{"id":1631,"date":"2023-07-27T15:00:44","date_gmt":"2023-07-27T14:00:44","guid":{"rendered":"https:\/\/www.6clickz.com\/?p=1631"},"modified":"2023-08-22T14:44:22","modified_gmt":"2023-08-22T13:44:22","slug":"jak-vypocitat-mer-v-ga4-kompletni-pruvodce","status":"publish","type":"post","link":"https:\/\/www.6clickz.com\/cs\/jak-vypocitat-mer-v-ga4-kompletni-pruvodce\/","title":{"rendered":"Jak vypo\u010d\u00edtat celkov\u00e9 PNO e-shopu v GA4 &#8211; Kompletn\u00ed pr\u016fvodce"},"content":{"rendered":"<p>Google Analytics 4 (GA4) je nejnov\u011bj\u0161\u00ed generace webov\u00e9 analytick\u00e9 platformy spole\u010dnosti Google, kter\u00e1 je navr\u017eena tak, aby poskytovala komplexn\u00ed informace o chov\u00e1n\u00ed u\u017eivatel\u016f na r\u016fzn\u00fdch za\u0159\u00edzen\u00edch a platform\u00e1ch. Jeliko\u017e se GA4 stala jedinou mo\u017enost\u00ed s ukon\u010den\u00edm slu\u017eby Universal Analytics (UA), mnoz\u00ed lid\u00e9 byli zmateni. K \u010demu je GA4 ur\u010deno? Je to n\u00e1stroj pro anal\u00fdzu produkt\u016f? N\u00e1stroj pro marketingovou anal\u00fdzu? N\u00e1stroj pro tvorbu report\u016f? N\u00e1stroj pro p\u0159edb\u011b\u017en\u00e9 na\u010dten\u00ed BigQuery? Rozhran\u00ed pro reklamy? Jsem si jist, \u017ee mnoz\u00ed z v\u00e1s maj\u00ed probl\u00e9m naj\u00edt sv\u00e9 star\u00e9 dobr\u00e9 reporty z UA. Bu\u010fme v\u0161ak odv\u00e1\u017en\u00ed, p\u0159izp\u016fsobme se GA4 a vyt\u011b\u017eme z n\u011bj maximum. Nab\u00edz\u00ed toho mnohem v\u00edc ne\u017e UA.<\/p>\n<h3>O \u010dem je tato p\u0159\u00edru\u010dka?<\/h3>\n<p>Nebudu mluvit o technicky slo\u017eit\u00fdch \u0159e\u0161en\u00edch. Nam\u00edsto toho v\u00e1m uk\u00e1\u017eu velmi jednoduchou metodu, kterou m\u016f\u017eete ud\u011blat sami. Tato p\u0159\u00edru\u010dka je ur\u010dena pro v\u00e1s, pokud jste:<\/p>\n<ul>\n<li aria-level=\"1\">Majitel e-shopu, kter\u00fd chce m\u00edt aktu\u00e1ln\u00ed KPI<\/li>\n<li aria-level=\"1\">CMO, kter\u00fd rozhoduje o tom, do jak\u00e9ho marketingov\u00e9ho kan\u00e1lu investovat<\/li>\n<li aria-level=\"1\">Media buyer, kter\u00fd pot\u0159ebuje vid\u011bt celkov\u00fd obraz o tom, jak cel\u00fd projekt prob\u00edh\u00e1<\/li>\n<\/ul>\n<p>Na konci dne je to v\u0161echno o n\u00e1vratnosti investic do reklamy (ROI), \u017ee? Na co se d\u00edv\u00e1te, kdy\u017e chcete zkontrolovat celkovou n\u00e1vratnost investic?<\/p>\n<ul>\n<li aria-level=\"1\">Mo\u017en\u00e1 stahujete \u00fadaje z r\u016fzn\u00fdch marketingov\u00fdch platforem do list\u016f Google nebo studia Looker pomoc\u00ed aplikace Supermetrics, Zapier nebo DataSlayer a manu\u00e1ln\u011b vypo\u010d\u00edt\u00e1v\u00e1te n\u00e1vratnost investic.<\/li>\n<li aria-level=\"1\">Nebo se pod\u00edv\u00e1te na dashboardy v n\u011bjak\u00e9m drah\u00e9m analytick\u00e9m n\u00e1stroji nebo \u0159e\u0161en\u00ed na m\u00edru<\/li>\n<\/ul>\n<p>Uva\u017eovali jste n\u011bkdy o tom, \u017ee byste to ud\u011blali p\u0159\u00edmo v Google Analytics? Nen\u00ed obt\u00ed\u017en\u00e9 vytvo\u0159it takov\u00fd report v GA4:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1624\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1024x492.png\" alt=\"\" width=\"1024\" height=\"492\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1024x492.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-300x144.