Evidence
Engagement-vs-AOV trade-off after a higher-priced bundle replaced à-la-carte.
After the bundled offer replaced à-la-carte pricing, bounce rate and basic engagement metrics moved in a direction that looked negative on a standard GA4 dashboard. The goal: determine whether that was a problem or a side effect of a better-performing offer.
Segmented paid traffic in GA4 to QA landing pages — kill, fix or scale each — then compared basic funnel metrics against profitability per ad dollar rather than against bounce rate alone.
The engagement metrics that looked worse were the direct consequence of a higher-priced, higher-AOV bundle attracting a more decisive buyer — profit per ad dollar rose even as bounce rate did.
Never QA a landing page on bounce rate alone once the offer itself has changed. The metric that should decide kill/fix/scale is profit per ad dollar, not engagement in isolation.