{"id":15762,"date":"2021-04-07T09:17:54","date_gmt":"2021-04-07T07:17:54","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=15762\/"},"modified":"2021-04-07T15:12:58","modified_gmt":"2021-04-07T13:12:58","slug":"preco-sa-nezhoduju-metriky-v-google-analytics-a-vasom-backend-e","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/preco-sa-nezhoduju-metriky-v-google-analytics-a-vasom-backend-e\/","title":{"rendered":"Pre\u010do sa nezhoduj\u00fa metriky v Google Analytics a va\u0161om backend-e?"},"content":{"rendered":"<p><b>\u201c[Metrika A] v [platforme A] sa nezhoduje s [metrikou A] v [CRM syst\u00e9me\/platforme B]. M\u00f4\u017eete sa na to pozrie\u0165 a opravi\u0165 nastavenie merania pre [platformu A\/B]?\u201d. Pribli\u017ene takto znie jedna z ot\u00e1zok, ktor\u00e9 \u010dasto od klientov dost\u00e1vame. V niektor\u00fdch pr\u00edpadoch sa skuto\u010dne jedn\u00e1 o chybn\u00fa implement\u00e1ciu, no probl\u00e9m m\u00f4\u017ee by\u0165 aj niekde \u00faplne inde.<\/b><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/Pn33kWPpvbs\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Pred t\u00fdm, ako za\u010dnem s moj\u00edm poh\u013eadom na t\u00fato problematiku, treba si uvedomi\u0165, \u017ee<\/span><b> 100% zhoda <\/b><span style=\"font-weight: 400;\">v metrik\u00e1ch naprie\u010d r\u00f4znymi platformami <\/span><b>nie je re\u00e1lna. <\/b><span style=\"font-weight: 400;\">Ak\u00e1 je teda\u00a0 presnos\u0165, ktor\u00e1 je dosta\u010duj\u00faca? <\/span><b>90% presnos\u0165 je vynikaj\u00faca<\/b><span style=\"font-weight: 400;\">, no je mo\u017en\u00e9, \u017ee v najbli\u017e\u0161om obdob\u00ed toto \u010d\u00edslo p\u00f4jde e\u0161te ni\u017e\u0161ie (GDPR, ePrivacy alebo ITP) a budeme sa musie\u0165 uspokoji\u0165 s presnos\u0165ou<\/span><b> 80% alebo ni\u017e\u0161ou<\/b><span style=\"font-weight: 400;\">. Rozdiely s\u00fa sp\u00f4soben\u00e9 hlavne:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">chybami v nastaveniach meran\u00ed,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">AdBlockermi &amp; ITP,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">ch\u00fdbaj\u00facim porozumen\u00edm metrik\u00e1m.<\/span><\/li>\n<\/ul>\n<p><b>Chyby v meran\u00ed by mali by\u0165 eliminovan\u00e9 \u00faplne. <\/b><span style=\"font-weight: 400;\">Nako\u013eko je to nie\u010do, \u010do vieme priamo ovplyvni\u0165. Kvalitn\u00fdm nastaven\u00edm a hlavne testovan\u00edm by ste mali by\u0165 schopn\u00ed odstr\u00e1ni\u0165 ak\u00e9ko\u013evek probl\u00e9my, ktor\u00e9 s\u00fa sp\u00f4soben\u00e9 nespr\u00e1vnou implement\u00e1ciou. Preto je spr\u00e1vne a d\u00f4kladn\u00e9 testovanie ve\u013emi d\u00f4le\u017eit\u00e9.<\/span><\/p>\n<p><b>Druh\u00fdm probl\u00e9mom s\u00fa AdBlockery. <\/b><span style=\"font-weight: 400;\">Ve\u013ek\u00e9 mno\u017estvo Adblockerov blokuje okrem marketingov\u00fdch platforiem (Facebook, Google Ads) aj Google Analytics. To, okrem in\u00e9ho, zah\u0155\u0148a aj transakcie. Samozrejme, tie je mo\u017en\u00e9 posiela\u0165 aj cez Measurement protocol, ktor\u00fd tieto AdBlockery obch\u00e1dza. S tak\u00fdmto rie\u0161en\u00edm v\u0161ak vznik\u00e1 in\u00fd probl\u00e9m. Transak\u010dn\u00e9 d\u00e1ta s\u00edce bud\u00fa presnej\u0161ie, no pre \u010fal\u0161iu anal\u00fdzu bud\u00fa aj tak nepou\u017eite\u013en\u00e9, nako\u013eko nebudete ma\u0165 \u017eiadne \u010fal\u0161ie inform\u00e1cie o tejto n\u00e1v\u0161teve. Z ak\u00e9ho zdroja pou\u017e\u00edvate\u013e pri\u0161iel? Ko\u013eko produktov si prezrel? Ni\u010d z toho nebudete vedie\u0165 zisti\u0165. S\u00edce tak budete ma\u0165 presn\u00e9 \u010d\u00edsla transakci\u00ed, no pokia\u013e z nich nebudete vedie\u0165 ni\u010d \u010fal\u0161ie vyvodi\u0165, m\u00e1 v\u00f4bec zmysel ich do Google Analytics tak\u00fdmto sp\u00f4sobom zasiela\u0165?