Specifically, I tell Jenkins to deploy the commit hash that was last known good. Jenkins just deploys, and doesn't really know that it's a "roll back."
Generally, going back to a known clean state should be easier, safer and relatively quick (DNS flip is fast, redeploy of old code is fast if your automation works well).
In some cases changes to your data may make rolling back cause even more problems. I've seen that happen and we were stuck doing a rapid hot fix for a bug, which was ugly. We did a lot more review to ensure we avoided breaking roll back. So I'd advise code review and developer education of that risk.
Generally, going back to a known clean state should be easier, safer and relatively quick (DNS flip is fast, redeploy of old code is fast if your automation works well).
In some cases changes to your data may make rolling back cause even more problems. I've seen that happen and we were stuck doing a rapid hot fix for a bug, which was ugly. We did a lot more review to ensure we avoided breaking roll back. So I'd advise code review and developer education of that risk.