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Calculating ‘Adjusted’ Bounce Rates
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Calculating ‘Adjusted’ Bounce Rates

September 26th, 2012, By

The bounced visits (or bounce rate) metric tells you the amount (or ratio) of visitors that landed on the website and left, without taking any other action, suggesting either the content was irrelevant or unattractive, or that we’re attracting the wrong visitors.

 
In Google Analytics, a “bounced” visit is counted when there is no additional pageview or event tracked after the landing.

 
Depending on the case, you might want to adjust the logic for telling GA when a visit is (not) bounced, by triggering an event upon an interaction inside the page. Here a a few examples:

  • In a content website / blog – trigger an event upon spending x amount of time on the page, or upon scrolling down, so that users that read the content will not be counted as bounced, even if they don’t continue to other pages. We can customize the time interval that will trigger that event.
  • On landing pages, track an event when a visitor starts filling out the form (onChange), plays the video, or pays attention to the phone number, email or fine print (onMouseOver).

Adjusted_Bounce_Rates2

 

One word of advice: Use additional events cautiously, in order to not exceed the hits limit (10 Million hits per month, 500 hits per session). E.g. scroll-triggered events should be called once per page, and not with every scroll.