{"id":13804,"date":"2017-11-09T10:08:53","date_gmt":"2017-11-09T08:08:53","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=13804"},"modified":"2019-04-15T09:06:05","modified_gmt":"2019-04-15T07:06:05","slug":"preco-ciele-v-google-analytics-nie-su-take-dokonale-ako-si-myslite","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/preco-ciele-v-google-analytics-nie-su-take-dokonale-ako-si-myslite\/","title":{"rendered":"Pre\u010do ciele v Google Analytics nie s\u00fa tak\u00e9 dokonal\u00e9, ako si mysl\u00edte"},"content":{"rendered":"

Google Analytics n\u00e1m pon\u00faka jednoduch\u00fd sp\u00f4sob, ako si zmera\u0165 na\u0161e obchodn\u00e9 \u010di marketingov\u00e9 ciele. Av\u0161ak aj tak\u00fd robustn\u00fd n\u00e1stroj ako Google Analytics m\u00e1 svoje nedostatky.<\/span><\/p>\n

Ur\u010dite ste u\u017e ve\u013eakr\u00e1t po\u010duli, \u017ee na to, aby sme nie\u010do dosiahli, potrebujeme vedie\u0165, kam ideme. Preto je d\u00f4le\u017eit\u00e9 ma\u0165 vyt\u00fd\u010den\u00fd cie\u013e. V pr\u00edpade, ke\u010f viem, \u010do chcem dosiahnu\u0165, budem h\u013eada\u0165 sp\u00f4soby a prostriedky, ako tento cie\u013e naplni\u0165 za ur\u010dit\u00fd \u010das. To ist\u00e9 plat\u00ed aj pre digit\u00e1lny marketing, ktor\u00fd je v dne\u0161nej dobe neoddelite\u013enou \u010das\u0165ou ka\u017ed\u00e9ho odvetvia. <\/b><\/p>\n

Ciele v Google Analytics<\/span><\/h2>\n

Nastaven\u00edm cie\u013ea v Google Analytics z\u00edskavame mo\u017enos\u0165 zisti\u0165, ko\u013eko \u013eud\u00ed urobilo po\u017eadovan\u00fa akciu \u2013 \u010di u\u017e je to transakcia, odoslanie formul\u00e1ra, alebo stiahnutie PDF. <\/span><\/p>\n

Google definuje <\/span>cie\u013e v Google Analytics<\/span><\/a> nasledovne:<\/span><\/p>\n

\u201e<\/span>Ciele meraj\u00fa, do akej miery va\u0161e webov\u00e9 str\u00e1nky alebo aplik\u00e1cia plnia stanoven\u00e9 ciele. Cie\u013e predstavuje dokon\u010den\u00fa aktivitu naz\u00fdvan\u00fa <\/span><\/i>konverzia<\/i><\/b>, ktor\u00e1 prispieva k \u00faspechu va\u0161ej firmy. Pr\u00edklady cie\u013eov zah\u0155\u0148aj\u00fa <\/span><\/i>uskuto\u010dnenie n\u00e1kupu<\/i><\/b> (na webov\u00fdch str\u00e1nkach elektronick\u00e9ho obchodu), <\/span><\/i>dokon\u010denie hernej \u00farovne<\/i><\/b> (v mobilnej hernej aplik\u00e1cii) alebo <\/span><\/i>odoslanie formul\u00e1ra s kontaktn\u00fdmi inform\u00e1ciami<\/i><\/b> (na marketingov\u00fdch webov\u00fdch str\u00e1nkach alebo webov\u00fdch str\u00e1nkach generovania potenci\u00e1lnych z\u00e1kazn\u00edkov).<\/span><\/i>\u201d<\/span><\/p><\/blockquote>\n

Na obr\u00e1zku ni\u017e\u0161ie si m\u00f4\u017eete pozrie\u0165, ako kedysi vyzeralo nastavenie cie\u013eov v Google Analytics, v tom \u010dase e\u0161te naz\u00fdvan\u00fd Urchin. Aj ke\u010f ten obr\u00e1zok vyzer\u00e1 zastaralo, splnilo to v\u017edy svoj \u00fa\u010del.<\/span><\/p>\n

\"\"<\/p>\n

Ke\u010f sa pozrieme na obr\u00e1zok dne\u0161n\u00e9ho nastavenia cie\u013eov v Google Analytics, nevid\u00edme tam a\u017e to\u013eko rozdielov. Je \u0161koda, \u017ee za tie roky sa nastavenie a funk\u010dnos\u0165 cie\u013eov v Google Analytics nedo\u010dkalo viac zmien.<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n

