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Articles by: Morgan Jones

Morgan Jones

Morgan Jones

Morgan Jones is CEO of Power My Analytics, a company focused on enabling brands to extract and report essential data for their operations.

Power My Analytics has been a Google Marketing Platform Partner for 15 years and has advised more than 400 companies, from internet startups to Fortune 500 enterprises, including 1-800-Flowers, Canon, Intel, the U.S. Social Security Administration, and Wyndham.

Analytics & Data
Creating (Free) A/B Tests in Google Optimize

July 9, 2018 • Morgan Jones

Executing a successful A/B test is easier said than done. The learning curve can be steep. Measuring the outcome can be confusing. Google Optimize aims to address these difficulties in ...
Analytics & Data
Use Google Analytics, Data Studio to Plan Inventory

June 1, 2018 • Morgan Jones

Inventory planning is essential for merchants. Overestimating inventory needs can be costly. But underestimating can be costly, too — hurting revenue and profit. Just-in-time inventory preserves cash, reduces storage needs,
Analytics & Data
New Google Analytics Settings Reflect GDPR Requirements

May 15, 2018 • Morgan Jones

The E.U.’s General Data Protection Regulation becomes effective on May 25. Google and other data gathering services are protecting themselves by allowing users to control the data retained from customers and ...
Analytics & Data
Getting Started with Google Tag Manager, for Ecommerce

April 4, 2018 • Morgan Jones

Many websites lose reporting from one of their marketing or analytics platforms. The culprit is usually the removal of tags during updates to the sites. Tags are critical for ecommerce merchants. But they add clutter to websites. That's the purpose of Google Tag Manager — to manage tags and contain them in a single JavaScript snippet on all pages.
Analytics & Data
Use Google Analytics to Audit PPC Traffic

March 7, 2018 • Morgan Jones

Pay-per-click advertising is a key revenue driver for many ecommerce businesses. But click costs can be expensive. Ensuring that all clicks are reported accurately in Google Analytics will help make informed decisions. In this post, I'll describe a process for auditing the reporting of PPC traffic in Google Analytics. I'll offer guidance on identifying issues with PPC reporting, with insights for how to troubleshoot and fix reporting errors.
Analytics & Data
Google Data Studio: Track Sales, ROI from All Sources

February 6, 2018 • Morgan Jones

The proliferation of marketplaces and advertising channels represents a data challenge for ecommerce merchants. Increasingly, merchants are selling on Amazon, eBay, and Walmart, for example, in addition to their own websites. Many are now advertising beyond Google AdWords and Bing ads to other channels, such as Facebook and AdRoll. The challenge is obtaining traffic and conversion data from each of those sources.
Analytics & Data
Google Analytics: 3 Reports to Customize for Ecommerce

January 3, 2018 • Morgan Jones

The standard reporting in Google Analytics works well for many ecommerce sites. But there are opportunities to enhance the default dimensions and metrics in Google Analytics, to empower online merchants even more. In this article, I'll review three ways to customize Google Analytics reports, to help merchants track key metrics and make critical decisions.
Analytics & Data
Google Analytics: Using Enhanced Ecommerce to Grow Revenue

December 10, 2017 • Morgan Jones

Reporting on overall revenue and revenue by channel is among the most essential data for a niche ecommerce company to grow its business. Google Analytics has a powerful revenue-reporting suite ...
Analytics & Data
Using Google Analytics to Detect Website Errors

October 31, 2017 • Morgan Jones

Websites sometimes break without their owners being aware. This can include errors when shoppers are browsing or checking out, which can cause serious abandonment. Identifying and correcting the errors that ...
Analytics & Data
Using Google Analytics for Ecommerce SEO

September 26, 2017 • Morgan Jones

Google and other search engines have made it challenging to identify the keywords that drive organic traffic to websites. Jill Kocher’s article, “Understanding Google’s Keyword ‘Not Provided’ Data,” provides a ...
Analytics & Data
Google Analytics Setup Checklist for Ecommerce

