Non-Interaction Events in Google Analytics/
May 6, 2014
One thing to note about events is that, by default, events affect the bounce rate. That is, if a user lands on a page and an event is triggered, they are not a bounce (even if they don’t view any subsequent pages). In many cases, that’s what you want: after all, if someone engages with the page in some way, you probably don’t want to count them as a bounce any more.
However, you have control over whether those events affect bounce rate. There’s a parameter you can send with the event data to decide this called the “non-interaction” parameter. In a case where a video auto-plays when someone lands on the page, for example, we might want to set the non-interaction parameter so that the bounce rate of that page isn’t zero.
Flagging Non-Interaction Events
The code for a non-interaction event is just a single parameter you set along with the event data.
For Classic GA:
_gaq.push(['category', 'action', 'label', value, true]);
For Universal Analytics:
'category', 'action', 'label', 'value',
Using Google Tag Manager:
Effect on Metrics
Non-interaction events are mostly referenced in regard to bounce rate, but they actually affect several metrics. Setting the non-interaction parameter has the following effects:
- Bounce rate and time metrics (session duration and time on page) are no longer affected by the event.
- The number of total events, unique events, sessions, users, etc. are counted normally.