1. Segmentation,
Campaigns and Goals
The Three Keys to Cracking the GA Code

2. Segmentation, Campaigns and Goals
The Three Keys to Cracking
the GA Code
the greatest presentation you’ve ever seen

6. 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

8. To solve any problem
you need:
Who
What
How

9. The Three Core Concepts:
1. Segments (The Who)
2. Conversion Goals (The What)
3. Campaigns (The How)

10. Just because

11. 1. Segments (The Who)
Rule: Aggregate numbers
are lies! LIES!!! Break them
into segments to find their
value.

12. 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?!

21. 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.”

22. 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.

27. Because reasons

28. 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.

29. 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.

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

31. To Google, this looks like:
Source:
●Facebook
●Twitter
●Email
●Direct
●AdWords

32. 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.

34. Allow me to introduce:
Google URL Builder

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

38. ?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

39. Put It Together
When you know the Who, the What and
the How, you’re able to make better
decisions

41. Let’s go to the internet!

43. 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

45. Actually Liz,
realizations are the best.

47. 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

48. 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.