{"id":14647,"date":"2019-11-04T12:30:45","date_gmt":"2019-11-04T10:30:45","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=14647"},"modified":"2019-11-04T12:30:45","modified_gmt":"2019-11-04T10:30:45","slug":"vyuzivate-ecommerce-reporty-v-google-analytics-naplno","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/vyuzivate-ecommerce-reporty-v-google-analytics-naplno\/","title":{"rendered":"Vyu\u017e\u00edvate Ecommerce reporty v Google Analytics naplno?"},"content":{"rendered":"

Ke\u010f\u017ee Enhanced Ecommerce poskytuje omnoho detailnej\u0161\u00ed poh\u013ead na spr\u00e1vanie pou\u017e\u00edvate\u013eov v tomto \u010dl\u00e1nku sa zameriavam pr\u00e1ve an reporty, ku ktor\u00fdm z\u00edskate pr\u00edstup po implement\u00e1ci\u00ed tohto roz\u0161\u00edrenia Universal Analytics. Pokia\u013e pracujete so \u0161tandardn\u00fdm Ecommerce meran\u00edm, niektor\u00e9 reporty, ktor\u00e9 v tomto \u010dl\u00e1nku spomeniem, nebud\u00fa pre v\u00e1s pr\u00edstupn\u00e9. V mojom predch\u00e1dzaj\u00facom \u010dl\u00e1nku som sp\u00edsal, <\/span>\u010do je Enhanced Ecommerce<\/span><\/a> a pre\u010do by mal by\u0165 \u0161tandardom pre ka\u017ed\u00fd eshop, ktor\u00fd to s analytikou a online marketingom mysl\u00ed v\u00e1\u017ene.<\/span><\/p>\n

Kde n\u00e1jdete Ecommerce d\u00e1ta?<\/span><\/h2>\n

Pokia\u013e bolo roz\u0161\u00edrenie Enhanced Ecommerce implementovan\u00e9 spr\u00e1vne a v danom Zobrazen\u00ed (View) bolo meranie Enhanced Ecommerce aktivovan\u00e9, v\u0161etky Ecommerce reporty n\u00e1jdete v \u013eavom paneli pod kateg\u00f3riou Konverzie – Elektronick\u00fd obchod (Conversions – Ecommerce). Je mo\u017en\u00e9, \u017ee zoznam pr\u00edstupn\u00fdch reportov bude vo va\u0161om pr\u00edpade in\u00fd – v tom pr\u00edpade m\u00e1te implementovan\u00fd iba \u0161tandardn\u00fd Ecommerce.<\/span><\/p>\n

\"Zoznam<\/p>\n

Preh\u013ead (Overview)<\/span><\/h2>\n

\"Enhanced<\/p>\n

Prv\u00fdm reportom k dispoz\u00edcii je Preh\u013ead (Overview). Tento report obsahuje mnoho r\u00f4znych metr\u00edk, no na hlb\u0161iu anal\u00fdzu nie je pr\u00edli\u0161 vhodn\u00fd, nako\u013eko neposkytuje ve\u013ea mo\u017enost\u00ed, ako sa na zobrazen\u00e9 metriky pozrie\u0165 detailnej\u0161ie. Preto jeho hlavnou \u00falohou je len r\u00fdchla kontrola \u010di sa v\u0161etky najpodstatnej\u0161ie metriky st\u00e1le meraj\u00fa. Taktie\u017e je tento report vhodn\u00fd na r\u00fdchle identifikovanie extr\u00e9mnych anom\u00e1li\u00ed – \u010di u\u017e v\u00fdrazn\u00fd pokles (alebo n\u00e1rast) metr\u00edk ako Konverzn\u00fd pomer, Obrat alebo Transakcie.<\/span><\/p>\n

V hornej \u010dasti sa nach\u00e1dza \u010dasov\u00e1 os, ktor\u00e1 zobrazuje ako sa dve metriky vyv\u00edjali v \u010dase. Prednastaven\u00e9 metriky s\u00fa V\u00fdnosy (Revenue) a Miera konverzie elektronick\u00e9ho obchodu (Ecommerce Conversion Rate), no tak ako v in\u00fdch reportoch, aj v tomto m\u00e1te mo\u017enos\u0165 zmeni\u0165 zobrazen\u00fa dvojicu metr\u00edk. V tomto konkr\u00e9tnom reporte m\u00e1te na v\u00fdber z r\u00f4znych Ecommerce metr\u00edk ako napr\u00edklad Transakcie (Transactions) alebo Priemern\u00e1 hodnota objedn\u00e1vky (Avg. Order Value).<\/span><\/p>\n

