Segmentation, Campaigns and Goals

The Three Keys to Cracking the GA Code

Segmentation, Campaigns and Goals

The Three Keys to Cracking the GA Code

the greatest presentation you’ve ever seen

1. How to connect all your inbound and outbound channels to GA

2. To learn where your best (not most) traffic is coming from

3. How to determine if that campaign made you any money

What you’re going to learn today:

To solve any problem you need:

Who What How

1. Segments (The Who)2. Conversion Goals (The What)3. Campaigns (The How)

The Three Core Concepts:

Just because

1. Segments (The Who)

Rule: Aggregate numbers are lies! LIES!!! Break them into segments to find their value.

Proof that aggregates are lies:

Average pant size in this room is ~32”. If I start a business making pants, should I only make size 32 pants?!

2. Conversions Goals (The What)

Rule: You don’t want traffic. You want sales (or leads, or comments, or conversations, or shares, or something). So stop measuring “traffic.”

What’s a Goal?

So… what do you want your site to do?What do you really want people to do on your site?If you can track/measure it, it can be a goal.

Because reasons

3. Campaigns (The How)

Rule: Don’t tell anyone, but Google is kinda dumb. It thinks in very limited channels. You can work around it, but you’ll need a magic key.

What’s a Campaign?

A series of related actions (a Facebook ad, an email blast, a flyer and an AdWords ad, for example) that are connected in your mind, but not in GA’s mind.

Example:

Product launch:●Facebook posts (1/week)●Twitter announcements (2/day)●Two email announcement●Posters●AdWords Ads

To Google, this looks like:

Source:●Facebook ●Twitter ●Email ●Direct●AdWords

Problems:

● Doesn’t see the campaign, only sees the elements

● Mixes in non-campaign activity (Twitter links unrelated to the campaign)

● Sifting through the haystack to find the needles from the same brand. Good luck.

Allow me to introduce:Google URL Builder

orbitmedia.com/?utm_source=OctNewsletter&utm_medium=email&utm_campaign=Launch

?utm_source=OctNewsletter&utm_medium=email&utm_campaign=Launch

?utm_source=OctNews&utm_medium=email&utm_campaign=Launch?utm_source=OctNews&utm_medium=twtr&utm_campaign=Launch?utm_source=NovNews&utm_medium=email&utm_campaign=Launch?utm_source=NovNews&utm_medium=flyer&utm_campaign=Launch

Put It Together

When you know the Who, the What and the How, you’re able to make better decisions

Let’s go to the internet!

1. How to connect all your channels to GA Google URL Builder

2. To learn where your best traffic is coming from Goals by segment

3. How to determine if that campaign made any money Goals by campaign

What did we learn?

Actually Liz, realizations are the best.

Hi! I’m James Ellis!

saltlab: @ | www | gmail

but you might as well call me SaltLab

Director of Digital Strategy at FLIRT Communications @flirtcomm flirtcommunications.com

No, I can’t believe it, either.

Thanks for coming!Thanks Andy, Amanda and Orbit for inviting me onstage to make a fool of myself

in front of all of you.

SaltLab 2013

Email me at saltlab@gmail.com and ask for my book “Google Analytics for Small Business.” It’s yours free. Tell your friends.