{"id":13499,"date":"2019-08-27T11:00:56","date_gmt":"2019-08-27T09:00:56","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=13499"},"modified":"2019-10-31T11:28:33","modified_gmt":"2019-10-31T09:28:33","slug":"co-je-enhanced-ecommerce","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/co-je-enhanced-ecommerce\/","title":{"rendered":"\u010co je Enhanced Ecommerce?"},"content":{"rendered":"

Enhanced ecommerce (EEC) je roz\u0161\u00edrenie pre Google Analytics (GA), ktor\u00e9 v\u00e1m umo\u017e\u0148uje lep\u0161ie sledova\u0165 a pochopi\u0165 spr\u00e1vanie z\u00e1kazn\u00edkov pri ich n\u00e1kupnom procese. <\/strong>Implement\u00e1ciou Enhanced Ecommerce z\u00edskate pr\u00edstup k d\u00e1tam z v\u00e1\u0161ho elektronick\u00e9ho obchodu ako s\u00fa transakcie, prezretia produktov\u00fdch str\u00e1nok, alebo k vizualiz\u00e1cii spr\u00e1vania pou\u017e\u00edvate\u013eov v procese platby.<\/p>\n

Taktie\u017e budete v GA schopn\u00ed ve\u013emi r\u00fdchlo a jednoducho vytv\u00e1ra\u0165 segmenty pou\u017e\u00edvate\u013eov pod\u013ea ak\u00fdchko\u013evek krit\u00e9ri\u00ed. M\u00f4\u017eete segmentova\u0165 pou\u017e\u00edvate\u013eov, ktor\u00ed si pridali produkt do ko\u0161\u00edka, no nedokon\u010dili objedn\u00e1vku, alebo pou\u017e\u00edvate\u013eov, ktor\u00ed opustili n\u00e1kupn\u00fd proces v nejakom konkr\u00e9tnom kroku (napr. pri zad\u00e1van\u00ed osobn\u00fdch \u00fadajov alebo v\u00fdbere platobnej met\u00f3dy).<\/span><\/p>\n

\"\"<\/p>\n

Ako implementova\u0165 Enhanced Ecommerce?<\/span><\/h2>\n

Implement\u00e1cia Enhanced Ecommerce je \u010dasovo n\u00e1ro\u010dn\u00fd proces.<\/strong> EEC obsahuje viacero meran\u00ed, od zobrazenia produktu v zozname produktov, a\u017e po kone\u010dn\u00fd n\u00e1kup produktu.<\/span><\/p>\n

Je dobr\u00e9 si uvedomi\u0165, \u017ee nie je potrebn\u00e9 implementova\u0165 v\u0161etky merania naraz. Ak sa rozhodnete za\u010dleni\u0165 EEC do v\u00e1\u0161ho GA \u00fa\u010dtu, m\u00f4\u017eete tak urobi\u0165 po \u010dastiach, pr\u00edpadne si vybra\u0165 iba tie merania, ktor\u00e9 chcete implementova\u0165 najsk\u00f4r, alebo s\u00fa pre v\u00e1s najviac relevantn\u00e9.<\/span><\/p>\n

Najlep\u0161ou cestou, ako implementova\u0165 EEC, je kombin\u00e1ciou Google Tag Manager-a (GTM) a dataLayer-u. Ak vo va\u0161ich GA tagoch v GTM aktivujete Enhanced Ecommerce nastavenie, tento tag bude preh\u013ead\u00e1va\u0165 JavaScript premenn\u00fa dataLayer. V tejto premennej musia by\u0165 pr\u00edstupn\u00e9 Enhanced Ecommerce d\u00e1ta, pri\u010dom musia ma\u0165 \u0161pecifick\u00fd form\u00e1t. <\/span><\/p>\n

