Yesterday’s Google Analytics class was really great, and as usual, I learned something new as a result of teaching the class. Actually, I learned a few things, the first of which I wrote about yesterday: bounce vs. exit. The simple answer to the question of “how do you distinguish a bounce vs. an exit in a one-page website” was “track events on the page!” but that’s not simple at all. In fact, it’s the one task in Google Analytics that we non-developer marketers have to call in the developer to get done.
Or, at least, it used to be.
I can’t see the details in Scott Brinker’s MarTech Landscape supergraphic image well enough to see if Better Google Analytics is in there, but if it’s not, it should be. Better Google Analytics is a free plugin for WordPress, and it illustrates two major points in the #martech movement:
- We no longer have to call in a software developer to do really deep technical marketing. The marketer has all the tools to implement the entire marketing technology stack.
- There are so. many. martech. products. out there that nobody can possibly be aware of all of them. Except Scott Brinker, of course.
I was not aware of Better Google Analytics until yesterday. Today, I can see exactly how many people watched the 1:31 DGM Camp Shorty video on dgmcamp.com and know exactly how many visitors to dgmcamp.com scrolled all the way to the bottom or just halfway and average time all visitor spent on the home page. All I did was install a plugin and copy/paste my Google Analytics site ID. For five Google Analytics classes, I’ve been saying that, in order to track events, you have to get a developer to install the Google Analytics event tracking code.
Obviously, this very specific solution applies to WordPress, and not to home-grown websites or Wix, SquareSpace, Tumblr, Blogger, Weebly, or other website building products. The WordPress developer ecosystem is a huge advantage for WordPress users over many other solutions, again helping the MarTech movement.
This whole situation really goes to the root of why we’re creating DGM Camp: the marketer has all the tools at his or her disposal to create and market a great web property to the entire globe in a very short amount of time for a very small amount of money.