Content Site KPIs: Scroll Depth, Average Time on Page, Bounce Rate
Articles,  Blog

Content Site KPIs: Scroll Depth, Average Time on Page, Bounce Rate

If your site earns
revenue from advertising, you might want to know
how ads are seen on each page. Scroll depth measures how far
down the page a user actually scrolls. If we know that a user scrolls
down to, say, 75% of the page, they’ve most likely seen most of the
ads on that page and we have success. Your developers can track these
interactions as hard-coded events with Google Analytics. They can also track this with Google
Tag Manager and the scroll depth trigger. Let me show you what that
looks like Google Tag Manager. So here we are in GTM and I have
set up an event for scroll tracking. I’ve set the category as scroll tracking,
the action as a scroll depth threshold, which is a trigger, I’ll get back
to that in one moment, and the label as page path, which
means the page that somebody was on when they triggered this event. So that scroll depth
threshold trigger is over here, and I have set the
percentages of this trigger to fire at 25, 50, 75 and 100%, which means that when somebody
gets to, say, 50% of the page, we’re gonna fire an event that
has a category of scroll tracking and an action of 50, and
so on for 75 and 100. The last thing to note here is the
non-interaction hit event setting. So I have this set to “false”,
which means that this event will count as an interaction, or that
this user will not count as a bounce. After you’ve set all this up as events,
you can then set scroll depth as a goal and if applicable, give it a value that
reflects how much your organization earns from its advertisers. So here we are in our goal settings, this
is under Views, Goals, and here we go. Now I’ve already set this up, but
I’m gonna walk you through it. So I’ve given it a name of
scroll depth greater than 50, and I’ve set it as an event. Now when I click into
the goal details, we can see that I’ve set my
category equal to scroll tracking and my action as a regular
expression for 75 or 100, meaning that somebody has
gone more than 50% of the page, we’re gonna fire this goal. So then I go ahead and I click Save,
and I now have a goal for this. For content site, you want your
users to consume the content and not necessarily complete
an action beyond that. So scroll tracking is good to
be able to understand this, but what might be even more useful
is something like “average time on page” as a key performance
indicator for the entire site, or as a diagnostic metric
in the pages report to determine which pages are
the most engaging for our users and perhaps entice you to
make more pages like those. Consider the different purposes that
different pages in your site may serve. You want to make sure
that you’re measuring similar types of these pages together. For example, in the
behavior, site content, all pages report that you see here, we can see that the average
time on-page for the homepage, which is row 2, and the email sign-up page, which is row 1, are significantly lower than the
average time on-page for our blog page for Google Tag Manager, which is row 3. Now, it makes sense that these
would logically be analyzed separately, since they’re very different
types of interactions and lead to different insights that we
may take from this information. As a content site, you may have people who
are driven to single long-page articles like our blog site, read the
whole thing, and then leave. Normally, this would count as a bounce, but this is where you can use
the scroll depth tracking event that we mentioned earlier as an interaction event to help
you understand site engagement in a better way.

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