The document discusses segmentation, conversion goals, and campaigns in Google Analytics. It provides three key lessons: 1) How to connect marketing channels to Google Analytics using the Google URL Builder to attribute traffic to campaigns; 2) The importance of analyzing traffic segments and measuring goals to understand what traffic is most valuable; 3) How to determine the effectiveness of campaigns by analyzing goals achieved through different campaigns. The document uses examples and rules to explain these concepts and how understanding the "who, what, and how" can help users make better marketing decisions.

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

5. 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

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

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

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

10. Proof that aggregates are lies:

17. 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.

18. 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.

23. Because I could.
(yes, this is the last one)

24. 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.

25. 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.

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

27. To Google, this looks like:
Source:
➔ Facebook (all)
➔ Twitter (all)
➔ Email (all)
➔ Direct (all)
➔ AdWords

28. Problems:
➔ Doesn’t see the campaign, only sees the
elements/channels
➔ Mixes in non-campaign activity (Twitter links
unrelated to the campaign)

29. Allow me to introduce:
Google URL Builder

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

33. ?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

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

35. Let’s go to the internet!

37. 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

38. Hi! I’m James Ellis!
but you might as well call me SaltLab
saltlab: @ | www | gmail
Co-manager @IgniteChicago
You should come!

39. 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.