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-768x369.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1280x615.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-960x461.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-500x240.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-160x77.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-50x24.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58.png 1322w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Sta\u010d\u00ed, kdy\u017e do syst\u00e9mu GA4 nahrajete \u00fadaje o n\u00e1kladech z r\u016fzn\u00fdch platforem. N\u011bkter\u00e9 z v\u00fdhod:<\/p>\n<ol>\n<li aria-level=\"1\">Jednotn\u00fd pohled na marketingovou v\u00fdkonnost: D\u00edky shrom\u00e1\u017ed\u011bn\u00ed v\u0161ech \u00fadaj\u016f o n\u00e1kladech na jednom m\u00edst\u011b z\u00edsk\u00e1te ucelen\u011bj\u0161\u00ed obraz o sv\u00e9 marketingov\u00e9 v\u00fdkonnosti v r\u016fzn\u00fdch kan\u00e1lech. To m\u016f\u017ee usnadnit porovn\u00e1v\u00e1n\u00ed \u00fa\u010dinnosti r\u016fzn\u00fdch marketingov\u00fdch iniciativ.<\/li>\n<li aria-level=\"1\">Zlep\u0161en\u00e9 v\u00fdpo\u010dty n\u00e1vratnosti investic: D\u00edky integrovan\u00fdm \u00fadaj\u016fm o n\u00e1kladech m\u016f\u017eete p\u0159\u00edmo v aplikaci GA sledovat n\u00e1vratnost investic. To v\u00e1m umo\u017en\u00ed pochopit hodnotu, kterou z\u00edsk\u00e1v\u00e1te z r\u016fzn\u00fdch kan\u00e1l\u016f na detailn\u00ed \u00farovni.<\/li>\n<li aria-level=\"1\">Lep\u0161\u00ed p\u0159id\u011blov\u00e1n\u00ed rozpo\u010dtu: Znalost n\u00e1klad\u016f a n\u00e1vratnosti r\u016fzn\u00fdch kan\u00e1l\u016f v\u00e1m pom\u016f\u017ee efektivn\u011bji rozd\u011blit marketingov\u00fd rozpo\u010det. M\u016f\u017eete investovat v\u00edce do kan\u00e1l\u016f, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed dobrou n\u00e1vratnost, a m\u00e9n\u011b do t\u011bch, kter\u00e9 ji nep\u0159in\u00e1\u0161ej\u00ed.<\/li>\n<li aria-level=\"1\">Lep\u0161\u00ed p\u0159ehled o publiku: Kdy\u017e pochop\u00edte n\u00e1klady spojen\u00e9 se z\u00edsk\u00e1v\u00e1n\u00edm u\u017eivatel\u016f z r\u016fzn\u00fdch kan\u00e1l\u016f, m\u016f\u017eete l\u00e9pe pochopit hodnotu r\u016fzn\u00fdch segment\u016f publika. To m\u016f\u017ee b\u00fdt z\u00e1kladem pro va\u0161e strategie c\u00edlen\u00ed a personalizace.<\/li>\n<li aria-level=\"1\">Atribuce mezi kan\u00e1ly: D\u00edky v\u0161em \u00fadaj\u016fm o n\u00e1kladech na jednom m\u00edst\u011b m\u016f\u017eete l\u00e9pe pochopit cestu z\u00e1kazn\u00edka nap\u0159\u00ed\u010d v\u00edce kontaktn\u00edmi body. To v\u00e1m m\u016f\u017ee pomoci optimalizovat marketingovou n\u00e1levku a zlep\u0161it celkovou m\u00edru konverze.<\/li>\n<li aria-level=\"1\">A hlavn\u00ed v\u00fdhoda: je to zdarma a lze to pln\u011b automatizovat.<\/li>\n<\/ol>\n<h3>Jak za\u010d\u00edt?<\/h3>\n<p>V prvn\u00ed \u0159ad\u011b m\u016f\u017eete n\u00e1klady na reklamy Google p\u0159en\u00e9st do GA4 propojen\u00edm t\u011bchto dvou platforem. Data se za\u010dnou objevovat po 24 hodin\u00e1ch od nastaven\u00ed propojen\u00ed. Propojen\u00ed m\u016f\u017eete nastavit v \u010d\u00e1sti admin u\u017eivatelsk\u00e9ho rozhran\u00ed GA4. A co n\u00e1klady jin\u00fdch marketingov\u00fdch platforem, jako jsou reklamy Meta p\u0159\u00edpadn\u011b Seznam (v\u0161echny n\u00e1klady, kter\u00e9 nejsou Google)? M\u016f\u017eete je do GA4 st\u00e1hnout pomoc\u00ed funkce Import dat. M\u00e1te dv\u011b mo\u017enosti:<\/p>\n<div style=\"position: relative; padding-bottom: 48.4375%; height: 0;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.loom.com\/embed\/843817a9c74b40b583abffb340190310?sid=3777fd14-52d8-457f-bde3-7a7052752d6f\" width=\"300\" height=\"150\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Pro ob\u011b mo\u017enosti mus\u00edte m\u00edt data v souboru csv a sloupce, kter\u00e9 chce Google.