess the real impact of your A/B tests on user retention and engagement.

It helps you:

• Spot variations that drive users to exit prematurely

• Monitor exit behavior on key pages like /cart, /pricing, or landing pages.

• Add behavioral depth to your A/B test results — beyond conversions.

Calculation

• A pageview is counted each time a tracked page is viewed (based on your setup using contains, exact match, or regex).

• A pageview is flagged as isExit = true when the user leaves the website from that page, without navigating to another internal page.

Example

Let’s say you create an Exit Rate tracker with the condition:

URL contains /cart

Then the following happens:

• You visit the /cart page 3 times during different sessions

• You leave the site from that page once

The result will be:

Exit Rate = 1 exit / 3 total pageviews = 33.33%

Later, if you return directly to /cart and exit again, it becomes:

Exit Rate = 2 exits / 4 total pageviews = 50%

This gives you a clear view of how likely users are to abandon the site from a critical page like the cart — which is particularly useful for e-commerce optimization.

Number of pages viewed metric

The event pages viewed

Each time a page is loaded on the visitor's browser, AB Tasty counts it. All the browsing data are stored in the AB Tasty cookie session.

The metric average number of pages viewed

The metric average number of viewed pages per visit is the average quantity of pages that have been viewed per session on the entire perimeter where the AB Tasty tag is placed, starting from when the visitor is assigned to a campaign.

Calculation

Example

Visitor A has visited the website 3 times during the campaign: session #1 for 5 viewed pages, session #2 for 6 viewed pages, and session #3 for 7 viewed pages.

Visitor B has visited the website 2 times during the campaign: session #1 for 10 viewed pages, session #2 for 12 viewed pages

Average viewed pages = (5+6+7+10+12) / 5 = 8

In a campaign, this metric compares two amounts of average viewed pages and helps to identify the best performer between two variations (the variation is compared to the baseline, which is the original version).

The growth metrics are always displayed on all variations except on the one which is used as the baseline. See this article to learn how to change the baseline in a report.

Calculation

Revisit metric

Revisit event

The number of revisits represents the number of unique visitors who have triggered the campaign at least two times in at least two distinct sessions.

Metric revisit rate

The revisit rate is the percentage of unique visitors who have triggered the campaign at least two times in at least two unique sessions.

Calculation

Example

100 unique visitors have visited the targeted page(s)

80 unique visitors have visited the targeted page(s) only once

20 unique visitors have visited the targeted page(s) at least two times

Revisit rate = 20 / 100 * 100 = 20%

In a campaign, this metric compares two percentages of revisit rates to help identify the best performer between two variations (the variation is compared to the baseline, which is the original version).

The growth metrics are always displayed on all variations except on the one which is used as the baseline. See this article to learn how to change the baseline in a report.