Napr\u00edklad k\u00f3d pre \u00faspe\u0161ne dokon\u010den\u00fa objedn\u00e1vku vyzer\u00e1 takto:<\/strong><\/span><\/p>\n

dataLayer.push({\r\n   'ecommerce': {\r\n      'purchase': {\r\n         'actionField': {\r\n            'id': 'T12345',                        \/\/ ID Transakcie\r\n            'affiliation': 'Online Store',\r\n            'revenue': '35.43',                    \/\/ Hodnota transakcie (spolu s DPH)\r\n            'tax':'4.90',                          \/\/ DPH\r\n            'shipping': '5.99',\r\n            'coupon': 'SUMMER_SALE' \r\n         },\r\n         'products': [{                            \/\/ Pole nak\u00fapen\u00fdch produktov\r\n            'name': 'Triblend Android T-Shirt',    \/\/ Meno a ID produktu\r\n            'id': '12345',\r\n            'price': '15.25',\r\n            'brand': 'Google',\r\n            'category': 'Apparel',\r\n            'variant': 'Gray',\r\n            'quantity': 1,\r\n            'coupon': ''\r\n         },\r\n         {\r\n            'name': 'Donut Friday Scented T-Shirt',\r\n            'id': '67890',\r\n            'price': '33.75',\r\n            'brand': 'Google',\r\n            'category': 'Apparel',\r\n            'variant': 'Black',\r\n            'quantity': 1\r\n         }]\r\n      }\r\n   } \r\n});\r\n<\/code><\/pre>\n
Ak sa EEC d\u00e1ta nach\u00e1dzaj\u00fa v dataLayer-i a maj\u00fa spr\u00e1vnu \u0161trukt\u00faru, tag V GTM ich spracuje a odo\u0161le do GA. Najlep\u0161\u00edm sp\u00f4sobom, ako zaisti\u0165, \u017ee na konkr\u00e9tnych str\u00e1nkach (a pri konkr\u00e9tnych vykonan\u00fdch akci\u00e1ch) bud\u00fa do dataLayer-u vlo\u017een\u00e9 spr\u00e1vne d\u00e1ta, je vytvori\u0165 implementa\u010dn\u00fd dokument pre v\u00e1\u0161ho developera.<\/strong> \u00daloha developera je zabezpe\u010di\u0165, \u017ee d\u00e1ta bud\u00fa poch\u00e1dza\u0165 z v\u00e1\u0161ho backend syst\u00e9mu. Ak vyu\u017e\u00edvate WordPress, m\u00f4\u017eete na posielanie d\u00e1t do dataLayer-u vyu\u017ei\u0165 plugin, no tak\u00e1to implement\u00e1cia nemus\u00ed by\u0165 \u00faplne presn\u00e1.<\/strong><\/span><\/p>\n
Ak\u00e9 s\u00fa s\u00fa\u010dasti Enhanced Ecommerce?<\/span><\/h2>\n
V nasleduj\u00facej \u010dasti sa pozrieme na jednotliv\u00e9 s\u00fa\u010dasti Enhanced Ecommerce. Jednotliv\u00e9 merania s\u00fa zoraden\u00e9 od najvy\u0161\u0161ej po najni\u017e\u0161iu prioritu. Samozrejme, priority sa m\u00f4\u017eu pre r\u00f4zne eshopy l\u00ed\u0161i\u0165, ale vo v\u0161eobecnosti plat\u00ed nasledovn\u00e9 poradie.<\/span><\/p>\n
    \n