<\/p>\n<ul>\n<li aria-level=\"1\">Datum ve form\u00e1tu RRRR-MM-DD<\/li>\n<li aria-level=\"1\">Dimenze pro sp\u00e1rov\u00e1n\u00ed n\u00e1klad\u016f se skute\u010dn\u00fdmi n\u00e1v\u0161t\u011bvami v GA4: zdroj kampan\u011b, m\u00e9dium kampan\u011b a ID kampan\u011b, n\u00e1zev kampan\u011b<\/li>\n<li aria-level=\"1\">Metriky: zobrazen\u00ed, kliknut\u00ed, n\u00e1klady<\/li>\n<\/ul>\n<p>Kdy\u017e m\u00e1te \u00fadaje o n\u00e1kladech ve form\u00e1tu csv, m\u016f\u017eete zvolit manu\u00e1ln\u00ed nahr\u00e1n\u00ed. Nahrajte soubor csv a voila. V\u0161echny \u00fadaje o n\u00e1kladech m\u00e1te v GA4. Je zde v\u0161ak jedna velk\u00e1 nev\u00fdhoda. Mus\u00edte to d\u011blat ka\u017ed\u00fd den ru\u010dn\u011b. Pokud se v\u0161ak rozhodnete d\u011blat to ru\u010dn\u011b a m\u00e1te n\u011bjak\u00e9 probl\u00e9my s ne\u00fasp\u011b\u0161n\u00fdm importem nebo n\u00edzkou m\u00edrou shody, p\u0159ejd\u011bte na konec tohoto n\u00e1vodu, kde naleznete pomoc.<\/p>\n<p>Jsem velk\u00fdm fanou\u0161kem automatizace, proto zde budu mluvit o tom, jak tento proces automatizovat. Chcete-li to prov\u00e9st, mus\u00edte proj\u00edt procesem ve t\u0159ech kroc\u00edch:<\/p>\n<ol>\n<li aria-level=\"1\">Z\u00edsk\u00e1n\u00ed \u00fadaj\u016f o n\u00e1kladech do form\u00e1tu csv<\/li>\n<li aria-level=\"1\">Odesl\u00e1n\u00ed csv na server SFTP (a nastaven\u00ed serveru SFTP, pokud jej nem\u00e1te)<\/li>\n<li aria-level=\"1\">Vytvo\u0159te spojen\u00ed mezi serverem SFTP a GA4<\/li>\n<\/ol>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1625\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-1024x344.png\" alt=\"\" width=\"1024\" height=\"344\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-1024x344.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-300x101.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-768x258.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-1280x430.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-960x323.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-500x168.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-160x54.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04-50x17.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-04.png 1734w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>Z\u00edsk\u00e1n\u00ed \u00fadaj\u016f o n\u00e1kladech do form\u00e1tu csv<\/h3>\n<p>Nejjednodu\u0161\u0161\u00ed je pou\u017e\u00edt extern\u00ed n\u00e1stroj, jako nap\u0159\u00edklad Supermetrics, DataSlayer, Zapier nebo jin\u00fd. Chcete-li denn\u011b aktualizovan\u00e9 \u00fadaje, tyto n\u00e1stroje mohou b\u00fdt pom\u011brn\u011b drah\u00e9. Nap\u0159\u00edklad konektory pro Google sheets, kter\u00e9 zahrnuj\u00ed Meta, Pinterest, Twitter atp. s denn\u00ed automatickou obnovou, za\u010d\u00ednaj\u00ed na 199 \u20ac m\u011bs\u00ed\u010dn\u011b. Pokud v\u0161ak p\u0159esto pou\u017e\u00edv\u00e1te n\u011bkter\u00fd z t\u011bchto n\u00e1stroj\u016f, m\u016f\u017ee to b\u00fdt dobr\u00e1 volba. Jako alternativu m\u016f\u017eete stahovat \u00fadaje o n\u00e1kladech p\u0159\u00edmo z rozhran\u00ed API t\u011bchto marketingov\u00fdch platforem pomoc\u00ed skriptu Google Apps, jako nap\u0159\u00edklad. <a href=\"https:\/\/www.cost-import.cz\/\">tady<\/a>.