What distinguishes bounce rates in email analytics from web analytics in Marketing Cloud Intelligence?

In the context of Marketing Cloud Intelligence, bounce rates in email analytics specifically refer to the proportion of emails sent that were not successfully delivered to the recipient's inbox. This can happen for a number of reasons, such as invalid email addresses, full mailboxes, or server issues. Therefore, when examining email bounce rates, they primarily serve as an indicator of deliverability issues. High bounce rates may signal that there are underlying problems with the email list, such as outdated addresses, which can negatively impact overall campaign performance.

In contrast, bounce rates in web analytics typically relate to the percentage of visitors who land on a web page and leave without taking any further action—such as clicking a link or navigating to another page. This metric is often associated with engagement, as a high bounce rate may indicate that users are not finding what they are looking for or are disengaged with the content presented. Thus, while both types of bounce rates serve as important metrics within their respective domains, email bounce rates distinctly focus on deliverability issues, making them critical for maintaining a healthy email marketing strategy.