Quick Answer (TL;DR)
Scroll Depth measures how far down a page users scroll. The formula is Median scroll percentage. Industry benchmarks: 50-70% of page. Track this metric when optimizing content layout.
What Is Scroll Depth?
How far down a page users scroll. This is one of the core metrics in the engagement metrics category and is essential for any product team serious about data-driven decision making.
Scroll Depth measures how deeply users interact with your product after the initial activation. Strong engagement is the bridge between activation and retention --- users who engage deeply are far more likely to stick around and eventually pay (or pay more).
Understanding scroll depth in context --- alongside related metrics --- gives you a more complete picture than tracking it in isolation. Use it as part of a balanced metrics dashboard.
The Formula
Median scroll percentage
How to Calculate It
Apply the formula Median scroll percentage using data from a consistent time period. Pull the values from your analytics platform or data warehouse, compute the result, and compare against the benchmarks below.
Benchmarks
50-70% of page
Benchmarks vary significantly by industry, company stage, business model, and customer segment. Use these ranges as starting points and calibrate to your own historical data over 2-3 quarters. Your trend matters more than any absolute number --- consistent improvement is the goal.
When to Track Scroll Depth
When optimizing content layout. Specifically, prioritize this metric when:
You are building or reviewing your metrics dashboard and need engagement indicators
Leadership or investors ask about engagement performance
You suspect a change in product, pricing, or go-to-market strategy has affected this area
You are running experiments that could impact scroll depth
You need a quantitative baseline before making a strategic decision
How to Improve
Build habit loops. Design triggers (notifications, emails, integrations) that bring users back to perform the core action on a regular cadence. Habits drive sustainable engagement.
Improve feature discovery. Users cannot engage with features they do not know exist. Use contextual tips, progressive disclosure, and smart defaults to surface relevant capabilities at the right time.
Study power users. Your most engaged users reveal the product's highest-value workflows. Analyze their behavior patterns and find ways to guide other users toward similar usage.
Common Pitfalls
Treating this as a standalone number. No metric tells the full story alone. Always analyze this metric in context alongside related metrics to get an accurate picture.
Confusing activity with value. High engagement numbers can mask users who are struggling rather than thriving. Pair engagement metrics with satisfaction and outcome metrics.
Measuring without acting. Tracking this metric is only valuable if you have a process for reviewing it regularly and a playbook for responding when it moves outside acceptable ranges.
Related Metrics
Bounce Rate --- percentage of single-page visits
User Activity Score --- composite score of user engagement behaviors
Core Action Frequency --- how often users perform the product's primary action
Content Consumption Rate --- percentage of available content consumed
Product Metrics Cheat Sheet --- complete reference of 100+ metrics