<\/p>\n<p>Do syst\u00e9mu GA4 m\u016f\u017eete najednou nahr\u00e1t jen jeden soubor csv, proto se ujist\u011bte, \u017ee m\u00e1te n\u00e1klady ze v\u0161ech marketingov\u00fdch platforem ve stejn\u00e9m souboru.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1626\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56.png\" alt=\"\" width=\"735\" height=\"328\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56.png 735w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56-300x134.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56-500x223.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56-160x71.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-11-42-56-50x22.png 50w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/><\/p>\n<h3>Nahrajte soubor csv na server SFTP<\/h3>\n<p>Nejprve si mus\u00edte vytvo\u0159it vlastn\u00ed server, pokud jej je\u0161t\u011b nem\u00e1te. Za druh\u00e9 mus\u00edte nahr\u00e1t soubor ve form\u00e1tu csv a nastavit automatizaci. Abyste to mohli ud\u011blat, mus\u00edte m\u00edt server FTP se zabezpe\u010den\u00edm SSH. Tyto slu\u017eby poskytuj\u00ed mnoz\u00ed poskytovatel\u00e9 cloudov\u00fdch slu\u017eeb (nap\u0159. Google Cloud Platform, Amazon S3, Microsoft Azure) a hostingov\u00e9 spole\u010dnosti.<\/p>\n<p>Mo\u017en\u00e1 m\u00e1te vlastn\u00ed server nebo m\u016f\u017eete pou\u017e\u00edt jak\u00e9hokoli poskytovatele cloudov\u00fdch server\u016f. Je to na v\u00e1s. My jsme jich vyzkou\u0161eli n\u011bkolik, ale <a href=\"https:\/\/bluehost.sjv.io\/q4DJgb\">Bluehost<\/a> vy\u0161el jako v\u00edt\u011bz.<\/p>\n<p>Za druh\u00e9, mus\u00edte nastavit automatick\u00e9 odes\u00edl\u00e1n\u00ed souboru csv s n\u00e1klady na reklamu. Zde je tak\u00e9 n\u011bkolik mo\u017enost\u00ed. Aplikace jako Zapier (s integrac\u00ed <a href=\"https:\/\/zapier.com\/apps\/easyftp\/integrations\">EasyFTP integration<\/a>) nebo Make jsou u\u017eivatelsky nejp\u0159\u00edv\u011btiv\u011bj\u0161\u00edm \u0159e\u0161en\u00edm. Nejsou v\u0161ak zadarmo. Na n\u00e1\u0161 import n\u00e1klad\u016f jsme nam\u00edsto toho pou\u017eili <a href=\"https:\/\/www.keboola.com\/pricing\">Keboola<\/a>, co\u017e je aplikace ETL (extract-transform-load) a m\u00e1 bezplatnou \u00farove\u0148.<\/p>\n<p><a href=\"https:\/\/6clickz.podia.com\/view\/courses\/ga4-cost-import\/1864258-2-uploading-cost-data-to-sftp-server\">Tady<\/a> naleznete podrobn\u00fd n\u00e1vod, jak jsme pomoc\u00ed slu\u017eeb Bluehost a Keboola nahr\u00e1li \u00fadaje o n\u00e1kladech na server SFTP. V ka\u017ed\u00e9m jin\u00e9m p\u0159\u00edpad\u011b m\u016f\u017eete pokra\u010dovat na dal\u0161\u00ed \u010d\u00e1st.<\/p>\n<h3>Vytvo\u0159en\u00ed spojen\u00ed mezi serverem SFTP a GA4<\/h3>\n<p>Nyn\u00ed, kdy\u017e m\u00e1te soubor csv s \u00fadaji o n\u00e1kladech na serveru SFTP, sta\u010d\u00ed vytvo\u0159it spojen\u00ed mezi syst\u00e9mem GA4 a serverem. P\u0159ejd\u011bte do \u010d\u00e1sti Administr\u00e1tor a vyhledejte polo\u017eku Import dat. Na konci procesu nastaven\u00ed budete muset vyplnit u\u017eivatelsk\u00e9 jm\u00e9no SFTP serveru a url adresu SFTP serveru. Ty naleznete u sv\u00e9ho poskytovatele SFTP.