The IP suspension allows the advertiser to receive so-called unique visits instead of impressions. The time interval during which the same visitor should only visit the page once can be freely defined. Using the IP suspension costs an additional visitor exchange point (BTP) per impression in both the surfbar and the pay-to-click ads.
What is an IP Address?
An IP address is an identification number for a device. With an IP address, a device can communicate with other devices via an IP-based network such as the internet.
An IP address provides a networked device with an identity. Similar to a residential or business address that supplies a specific physical location with an identifiable address, devices in a network are distinguished from one another by IP addresses.
Impact of IP Suspension on the Bounce Rate
Advertisers who use the IP suspension must take into account that external visitor counters or web analytics tools may measure a very high bounce rate. Since the IP suspension prevents the user from accessing the page multiple times within a certain period, web analytics tools such as Google Analytics or Piwik always measure only one unique visit. Because the IP suspension prevents a follow-up visit within the session duration (defined by the external web analytics tool and usually around 30 minutes), the session duration is reported as 0 seconds.
Optimizing the Bounce Rate and Measuring Retention Time
If you do not want to forego the IP suspension, you can optimize the bounce rate measurement using the visitor session. The visitor session allows the advertiser to deliver multiple consecutive impressions of their ad campaign to the same user. This enables measuring the dwell time of each individual visitor, which ultimately drives the bounce rate toward zero.
More information about the bounce rate and the difference between retention time and session duration.