M\u00f4\u017eeme tam vidie\u0165 viac mo\u017enost\u00ed a templatov, ale v kone\u010dnom d\u00f4sledku v\u0161etko funguje rovnako. <\/span>Tak si po\u010fme poveda\u0165 viac o tom, v \u010dom n\u00e1s nateraz ciele limituj\u00fa:<\/b><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 1.<\/b>Ciele nie s\u00fa na z\u00e1klade usera \u2013 n\u00e1v\u0161tevn\u00edka<\/strong><\/h2>\n

To znamen\u00e1, \u017ee v\u0161etky ciele s\u00fa meran\u00e9 na \u00farovni rel\u00e1cie. Ke\u010f ste si pozorne pre\u010d\u00edtali \u010dl\u00e1nok <\/span>Rozsahy v Google Analytics<\/b><\/a>, tak viete, \u017ee rozsah na \u00farovni rel\u00e1cie<\/span> zbiera inform\u00e1ciu iba raz po\u010das tej rel\u00e1cie. <\/b><\/p>\n

\u010co to znamen\u00e1?<\/b><\/p>\n

Ak k n\u00e1m pri\u0161iel ten ist\u00fd n\u00e1v\u0161tevn\u00edk na web \u0161tyrikr\u00e1t, a n\u00e1sledne nak\u00fapil alebo odoslal formul\u00e1r, tak <\/span>konverzn\u00fd pomer n\u00e1\u0161ho n\u00e1v\u0161tevn\u00edka bude 25 %<\/b>. Je ve\u013ek\u00e1 \u0161koda, \u017ee to Google Analytics spracov\u00e1va t\u00fdmto sp\u00f4sobom. Nikto toti\u017e neo\u010dak\u00e1va, \u017ee n\u00e1v\u0161tevn\u00edk vykon\u00e1 po\u017eadovan\u00fa akciu pri ka\u017edej n\u00e1v\u0161teve.<\/span><\/p>\n

Ak by sme mali ciele na \u00farovni usera, tak by sme z\u00edskali konverzn\u00fd pomer 100 %.<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 2.<\/strong><\/span>Ciele sa r\u00e1taj\u00fa len raz za rel\u00e1ciu<\/strong><\/h2>\n

Znamen\u00e1 to, \u017ee aj ke\u010f spln\u00edme viac cie\u013eov za rel\u00e1ciu, tak kone\u010dn\u00fd po\u010det st\u00e1le bude rovn\u00fd 1.<\/span><\/p>\n

Predstavme si, \u017ee cie\u013eom, ktor\u00fd chceme mera\u0165, je vlo\u017eenie nejak\u00e9ho tovaru do ko\u0161\u00edka. Je to ve\u013emi zauj\u00edmav\u00fd mikrocie\u013e, ktor\u00fd je d\u00f4le\u017eit\u00e9 mera\u0165. Ak m\u00e1me usera, ktor\u00fd vlo\u017eil 4 r\u00f4zne produkty do ko\u0161\u00edka (\u010d\u00edm vykonal 4 individu\u00e1lne splnenia cie\u013ea), tak v Analyticse st\u00e1le uvid\u00edme \u010d\u00edslo 1.<\/span><\/p>\n

Je to preto, \u017ee bez oh\u013eadu na to, ko\u013eko cie\u013eov v\u00e1\u0161 n\u00e1v\u0161tevn\u00edk dosiahne, Analytics ho zar\u00e1ta len raz. <\/span>Preto si d\u00e1vajte pozor, ak analyzujete ciele popri e-commerce reporte,<\/b> lebo \u010d\u00edsla v\u00e1m v ur\u010dit\u00fdch pr\u00edpadoch nemusia sedie\u0165 (pr\u00edklad vlo\u017eenie produktu do ko\u0161\u00edka).<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a03.<\/strong><\/span>Ciele sa nedaj\u00fa vymaza\u0165<\/strong><\/h2>\n

Preto pl\u00e1nujte dopredu! V\u0161etci sa mus\u00edme zmieri\u0165 s faktom, \u017ee nateraz Google Analytics <\/span>neumo\u017e\u0148uje vymaza\u0165 cie\u013e a za\u010da\u0165 odznova<\/b>. Moment\u00e1lne m\u00f4\u017eete dan\u00fd cie\u013e akur\u00e1t tak pozastavi\u0165.<\/span><\/p>\n

