Google Analytics Audit Test #

66

Irregularly High Bounce Rate Landing Pages

Why It Matters:

Critical to understanding website behavior.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test identifies landing pages that have an abnormally high bounce rate (technically, a low engagement rate in Google Analytics).

While some pages will naturally have higher bounce rates, consistently poor engagement can indicate issues with tag firing, page load speed, mismatched content, or poor targeting.

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How to Conduct This Test

Basic Tests

  • In Google Analytics, go to Reports > Engagement > Landing Page.
    • Sort by Engagement rate or Bounce rate (depending on your setup).
    • Look for landing pages with unusually low engagement rates or high bounce rates (typically <30% engagement or >70% bounce).
    • Filter to show pages with a minimum number of sessions (e.g., >100) to avoid noise from low-traffic URLs.
  • Use Explore to segment by channel or device to pinpoint whether the issue is specific to a source.

Automated, Free Audit

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How To Fix

  • Check if Google Tag Manager is correctly firing events like scroll, click, form_submit, or custom engagement events.
  • Ensure landing page content aligns with user expectations from the referring source or ad copy.
  • Investigate page speed, layout shifts, or broken UX elements (especially on mobile).
  • Consider adding engagement opportunities—like calls-to-actions (CTAs), videos, or navigation prompts.
  • Hire a pro to fix technical tracking issues and help improve user engagement through UX and content optimization.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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