<\/p>\n<p>V dal\u0161\u00edm kroku mus\u00edte nastavit mapov\u00e1n\u00ed sloupc\u016f ze zdrojov\u00e9ho souboru do GA4.<\/p>\n<p>Vyberte v\u0161echny sloupce a pro ka\u017ed\u00fd ze sloupc\u016f nastavte hodnotu &#8220;Import field&#8221; (Importovat pole) tak, jak je to ve zdrojov\u00e9 tabulce.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1627\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1.png\" alt=\"\" width=\"791\" height=\"598\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1.png 791w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1-300x227.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1-768x581.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1-500x378.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1-160x121.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/ga4-05-mapping-1-50x38.png 50w\" sizes=\"auto, (max-width: 791px) 100vw, 791px\" \/><\/p>\n<p>Na konci procesu z\u00edsk\u00e1te ve\u0159ejn\u00fd kl\u00ed\u010d, kter\u00fd umo\u017e\u0148uje bezpe\u010dnou komunikaci mezi va\u0161\u00edm serverem a GA4. Tento kl\u00ed\u010d budete muset autorizovat na sv\u00e9m serveru SFTP.<\/p>\n<p><strong>Testov\u00e1n\u00ed importu dat<\/strong> &#8211; Po nastaven\u00ed p\u0159ipojen\u00ed je \u010das otestovat import dat. Pokud spust\u00edte import a kliknete na stav, uvid\u00edte dv\u011b procentn\u00ed hodnoty:<\/p>\n<ol>\n<li aria-level=\"1\">Importovan\u00e1 procenta (%) &#8211; informuje o tom, zda jste dob\u0159e zmapovali sloupce<\/li>\n<li aria-level=\"1\">M\u00edra shody &#8211; \u0159\u00edk\u00e1, jestli jste \u0159\u00e1dky sp\u00e1rovali se st\u00e1vaj\u00edc\u00edm campaign_id v GA4<\/li>\n<\/ol>\n<p>D\u016fle\u017eit\u00e1 pozn\u00e1mka: P\u0159esto\u017ee % importovan\u00fdch \u00fadaj\u016f by m\u011blo b\u00fdt v\u017edy 100 %, m\u00edra shody je z\u0159\u00eddka 100 % a nen\u00ed to probl\u00e9m. GA4 se d\u00edv\u00e1 90 dn\u00ed dozadu, tak\u017ee pokud jste importovali \u0159ekn\u011bme posledn\u00edch 45 dn\u00ed se 100% spr\u00e1vn\u00fdmi \u00fadaji, va\u0161e m\u00edra shody bude st\u00e1le jen kolem 50%. Druh\u00fd d\u016fvod nesrovnalost\u00ed b\u00fdv\u00e1 v parametrech UTM n\u011bkter\u00fdch kampan\u00ed. Pokud v\u00e1m chyb\u00ed n\u011bkter\u00fd z povinn\u00fdch parametr\u016f UTM, \u00fadaje se nesp\u00e1ruj\u00ed. Povinn\u00e9 parametry UTM jsou: utm_source, utm_medium, utm_campaign (n\u00e1zev kampan\u011b) a utm_id (id kampan\u011b). Nap\u0159\u00edklad va\u0161e UTM na Facebooku by m\u011bly vypadat takto:<br \/>\nutm_source=facebook&amp;utm_medium=cpc&amp;utm_campaign={{campaign.name}}&amp;utm_id={{campaign.id}}<\/p>\n<h3>Vyt\u011b\u017ete ze sv\u00fdch dat maximum<\/h3>\n<p>Toto je ta nejlep\u0161\u00ed \u010d\u00e1st. P\u0159edpokl\u00e1dejme, \u017ee m\u00e1te v\u0161echna data o n\u00e1kladech Google a jin\u00fdch marketingov\u00fdch kan\u00e1lech v GA4. Nyn\u00ed je na v\u00e1s, jak tyto \u00fadaje vyu\u017eijete. V rozhran\u00ed GA4 m\u016f\u017eete hned vytv\u00e1\u0159et Explorations, abyste zjistili, zda se va\u0161im marketingov\u00fdm kan\u00e1l\u016fm a kampan\u00edm da\u0159\u00ed nebo ne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1628\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-1024x472.png\" alt=\"\" width=\"1024\" height=\"472\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-1024x472.