\"Zmena<\/p>\n

Pod \u010dasovou osou sa nach\u00e1dza praktick\u00fd preh\u013ead \u0161tyroch d\u00f4le\u017eit\u00fdch metr\u00edk – V\u00fdnosy (Revenue), Miera konverzie elektronick\u00e9ho obchodu (Ecommerce Conversion Rate), Transakcie (Transactions) a Priemern\u00e1 hodnota objedn\u00e1vky (Avg. Order Value).<\/span><\/p>\n

\"Preh\u013ead<\/p>\n

V spodnej \u010dasti sa nach\u00e1dza tabu\u013eka najpred\u00e1vanej\u0161\u00edch produktov, pri\u010dom si tento zoznam produktov m\u00f4\u017eete zobrazi\u0165 pod\u013ea dimenzi\u00ed<\/a> Produktu (Product), Kateg\u00f3rie produktu (Product Category) alebo Zna\u010dky produktu (Product Brand).<\/span><\/p>\n

\"Preh\u013ead<\/p>\n

N\u00e1kupn\u00e9 spr\u00e1vanie (Shopping Behavior)<\/span><\/h2>\n

Zauj\u00edmavej\u0161\u00edm reportom je <\/span>report N\u00e1kupn\u00e9ho spr\u00e1vania<\/b> (Shopping Behavior). V tomto reporte s\u00fa zobrazen\u00e9 Rel\u00e1cie (Sessions) v podobe ak\u00e9hosi lievika (funnelu), pri\u010dom jednotliv\u00e9 kroky s\u00fa:<\/span><\/p>\n

    \n
  1. V\u0161etky rel\u00e1cie (All Sessions)<\/span><\/li>\n
  2. Rel\u00e1cie so zobrazeniami detailu produktu (Product View),<\/span><\/li>\n
  3. Rel\u00e1cie s pridan\u00edm produktu do ko\u0161\u00edka (Add to Cart),<\/span><\/li>\n
  4. Rel\u00e1cie s platbou (Prv\u00fd krok Checkout-u),<\/span><\/li>\n
  5. Rel\u00e1cie s transakciami (Transactions).<\/span><\/li>\n<\/ol>\n

    \"Funnel<\/p>\n

    Pod ka\u017ed\u00fdm st\u013apcom sa nach\u00e1dza \u010derven\u00e1 \u0161\u00edpka pod ktorou je po\u010det Rel\u00e1ci\u00ed, ktor\u00e9 sa nedostali do nasleduj\u00faceho kroku (taktie\u017e percentu\u00e1lne vyjadrenie). Pokia\u013e kliknete na ak\u00fako\u013evek \u010derven\u00fa \u0161\u00edpku v tomto reporte, automaticky sa vytvor\u00ed segment Rel\u00e1ci\u00ed, ktor\u00e9 skon\u010dili v konkr\u00e9tnom kroku. To je ve\u013emi u\u017eito\u010dn\u00e9, ak chcete hlb\u0161ie analyzova\u0165 tento segment rel\u00e1ci\u00ed.<\/span><\/p>\n

    Medzi jednotliv\u00fdmi st\u013apcami je naopak \u0161ed\u00e1 \u0161\u00edpka, ktor\u00e1 zn\u00e1zor\u0148uje percentu\u00e1lne vyjadrenie Rel\u00e1ci\u00ed, ktor\u00e9 pre\u0161li do \u010fal\u0161ieho kroku funnela.<\/span><\/p>\n

    \"N\u00e1kupn\u00e9<\/p>\n

    Niekedy sa m\u00f4\u017ee sta\u0165, \u017ee st\u013apec je rozdelen\u00fd na dve \u010dasti. Takto s\u00fa zobrazen\u00e9 rel\u00e1cie, ktor\u00e9 za\u010dali konkr\u00e9tnym konkr\u00e9tnym krokom bez toho, aby bola Rel\u00e1cia zaraden\u00e1 v jednom z predch\u00e1dzaj\u00facich krokov.<\/span><\/p>\n

