James Ellis: ContentJam 2013
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Segmentation, Campaigns and Goals The Three Keys to Cracking the GA Code
description
Google Analytics can be daunting. But once you understand segmentation, conversaion goals and campaigns, you will have all the tools to really learn about your site, your audience and your business.
Transcript of James Ellis: ContentJam 2013
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 [email protected] and ask for my book “Google Analytics for Small Business.” It’s yours free. Tell your friends.
