why are arrival rates from online ads so low?

Hi Lazar - yes it's a standard measurement on the main dashboard of Google Analytics - which is reportedly now being used by over 60% of all web sites that have any form of traffic measurement in place. And it does refer to all traffic, but can also then be analysed on the subsections of your traffic. For some sites, like ours, the fact that someone came on and just read a single article and then left might not be so bad. But, for many, the fact that 75% of their visitors get no further than that landing page might be food for thought. And then, also, it might make people look at which traffic sources do, in fact, stay and browse more than others. Our incentive has been to note that people clicking through our banners are getting on for twice as likely to hang around (not bounce) as traffic coming from generic Google or even AdWords - so what value a click?