{"id":1280,"date":"2023-03-27T09:20:21","date_gmt":"2023-03-27T08:20:21","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=1280"},"modified":"2023-03-28T11:28:44","modified_gmt":"2023-03-28T10:28:44","slug":"affiliate-marketing-v-google-analytics-4","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/affiliate-marketing-v-google-analytics-4\/","title":{"rendered":"Affiliate marketing v Google Analytics 4"},"content":{"rendered":"

Slovo Google Analytics 4 se v posledn\u00ed dob\u011b sklo\u0148uje velmi \u010dasto. Sou\u010dasn\u00fd Universal Analytics (naz\u00fdvan\u00fd tak\u00e9 Google Analytics 3) toti\u017e letos 1.7.2023 kon\u010d\u00ed. Nahrad\u00ed jej Google Analytics 4 (GA4). V\u0161ichni majitel\u00e9 e-shop\u016f, blog\u016f a jin\u00fdch webov\u00fdch str\u00e1nek tedy budou od \u010dervence pou\u017e\u00edvat tento n\u00e1stroj.<\/p>\n

Pokud vyu\u017e\u00edv\u00e1te affiliate marketing jako jeden z marketingov\u00fdch kan\u00e1l\u016f a pod\u00edv\u00e1te se do GA4 m\u016f\u017eete vid\u011bt \u00fapln\u011b jin\u00e1 \u010d\u00edsla n\u00e1v\u0161t\u011bvnosti i konverz\u00ed. V tomto \u010dl\u00e1nku vysv\u011btl\u00edme, pro\u010d tomu tak je.<\/p>\n

\"\"1. \u0160patn\u00e9 nasazen\u00ed GA4 na web<\/h2>\n

\u00dapln\u011b z\u00e1kladn\u00ed v\u011bc, kter\u00e1 m\u016f\u017ee zkreslovat nejen data o affiliate marketingu, ale v\u0161echny reporty. Nejjednodu\u0161\u0161\u00ed mo\u017enost jak si ov\u011b\u0159it spr\u00e1vnost je porovnat si data z GA4 a Universal Analytics, p\u0159\u00edpadn\u011b s jin\u00fdm zdrojem dat (nap\u0159. va\u0161e CRM).<\/p>\n

Nej\u010dast\u011bji se neshody objevuj\u00ed pokud jste implementovali GA4 p\u0159es plugin nebo vlo\u017een\u00edm k\u00f3du na web. Nejstabiln\u011bj\u0161\u00ed implementace GA4 je p\u0159es Google Tag Manager<\/a>. Krom\u011b flexibility umo\u017e\u0148uje vychytat mouchy pomoc\u00ed Debug mode.<\/p>\n

2.\u00a0Atribuce<\/h2>\n

Atribuce v Google Analytics se vztahuje na proces p\u0159i\u0159azen\u00ed z\u00e1sluh za konkr\u00e9tn\u00ed konverzi nebo akci u\u017eivatele konkr\u00e9tn\u00edmu marketingov\u00e9mu kan\u00e1lu nebo kontaktn\u00edmu bodu v r\u00e1mci konverzn\u00ed cesty. Modely atribuce n\u00e1m umo\u017e\u0148uj\u00ed pochopit, kter\u00e9 marketingov\u00e9 kan\u00e1ly a kampan\u011b nejv\u00edce p\u0159isp\u00edvaj\u00ed k dosa\u017een\u00ed na\u0161ich obchodn\u00edch c\u00edl\u016f, a podle toho optimalizovat sv\u00e9 marketingov\u00e9 strategie.<\/p>\n

Ve v\u00fdchoz\u00edm nastaven\u00ed pou\u017e\u00edv\u00e1 slu\u017eba Google Analytics atribu\u010dn\u00ed model posledn\u00edho kliknut\u00ed (last-click), kter\u00fd p\u0159ipisuje 100% z\u00e1sluh za konverzi posledn\u00edmu kontaktn\u00edmu bodu, se kter\u00fdm u\u017eivatel komunikoval p\u0159ed konverz\u00ed. K dispozici jsou v\u0161ak i jin\u00e9 atribu\u010dn\u00ed modely, kter\u00e9 zohled\u0148uj\u00ed n\u011bkolik dotykov\u00fdch bod\u016f na cest\u011b u\u017eivatele, jako nap\u0159\u00edklad model prvn\u00edho kliknut\u00ed, line\u00e1rn\u00ed model a model \u010dasov\u00e9ho rozpadu.<\/p>\n

