If your visitors are converting or actually reading your content, then the area shown in yellow below will be larger, which will drive up your Engagement Rate. The new GA4 properties automatically run logic on the client to calculate the amount of time that the browser or mobile app is active in the foreground.
Additionally, this approach requires you to manually set at least 2 hits during a session to be calculated.
This metric is more descriptive of actual behavior, and the fact that it is handled automatically makes it more accurate and a better comparison across properties. There will inevitably be a period of time after you upgrade to GA4 that marketers and other stakeholders continue to ask you to provide Bounce Rates. When this happens, I encourage you not to calculate Bounce Rate to appease them.
Instead, use this as an opportunity to share the benefits of Engagement Rate, and push them out of the dark ages. These new metrics solve a lot of the problems, but marketers are resistant to change.
Bounce rate is comfortable and easy to understand, despite its shortfalls. Analysts are going to need to do a lot of work to get our stakeholders comfortable using better metrics and asking better questions than they did in the past. If this target is too high or too low you can always move it later, and simply having a target will spawn the conversations that will help familiarize your team with the new metrics.
The complexity of this approach is a problem in my opinion. There are several actions that prompt Google to collect engagement time, including:. These events are removed from the User Explorer report, but you can find them in BigQuery. In this scenario you should see that the timer was not running while minimized.
Hopefully you will find that Engagement Rate improves your ability to understand how users engage with your site or app. If you have trouble with this metric or find instances where it causes problems, please add a comment or send me a message so that I can update this post.
View all posts by Ken. The second adjustment has more to do with user experience. You invite users to interact with your website in a different way. Taking some time to map out meaningful user interactions will really get bounce rate working for you.
Think about what things users do on your site to signal engagement. It might be downloading a file, playing a video, scrolling most of the way to the bottom, or spending more than 3 minutes on your page. In Google Analytics, create interaction events around these engagement actions to identify them adjust your bounce rate. The second way is to give the user a better experience on your page. An interactive form pops up where you choose your provider and your appointment time.
The user is happy because that was a quick and easy process good UX. Changing the form to be a multi-step process might hurt conversion booking. In other circumstances, providing a multi-step form could increase submissions. You can use multi-step forms to get them cozy with the idea of giving you that information in the middle or end of the conversion path.
The result is the same getting a user to submit a form , and the bounce rate looks better too. Chopping up single forms into multiple steps might encourage form completion.
More people may fill out the form this way, but a similar number may drop off once asked to enter their phone number regardless of whether that ask is on step 1 or step 3 of the form. As a health provider, making appointment bookings easy is more important than bounce rate. Change your form for user experience. Bounce rate is one metric of many.
But it works best when you consider it relative to optimizing other business metrics. In that case, analyze pages that are. Above, I talked about the CXL blog post example of clustering landing pages by topic.
The benefit here is that the context and traffic acquisition for all the pages is similar:. Once you determine landing pages with lower than average bounce rates, you can research why that may be. People forget the different options available to optimize a landing page :. As you embark on conversion research , follow that with experimentation , analysis , and iteration and continuous improvement, of course.
View bounces in context. So would forgetting to use negative keywords in your PPC ads. Bounce rate points to problems like user experience issues or poor targeting. Poor targeting impacts your PPC. Your bounce rate might help you figure that out.
In which case, bounce rate positively impacts your PPC efforts. If your keyword is too broad or has ambiguous intent, then a click to a landing page will result in a high bounce. Again, bounce rate here is helpful. Something of a backward question! But bounce rate does point out when your SEO efforts have little impact.
The bounce rate has no bearing on your Google rank. Bounce rate is a metric that, though having no impact on where your page ranks, should direct your focus to where you need improvement. Improvements to UX or tweaking ad targets help your google rankings—and that high bounce rate that leads you to make those adjustments may positively affect your google ranking. Bounce rate might not be straightforward, but it does help you figure out where you need to improve.
Bounce rate measures single-page sessions. In that way, bounce rate includes not scrolling. It is good practice to add a timer trigger to a scroll event to ensure the scroll indicates value positive interaction for the user. An overvalued bounce rate becomes a misused metric.
But when placed in the right context , it helps when analyzing user behavior and website engagement. Take these all into account together, and bounce rate becomes a helpful metric for finding conversion optimization opportunities.
So get behind bounce rate! Stand back and look at it from a distance. Alex Birkett. Growth Marketer at HubSpot. There it is in Google Analytics: bounce rate. Jump to:. What is Bounce Rate in Google Analytics? What Impacts the Bounce Rate Metric? Bounce Rate FAQs. Bounce Rate Google Analytics Summary. Source: SEMrush. Source gorocketfuel. How you set up events can affect your bounce rate.
Bounce rate vs exit rate — image source. Source: HubSpot via QuickSprout. Bounce rates on an eCommerce website. By using KlientBoost, you agree to our Cookie Policy.
For example:. But knowing what happens leading up to a bounce can help you identify if and where something goes wrong. To learn what happens before a user bounces—so you can determine what needs to be optimized on your site—you have to go beyond the metric, and consider each bounce in context.
This is where user behavior analysis UBA comes in, which can fill in the blanks to help you see and understand the user experience from their perspective. Keep reading to find out how. Here are two behavior analytics and feedback tools you can use when you begin investigating why bounces are happening and how to fix them are session recordings and on-site surveys:. What: to further investigate bounce rates, you can use session recordings to shed deeper insight into user engagement and see how users are interacting or not interacting with pages across your site.
Recordings help you go beyond GA to give you a clearer understanding of how people click, interact, and move around on your pages before they bounce so you can identify pain points or blockers they experience—and optimize accordingly. Encountered website bugs or issues that caused them to exit. Exhibited behaviors like frequent u-turns or rage clicks —which occur when someone repeatedly clicks on the same element.
How: place an on-site survey on your high-bounce page s and ask your visitors a specific, open-ended question , like:. Your survey will start to appear on your page as soon as you finish the set-up process.
How do you go about studying your sales funnel and fixing the broken links in that chain? Once you discover that your visitors are bouncing from a specific page, do some investigating with heatmaps to find out if there are problematic areas causing frustration—which might be leading people to give up and leave your site.
Survey your existing customers: use on-page surveys to ask them what almost prevented them from converting. This will give you some insight into how you can convert visitors who are still on the fence. Editor's note: Google recently launched Google Analytics 4, which includes minor changes to some reports; however, this article is still relevant for standard GA.
As more users migrate, we will release updates to this and other articles as needed, with references and steps to obtain results in GA 4.
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