The following approach will allow for both Google Analytics and Adobe Omniture to track SEM efforts and provide a method to track metrics and insure they are not double counted.
How to understand, present, and collect analytics data. Additionally, some insight on analytics theory and practical use for marketing, eCommerce and publishing.
Another great Analytics LABs – Tops included “Mobil is Hot”, “Presenting to C-level staff”, “Becoming a Technology Company”
Google Tag Manager (GTM) Universal Analytics Custom Event Tracking with the DataLayer – How to track custom events with Google Universal Analytics in GTM.