  • N\u00e1kup (Purchase) <\/b>\u2013<\/span> je jednozna\u010dne najd\u00f4le\u017eitej\u0161ou s\u00fa\u010das\u0165ou EEC. Implement\u00e1ciou k\u00f3du pre transakcie budete v GA zaznamen\u00e1va\u0165 v\u0161etky \u00fadaje o predajoch produktov. V reportoch budete m\u00f4c\u0165 produkty segmentova\u0165 pod\u013ea kateg\u00f3ri\u00ed, zna\u010dky \u010di variantu, a tak ur\u010di\u0165 popul\u00e1rne (\u010di naopak menej popul\u00e1rne) produkty vo va\u0161om eshope. Taktie\u017e budete vedie\u0165 ur\u010di\u0165, ak\u00fa hodnotu priniesli jednotliv\u00e9 kan\u00e1ly \u010di kampane, \u010do je nevyhnutn\u00e9 pri ich vyhodnocovan\u00ed.\u00a0Meranie n\u00e1kupov je absol\u00fatne minimum,<\/strong> ktor\u00e9 v\u0161ak na pokro\u010dilej\u0161iu anal\u00fdzu n\u00e1kupn\u00e9ho spr\u00e1vania neposta\u010duje.<\/span><\/li>\n<\/ul>\n
      \n
    • Spr\u00e1vanie pri platbe (Checkout steps)<\/b> \u2013<\/span> \u010fal\u0161ou d\u00f4le\u017eitou s\u00fa\u010das\u0165ou je tzv. spr\u00e1vanie pri platbe. Pod pojmom spr\u00e1vanie pri platbe rozumieme kroky, ktor\u00e9 pou\u017e\u00edvate\u013e mus\u00ed\u00a0 skompletizova\u0165, aby n\u00e1kup \u00faspe\u0161ne dokon\u010dil. Ak implementujete meranie platobn\u00fdch krokov, budete schopn\u00ed ur\u010di\u0165, kedy pou\u017e\u00edvatelia naj\u010dastej\u0161ie op\u00fa\u0161\u0165aj\u00fa proces platby. N\u00e1sledne sa m\u00f4\u017eete pok\u00fasi\u0165 tieto problematick\u00e9 kroky optimalizova\u0165 alebo cel\u00fd proces platby zjednodu\u0161i\u0165.<\/span><\/li>\n<\/ul>\n
        \n
      • Zobrazenie detailu produktu (Product detail page)<\/b>\u2013<\/span> taktie\u017e ve\u013emi u\u017eito\u010dn\u00e1 \u010das\u0165 EEC. Spr\u00edstupn\u00ed v\u00e1m tzv. \u201eBuy-to-Detail\u201c metriku, ktor\u00e1 predstavuje pomer po\u010dtu zak\u00fapen\u00fdch produktov k po\u010dtu zobrazen\u00ed detailu tohto produktu. Tento pomer v\u00e1m m\u00f4\u017ee odhali\u0165 produkty, ktor\u00e9 pod\u00e1vaj\u00fa najlep\u0161\u00ed v\u00fdkon. Ak je ich \u201eBuy-to-Detail\u201c pomer vysok\u00fd, znamen\u00e1 to, \u017ee ve\u013ea pou\u017e\u00edvate\u013eov, ktor\u00ed nav\u0161t\u00edvili produktov\u00fa str\u00e1nku, si tento konkr\u00e9tny produkt nakoniec aj k\u00fapili. Tak\u00e9to produkty s\u00fa ide\u00e1lnymi kandid\u00e1tmi na intern\u00e9 promovanie v r\u00e1mci va\u0161ej str\u00e1nky.<\/strong><\/span><\/li>\n<\/ul>\n
          \n
        • Pridanie a odobratie produktu z ko\u0161\u00edka (Add to Cart\/Remove from Cart )<\/b>\u2013<\/span> \u00a0toto meranie v\u00e1m spr\u00edstupn\u00ed metriku \u201eCart-to-Detail\u201c. Je to pomer medzi po\u010dtom pridan\u00ed produktu do n\u00e1kupn\u00e9ho ko\u0161\u00edka a po\u010dtom zobrazen\u00ed detailu produktu. Podobne ako \u201eBuy-to-Detail\u201c aj \u201eCart-to-Detail\u201c dok\u00e1\u017ee odhali\u0165 produkty, ktor\u00fdch v\u00fdkon je v porovnan\u00ed s ostatn\u00fdmi nadpriemern\u00fd. Porovnan\u00edm t\u00fdchto dvoch pomerov v r\u00e1mci jedn\u00e9ho produktu, m\u00f4\u017eete dospie\u0165 k zauj\u00edmav\u00fdm zisteniam.<\/span><\/li>\n<\/ul>\n
            \n
