# No choice rate

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**Access Type**: Analytics - Viewer
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The no choice rate indicates the frequency at which a consent notice is shown but no action is taken by the end-user (neither opt-in nor opt-out). The no choice rate **does not** imply a loss of end-users, but rather that those end-users have not made a decision about consent when the consent notice was displayed. In this article, we will cover the following for the no choice rate metric:

* [No choice rate vs Bounce rate](#no-choice-rate-vs-bounce-rate)
* [High no choice rate](#high-no-choice-rate)

***

### No choice rate vs Bounce rate

Bounce rate is a common web analytic that measures percentage of end-users to a particular website who navigate away from the site after viewing only one page. While no choice rate and bounce rate are semantically very similar the methodology behind how no choice rate is calculated differentiates it from bounce rate.

Didomi does not measure traffic in the same way an analytics tool would measure web traffic but rather counts the number of times a consent banner is displayed.

<table><thead><tr><th width="179.300048828125">Metric</th><th>Description</th></tr></thead><tbody><tr><td>No choice rate</td><td><p>Related to the consent notice and the end-user's behavior. </p><p></p><ul><li>Hit metric (event-based)</li><li>For users who have not made any choice (opt-in or opt-out) yet.</li><li>Event is recorded <strong>every</strong> time consent is sought but the consent notice receives no interaction from the end-user</li></ul></td></tr><tr><td>Bounce rate</td><td><p>Only concerns the session, without taking into account the user behavior (or non-behavior) on the pages.  </p><p></p><ul><li>Session-based metric</li><li>Dedicated to all visitors</li></ul></td></tr></tbody></table>

> **Example**
>
> \
> Within 30 minutes, Visitor X visits your organization's homepage for its website, leaves twice and upon the 3rd visit finally provides opt-ins to vendors and purposes via your consent banner.<br>
>
> * No choice rate: 66% (consent banner was shown a total of three times with two of those displays recorded as  a no choice event)
> * Bounce rate: 0%  (homepage viewed within 30 minutes which is counted as one session)

### High no choice rate

A high no choice rate is not inherently indicative of your website bounce rate since end-users who do not make a choice cannot be tracked (with analytics or media tools). It can be the case that the end-user is engaging with your website but just never giving consent. Two main notice settings that can impact the no choice rate include:

<table><thead><tr><th width="222.75">Setting</th><th>Impact</th></tr></thead><tbody><tr><td>Notice format</td><td>Web consent notices can have a sticky banner format or a pop-in format. The bottom sticky banner is more prone to be ignored as it is not blocking access to the content of the website. </td></tr><tr><td>Consent trigger</td><td>End-user consent is triggered by interacting with the website (click, scroll, navigation). While this trigger is non-compliant with most EU countries it would lower the no choice rate for a notice since it just requires the end-user to engage with the website.</td></tr></tbody></table>


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