Benefits of Tracking Adjusted Bounce Rate In Google Analytics

Have you seen the benefits of tracking adjusted bounce rate in Google analytics? The bounce rate is an important statistical parameter for quality of site traffic as it tracks how frequently your site visitors exited or ‘bounced’ from your landing page after viewing a single page only. Google search algorithms give lot of importance to the bounce rate of your site to determine search engine rankings.

Bounce Rate

Google analytics defines bounce rate as the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). If a site visitor lands on your site, reads the content, and then clicks the link to go to out of your site, it would lead to a high bounce rate. It would signify in some way that the visitor did not want to further browse your site content, may be due to slow loading content, poor content, difficult navigation or any other reason. But the main fact is that your site visitors left and ‘bounced’.

Adjusted Bounce Rate

Google analytics recently produced a new way to track your bounce rate called adjusted bounce rate. This is different from the standard bounce rate because sometimes landing pages DO get the attention they need and the visitors do NOT bounce off the page because he did not enjoy the content.

What if he performed the call of action which the landing page desired. What if he read your 1000 word article, found the solution for which he came via Google search, and closed your site tab. So this adjusted bounce rate adds a new factor taking to amount the time spent on the web page and integrates it with the bounce rate.

Google analytics code change

They suggest you modify your Google analytics code and add another line like this

setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
So the code at the beginning would look something like this now

var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);

This executes an event when a user has spent over a certain amount of time on the webpage, for example 15 seconds in this case. Google advises that this code change should be done on websites with landing pages where Webmasters want a more in-depth analysis into user behaviour and time spent on the website.

Interpreting Analytics

We implemented the adjusted bounce rate code to our Google analytics code a few days back and see the result below.

adjusted bounce rate

You will observe that the bounce rate which was nearly 80%, has now come down to around 14%. The average visit duration has increase from around 50 seconds to nearly 1 min 10 seconds.

So I would interpret it like this – 80% bounce rate means 80% site visitors browsed only the single entry page or Landing page and left the site or closed the browser. However, adjusted bounce rate reveals only 14% site visitors spent less than 15 seconds time on the entry/landing page and then left or bounced off the page. These people were more likely to not have found the desired content and ‘bounced’  and this seems a more practical use of the bounce rate.  I’m not sure why the average visit duration would increase with the code. Surely this metric has helped us to get a better insight into the bounce rate of our website.

If Google starts tracking the adjusted bounce rate into the algorithms, it would be interesting to observe the search engine rank changes. What is your adjusted bounce rate?

Update: Here is the updated code to track ABR in Universal Analytics


  1. Ricky Shah says:

    Wow. I was not aware of adjusted bounce rate thing. Drop of adjusted bounce rate from 80% to 14% is incredible. I don’t know how Google will consider this in future algorithm. How one (or Google) can decide how much time is considered as a ‘goal complete’? I see that you’ve mentioned 15 sec in your example.

  2. QuickOnlineTips says:

    Google suggested 15 seconds in the example on their blog post.

  3. rabbi says:

    how can I add this code into my website

    • QuickOnlineTips says:

      You simply need to add one more line of code to your existent Google Analytics code.

      • rabbi from TopTechBytes says:

        i tried it but didn’t there a video or something that I can watch to learn this

        • QOT says:

          Do you have Google analytics on your website? Simply add this one line of code to your Analytics code by editing footer.php or header.php where your code is.

  4. Fedobe says:

    Adjusting bounce rate is a key factor from SEO point of view because more bounce rate can decrease site quality. I will definitely use this code in my site.

  5. Amresh Kumar says:

    Google Bounce Rate is a kewords fectors and also content does not appropriate so bounce rate increase. Great Information you are providing Here love to read . Thanks

  6. essay says:

    Could you explain to me about the more benefits of Benefits of Tracking Adjusted Bounce Rate In Google Analytic?

  7. Patrick Tasner says:

    Yes, it’s good to monitor the adjusted bounce rate of the site to know how the users respond to the site when they visited it.

  8. Myhox says:

    Thank you for sharing this great tips regarding reduce the bounce rqte to your site. It is the major problem that bounce rate becoming major challenges for blogger, however your tips helps to reduce it.

  9. Johny says:

    Wow amazing tips, I will modify my google analytics code, I wish this tips can reduce my google analytics bounce rate too. Thank you

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