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
What you’re going
to learn today:

1. How to connect all your inbound
and outbound channels to GA
2. To learn where your b...
To solve any problem
you need:

Who

What

How
The Three Core Concepts:

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

Rule: You don’t want traffic. You want
sales (or leads, or comments, or
conversations, or...
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/...
Because reasons
3. Campaigns (The How)

Rule: Don’t tell anyone, but
Google is kinda dumb. It
thinks in very limited
channels. You can wor...
What’s a Campaign?

A series of related actions (a
Facebook ad, an email blast, a
flyer and an AdWords ad, for
example) th...
Example:

Product launch:
●Facebook posts (1/week)
●Twitter announcements (2/day)
●Two email announcement
●Posters
●AdWord...
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...
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_source=OctNews&utm_medium=email&utm_campaign=Launch
?utm_source=OctNews&utm_medium=twtr&utm_campaign=Launch
?utm_sour...
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!
What did we learn?

1. How to connect all your channels to GA Google
URL Builder
2. To learn where your best traffic is co...
Actually Liz,
realizations are the best.
Hi! I’m James Ellis!
but you might as well call me SaltLab

saltlab: @ | www | gmail
Director of Digital Strategy at
FLIRT...
Thanks for coming!
Thanks Andy, Amanda and Orbit for inviting me onstage to make a fool of myself in
front of all of you.
...
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis
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Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis

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Content Jam 2013: Segmentation, Campaigns and Goals: The Three Keys to Cracking the GA Code by James Ellis

  1. 1. Segmentation, Campaigns and Goals The Three Keys to Cracking the GA Code
  2. 2. Segmentation, Campaigns and Goals The Three Keys to Cracking the GA Code the greatest presentation you’ve ever seen
  3. 3. What you’re going to learn today: 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
  4. 4. To solve any problem you need: Who What How
  5. 5. The Three Core Concepts: 1. Segments (The Who) 2. Conversion Goals (The What) 3. Campaigns (The How)
  6. 6. Just because
  7. 7. 1. Segments (The Who) Rule: Aggregate numbers are lies! LIES!!! Break them into segments to find their value.
  8. 8. 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?!
  9. 9. 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.”
  10. 10. 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.
  11. 11. Because reasons
  12. 12. 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.
  13. 13. 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.
  14. 14. Example: Product launch: ●Facebook posts (1/week) ●Twitter announcements (2/day) ●Two email announcement ●Posters ●AdWords Ads
  15. 15. To Google, this looks like: Source: ●Facebook ●Twitter ●Email ●Direct ●AdWords
  16. 16. 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.
  17. 17. Allow me to introduce: Google URL Builder
  18. 18. orbitmedia.com/?utm_source=OctNewsletter&utm_medium=email&utm_campaign=Launch ?utm_source=OctNewsletter &utm_medium=email &utm_campaign=Launch
  19. 19. ?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
  20. 20. Put It Together When you know the Who, the What and the How, you’re able to make better decisions
  21. 21. Let’s go to the internet!
  22. 22. What did we learn? 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
  23. 23. Actually Liz, realizations are the best.
  24. 24. Hi! I’m James Ellis! but you might as well call me SaltLab saltlab: @ | www | gmail Director of Digital Strategy at FLIRT Communications @flirtcomm flirtcommunications.com
  25. 25. Thanks for coming! Thanks Andy, Amanda and Orbit for inviting me onstage to make a fool of myself in front of all of you. Email me at saltlab@gmail.com and ask for my book “Google Analytics for Small Business.” It’s yours free. Tell your friends. SaltLab 2013 No, I can’t believe it, either.
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