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Scroll depth – a useful insight

As most of us are busy setting up the new Google Analytics 4, we’re probably trying to work out what useful stuff we should be tracking. One metric to consider is scroll depth – the distance down a page which viewers reach.

Like everything else we can measure, there’s no point in doing so unless we have a use for it. Scroll distance can provide insights into user engagement, indicating how interested users are in the content on the page. By analyzing scroll distance, we can identify whether the content above the fold is engaging enough, and use this information to optimize the user experience. And measuring scroll distance on pages with conversion goals can help us identify areas where users drop off, providing opportunities for optimisation to improve conversion rates.

The best placement for specific content

When I last looked, GA4 measured ‘90%’ scroll depth by default – i.e. a good indication of when visitors have reached the bottom of the page. However, it’s also possible to set up GA4 to measure other depths down the page, such as 25% or 75% if that might be helpful. To do this, it’s going to be necessary to have Google Tag Manager set up, but that’s probably a good idea for all sorts of other reasons. There are many how-to guides online.

Measuring scroll distance can help us determine the best placement for specific content; for example, if many people have drifted away from a long article by halfway through, we might investigate putting in a call-to-action before then, or dividing the article into more than one part.