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-300x138.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-768x354.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-1280x590.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-960x442.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-500x230.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-160x74.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-50x23.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10.png 1480w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>Nebo m\u016f\u017eete propojit GA4 se slu\u017ebou Looker Studio a vytv\u00e1\u0159et vlastn\u00ed reporty, jako jsou tyto. V\u0161echny \u00fadaje jsou nyn\u00ed v GA4, tak\u017ee nepot\u0159ebujete \u017e\u00e1dn\u00e9 placen\u00e9 konektory k Looker Studio pro Meta a pod.<br style=\"font-weight: 400;\" \/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1624\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1024x492.png\" alt=\"\" width=\"1024\" height=\"492\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1024x492.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-300x144.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-768x369.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1280x615.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-960x461.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-500x240.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-160x77.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-50x24.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58.png 1322w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1629\" src=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-1024x291.png\" alt=\"\" width=\"1024\" height=\"291\" srcset=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-1024x291.png 1024w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-300x85.png 300w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-768x218.png 768w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-1280x363.png 1280w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-960x272.png 960w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-500x142.png 500w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-160x45.png 160w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04-50x14.png 50w, https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-24-04.png 1526w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Nyn\u00ed vid\u00edte, \u017ee GA4 je n\u00e1stroj, kter\u00fd nab\u00edz\u00ed nekone\u010dn\u00e9 mo\u017enosti nahr\u00e1v\u00e1n\u00ed, ukl\u00e1d\u00e1n\u00ed, modelov\u00e1n\u00ed a aktivace dat. M\u016f\u017eete z n\u011bj vyt\u011b\u017eit maximum, pokud jej zkombinujete se spr\u00e1vn\u00fdmi n\u00e1stroji z Google Cloud Platform (GCP) a dal\u0161\u00edch n\u00e1stroj\u016f. Jen n\u011bkolik p\u0159\u00edklad\u016f:<\/p>\n<ul>\n<li aria-level=\"1\">Zkuste GA4 propojit se v\u0161emi n\u00e1stroji Google, jako jsou Search Console, Google ads, Merchant Centre, abyste z\u00edskali p\u0159esn\u011bj\u0161\u00ed \u00fadaje.