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Google Analytics: Best Practice For Ecommerce - Jon Hibbitt

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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.

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Google Analytics: Best Practice For Ecommerce - Jon Hibbitt

  1. 1. Jon Hibbitt – GA Expert / Technical SEO Analyst LinkedIn: /uk/jonhibbitt Twitter: @jonhibbitt
  2. 2. WHAT WE DO SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO SOCIAL MEDIA PUBLIC RELATIONS DISPLAY ADVERTISING CONTENT MARKETING
  3. 3. MEASUREMENT PLAN
  4. 4. 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
  5. 5. PLANNING RESOURCES https://analyticsacademy.withgoogle.com/ course/1/unit/2/lesson/4 http://www.kaushik.net/avinash/digital- marketing-and-measurement-model/
  6. 6. AUDIT
  7. 7. 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/
  8. 8. IMPLEMENTATION PLAN
  9. 9. https://analyticsacademy.withgoogle.com/explorer
  10. 10. DATA ACCURACY
  11. 11. SET UP CHECKLIST
  12. 12. 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/
  13. 13. ACCOUNT STRUCTURE https://support.google.com/analytics/answer/1009618?hl=en
  14. 14. 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)
  15. 15. GOOGLE MERC STORE https://shop.googlemerchandisestore.com/ https://support.google.com/analytics/answer/6367342#access
  16. 16. GOOGLE MERC STORE
  17. 17. GOALS & EVENTS
  18. 18. GOALS https://support.google.com/analytics/answer/1012040?hl=en http://www.sitevisibility.co.uk/checklist-google-analytics-event-tracking- not-working/
  19. 19. GOAL FUNNELS https://support.google.com/analytics/answer/1012040?hl=en
  20. 20. GOAL FUNNEL VIZUALIZATION http://www.periscopix.co.uk/blog/google-analytics-funnels-how-to- interpret-the-data-and-avoid-one-big-misunderstanding/
  21. 21. GOAL FLOW https://support.google.com/analytics/answer/2976313?hl=en
  22. 22. USEFUL TOOLS
  23. 23. EVENTS ga('send', 'event', ‘ecommerce', ‘remove-from-cart-click', ' keyboard-dot-sticker'); https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified- version/
  24. 24. CAMPAIGN TAGGING https://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
  25. 25. ENHANCED ECOMMERCE
  26. 26. ENHANCED ECOMMERCE https://support.google.com/analytics/answer/6014841?hl=en
  27. 27. 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/
  28. 28. GOOGLE TAG MANAGER https://analyticsacademy.withgoogle.com/course/5
  29. 29. ANALYSIS
  30. 30. CUSTOM DIMENSIONS https://support.google.com/analytics/answer/2709828?hl=en
  31. 31. USER CATEGORY DIMENSION https://support.google.com/analytics/answer/2709828?hl=en
  32. 32. REPORTING
  33. 33. CALCULATED METRICS https://support.google.com/analytics/answer/6121409?hl=en-GB https://www.youtube.com/watch?v=klweeOsTUQ4
  34. 34. DATA IMPORT https://support.google.com/analytics/answer/3191589?hl=en https://www.youtube.com/watch?v=MnXYCLVaAw0
  35. 35. SEGMENTS https://support.google.com/analytics/answer/3123951?hl=en
  36. 36. INTELLIGENCE EVENTS https://support.google.com/analytics/answer/1320521?hl=en
  37. 37. DASHBOARDS https://support.google.com/analytics/answer/1068216?hl=en https://analytics.google.com/analytics/gallery/#landing/start/
  38. 38. CUSTOM REPORTS https://support.google.com/analytics/answer/1151300?hl=en https://blog.kissmetrics.com/expert-google-analytics-reports/

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