How to track scroll depth and engagement in Google Analytics

Understanding how users interact with your content is crucial for improving reader retention, content strategy, and user experience. Scroll depth tracking in Google Analytics allows publishers to measure how far users scroll down a page, providing insights into content engagement and user behaviour.

Tracking engagement helps:

• Identify content performance – Determine if users are reading full articles or dropping off early.
• Optimise content layout – Adjust article structure to improve engagement.
• Enhance conversion strategies – Track how far users scroll before signing up or clicking a CTA.
• Improve ad placements – Ensure key ads appear within highly engaged sections.

Step 1: Enable Google Tag Manager (GTM) for scroll tracking

Google Analytics does not track scroll depth by default, so you need Google Tag Manager (GTM) to set it up.

How to enable GTM for scroll tracking:

1. Log into Google Tag Manager and select your website’s container.
2. Click on ‘Triggers’ and select ‘New’.
3. Choose ‘Scroll Depth’ as the trigger type.
4. Set tracking thresholds – Track scroll depth at 25%, 50%, 75%, and 100%.
5. Enable ‘Vertical Scroll Depths’ and save the trigger.

Step 2: Create a Google Analytics event tag for scroll tracking

Once the trigger is set, create an event to send scroll data to Google Analytics.

How to set up the event:

1. Go to Google Tag Manager > Tags and click ‘New’.
2. Select ‘Google Analytics: GA4 Event’.
3. Set the event name (e.g., scroll_depth).
4. Configure event parameters:
   • event_category: Scroll Tracking
   • event_action: Scroll Depth
   • event_label: {{Scroll Depth Threshold}}
5. Assign the previously created Scroll Depth trigger and save the tag.
6. Publish changes in GTM.

Step 3: Verify scroll tracking in Google Analytics

After setting up scroll tracking, test it to ensure data is being recorded.

Verification steps:

• Use GTM’s Preview Mode – Navigate your site to see if scroll depth events fire correctly.
• Check Google Analytics Real-Time Reports – Look under ‘Events’ to see if scroll_depth events appear.
• Monitor Behaviour Reports – In GA4, go to ‘Engagement > Events’ to view scroll interactions.

Step 4: Analyse scroll depth data for insights

Once tracking is active, analyse the data to make informed content decisions.

How to interpret scroll data:

• Low scroll depth on key pages – Indicates users may not find the content engaging or the page layout may need adjustments.
• High drop-off at 50-75% depth – Suggests readers lose interest before finishing an article.
• 100% scroll depth on long-form content – Signifies highly engaged readers who consume full articles.
• Compare engagement across different content types – Identify which articles, headlines, or topics retain user interest best.

Step 5: Optimise content based on engagement data

Use scroll depth insights to refine content strategy and UX.

Best practices for improving engagement:

• Break up long paragraphs – Large text blocks can deter readers.
• Use compelling subheadings – Guide users through the content.
• Add multimedia elements – Images, videos, and charts increase engagement.
• Introduce CTAs strategically – Place sign-up prompts where engagement is highest.
• Improve page speed – Slow-loading content discourages scrolling.

Final thoughts

Scroll tracking in Google Analytics provides actionable insights into how users interact with your content. By leveraging Google Tag Manager, analysing engagement data, and optimising pages accordingly, publishers can enhance content performance, reader retention, and conversion strategies.