december wine & web: google analytics for people who hate math

Segmentation, Campaigns and Goals

Amazing Google Analytics wisdom for people who hate math!!!

The greatest presenta

tion

you’ll ever see!

stare… into… the… abyss

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

What you’re going to learn today:

To solve any problem you need:

Who What How

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

The Three Core Concepts:

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 measuring “traffic.” Measure goals.

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.

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 around it, but you’ll need a magic key.

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.

Example:

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

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 unrelated to the campaign)

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_campaign=Launch

?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

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!

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

What did we learn?

Hi! I’m James Ellis!

saltlab: @ | www | gmail

but you might as well call me SaltLab

Co-manager @IgniteChicagoYou should come!

No, I can’t believe it, either.

Thanks for coming!Thanks to Amanda and Orbit for inviting me onstage to

make a fool of myself in front of all of you.

SaltLab 2013

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.