You can do better than Adjusted Bounce Rate
< Begin Rant - you've been warned >
I've read a lot of articles over the last few years about the "Adjusted Bounce Rate" metric and have some thoughts.
The idea of Adjusted Bounce Rate is that you send more data to an analytics tool to more accurately measure their behavior. Most people send an arbitrary hit of data after a user has been on a page for a certain amount of time - like 15 seconds. This usually causes the analytics tool to "think" that the user is engaged - so it does not count a bounce.
In fact, the official Google Analytics blog had an article about this technique: http://troni.me/1gAges4I DON'T like this technique because it arbitrarily assumes that someone on a piece of content is "engaged."
How many of you actually open a tab and don't get to it for a week? Come on, be honest :)
What you should do is tie the extra data to some actual user action
- like scrolling or viewing a certain part of the page. That will give you a much better idea of user engagement AND help you modify the bounce rate.
I do this with a scroll tracking script for Google Analytics. You can read about it here: http://troni.me/1gAg5VB
Rant over - sorry :) #measure #digitalmarketing