Investigate a bouncing ad cohort

The Top Ads table says your Meta campaign is bouncing at 85%. Before you turn it off, find out why, usually it's fixable.

Step 1: drill into the cohort

On the Analytics tab, find the row in Top Adswith the alarming bounce rate. Click its bounce % cell, you'll land on the sessions list filtered to that exact ad with bounce = only applied.

Step 2: scan the chips and badges

Before watching any replays, look at the chips and badges in the list:

• Device icons, are these all mobile? If yes, the ad creative is probably mobile, and the bounces are mobile.
• In-app webview pills(a teal "in Facebook" chip on the URL cell). Heavy webview traffic correlates strongly with poor engagement, these are people who tapped through from inside the Facebook app, where the browser strips animations, video autoplay, and sometimes JavaScript.
• HTTP status badges, any 4xx / 5xx? The landing page might be returning errors for that geography.

Step 3: open three or four replays

Open the first session. Things to look for in the player:

• Viewport size shown in the header. In-app webviews often render at squished sizes (e.g. 390×600 instead of 390×800). Your hero section may be cropped.
• First few seconds of scroll behaviour.Did the visitor scroll at all? If everyone leaves before scrolling, your above-the-fold isn't selling.
• Rage clicks (red blobs on the scrubber). The visitor expected something to be clickable.

Common findings

• In-app browser rendering issue.Your hero video doesn't autoplay inside the Facebook webview. The fix is a static fallback for webview UAs.
• Ad-to-landing mismatch. The ad promised X, the page above the fold is about Y. Bouncers leave before scrolling.
• Slow first paint. Mobile networks plus a heavy hero image, most bouncers never see anything.