Overview
After last week’s post on the differences and
similarities between Google Analytics event tracking and custom variables I updated
my website to include various types of custom variables and event tracking.
Everything looked awesome in analytics and was able to better understand my
customer segments and behavior. However, after a few days I started to notice
that our site bounce rate drastically reduced and was having a new record low.
I knew I screwed something up.
The
Problem
After some digging around and researching Google’s event
tracking code online I finally figured out what was going on. In general, we
consider a “bounce” as a single-page visit to your site. So when a visitor
lands on your product page and reads about the product then decides to exit the
website we count that as a bounce. However, let’s say you setup event tracking
on the video clip in the product description to know how many people are
viewing the video. A visitor again lands on the product page, watches the
video, and then exits the website without visiting any additional pages. If we
go by our general description of a “bounce” then we would expect this to be
recorded as a bounce since the visitor did not visit any additional pages
before leaving the site. Google event tracking takes a different approach that
turns out to be very helpful. Using the default code for event tracking in the
video example above Google Analytics would view this as the visitor interacting
with your website and therefore would not count their visit as a “bounce”. On
my website I had event tracking automatically executing on page load so I was
getting a zero bounce rate for all those pages.
Is
it a Problem?
First we have to understand that everyone’s site is
different. For example if my site was a blog and I enable event tracking on
some of the videos or other areas where visitors could interact then I probably wouldn't want to record visitors that interact with my blog as a bounce if an
event was triggered manually. This is because it’s common for people to only
view one page of a blog. You could in this example add an event if the visitor
scrolls down to read more of your blog. That would be helpful to know and you
probably wouldn't want to count it as a bounce if they then exited your website.
On the other side we have websites with pages that
are special offers or an eCommerce site with the whole purpose of having
visitors move to other pages on the website. In this case you would probably
want to record any single-page visit as a bounce. So you might be asking
yourself how can you track events and still report the visit as a bounce if it’s
a single-page visit? Simple!
The
Solution
Google updated its event tracking script to include
an optional parameter called Non-Interaction Events. You can simply include a “true”
to tell Google it is not an interaction hit and should not be used in the
bounce rate calculations. Conversely, by not including this parameter or
including the parameter with a “false” will result in the event being
calculated in the site bounce ratio. Regardless of the approach you take this
can better help you understand the benefits of using event tracking and have
more control over your sites bounce rate calculation.
Reference(s):
https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide#non-interaction
I agree. It certainly comes down to what time of website, or maybe more importantly, what your websites's purpose is, as to how you would want to define the parameter. Some sites, it would clearly be a bounce, others, not at all, as the visitor interacted with the page as intended or hoped.
ReplyDeleteThanks for the tip, I have been using event tracking but was not aware of the affect on bounce rates. I will revisit my analytics and see how I want to measure it going forward.
ReplyDelete