Having a high Bounce Rate in Google Analytics could mean one of two things: either you have a really boring website or people found what they’re looking for and leave. It depends per website and you can’t just assume one or the other. To find out what’s going on, you can use an Adjusted Bounce Rate.
What is Adjusted Bounce Rate?
Adjusting your Bounce Rate in Google Analytics is done by sending a second event after a certain period of time. The first event being the pageview itself.
By sending the Adjusted Bounce Rate (ABR) event you’re basically telling Google Analytics: “Hey Google! This user has been on this page longer than X seconds/minutes. Which means that technically it shouldn’t be counted as a bounce, am I right!?”
Why use it?
That’s easy: more accurate statistics!
A user that ‘bounces’ is not taken into consideration for stats, such as:
- Session duration,
- Sessions, and
In other words, a visitor might take a few minutes to read your post, leave, come back a few days later, but you’d be none the wiser. You’d just have a few hits, not providing you with any useful information.
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Setting Up an Adjusted Bounce Rate in CAOS for WordPress
If you’re not convinced yet, perhaps Rob Beirne from Moz can, but if you’re ready for action, you’ll want to know how to set it up. Right?
Lucky for you, it’s easy to setup Adjusted Bounce Rate in CAOS. Here’s how:
- Assuming you have CAOS installed (if not, get it from WP.org or Github), go to Settings > Optimize Analytics.
- Close to the bottom of the Advanced Settings section you’ll notice the ‘Use adjusted bounce rate?‘ option.
- Set a value (in seconds) and click ‘save changes‘.
What value to set?
Now you must be wondering: what value should I set?
Well, think of it this way.
How much time do you think it takes for one of your visitors to decide whether he/she found what he/she was looking for?
A website sharing coupon codes could decide on 15 seconds. A visitor would enter, scan the page for the coupon code with the highest discount, copy it and leave.
As an opposite, a personal blogger could expect a visitor to carefully read the full post before leaving. In that case e.g. 120 seconds (two minutes) would be considered reasonable.
I decided on 45 seconds for daan.dev, because I write informative, yet scannable, easy to summarize posts.
Today I’ve shown you how to configure an Adjusted Bounce Rate for Google Analytics using CAOS for WordPress. I’ve helped you to decide on a value in seconds and why you should use it. Do you use it? And if not, why not? Let me know in the comments!