Adjusting Bounce Rate via Google Tag Manager

I have talked about Adjusting bounce rate in Google Analytics before, where I explained in great detail why you need to adjust your bounce rate and what are the benefits of such adjustment.

What I am going to share with you today is, how you can adjust bounce rate via Google Tag Manager.

Adjusting Bounce Rate in Google Analytics via Custom HTML tag

The easiest way to adjust bounce rate via Google Tag Manager is by deploying Google Analytics Tracking Code via Custom HTML Tag instead of using the Google Analytics tag template.

In this way you can easily customize your GA tracking code. Follow the steps below:

Step-1: Determine the minimum time it takes for majority of your website visitors to complete a goal conversion and/or ecommerce transaction. You can determine this time through this article: Adjusting Bounce Rate in Google Analytics

Step-2: Create a new custom HTML tag in Google Tag Manager and name it ‘Universal Analytics Tracking Code’:

custom html tag

Step-3: Copy-paste following code in the HTML box:

<script>
(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,’script’,’//www.google-analytics.com/analytics.js’,’ga’);

ga(‘create’, ‘UA-XXXX-XX‘, ‘auto’);
ga(‘require’, ‘linkid’, ‘linkid.js’);
ga(‘require’, ‘displayfeatures’);
ga(‘send’, ‘pageview’);
setTimeout(“ga(‘send’,’event’,’Profitable Engagement’,’time on page more than X minutes‘)”,XXXXX);
</script>

Replace ‘UA-XXXX-XX’ by your property ID.

Replace X minutes with the minimum time required (in minutes) to profitably engage with your website users.

Replace XXXXX with the minimum time required to profitably engage with your website users in milli seconds.

All I have done here, is added one additional line of code in the Google Analytics tracking code, immediately after ‘ga(‘send’, ‘pageview’);’:

setTimeout(“ga(‘send’,’event’,’Profitable Engagement’,’time on page more than 3 minutes’)”,180000);

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Adjusting Bounce Rate in Google Analytics via Timer Trigger

The other way of adjusting bounce rate via GTM is through ‘Timer Tigger’.

Follow the steps below:

Step-1: Create a new Google Analytics tag of type Universal Analytics and name it ‘Fire profitable Engagement Event’.

Step-2: Configure the tag as shown below:

profitable engagement tag

Tag Type: Universal Analytics

Tracking ID: UA-XXXX-XX // enter your tracking id

Track Type: Event

Category: Profitable Engagement

Action: time on page more than 3 minutes

 

Step-3: Create a new Timer trigger with following configuration:

timer trigger

Set the ‘interval‘ field of the timer trigger according to minimum time it takes for majority of your website visitors to complete a goal conversion and/or ecommerce transaction.

Once you have set up the timer trigger, your event tag will fire when certain time (specified in interval field) has elapsed. In my case the ‘Fire profitable Engagement Event’ tag will fire after 180000 milli seconds or after 3 minutes and it will fire only once.

Note: The ‘Limit’ field of 1 indicates that the tag will be fired only once.

If you want this tag to fire after every 3 minutes, then leave the ‘Limit‘ field of the timer trigger empty.

 

Step-4: Once you have created this new tag, preview your container and then publish it.

Other article you will find useful: Google Tag Manager Data Layer explained like never before

 

 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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