If you have any connection with web analytics then, I am sure, you have heard about the bounce rates (see Bounce Rate Demystified and Typical Bounce Rates). A lot of analysts and a few web analytics tools are obsessed with the bounce rates. High bounce rate is considered bad. If you are one of those who is obsessed with the bounce rate or think that all that bounces is bad then this blog post is for you.
I do believe that bounce rate is a great starting metrics when you are trying to optimize your site but be careful and make sure that you are measuring the true bounce rate. Below are the three factors that lead to the misreporting of the bounce rates
- Links to external sites – Many sites have links to the external sites such as sponsors, micro sites etc. Considering those external links as exits will count visits as bounces even though the visitors are doing exactly what you want them to do (e.g. click on those links that you provided them). See below a screen shot from First Tech Credit Union, there are few external link s contributing to the bounces.
- Online Ads – If you serve ads on your site you are providing links to external sites. Visitors who land on your site, see an ad that grabs their attention are going to click on it (isn’t that what you want so that you can command higher rates for the ads?). It is not really a bounce because visitors are taking the action that you want them to take. See the screenshot from Techcruch which is full of ads and I bet this page (and other article pages) has a very high bounce rate.
- Destination Pages – Pages that provide the information that the visitors are looking for is what I call destination pages. Usually you will see the visitors arriving from bookmark or search to the internal pages on your site that provide the visitors with the information that the visitors are looking for. Since those pages serve the visitors’ need you are likely to see high bounce rates on those pages. Those bounce are not bad. Some might argue that you should try to drive visitors into the other sections of the site but I can bet that in most of the cases you won’t see significant drop in bounce rate no matter how hard you try. Below is an example of a page on First Tech Credit Union that could have a very high bounce rate. I arrived at this page by searching for the “Phone number for First Tech in Redmond”. When I arrived on this page I got what I was looking for and I bounced.
Are you considering these factors when analyzing the bounce rates on your site? Questions? Comments?
ObservePoint is a tag audit, tag validation and governance software. It helps companies ensure their digital analytics tags are implemented correctly so that they can trust their digital analytics data and take action on that data with confidence.
ObservePoint not only checks industry leading tags such as Adobe Analytics, Launch, Google Analytics, Tag manager but 100+ other tags. It also allows you allows you to test for nearly any variable, value or technology you want to make sure functions properly on your site. Here are some examples of things you can test
- Tag presence
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What s FBCLID?
Starting mid-October 2018, you might have noticed a query parameter called fbclid getting added to your URLs. FBCLID is a Facebook Click ID that Facebook adds to links that are shared on Facebook. When a user comes to your site by clicking on those links, you see fbclid in the query parameter in your content reports. This id helps Facebook in providing better analytics for shared links but messes up your Google Analytics reports as same URL shows up multiple times with different fbclid. As a result, you can’t get meaningful data in your reports.
How do you fix your Google Analytics reports?
The way to fix this issues is by removing fbclid from your reports. The fix has to be applied to each and every view that you want fbclid to be removed from. Here are the steps
- Go to “Admin Panel” in Google Analytics – you will need Admin access.
- Select the Google Analytics View that you want to apply this fix to.
- Click on “View Settings”.
- Enter fbclid in the Exclude URL Query Parameters box (see below)
Audit Google Analytics setup – $11.99
So you have learned how to use Google Tag Manager. Now you are ready to learn some advanced use cases beyond basic Google Analytics, AdWords or Facebook pixel tracking. I have launched a new course “Google Tag Manager Advanced Applications“
Sign up for this course at Google Tag Manager Advanced Applications
In this course I will cover the following advanced topics.
- Understanding & using Data Layers
- Understanding and using Custom HTML tags in Google Tag Manager
- Using data layers to push dynamic values and trigger Google Tag Manager
- Track Vimeo Video interactions.
- Trigger message to users using Ad Blockers – really useful for ad supported sites.
- Pass values to Google Analytics Custom Dimensions using Google Tag Manager
- Track Ad Blockers in Google Analytics
- Track Universal Analytics User ID using true user id from your back end e.g CRM, database etc. and learn how to create special User-Id view in Google Analytics
- Integrate CRM database with Google Analytics for segmentation and Adwords Remarketing list.
- Write and read first party cookie using Google Tag Manager
- Getting Query Parameters from URL to use them in Tags or Triggers
- Many more will be added.
If a topic is not listed below then it is not currently in the course. I will add more examples based on student feedback.
Sign up for this course at Google Tag Manager Advanced Applications
Why should you learn from me:
Why you should learn from me?
I have been in Digital Marketing and Analytics for over 15 years. I have trained people from diverse backgrounds and have converted them into high performing Digital Marketers and Analysts. I understand both the technology and marketing side of business. I have dealt with many analytics technologies way before Google Tag manager existed and know the inner working of Digital Analytics.
In addition, I have developed various course and taught students from all over the world. I am online instructor for University of British Columbia (Canada), University of Washington (USA), Bellevue College (USA) and Digital Analytics Association.
I have an engineering degrees and an MBA.
GA + CRM + GTM = Deep Insights – No Developer Required
Wed, Feb 6, 2019 10:00 AM – 11:00 AM PST
Thanks to Universal Analytics, we can integrate CRM data with Google Analytics to gain a more comprehensive view of the user journey.
Join us on February 6 for our webinar with Anil Batra, Managing Partner at Optizent, and find out how to integrate CRM data with Google Analytics for deeper insights and targeting. Whether you are interested in learning how to integrate CRM data with Google Analytics using Google Tag Manager, or create Adwords retargeting based on CRM data – this is the webinar for you!
You will learn how to:
- Integrate CRM data with Google Analytics using Google Tag Manager
- Drive insights based on the CRM data
- Create Adwords retargeting based on CRM data
Missed the Webinar? – Join our workshop at – http://optizent.com/gtmtraining/