Bounce Rate gives us the general perspective of a website engagement level and quality of traffic.
It’s a simple and quick way to monitor the overall website or marketing campaign performance.
How Bounce Rate is measured?
Bounce Rate is a compound metric, so it takes a few factors into consideration. That’s why it may vary between different analytics tools and set ups.
Essentially bounce rate is a single page visit with 0 engagement. User visits the website and left without any further interaction.
The question is what do we consider as interaction.
Interactions can be clicks, scrolls, element views, etc.
Interactions in Google Analytics
Google Analytics is a Pageview based analytics tool, which means by default it can’t see what is happening within the pages (how we click, scroll and etc…), unless you push this data through tags or tools such as Google Tag Manager.
For example, average session duration is simply measured as the time between different page visits. We land on the home page, spend there 20 min and then just leave. Google Analytics will tell us thatches session was 0 min because it doesn’t know when we leave the website. But if after 20 min we visit one more page GA will count it as 20 min Session duration.
Location, Source/Medium and other reports are all based on pageviews.
How can we capture website interactions/events?
In order to see what is actually happening within pages, Google provides us with a wonderful tool Google Tag Manager. This tool allows marketers to add extra code elements (we call them Events) without any coding experience. It can send extra pieces of missing user behaviour information to Google Analytics. Or you can always manually tag your website by adding jQuery at the back end, ask developers.
From the picture above you can see that not all clicks are interactive and affect Bounce rate
Interaction Events and Bounce Rate
Besides filling missing pieces, interactions affect many other metrics. Bounce Rate is one of those metrics.
For example, promotional Landing pages or Blog sections tend to have pretty high Bounce Rate, which is normal because users leave these pages after consuming content or getting a discount coupon. Creating additional interactive events on these pages help us to measure user engagement.