Segmentation, Campaigns and
Goals
Amazing Google Analytics wisdom
for people who hate math!!!
entation
st pres
e greate
Th...
What you’re going
to learn today:
1. How to connect all your inbound
and outbound channels to GA
2. To learn where your be...
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)
1. Segments (The Who)
Rule: Aggregate numbers are
lies! LIES!!! Break them into
segments to find their value.
Proof that aggregates are lies:
2. Conversions Goals (The What)
Rule: You don’t want traffic. You
want sales (or leads, or comments
or something).
So stop...
What’s a Goal?
What do you want your site to do?
What do you really want people to do on your site?
If you can track/measu...
Because I could.
(yes, this is the last one)
3. Campaigns (The How)
Rule: Don’t tell anyone, but
Google is kinda dumb. It thinks
in very limited channels. You
can work...
What’s a Campaign?
A series of related actions (a
Facebook ad, an email blast, a
flyer and an AdWords ad, for
example) tha...
Example:
Product launch:
➔ Facebook posts (1/week)
➔ Twitter announcements (2/day)
➔ Two email announcement
➔ Posters
➔ Ad...
To Google, this looks like:
Source:
➔ Facebook (all)
➔ Twitter (all)
➔ Email (all)
➔ Direct (all)
➔ AdWords
Problems:
➔ Doesn’t see the campaign, only sees the
elements/channels
➔ Mixes in non-campaign activity (Twitter links
unre...
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 com...
Hi! I’m James Ellis!

but you might as well call me SaltLab

saltlab: @ | www | gmail
Co-manager @IgniteChicago
You should...
Thanks for coming!

Thanks to Amanda and Orbit for inviting me onstage to
make a fool of myself in front of all of you.

E...
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
December Wine & Web: Google Analytics for People Who Hate Math
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December Wine & Web: Google Analytics for People Who Hate Math

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December Wine & Web: Google Analytics for People Who Hate Math

  1. 1. Segmentation, Campaigns and Goals Amazing Google Analytics wisdom for people who hate math!!! entation st pres e greate Th er see! you’ll ev stare… into… the… abyss
  2. 2. 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 marketing was worth it
  3. 3. To solve any problem you need: Who What How
  4. 4. The Three Core Concepts: 1. Segments (The Who) 2. Conversion Goals (The What) 3. Campaigns (The How)
  5. 5. 1. Segments (The Who) Rule: Aggregate numbers are lies! LIES!!! Break them into segments to find their value.
  6. 6. Proof that aggregates are lies:
  7. 7. 2. Conversions Goals (The What) Rule: You don’t want traffic. You want sales (or leads, or comments or something). So stop measuring “traffic.” Measure goals.
  8. 8. What’s a Goal? 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.
  9. 9. Because I could. (yes, this is the last one)
  10. 10. 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.
  11. 11. 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.
  12. 12. Example: Product launch: ➔ Facebook posts (1/week) ➔ Twitter announcements (2/day) ➔ Two email announcement ➔ Posters ➔ AdWords Ads
  13. 13. To Google, this looks like: Source: ➔ Facebook (all) ➔ Twitter (all) ➔ Email (all) ➔ Direct (all) ➔ AdWords
  14. 14. Problems: ➔ Doesn’t see the campaign, only sees the elements/channels ➔ Mixes in non-campaign activity (Twitter links unrelated to the campaign)
  15. 15. Allow me to introduce: Google URL Builder
  16. 16. orbitmedia.com/?utm_source=OctNewsletter&utm_medium=email&utm_campaign=Launch ?utm_source=OctNewsletter &utm_medium=email &utm_campaign=Launch
  17. 17. ?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
  18. 18. Put It Together When you know the Who, the What and the How, you’ re able to make better decisions
  19. 19. Let’s go to the internet!
  20. 20. 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 was worth it Goals by campaign
  21. 21. Hi! I’m James Ellis! but you might as well call me SaltLab saltlab: @ | www | gmail Co-manager @IgniteChicago You should come!
  22. 22. Thanks for coming! Thanks to 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. Except @SeanDFrancis. SaltLab 2013 No, I can’t believe it, either.
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