Where exactly did I say that????? OF COURSE 'bounce' rate matters for conversions, that is EXACTLY what I AM saying, it just doesn't matter as a 'stand-alone' metric. Nobody should care about an 'average' bounce rate because it tells you nothing useful at all. Now a 90% 'bounce rate, with "from FaceBook" as the additional qualifier, actually provides useful information, it tells you that FaceBook marketing is a fairly pointless exercise in your particular marketplace. I do not, in absolutely no way suggest that'bounce rate' used properly has no purpose, but you do have to know HOW to analyse it properly.