\"\"<\/p>\n

Preto ak si chcete otestova\u0165 ciele, \u010di funguj\u00fa spr\u00e1vne, tak si odpor\u00fa\u010dam<\/span> spravi\u0165 testovac\u00ed view (preh\u013ead) vo va\u0161om vlastnom property a otestova\u0165 ich tam<\/b>. Raz ke\u010f ich nastav\u00edte, u\u017e ich nevyma\u017eete. St\u00e1le ich v\u0161ak m\u00f4\u017eete premenova\u0165, ke\u010f ich chcete pou\u017ei\u0165 na nov\u00fd cie\u013e. \u017dia\u013e, tam u\u017e ale mus\u00edte r\u00e1ta\u0165 s t\u00fdm, \u017ee historick\u00e9 d\u00e1ta zostan\u00fa zachovan\u00e9 a nov\u00e9 sa za\u010dn\u00fa zbiera\u0165 od momentu, kedy ich nastav\u00edte.<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a04.<\/strong><\/span>Maximum 20 cie\u013eov na jeden preh\u013ead<\/strong><\/h2>\n

Predstavte si, \u017ee 10 rokov m\u00e1te Google Analytics a zbierate r\u00f4zne interakcie na webe. Za ten \u010das sa v\u0161ak web aj pozmenil. <\/span>Sk\u00faste 10 rokov st\u00e1le pou\u017e\u00edva\u0165 tie ist\u00e9 ciele.<\/b> V krajin\u00e1ch, kde webov\u00e1 analytika m\u00e1 svoje v\u00fdsostn\u00e9 postavenie a meraj\u00fa takmer v\u0161etko (aj ke\u010f mera\u0165 v\u0161etko nie je rie\u0161enie), <\/span>20 cie\u013eov je \u017ealostne m\u00e1lo<\/b>. Bohu\u017eia\u013e, tento nedostatok sa vz\u0165ahuje aj na pr\u00e9miov\u00e9 \u00fa\u010dty.<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 5. Ciele \u2013 Vizualiz\u00e1cia lievika<\/h2>\n

Tento nedostatok som si nechal nakoniec, preto\u017ee ma mrz\u00ed najviac. Nebudem rie\u0161i\u0165 dizajn vizualiz\u00e1cie (v\u0161etci by sme sa asi zhodli, \u017ee by to chcelo men\u0161\u00ed update), ale sp\u00f4sob, ak\u00fdm funguje. Moment\u00e1lne, ke\u010f si chcete zn\u00e1zorni\u0165 cestu n\u00e1v\u0161tevn\u00edka a\u017e po dokon\u010denie cie\u013eov, tak si pri tvorbe cie\u013ea jednoducho vypln\u00edte potrebn\u00e9 kroky.<\/span><\/p>\n

\"\"<\/p>\n

Na obr\u00e1zku vy\u0161\u0161ie vid\u00edte sp\u00f4sob, ak\u00fdm si nastavi\u0165 vizualiz\u00e1ciu lievika pre \u0161pecifick\u00e9 dokon\u010denie cie\u013ea. Zatia\u013e v\u0161etko vyzer\u00e1 fajn a u\u017e sa te\u0161\u00edme, ako si pozrieme ako n\u00e1v\u0161tevn\u00edci prech\u00e1dzaj\u00fa na\u0161im funnelom.<\/span><\/p>\n

 <\/p>\n

Nie\u010do podobn\u00e9 uvid\u00edte ako na tomto obr\u00e1zku:<\/span><\/p>\n

\"\"<\/p>\n

Okay! Teraz vid\u00edme, ako \u013eudia prech\u00e1dzaj\u00fa krokmi, ktor\u00e9 som si vybral pre svoj funnel a\u017e po dokon\u010denie cie\u013ea. Av\u0161ak ak\u00fa akciu viem vykona\u0165 na tejto vizualiz\u00e1cii? <\/span><\/p>\n

Viete kde je ten nedostatok?<\/b><\/p>\n

Segment\u00e1cia!!!<\/b> Ve\u013ek\u00e1 \u0161koda, \u017ee tento lievik, a.k.a. funnel, neviem segmentova\u0165 pod\u013ea nami vybrat\u00fdch krit\u00e9ri\u00ed.<\/span> Povedzte, nebolo by super, ak by sme vedeli dan\u00fd lievik vysegmentova\u0165 pod\u013ea na\u0161ich akvizi\u010dn\u00fdch kan\u00e1lov? <\/b>Tento report by z\u00edskal \u00faplne in\u00fa v\u00fdpovedn\u00fa hodnotu.<\/span><\/p>\n