August 29, 2017 • Morgan Jones

Google Analytics is loaded with reports and has many settings that can be customized to enhance reporting. The following checklist is designed for ecommerce merchants. By using Google Analytics’ reporting ...
Analytics & Data
Google Analytics: Removing Internal Traffic and Referral Spam

August 1, 2017 • Morgan Jones

Web traffic from employees, related parties, and automated bots can distort reporting in Google Analytics. For example, including internal traffic in return-on-investment calculations can produce a lower, inaccurate percentage from ...
Analytics & Data
Using Google Analytics to Track Multiple Ad Channels in Purchase Cycle

July 3, 2017 • Morgan Jones

Ecommerce merchants must produce profitable traffic from their advertising efforts. Cash flow is essential. Traffic acquisition must be efficient. However, not all traffic channels drive immediate sales. Some channels assist ...
Analytics & Data
Measuring Offline Sales in Google Analytics

June 7, 2017 • Morgan Jones

Some of the best online shoppers do not actually purchase online. They start their purchase process by finding the product they need online, and then either call the merchant or ...
Analytics & Data
Using Google Analytics to Track Profitability by Product

May 5, 2017 • Morgan Jones

Niche ecommerce merchants must focus on cash flow. They do not have large capital reserves to support unprofitable investments. Although growing sales is good for the ego, growing cash flow ...
Analytics & Data
Google Analytics: How to Track Marketing Campaigns

April 6, 2017 • Morgan Jones

Niche ecommerce merchants typically have limited advertising budgets and limited time to monitor their marketing activities. They need accurate data to assess the return on investment from various campaigns. Google ...
Analytics & Data
Google Analytics: Custom Reports, Shortcuts, Dashboards

March 1, 2017 • Morgan Jones

Ecommerce merchants need easily accessible data to make quick decisions and drive more sales. But the data used by merchants differs based on their particular circumstance. They need data that ...
Analytics & Data
Using Google Analytics to Optimize Shipping Rates

February 5, 2017 • Morgan Jones

One of the biggest challenges ecommerce merchants face is rising shipping rates. Thanks to Amazon, consumers expect fast, free delivery. Because niche merchants do not typically have the sales volume ...
Fraud Prevention
Using Google Analytics to Identify Fraudulent Orders

January 3, 2017 • Morgan Jones

Fraudulent transactions can occur for most any ecommerce company. Larger companies can invest in sophisticated fraud protection services. But smaller merchants sometimes attempt to detect fraud themselves. Back in 2014 we addressed ...
Analytics & Data
Google Analytics: Using Goals, Funnels to Improve Conversions

December 5, 2016 • Morgan Jones

Ecommerce merchants presumably want to convert as much traffic to sales as possible. The Google Analytics metric “Ecommerce Conversion Rate” gives merchants broad insight into their site’s conversion status. But ...
Analytics & Data
Google Analytics: Using Demographics, Interests for More Revenue

October 30, 2016 • Morgan Jones

Among the most important decisions a niche ecommerce company should make is to establish a value proposition, the key reason why someone should buy the company’s products and services. Without a clear value proposition, which ...
Analytics & Data
Google Analytics: Using Site Speed Data to Improve Conversions

September 30, 2016 • Morgan Jones

Niche ecommerce merchants face challenges in competing with big box retailers. Providing an online shopping experience on a tight budget that is comparable to the larger sites (with huge budgets)
Analytics & Data
Google Analytics: Using Site Search Data to Grow Revenue

August 31, 2016 • Morgan Jones

Do you wonder how people navigate to find products on your ecommerce site? What about visitors that hit just one or two pages and then leave, without buying anything? Did they ...
Analytics & Data
Using Google Analytics to Optimize Bing Ads, Other Channels

August 3, 2016 • Morgan Jones

Ecommerce merchants strive to optimize their returns on investment from advertising. Google Analytics can help, with its integration to Google AdWords that allows ecommerce sites to view advertising spend, revenue, and ...
Analytics & Data
Using Google Analytics to Identify Conversion Weaknesses

July 1, 2016 • Morgan Jones

It is essential to optimize sales conversion rates to be successful as a niche ecommerce merchant. Potential customers are unforgiving. They will not struggle through a purchase process or checkout ...

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