Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke at the Online Seller UK Brighton Meet Up about Google Analytics & best practice for eCommerce including Google Merch Store, Enhanced Ecommerce and Calculated Metrics.

1. Jon Hibbitt – GA Expert / Technical SEO Analyst
LinkedIn: /uk/jonhibbitt
Twitter: @jonhibbitt

2. WHAT WE DO
SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO
SOCIAL MEDIA PUBLIC RELATIONS DISPLAY
ADVERTISING
CONTENT
MARKETING

4. MEASUREMENT
PLAN

5. MY BUSINESS EXISTS
TO…
Tactics
Strategy: Engage
Users
KPIs
Get more leads Increase online sales
Segments
Marketing channel (search, ppc, email, social)
New vs Returning Visitors
Geography (For brick & mortar businesses)
Drive
Store
Visits
Strategy: Sell
Products
Sell Online
Recency /
Frequency
Social Shares
Drive
Blog
Engagement
Revenu
e
£
Avg.
order
value: £
Find store
location
Printed
Coupon

6. PLANNING RESOURCES
https://analyticsacademy.withgoogle.com/
course/1/unit/2/lesson/4
http://www.kaushik.net/avinash/digital-
marketing-and-measurement-model/

7. AUDIT

8. AUDIT TOOLS
http://www.sitevisibility.co.uk/blog/2016/04/08/a-perfect-example-of-why-
you-should-do-a-pre-migration-google-analytics-audit/

9. IMPLEMENTATION PLAN

10. https://analyticsacademy.withgoogle.com/explorer

11. DATA ACCURACY

12. SET UP CHECKLIST

13. BEST PRACTICE
http://www.sitevisibility.co.uk/blog/2016/07/14/setting-google-analytics-like-
pro-350-jon-hibbitt-scott-colenutt/
http://www.sitevisibility.co.uk/9-simple-steps-setting-google-analytics-like-pro/

14. ACCOUNT STRUCTURE
https://support.google.com/analytics/answer/1009618?hl=en

15. ACCOUNT STRUCTURE
STAGING
UA-XXXXXX-2 http://dev.mysite.com
http://dev.mysite.com (MASTER)
http://dev.mysite.com (TEST)
http://dev.mysite.com (UNFILTERED)
LIVE
UA-XXXXXX-1 http://www.mysite.com
http://www.mysite.com (MASTER)
http://www.mysite.com (TEST)
http://www.mysite.com (UNFILTERED)

16. GOOGLE MERC STORE
https://shop.googlemerchandisestore.com/
https://support.google.com/analytics/answer/6367342#access

17. GOOGLE MERC STORE

18. GOALS & EVENTS

19. GOALS
https://support.google.com/analytics/answer/1012040?hl=en
http://www.sitevisibility.co.uk/checklist-google-analytics-event-tracking-
not-working/

20. GOAL FUNNELS
https://support.google.com/analytics/answer/1012040?hl=en

21. GOAL FUNNEL
VIZUALIZATION
http://www.periscopix.co.uk/blog/google-analytics-funnels-how-to-
interpret-the-data-and-avoid-one-big-misunderstanding/

22. GOAL FLOW
https://support.google.com/analytics/answer/2976313?hl=en

23. USEFUL TOOLS

24. EVENTS
ga('send', 'event', ‘ecommerce', ‘remove-from-cart-click', ' keyboard-dot-sticker');
https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-
version/

25. CAMPAIGN TAGGING
https://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/

26. ENHANCED ECOMMERCE

27. ENHANCED ECOMMERCE
https://support.google.com/analytics/answer/6014841?hl=en

28. GOOGLE TAG MANAGER
https://www.google.co.uk/analytics/tag-manager/
http://www.simoahava.com/category/gtm-tips/
https://www.optimizesmart.com/beginners-guide-google-tag-manager-v2/

29. GOOGLE TAG MANAGER
https://analyticsacademy.withgoogle.com/course/5

30. ANALYSIS

31. CUSTOM DIMENSIONS
https://support.google.com/analytics/answer/2709828?hl=en

32. USER CATEGORY DIMENSION
https://support.google.com/analytics/answer/2709828?hl=en

33. REPORTING

34. CALCULATED METRICS
https://support.google.com/analytics/answer/6121409?hl=en-GB
https://www.youtube.com/watch?v=klweeOsTUQ4

35. DATA IMPORT
https://support.google.com/analytics/answer/3191589?hl=en
https://www.youtube.com/watch?v=MnXYCLVaAw0

36. SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en

37. INTELLIGENCE EVENTS
https://support.google.com/analytics/answer/1320521?hl=en

38. DASHBOARDS
https://support.google.com/analytics/answer/1068216?hl=en
https://analytics.google.com/analytics/gallery/#landing/start/

39. CUSTOM REPORTS
https://support.google.com/analytics/answer/1151300?hl=en
https://blog.kissmetrics.com/expert-google-analytics-reports/