V Google Analytics 4 je v\u00fdchoz\u00ed tzv. Cross-channel data-driven atribuce, tedy atribuce zalo\u017een\u00e1 na datech, kter\u00e1 p\u0159ipisuje konverze na z\u00e1klad\u011b toho, jak se lid\u00e9 zapojuj\u00ed do r\u016fzn\u00fdch reklam a rozhoduj\u00ed o n\u00e1kupu. Vyu\u017e\u00edv\u00e1 \u00fadaje o chov\u00e1n\u00ed u\u017eivatel\u016f, kter\u00e9 kl\u00ed\u010dov\u00e1 slova, reklamy a kampan\u011b maj\u00ed nejv\u011bt\u0161\u00ed vliv na konverze. Google Analytics tak “rozb\u00edj\u00ed” konverze na men\u0161\u00ed \u010d\u00e1sti v r\u00e1mci konverzn\u00ed cesty a p\u0159i\u0159ad\u00ed nap\u0159\u00edklad. 1 konverzi 3 zdroj\u016fm v pom\u011bru 0.4 + 0.4 + 0.2.<\/p>\n

P\u0159\u00edklad konverzn\u00ed cesty:
\n<\/em>Google search > Facebook remarketing > Affiliate > N\u00c1KUP<\/em><\/p>\n

Universal Analytics (last click) konverze
\n<\/em>Google = 0
\n<\/em>Facebook = 0
\n<\/em>Affiliate = 1<\/em><\/p>\n

Google Analytics 4 (data-driven) konverze
\n<\/em>Google = 0.3
\n<\/em>Facebook = 0.1
\n<\/em>Affiliate = 0.6<\/em><\/p>\n

V Universal Analytics (UA) nebylo mo\u017en\u00e9 nastavovat atribu\u010dn\u00ed model. Last click byl v\u00fdchoz\u00ed. V GA4 si v\u0161ak m\u016f\u017eeme vybrat prozat\u00edm ze 7 atribu\u010dn\u00edch model\u016f. Data si m\u016f\u017eeme navz\u00e1jem i srovn\u00e1vat mezi modely. Proto je d\u016fle\u017eit\u00e9, jak\u00fd model si vybereme. Rozd\u00edly mohou b\u00fdt markantn\u00ed.<\/p>\n

\"\"3.\u00a0UTM parametry<\/h2>\n

Parametry UTM jsou zna\u010dky, kter\u00e9 m\u016f\u017eete p\u0159idat k adres\u00e1m URL a sledovat tak zdroj, m\u00e9dium a kampa\u0148 n\u00e1v\u0161t\u011bvnosti va\u0161eho webu ve slu\u017eb\u011b Google Analytics.<\/p>\n

P\u0159\u00edklad:<\/p>\n

https:\/\/www.domain.com?utm_source=dgt&utm_medium=affiliate&utm_campaign=xyz<\/a><\/p>\n

Pokud jsme kv\u016fli \u0161patn\u011b nastaven\u00fdm UTM parametr\u016fm pos\u00edlali do UA n\u011bkter\u00fd \u00fadaj o zdroji, m\u00e9diu nebo kampani chybn\u011b, st\u00e1le jsme m\u011bli mo\u017enost si data upravit p\u0159es filtry. V GA4 v\u0161ak filtry zat\u00edm neexistuj\u00ed. Proto je velmi d\u016fle\u017eit\u00e9 spr\u00e1vn\u011b pou\u017e\u00edvat utm parametry a tagovat tak url ve va\u0161ich kampan\u00edch. Pokud to tak neud\u011bl\u00e1te, tak men\u0161\u00ed probl\u00e9m m\u016f\u017ee b\u00fdt, \u017ee v reportech budete m\u00edt nekonzistentn\u00ed data, nap\u0159\u00edklad takto:<\/p>\n

\"\"<\/p>\n

Ten v\u011bt\u0161\u00ed probl\u00e9m je, \u017ee v\u00e1m n\u00e1v\u0161t\u011bvy nejen z affiliate (plat\u00ed tak\u00e9 pro Facebook, TikTok, Heur\u00e9ku\u2026) \u201espadnou\u201c do zdroje direct.<\/p>\n