          • Kliky\/Zobrazenie produktu v zozname (Product impressions\/clicks)<\/b> \u2013 poskytn\u00fa n\u00e1m preh\u013ead o produktoch, na ktor\u00e9 sa klik\u00e1 naj\u010dastej\u0161ie. V pr\u00edpade, \u017ee pou\u017e\u00edvate\u013e pou\u017eije vyh\u013ead\u00e1vanie na va\u0161om webe, zobraz\u00ed sa mu zoznam produktov. Touto implement\u00e1ciou sme schopn\u00ed zaznamen\u00e1va\u0165 produkty, ktor\u00e9 s\u00fa naj\u010dastej\u0161ie zobrazovan\u00e9 a na ktor\u00e9 sa klik\u00e1 najviac. Pravdepodobne to bud\u00fa produkty, ktor\u00e9 sa v zoznamoch zobrazuj\u00fa na prv\u00fdch prie\u010dkach. M\u00f4\u017ee sa v\u0161ak sta\u0165, \u017ee na produkt, ktor\u00fd je umiesten\u00fd v zozname ni\u017e\u0161ie, pou\u017e\u00edvatelia klikaj\u00fa viac, ako by sme o\u010dak\u00e1vali vzh\u013eadom na jeho poz\u00edciu. To m\u00f4\u017ee by\u0165 sign\u00e1lom, aby bol tak\u00fdto produkt premiestnen\u00fd v zozname vy\u0161\u0161ie a zobrazil sa tak \u010do najv\u00e4\u010d\u0161iemu mno\u017estvu pou\u017e\u00edvate\u013eov.<\/span><\/li>\n<\/ul>\n
            \"\"<\/p>\n
            Ak\u00e9 dodato\u010dn\u00e9 d\u00e1ta vieme zbiera\u0165?<\/span><\/h2>\n
            Enhanced Ecommerce svojou \u0161trukt\u00farou umo\u017e\u0148uje zbiera\u0165 mno\u017estvo d\u00e1t o produktoch. Okrem ceny, n\u00e1zvu a ID produktu n\u00e1m umo\u017e\u0148uje rozli\u0161ova\u0165 produkty pod\u013ea kateg\u00f3rie, variantu, \u010di zna\u010dky.<\/strong> Taktie\u017e je mo\u017en\u00e9 do \u0161trukt\u00fary EEC prida\u0165 vlastn\u00e9 dimenzie produktov\u00e9ho rozsahu.<\/span><\/p>\n
            Pri jednotliv\u00fdch krokoch m\u00f4\u017eete v EEC definova\u0165 tzv. mo\u017enos\u0165 platby (Checkout option)<\/strong>. Do tejto dimenzie m\u00f4\u017eete vlo\u017ei\u0165 ak\u00fdko\u013evek vstup, ktor\u00fd pou\u017e\u00edvate\u013e zad\u00e1 pri vyp\u013a\u0148an\u00ed krokov v n\u00e1kupnom procese. T\u00fato dimenziu m\u00f4\u017eete vyu\u017ei\u0165 na zaznamenanie vybran\u00e9ho sp\u00f4sobu dopravy alebo zvolenej platobnej met\u00f3dy.<\/span><\/p>\n
            \u010eal\u0161ie mo\u017enosti<\/span><\/h2>\n
            Zauj\u00edmavou mo\u017enos\u0165ou je implement\u00e1cia Enhanced Ecommerce meran\u00ed na str\u00e1nkach, ktor\u00e9 svoj\u00edm obsahom nespadaj\u00fa do kateg\u00f3rie elektronick\u00fdch obchodov.<\/strong> Pri troche kreativity je mo\u017en\u00e9 \u0161trukt\u00faru EEC pretransformova\u0165 a aplikova\u0165 na str\u00e1nky ak\u00e9hoko\u013evek typu.\u00a0<\/span>Samozrejme, tak\u00e1to implement\u00e1cia nebude tak priamo\u010diara, ako v pr\u00edpade elektronick\u00fdch obchodov, ke\u010f\u017ee na str\u00e1nke nepracujeme s produktmi.<\/span><\/p>\n
            Povedzme, \u017ee m\u00e1te blog alebo str\u00e1nku, ktor\u00e1 produkuje obsah vo forme \u010dl\u00e1nkov.<\/strong> Ke\u010f\u017ee nepon\u00fakame \u017eiadny produkt, mus\u00edme produkt ch\u00e1pa\u0165 v kontexte na\u0161ej str\u00e1nky. V na\u0161om pr\u00edpade by mohlo \u00eds\u0165 o \u010dl\u00e1nok, kedy dok\u00e1\u017eeme mera\u0165 napr\u00edklad:<\/span><\/p>\n
