Recently while performing a Google Analytics accounts audit, we stumbled upon an interesting observation. The VDPs on this client’s site showed bounce rates that were over 10% below the site average.
What Happened: A new vendor started advertising and added “interactive events” to the site. Any time one of these events was triggered (page scroll, >30 seconds on page, page engagement, etc) a session would no longer result in a bounce.
While there is merit in tracking additional website engagements, caution must be exercised not to artificially increase (or decrease) metrics. In the above situation, if a shopper were to click on an ad, then move to a new window, they would not be considered a bounce provided they stayed on the site for 30 seconds (even with no actual page interaction).
In our above scenario, there were two main items of note:
Takeaway: To prevent data inconsistency situations (like above), here are some questions to ask your vendors/partners:
Hopefully by having these discussions with your partners prior to campaign launches, everyone will be coordinated regarding what success should look like and how it is being tracked.
Part 2 of this segment (the next post) will touch on a few different tips for managing your analytics accounts and evaluating vendor results.