    \"N\u00e1kupn\u00e9<\/p>\n

    Napr\u00edklad, na obr\u00e1zku vy\u0161\u0161ie m\u00f4\u017eete vidie\u0165, \u017ee 194 Rel\u00e1ci\u00ed (z celkov\u00e9ho po\u010dtu 331) obsahovalo vst\u00fapilo do procesu platby bez toho, aby boli v danej Rel\u00e1ci\u00ed zaznamenan\u00e9 zobrazenie Detailu produktu alebo Pridanie produktu do ko\u0161\u00edka. Toto sa m\u00f4\u017ee sta\u0165 ak s\u00fa pou\u017e\u00edvatelia napr\u00edklad prostredn\u00edctvom emailu priamo posielan\u00ed do preh\u013eadu n\u00e1kupn\u00e9ho ko\u0161\u00edka aby dokon\u010dili svoj n\u00e1kup.<\/span><\/p>\n

    Pod vizualiz\u00e1ciou funnelu sa nach\u00e1dza tabu\u013eka, ktor\u00e1 prakticky zobrazuje d\u00e1ta z funnelu v podobe tabu\u013eky. M\u00f4\u017eete si vybra\u0165 \u010di chcete zobrazova\u0165 Rel\u00e1cie alebo Opustenia v jednotliv\u00fdch krokoch.<\/span><\/p>\n

    \"N\u00e1kupn\u00e9<\/p>\n

    Navy\u0161e, tieto metriky si m\u00f4\u017eete \u010falej rozlo\u017ei\u0165 pod\u013ea r\u00f4znych dimenzi\u00ed (prednastaven\u00e1 dimenzia je Typ pou\u017e\u00edvate\u013ea, ale m\u00e1te na v\u00fdber z viacer\u00fdch mo\u017enost\u00ed, ako source \/ medium, kateg\u00f3ria zariadenia, prehliada\u010d alebo vlastn\u00e9 dimenzie).<\/span><\/p>\n

    \"N\u00e1kupn\u00e9<\/p>\n

    Na nasleduj\u00facom obr\u00e1zku som vybral ako prim\u00e1rnu dimenziu Prehliada\u010d. Ako m\u00f4\u017eete vidie\u0165, prehliada\u010d Chrome m\u00e1 najv\u00e4\u010d\u0161\u00ed podiel Rel\u00e1ci\u00ed spomedzi v\u0161etk\u00fdch prehliada\u010dov. Dokonca 248 kr\u00e1t pou\u017e\u00edvatelia za\u010dali proces platby, no zaznamenali sme len jednu platbu. To m\u00f4\u017ee indikova\u0165 dva probl\u00e9my – v lep\u0161om pr\u00edpade, v tom hor\u0161om to m\u00f4\u017ee znamena\u0165 probl\u00e9m v platobnom procese v prehliada\u010di Chrome, ktor\u00fd prakticky znemo\u017e\u0148uje \u00faspe\u0161ne ukon\u010di\u0165 objedn\u00e1vku.<\/span><\/p>\n

    \"N\u00e1kupn\u00e9<\/p>\n

    Spr\u00e1vanie pri platbe (Checkout Behavior)<\/span><\/h2>\n

    Report <\/span>Spr\u00e1vanie pri platbe<\/b> je podobn\u00fd ako report N\u00e1kupn\u00e9ho spr\u00e1vania. Pou\u017e\u00edva rovnak\u00fa vizualiz\u00e1ciu, no s rozdielom, \u017ee report Spr\u00e1vanie pri platbe zobrazuje spr\u00e1vanie pou\u017e\u00edvate\u013eov v procese platby a jednotliv\u00e9 st\u013apce predstavuj\u00fa kroky v platobnom procese.<\/span><\/p>\n

    \"Funnel<\/p>\n

    Jednotliv\u00e9 kroky funnelu si viete pomenova\u0165 v nastaveniach ka\u017ed\u00e9ho zobrazenia, tak\u017ee budete na prv\u00fd poh\u013ead vedie\u0165, ak\u00e9 inform\u00e1cie musia v danom kroku pou\u017e\u00edvatelia vyplni\u0165.<\/span><\/p>\n

