Posted by: Evaldas Balcius

Posted on: August 8, 2012 8:45 am


Bounce rate is the percentage of single page visits. In other words these are the visits in which the website user will leave your site from the page they originally landed on. Bounce rate is very important KPI metric which helps to evaluate the performance of your landing pages and see visitor engagement level on that particular page. But in some situations bounce rate may not be the true KPI,  because some visitors may spend some time on that single page and complete a valuable action such as: see your phone number and call you straight away or spend time reading your blog post and leave the page after period of time. Google Analytics will record the visitors as bounced ones.

There is a solution how to differentiate visitors who bounced straight away without spending any time on a page and visitors who spend some time on the page and only then left your site. In order to do this you have to add an additional line to your Analytics script.  Lets say you want to start recording bounce rate only for visits with time on page less than 20 seconds. All you have to do is add the line “setTimeout(“_gaq.push(['_trackEvent', '20-seconds', 'read'])”,20000);” to your Analytics script.  This line will execute setTimeout function and will set a threshold for 20 seconds.  This function will create an event which can be then defined as a Google Analytics goal or even be imported as conversion to Google Adwords.

Full Example:

<script type=”text/javascript”>

var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
setTimeout(“_gaq.push(['_trackEvent', 'Longer than 20-seconds', 'read'])”,20000);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);





If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.


2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI



How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium


Filter for Google source


3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.