V\u0161etko m\u00e1 svoje rie\u0161enie<\/span><\/h2>\n

Na\u0161\u0165astie, pre vy\u0161\u0161ie spomenut\u00e9 nedostatky existuj\u00fa sp\u00f4soby, ako ich ob\u00eds\u0165. Aj ke\u010f tie rie\u0161enia nie s\u00fa perfektn\u00e9, ale st\u00e1le s\u00fa lep\u0161ie, ako pou\u017e\u00edva\u0165 defaultn\u00e9 ciele. <\/span>Vlastn\u00e9 metriky<\/b> a <\/span>kalkulovan\u00e9 metriky<\/b> s\u00fa fantastick\u00e9 s\u00fa\u010dasti Google Analytics, ktor\u00e9 n\u00e1m vedia vytvori\u0165 zmysluplnej\u0161ie metriky.<\/span><\/p>\n

Napr\u00edklad sme si vysvetlili, \u017ee ciele s\u00fa r\u00e1tan\u00e9 na \u00farovni rel\u00e1cie. Av\u0161ak ke\u010f si chceme spravi\u0165 rozumnej\u0161iu metriku, tak si sprav\u00edme kalkulovan\u00fa metriku, aby sme si vypo\u010d\u00edtali dokon\u010denia cie\u013eov na jedn\u00e9ho n\u00e1v\u0161tevn\u00edka.<\/span><\/p>\n

Pr\u00edklad: stiahnutie PDF<\/b><\/p>\n

    \n
  • Downloads per User = {{Downloads}} \/ {{Users}}<\/span><\/li>\n<\/ul>\n

    Na to, aby ste mohli vytvori\u0165 t\u00fato kalkulovan\u00fa metriku, potrebujete trackova\u0165 stiahnutia PDF ako <\/span>event<\/b>. Ale o tom si nap\u00ed\u0161eme nabud\u00face, <\/span>ako vyu\u017ei\u0165 vlastn\u00e9 metriky a kalkulovan\u00e9 metriky<\/b>, ktor\u00e9 s\u00fa \u0161pecifickej\u0161ie pre v\u00e1\u0161 biznis.<\/span><\/p>\n

    Na z\u00e1ver<\/span><\/h2>\n

    Dnes som sna\u017eil uk\u00e1za\u0165, ak\u00e9 nedostatky maj\u00fa ciele v Google Analytics a ako sa vyvarova\u0165 nespr\u00e1vnym z\u00e1verom z va\u0161ich d\u00e1t:<\/span><\/p>\n

      \n
    • Ciele s\u00fa na \u00farovni rel\u00e1cie.<\/span><\/li>\n
    • Ked u\u017e\u00edvatel dokon\u010d\u00ed viac cie\u013eov, tak st\u00e1le bude ma\u0165 zar\u00e1tan\u00fd len 1.<\/span><\/li>\n
    • Ciele sa nedaj\u00fa vymaza\u0165.<\/span><\/li>\n
    • Ak ich chcete znova pou\u017ei\u0165, mus\u00edte (m\u00f4\u017eete) ich premenova\u0165, av\u0161ak historick\u00e9 d\u00e1ta ostan\u00fa zachovan\u00e9.<\/span><\/li>\n
    • Maxim\u00e1lne 20 cie\u013eov na preh\u013ead.<\/span><\/li>\n
    • Ned\u00e1 sa segmentova\u0165 vizualiz\u00e1cia lievika.<\/span><\/li>\n<\/ul>\n

      V \u010fal\u0161om pokra\u010dovan\u00ed sa dozviete, ako vytvori\u0165 vlastn\u00e9 a kalkulovan\u00e9 metriky, ktor\u00e9 s\u00fa d\u00f4le\u017eitej\u0161ie pre v\u00e1\u0161 biznis. Uk\u00e1\u017eeme si, ak\u00fdm sp\u00f4sobom si vieme vysegmentova\u0165 cestu k dokon\u010deniu na\u0161ich cie\u013eov. Potom si budete vedie\u0165 \u00a0porovna\u0165 r\u00f4zne segmenty u\u017e\u00edvate\u013eov a naplnenia va\u0161ich cie\u013eov. Zatia\u013e dovidenia \ud83d\ude42<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      Google Analytics n\u00e1m pon\u00faka jednoduch\u00fd sp\u00f4sob, ako si zmera\u0165 na\u0161e obchodn\u00e9 \u010di marketingov\u00e9 ciele. Av\u0161ak aj tak\u00fd robustn\u00fd…<\/p>\n","protected":false},"author":66,"featured_media":13811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[200],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13804"}],"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\/66"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=13804"}],"version-history":[{"count":5,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13804\/revisions"}],"predecessor-version":[{"id":13815,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/13804\/revisions\/13815"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/13811"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=13804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=13804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=13804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}