              \n
            • po\u010det zobrazen\u00ed v zozname \u010dl\u00e1nkov, <\/span><\/li>\n
            • po\u010det kliknut\u00ed na \u010dl\u00e1nok,<\/span><\/li>\n
            • taktie\u017e po\u010det zobrazen\u00ed \u010dl\u00e1nku (v Enhanced Ecommerce by i\u0161lo o Product Detail Page).<\/span><\/li>\n<\/ul>\n
              \u010co bude na\u0161ou tranzakciou (purchase)?<\/strong> Mohlo by to by\u0165 pre\u010d\u00edtanie \u010dl\u00e1nku (preskrollovanie a\u017e na koniec \u010dl\u00e1nku a str\u00e1venie ist\u00e9ho \u010dasu na str\u00e1nke). Alebo, ak sa na konci \u010dl\u00e1nku nach\u00e1dza nejak\u00fd Call To Action (CTA) element (napr. zap\u00edsanie do newslettera, vyplnenie kontaktn\u00e9ho formul\u00e1ru), m\u00f4\u017eeme vykonanie tejto akcie atribuova\u0165 k produktu (v tomto pr\u00edpade \u010dl\u00e1nku) pomocou \u010dasti N\u00e1kup v Enhanced Ecommerce. <\/span><\/p>\n
              Kateg\u00f3riu Produktu (\u010dl\u00e1nku)<\/strong> m\u00f4\u017eu predstavova\u0165 tagy alebo kateg\u00f3rie, do ktor\u00fdch \u010dl\u00e1nok spad\u00e1. Na ulo\u017eenie autora \u010dl\u00e1nku m\u00f4\u017eeme v EEC \u0161trukt\u00fare vyu\u017ei\u0165 Zna\u010dku produktu (Product Brand), cenu produktu (v na\u0161om pr\u00edpade \u010dl\u00e1nku) m\u00f4\u017eeme ur\u010di\u0165 pod\u013ea toho, \u010di ide alebo nejde o sponzorovan\u00fd \u010dl\u00e1nok a podobne.<\/span><\/p>\n
              Ako sami uzn\u00e1te, sila EEC implement\u00e1cie je ohromn\u00e1. Spr\u00e1vna implement\u00e1cia poskytuje mno\u017estvo u\u017eito\u010dn\u00fdch d\u00e1t, ktor\u00e9 m\u00f4\u017eeme vyu\u017ei\u0165 na zodpovedanie ak\u00fdchko\u013evek ot\u00e1zok t\u00fdkaj\u00facich sa n\u00e1kupn\u00e9ho procesu pou\u017e\u00edvate\u013eov.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"
              Enhanced ecommerce (EEC) je roz\u0161\u00edrenie pre Google Analytics (GA), ktor\u00e9 v\u00e1m umo\u017e\u0148uje lep\u0161ie sledova\u0165 a pochopi\u0165 spr\u00e1vanie z\u00e1kazn\u00edkov…<\/p>\n","protected":false},"author":62,"featured_media":14454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[637],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13499"}],"collection":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/users\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=13499"}],"version-history":[{"count":35,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13499\/revisions"}],"predecessor-version":[{"id":14639,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13499\/revisions\/14639"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14454"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=13499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=13499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=13499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}