Rachael Gerson gave this talk at the SEOmoz Meetup at the Search Church on 5/10/12. She talks about common pitfalls and misconceptions such as not measuring the right actions, not assigning dollar values to non-eCommerce conversions, not using the e-Commerce GA code, creating KPIs that can't be measured without custom code, and not auditing your GA code.
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About these videos:
This is the 5th of 9 presentations from the SEOmoz Meetup at the Search Church on 5/12/12. I'll be posting each presentation in the order they were given over the next several days. After the last presentation, I will have a link to all the slide decks and an MP3 of the entire meetup.