Fix Incorrect Bounce Rates in Google Analytics
How well is your site performing? Bounce Rates have always been the measure for determining it. High Bounce rates are considered unwanted but numbers always do not speak the truth. The Bounce rate is the percentage of visitors that leave a website as soon as they land without moving to a second page or taking any action. There are simple actions like duplicate tracking code or server redirection which might lead to inaccurate bounce rates. In this article, we will discuss the reasons and fix for incorrect bounce rates.
Generally a bounce rate may vary from 10% to upto 80%. Different stores across different industries will have a varied range of bounce rates, like a popular content blog may have a bounce rate between 40-60% whereas a typical e-commerce store has bounce rates between 30-50%. Simple Landing Pages will optimally have 70-90% Bounce Rate; Portals have 10-30% ; Service Sites with 10-30% ; Content Sites have 40-60% and Lead Generation pages with 30-50% Bounce Rate.
Why is Bounce Rate helpful?
The importance of a bounce rate as a measurement of how effective your website and marketing cannot be overlooked. Understanding this will lead to an improvement of the site’s engagement for better SEO and more traffic conversion. Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that landing pages are not relevant to your visitors. Bounce Rate is different from Exit Rate which can be defined as the rate of visitors who leave your site from a particular page. The Bounce rate is the most basic and easily accessible measure to track the performance of a web page, traffic type, new content or product.
How to calculate Bounce Rate using GA?
While calculating Bounce rate, it can be expressed as the function of three major factors : Traffic type, Content, Page performance. Below are the two ways to calculate Bounce rate:
- Bounce rate of a webpage is calculated by (total bounces on the page / total entrance on the page) X 100.
- Bounce rate of a website is calculated by (total bounces across all pages/total entrances across all pages) X 100.
Why are Incorrect Bounce Rates Generated in Google Analytics?
There are several actions that a visitor might take which will count for incorrect Bounce Rate.
- Some e-commerce hits fire together with a pageview.
- Duplicate tracking code within the same webpage.
- Improper configuration of events (Eg: events such as product view, timer etc should be configured as non-interaction events).
- Server redirection (Auto redirecting users to another page from the landing page).
Fixing Incorrect Bounce Rates will require the following steps:
- Install GA debugger.
- Check whether the same page is tracked twice.
- Check if events like impressions are sent as a non-interaction hit, if not it will lead to a low bounce rate.
- Remove duplicate tracking code, configure events properly based on the interactions.
Round-Up: Fix Incorrect Bounce Rates In Google Analytics
Bounce rate is important but try to look beyond the actual number into the deep-rooted reasons. We, here at Saras audit all pages of the client’s website and we fix it through GTM by configuring the tags properly. Contact Us to prevent your valuable visitors from bouncing from your site.
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Contributed by: SREEKANTH N NAMBIAR