<\/span><\/p>\n<p><b>V tomto \u010dl\u00e1nku by som sa v\u0161ak hlavne chcel venova\u0165 tretej mo\u017enosti, o ktorej sa hovor\u00ed najmenej a to neporozumeniu jednotliv\u00fdm metrik\u00e1m naprie\u010d r\u00f4znymi platformami.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">V \u00favode som nazna\u010dil, \u017ee ot\u00e1zka o nesediacich \u010d\u00edslach sa t\u00fdka akejko\u013evek metriky. Je to naozaj tak, no na niektor\u00e9 metriky sa klienti p\u00fdtaj\u00fa \u010dastej\u0161ie ako in\u00e9. Ak si mysl\u00edte, \u017ee medzi t\u00fdmi naj\u010dastej\u0161\u00edmi s\u00fa hlavne metriky ako po\u010det transakci\u00ed alebo obrat, m\u00e1te, samozrejme, pravdu. D\u00e1va to zmysel. Transakcie, obrat a po\u010det predan\u00fdch produktov s\u00fa zrejme naj\u010dastej\u0161ie sledovan\u00e9 metriky a ak\u00fdko\u013evek rozdiel medzi d\u00e1tami v backende a v platforme vzbudzuje mnoho ot\u00e1zok.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hlavn\u00fdm probl\u00e9mom je, \u017ee nezrovnalosti v \u010d\u00edslach zni\u017euj\u00fa d\u00f4veru vo\u010di nastaven\u00e9mu meraniu a t\u00fdm p\u00e1dom aj vo\u010di z\u00e1verom, ktor\u00e9 z \u010d\u00edsel vypl\u00fdvaj\u00fa. Samozrejme, prv\u00fdm podozriv\u00fdm v takomto pr\u00edpade je samotn\u00e1 implement\u00e1cia merania v danej platforme a t\u00fdm p\u00e1dom ktoko\u013evek, kto dan\u00e9 meranie nastavoval. Mysl\u00edm si v\u0161ak, \u017ee to je trochu komplikovanej\u0161ie.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Jablk\u00e1 s jablkami<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pri metrik\u00e1ch ako po\u010det transakci\u00ed alebo obrat sa na prv\u00fd poh\u013ead zd\u00e1, \u017ee \u010doko\u013evek je meran\u00e9 v CRM syst\u00e9me, sa mus\u00ed zhodova\u0165 s t\u00fdm, \u010do je meran\u00e9 v analytickom n\u00e1stroji. Pre jednoduchos\u0165, budem \u010falej v \u010dl\u00e1nku opisova\u0165 Google Analytics, ale samozrejme, t\u00fdka sa to akejko\u013evek inej platformy, do ktorej sa posielaj\u00fa d\u00e1ta konverzie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ve\u013ek\u00e9 mno\u017estvo t\u00fdchto \u201cchybn\u00fdch implement\u00e1ci\u00ed\u201d, m\u00f4\u017ee by\u0165 ve\u013emi jednoducho vysvetlen\u00e9 len pochopen\u00edm, ako a v ktorom momente s\u00fa tieto \u201cproblematick\u00e9\u201d metriky v jednotliv\u00fdch platform\u00e1ch meran\u00e9. Treba si uvedomi\u0165, \u017ee rovnak\u00fd n\u00e1zov metriky v dvoch rozdielnych platform\u00e1ch nemus\u00ed znamena\u0165, \u017ee sa metrika naozaj aj po\u010d\u00edta rovnak\u00fdm sp\u00f4sobom. Po pravde, je v\u00e4\u010d\u0161ia pravdepodobnos\u0165, \u017ee metriky sa po\u010d\u00edtaj\u00fa rozdielnym sp\u00f4sobom, \u010do m\u00e1 samozrejme za n\u00e1sledok r\u00f4zne hodnoty. Tu je nieko\u013eko pr\u00edkladov, pre\u010do porovn\u00e1vanie naoko toto\u017enej metriky (po\u010det transakci\u00ed) naprie\u010d platformami m\u00f4\u017ee sp\u00f4sobi\u0165 sp\u00f4sobi\u0165 aj ve\u013ek\u00e9 rozdiely.