    \"Nastavenie<\/p>\n

    V\u010faka reportu spr\u00e1vania pri platbe sme lep\u0161ie schopn\u00ed identifikova\u0165 problematick\u00e9 kroky pri finalizovan\u00ed platby a sna\u017ei\u0165 sa ich optimalizova\u0165. Napr\u00edklad, ak vid\u00edme obrovsk\u00fd odchod pou\u017e\u00edvate\u013eov v kroku, v ktorom sa musia prihl\u00e1si\u0165, mo\u017eno by st\u00e1lo za zv\u00e1\u017eenie prida\u0165 viacero mo\u017enost\u00ed pre prihl\u00e1senie, bez nutnosti vytv\u00e1rania \u00fa\u010dtu (npar. prihl\u00e1senie vyu\u017eit\u00edm Facebook alebo Google \u00fa\u010dtu). Samozrejme, probl\u00e9mov m\u00f4\u017ee by\u0165 viacero, preto je nutn\u00e9 si hypot\u00e9zu v\u017edy potvrdi\u0165 (\u010dasto kvalitat\u00edvnymi d\u00e1tami, ktor\u00e9 z\u00edskame zbieran\u00edm sp\u00e4tnej v\u00e4zby pou\u017e\u00edvate\u013emi alebo <\/span>usability testovan\u00edm<\/span><\/a>). Niekedy je omnoho efekt\u00edvnej\u0161ie optimalizova\u0165 priechodnos\u0165 medzi jednotliv\u00fdmi krokmi funnelu ako sa sna\u017ei\u0165 zvy\u0161ova\u0165 po\u010det \u013eud\u00ed, ktor\u00ed do\u0148ho vst\u00fapia.<\/span><\/p>\n

    \u010cerven\u00e9 \u0161\u00edpky maj\u00fa rovnak\u00fa funkciu ako v reporte N\u00e1kupn\u00e9ho spr\u00e1vania. Kliknut\u00edm vytvor\u00edte segment rel\u00e1ci\u00ed, v ktor\u00fdch pou\u017e\u00edvatelia nepre\u0161li do nasleduj\u00faceho kroku.<\/span><\/p>\n

    V\u00fdkonnos\u0165 produktu (Product Performance)<\/span><\/h2>\n

    Tento report sa sklad\u00e1 z dvoch hlavn\u00fdch \u010dast\u00ed:<\/span><\/p>\n

      \n
    • S\u00fahrn<\/span><\/li>\n
    • Spr\u00e1vanie pri nakupovan\u00ed<\/span><\/li>\n<\/ul>\n

      Prep\u00edna\u0165 medzi nimi m\u00f4\u017eete v \u013eahko prehliadnute\u013enej \u010dasti Prieskumn\u00edk.<\/span><\/p>\n

      \"Report<\/p>\n

      S\u00fahrn obsahuje produkty a v\u0161etky d\u00f4le\u017eit\u00e9 metriky ako V\u00fdnos z produktu, Jedine\u010dn\u00e9 n\u00e1kupy \u010di k\u00fapen\u00e9 Mno\u017estvo. V\u00fdhodou je, \u017ee produkty viete zobrazi\u0165 nielen pod\u013ea n\u00e1zvu ale aj in\u00fdch produktov\u00fdch dimenzi\u00ed ako SKU produktu, Kateg\u00f3ria produktu alebo Zna\u010dka produktu.<\/span><\/p>\n

      \"V\u00fdkonnos\u0165<\/p>\n

      Posledn\u00e9 dva st\u013apce obsahuj\u00fa zauj\u00edmav\u00e9 metriky:<\/span><\/p>\n

        \n
      • Pomer pridan\u00ed produktov do ko\u0161\u00edka a zobrazen\u00ed podrobnost\u00ed (Cart-to-Detail Rate),<\/span><\/li>\n
      • Pomer n\u00e1kupov a zobrazen\u00ed podrobnost\u00ed (Buy-to-Detail Rate).<\/span><\/li>\n<\/ul>\n

        Napr\u00edklad, produktov\u00e9 str\u00e1nky s podpriemern\u00fdm Cart-to-Detail pomerom s\u00fa dobr\u00fdmi kandid\u00e1tmi na optimalizovanie – op\u00e4\u0165, d\u00f4vodov m\u00f4\u017ee by\u0165 viacero, \u010di u\u017e s\u00fa to nekvalitn\u00e9 produktov\u00e9 fotky (alebo ich nedostatok), slab\u00fd popis alebo zl\u00e9 hodnotenia a recenzie od ostatn\u00fdch pou\u017e\u00edvate\u013eov.\u00a0<\/span><\/p>\n

