1. Segmentation, Campaigns and
Amazing Google Analytics wisdom
for people who hate math!!!
stare… into… the… abyss
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. To solve any problem
4. The Three Core Concepts:
1. Segments (The Who)
2. Conversion Goals (The What)
3. Campaigns (The How)
5. 1. Segments (The Who)
Rule: Aggregate numbers are
lies! LIES!!! Break them into
segments to find their value.
6. Proof that aggregates are lies:
7. 2. Conversions Goals (The What)
Rule: You don’t want traffic. You
want sales (or leads, or comments
So stop measuring “traffic.”
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. Because I could.
(yes, this is the last one)
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. 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.
18. Put It Together
When you know the Who, the What and the How, you’
re able to make better decisions
19. Let’s go to the internet!
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. Hi! I’m James Ellis!
but you might as well call me SaltLab
saltlab: @ | www | gmail
You should come!
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 email@example.com
and ask for my book “Google
Analytics for Small Business.”
It’s yours free. Tell your friends.
No, I can’t believe it, either.