<\/li>\n<li aria-level=\"1\">Nastavte Measurement Protocol a ode\u0161lete mar\u017ee produkt\u016f do GA4<\/li>\n<li aria-level=\"1\">Sb\u00edrejte konverze v obchod\u011b (offline) pomoc\u00ed Google Tag Manager (GTM)<\/li>\n<li aria-level=\"1\">Nahr\u00e1vejte v\u0161echna tato data v re\u00e1ln\u00e9m \u010dase k BigQuery a pou\u017eijte modely strojov\u00e9ho u\u010den\u00ed GCP nebo jednodu\u0161e analyzujte sv\u00e1 data v Looker Studio.<\/li>\n<\/ul>\n<p><script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"6585869\",\n    formId: \"131d4484-4d44-405a-a748-01923517ca1b\"\n  });\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics 4 (GA4) je nejnov\u011bj\u0161\u00ed generace webov\u00e9 analytick\u00e9 platformy spole\u010dnosti Google, kter\u00e1 je navr\u017eena tak, aby poskytovala komplexn\u00ed informace o chov\u00e1n\u00ed u\u017eivatel\u016f na r\u016fzn\u00fdch za\u0159\u00edzen\u00edch a platform\u00e1ch. Jeliko\u017e se GA4 stala jedinou mo\u017enost\u00ed s ukon\u010den\u00edm slu\u017eby Universal Analytics (UA), mnoz\u00ed lid\u00e9 byli zmateni. K \u010demu je GA4 ur\u010deno? Je to n\u00e1stroj pro anal\u00fdzu produkt\u016f? [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1631","post","type-post","status-publish","format-standard","hentry","category-uncategorized-cs","blog_tags-ga4"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak vypo\u010d\u00edtat celkov\u00e9 PNO e-shopu v GA4 - Kompletn\u00ed pr\u016fvodce - 6clickz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.6clickz.com\/cs\/jak-vypocitat-mer-v-ga4-kompletni-pruvodce\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak vypo\u010d\u00edtat celkov\u00e9 PNO e-shopu v GA4 - Kompletn\u00ed pr\u016fvodce - 6clickz\" \/>\n<meta property=\"og:description\" content=\"Google Analytics 4 (GA4) je nejnov\u011bj\u0161\u00ed generace webov\u00e9 analytick\u00e9 platformy spole\u010dnosti Google, kter\u00e1 je navr\u017eena tak, aby poskytovala komplexn\u00ed informace o chov\u00e1n\u00ed u\u017eivatel\u016f na r\u016fzn\u00fdch za\u0159\u00edzen\u00edch a platform\u00e1ch. Jeliko\u017e se GA4 stala jedinou mo\u017enost\u00ed s ukon\u010den\u00edm slu\u017eby Universal Analytics (UA), mnoz\u00ed lid\u00e9 byli zmateni. K \u010demu je GA4 ur\u010deno? Je to n\u00e1stroj pro anal\u00fdzu produkt\u016f? [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.6clickz.com\/cs\/jak-vypocitat-mer-v-ga4-kompletni-pruvodce\/\" \/>\n<meta property=\"og:site_name\" content=\"6clickz\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-27T14:00:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-22T13:44:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.eu-central-1.amazonaws.com\/uploads.mangoweb.org\/shared-prod\/6clickz.com\/uploads\/2023\/07\/screenshot-2023-07-18-at-10-19-58-1024x492.png\" \/>\n<meta name=\"author\" content=\"Laura Feranecov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Feranecov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/jak-vypocitat-mer-v-ga4-kompletni-pruvodce\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/cs\\\/jak-vypocitat-mer-v-ga4-kompletni-pruvodce\\\/\"},\"author\":{\"name\":\"Laura Feranecov\u00e1\",\"@id\":\"https:\\\/\\\/www.6clickz.com\\\/#\\\/schema\\\/person\\\/cac53a49ee1a2ddda816069e14af7cc5\"},\"headline\":\"Jak vypo\u010d\u00edtat celkov\u00e9 PNO e-shopu v GA4 &#8211; 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