        \"Metriky<\/p>\n

        Zatia\u013e \u010do S\u00fahrn sa zameriava viac na v\u00fdkonnostn\u00e9 metriky produktov, <\/span>\u010das\u0165 Spr\u00e1vanie pri nakupovan\u00ed<\/b> zobrazuje ako pou\u017e\u00edvatelia interagovali s konkr\u00e9tnymi produktami. V tomto reporte vid\u00edte, ko\u013ekokr\u00e1t bol produkt zobrazen\u00fd v zozname produktov, ko\u013ekokr\u00e1t bol zobrazen\u00fd detail produktu, ko\u013ekokr\u00e1t bol produkt vlo\u017een\u00fd a odobrat\u00fd z n\u00e1kupn\u00e9ho ko\u0161\u00edka a nakoniec ko\u013ekokr\u00e1t produkt vst\u00fapil do platobn\u00e9ho procesu a ko\u013ekokr\u00e1t bol zak\u00fapen\u00fd.<\/span><\/p>\n

        \"V\u00fdkonnos\u0165<\/p>\n

        V\u00fdkonnos\u0165 predaja (Sales Performance)<\/span><\/h2>\n

        Ve\u013emi jednoduch\u00fd report V\u00fdkonnos\u0165 predaja zobrazuje Identifik\u00e1tory transakci\u00ed a metriky V\u00fdnosy, Da\u0148 a Doprava (popr\u00edpade Suma vr\u00e1tenia platby).\u00a0<\/span>Po rozkliknut\u00ed ID transakcie sa zobraz\u00ed zoznam a mno\u017estvo produktov, ktor\u00e9 boli zak\u00fapen\u00e9 v r\u00e1mci tejto transakcie.<\/span><\/p>\n

        \"Report<\/p>\n

         <\/p>\n

        V\u00fdkonnos\u0165 zoznamu produktov (Product List Performance)<\/span><\/h2>\n

        Tento jednoduch\u00fd report zobrazuje v\u00fdkonnos\u0165 r\u00f4znych zoznamov produktov na webe. Podobne ako pri in\u00fdch reportoch, aj v tomto pr\u00edpade je potrebn\u00e1 implement\u00e1cie Enhanced Ecommerce. V reporte s\u00fa zoznamy produktov zobrazen\u00e9 pod\u013ea n\u00e1zvu a ku ka\u017ed\u00e9mu s\u00fa priraden\u00e9 metriky ako Po\u010det zobrazen\u00ed produktu v zozname, Po\u010det kliknut\u00ed na produkt v zozname (spolu s CTR zoznamu produktov), a\u017e po Jedine\u010dn\u00e9 n\u00e1kupy.<\/p>\n

        Ak vid\u00edte v zozname produktov (not set), nemus\u00ed to automaticky znamena\u0165 chybu v meraniach. \u010casto sa dokonca st\u00e1va, \u017ee pr\u00e1ve (not set) zoznam prin\u00e1\u0161a najv\u00e4\u010d\u0161\u00ed podiel z celkov\u00e9ho V\u00fdnosu. Pre\u010do sa to deje? Naj\u010dastej\u0161ie je d\u00f4vodom, \u017ee pou\u017e\u00edvatelia prist\u00e1vaj\u00fa priamo na produktov\u00fa str\u00e1nku (\u010di u\u017e z organick\u00e9ho vyh\u013ead\u00e1vania alebo z reklamy). V takomto pr\u00edpade ch\u00fdba Kliknutie na produkt v zozname a pr\u00e1ve t\u00e1to udalos\u0165 je rozhoduj\u00faca pri ur\u010dovan\u00ed zoznamu, ku ktor\u00e9mu by mala by\u0165 transakcia atribuovan\u00e1.<\/span><\/p>\n

        \"Report<\/p>\n

        Report si zmenou prim\u00e1rnej dimenzie viete upravi\u0165 tak, aby ste namiesto zoznamu produktu zobrazovali poradie produktu v zozname. T\u00e1to inform\u00e1cia je u\u017eito\u010dn\u00e1 na identifik\u00e1ciu produktov, ktor\u00e9 maj\u00fa aj vzh\u013eadom na ni\u017e\u0161iu poz\u00edciu vy\u0161\u0161iu Mieru prekliku (Click Through Rate, CTR).<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        Ke\u010f\u017ee Enhanced Ecommerce poskytuje omnoho detailnej\u0161\u00ed poh\u013ead na spr\u00e1vanie pou\u017e\u00edvate\u013eov v tomto \u010dl\u00e1nku sa zameriavam pr\u00e1ve an reporty,…<\/p>\n","protected":false},"author":62,"featured_media":14649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14647"}],"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=14647"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14647\/revisions"}],"predecessor-version":[{"id":14673,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/14647\/revisions\/14673"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/14649"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=14647"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=14647"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=14647"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}