4.\u00a0Zdroj \/ m\u00e9dium = (not set)<\/h2>\n

V\u00e1\u0161 report n\u00e1v\u0161t\u011bvnosti m\u016f\u017ee vypadat i takto. Je p\u0159itom jasn\u00e9, \u017ee v (not set) se ukr\u00fdvaj\u00ed data z jin\u00fdch zdroj\u016f. Zrovna nem\u016f\u017eeme p\u0159esn\u011b ur\u010dit ze kter\u00e9ho.<\/p>\n

\"\"<\/p>\n

Doporu\u010den\u00ed:<\/p>\n

    \n
  • Zkuste se pod\u00edvat do UA a identifikovat, kter\u00fd zdroj v\u00e1m pad\u00e1 do (not set).<\/li>\n
  • Ov\u011b\u0159te spr\u00e1vn\u00e9 pou\u017e\u00edv\u00e1n\u00ed UTM parametr\u016f. Sta\u010d\u00ed, \u017ee vynech\u00e1te jedno \u201e=\u201c a Google Analytics ji\u017e nebude um\u011bt identifikovat parametr. T\u00edm p\u00e1dem m\u016f\u017ee skon\u010dit v (not set).<\/li>\n
  • Otestujte, zda v\u00e1m p\u0159episov\u00e1n\u00ed zdroj\u016f neblokuje n\u011bjak\u00e1 jin\u00e1 zna\u010dka (tag), jako nap\u0159\u00edklad pixel nebo cookie li\u0161ta.<\/li>\n<\/ul>\n

    5.\u00a0Cookie consent<\/h2>\n

    Kdyby to nesta\u010dilo, tak tady m\u00e1me je\u0161t\u011b cookie consent. St\u00e1le v\u00edce u\u017eivatel\u016f (v na\u0161ich kon\u010din\u00e1ch 30-50%) odm\u00edt\u00e1 cookies. Z\u00e1kony se ka\u017ed\u00fdm rokem zp\u0159\u00eds\u0148uj\u00ed, proto toto \u010d\u00edslo bude stoupat. U\u017eivatel\u00e9, kte\u0159\u00ed odm\u00edtli cookies jsou pro Google Analytics \u201eztraceni\u201c. GA4 v\u0161ak p\u0159i\u0161lo s \u0159e\u0161en\u00edm tvz. modelov\u00e1n\u00ed konverz\u00ed. Modelov\u00e1n\u00ed chov\u00e1n\u00ed pomoc\u00ed strojov\u00e9ho u\u010den\u00ed modeluje chov\u00e1n\u00ed u\u017eivatel\u016f, kte\u0159\u00ed odm\u00edtli soubory cookie na analytiku, na z\u00e1klad\u011b chov\u00e1n\u00ed podobn\u00fdch u\u017eivatel\u016f, kte\u0159\u00ed soubory cookie na analytiku p\u0159ijali.<\/p>\n

    Konverze se modeluj\u00ed a\u017e do 7 dn\u016f zp\u011btn\u011b. Je proto mo\u017en\u00e9, \u017ee v GA4 m\u00e1te dnes 10 konverz\u00ed z affiliate, ale za 7 dn\u00ed jich u\u017e budete m\u00edt 15. Z toho 5 bude modelov\u00e1no. Zobrazov\u00e1n\u00ed modelovan\u00fdch konverz\u00ed m\u016f\u017eete vypnout \/ zapnout v nastaven\u00edch \u201cReporting Identity\u201d.<\/p>\n

    \"\"<\/p>\n

    \u0158e\u0161en\u00ed<\/h2>\n

    D\u00edvejte se na data s nadhledem<\/strong><\/p>\n

      \n
    • Porovnejte si atribu\u010dn\u00ed modely<\/li>\n
    • Sledujte data z e-shopu (objedn\u00e1vky, vyu\u017eit\u00ed kupon\u016f) – ta jsou toti\u017e v\u017edy nejspolehliv\u011bj\u0161\u00ed<\/li>\n
    • Konzultujte neshody s va\u0161\u00edm affiliate partnerem<\/li>\n
    • P\u0159ipravte si report na m\u00edru v GA4 pro ov\u011b\u0159en\u00ed dat. \u010c\u00e1st Explorations pracuje se surov\u00fdmi daty bez samplingu. Prohl\u00e9dn\u011bte si video n\u00e1vod, jak vytvo\u0159it takov\u00fd report.<\/li>\n<\/ul>\n