How does excel calculate the site average values in the generic behaviour report page?(i.e. average site bounce rate, %exit, time on page etc.)The values I get in my manual Excel calculations of average values (using downloaded GA data) are different to the ones provided in the GA report.Specifically the mean value I calculate for my bounce rate in Excel is 17.84% but Google Analytics tells me it's 53.10%How can those numbers be so different?The total number of pageviews for the site over the past month is ~ 7,400 so it's not a huge sample size, but it wouldn't seem to explain that sample size. Is Google doing some other kind of average, or silently filtering outliers?Detailed Recreation added belowSet Google Analytics to a month. Navigate to the Behaviour tab > Site content > All pagesSet sessions to all sessionsGoogle Analytics AverageThe Google Analytics Average I'm using is the top of the bounce rate column on the main landing page. (Screenshot to identify it below.)Excel AverageOn the Google Analytics behaviour sheet I selected the maximum number of rows (Shown at the bottom of the report) and then exported it as an XLSX spreadsheet.I got the excel mean average by using the AVERAGE formula on the bounce rate column. (Sum all the bounce rates and then divide by the total number)
How are Google Analytic average column values calculated? (excel gives different results)
google analytics
There are some numbers that don't make sense in your data.Here's Bounce Rate data from my Analytics:While the first row is New Visitors and the second Returning Visitors.By exporting this data set, I have the following results on Excel:While the first row is New Visitors, the second Returning Visitors, the third the average coming from Analytics and the last is the Average done by Excel. As you can see the numbers vary a little bit but nothing serious and certainly not as you describe.Also, by looking at the image you provided, do the Average calculation and the results are neither the 53.10% or the 17.84% but 32.73% (34.43 + 24.29 + 27.27 + 17.65 + 60 / 5).Although the problem you report is not only related with Bounce Rate, take a look at this page from Google as it might give you insights on how it's calculated. https://support.google.com/analytics/answer/2525491?hl=en