<\/span><\/p>\n<h3><b>Moment zap\u00edsania transakcie<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Do Google Analytics sa transak\u010dn\u00e9 \u00fadaje v\u00e4\u010d\u0161inou zapisuj\u00fa na \u010fakovnej str\u00e1nke. V minulosti som sa stretol syst\u00e9mom, ktor\u00fd zapisoval transakcie v momente, kedy sa pou\u017e\u00edvate\u013e presmerov\u00e1va na platobn\u00fa br\u00e1nu. To znamen\u00e1, tento syst\u00e9m zaznamenal aj objedn\u00e1vky, ktor\u00e9 nemuseli by\u0165 nevyhnutne zaplaten\u00e9. Samozrejme to vy\u00fastilo vo v\u00e4\u010d\u0161\u00ed po\u010det transakci\u00ed v backend syst\u00e9me v porovnan\u00ed s Google Analytics, pri\u010dom meranie do Google Analytics fungovalo bez ak\u00fdchko\u013evek probl\u00e9mov.<\/span><\/p>\n<h3><b>Zru\u0161en\u00e9 objedn\u00e1vky a vr\u00e1ten\u00e9 objedn\u00e1vky<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Backend syst\u00e9m \u010dasto zru\u0161en\u00e9 alebo vr\u00e1ten\u00e9 objedn\u00e1vky automaticky odstra\u0148uje z reportovacieho rozhrania, alebo im prira\u010fuje ak\u00fdsi stav. Tento stav sa pritom v \u010dase men\u00ed. Zru\u0161enie alebo vr\u00e1tenie objedn\u00e1vky sa \u010dasto udeje mimo webu a Google Analytics t\u00fdm p\u00e1dom nem\u00e1 \u017eiadnu \u0161ancu o tejto udalosti vedie\u0165. Navy\u0161e, ak je v Google Analytics raz objedn\u00e1vka zaznamenan\u00e1, u\u017e ju nie je mo\u017en\u00e9 sp\u00e4tne odstr\u00e1ni\u0165.<\/span><\/p>\n<h3><b>Objedn\u00e1vky z in\u00fdch zdrojov (mimo webu)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">V\u00e1\u0161 syst\u00e9m m\u00f4\u017ee obsahova\u0165 objedn\u00e1vky, ktor\u00e9 s\u00fa vytvoren\u00e9 mimo webu &#8211; napr\u00edklad telefonicky, alebo emailom. Tak\u00e9to objedn\u00e1vky s\u00fa s ve\u013ekou pravdepodobnos\u0165ou zadan\u00e9 do syst\u00e9mu ru\u010dne, pri\u010dom na ich vytvorenie pou\u017e\u00edvate\u013e v\u00f4bec nenav\u0161t\u00edvil web. Znova, Google Analytics nem\u00f4\u017ee o t\u00fdchto objedn\u00e1vkach vedie\u0165, t\u00fdm p\u00e1dom v reportoch ch\u00fdbaj\u00fa.<\/span><\/p>\n<h3><b>R\u00f4zne \u010dasov\u00e9 p\u00e1sma<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Probl\u00e9mom m\u00f4\u017ee by\u0165 aj zle nastaven\u00e9 \u010dasov\u00e9 p\u00e1smo, \u010di u\u017e v Google Analytics alebo vo va\u0161om backend syst\u00e9me. Ak oba syst\u00e9my pou\u017e\u00edvaj\u00fa rozdielne \u010dasov\u00e9 p\u00e1sma, m\u00f4\u017ee sa sta\u0165, \u017ee zatia\u013e \u010do v jednej platforme bude transakcia zapo\u010d\u00edtan\u00e1 v nede\u013eu, v druhej platforme, v\u010faka in\u00e9mu \u010dasov\u00e9mu p\u00e1smu, bude zar\u00e1tan\u00e1 bu\u010f v sobotu alebo pondelok. V takomto pr\u00edpade m\u00f4\u017eu oba syst\u00e9my reportova\u0165 in\u00fd po\u010det transakci\u00ed na dennej, t\u00fd\u017edennej alebo mesa\u010dnej b\u00e1ze, hoci by aj obe platformy obsahovali v\u0161etky vytvoren\u00e9 transakcie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To s\u00fa len niektor\u00e9 d\u00f4vody na to, pre\u010do po\u010det transakci\u00ed nemus\u00ed by\u0165 rovnak\u00fd v Google Analytics a vo va\u0161om backend syst\u00e9me. <\/span><b>Mno\u017estvo \u010fal\u0161\u00edch probl\u00e9mov vznik\u00e1, ak sa ot\u00e1zky o nesediacich \u010d\u00edslach t\u00fdkaj\u00fa obratu.<\/b><\/p>\n<h3><b>R\u00f4zne meny<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Probl\u00e9m m\u00f4\u017ee vznika\u0165, ak je web k dispoz\u00edcii vo viacer\u00fdch krajin\u00e1ch, v ktor\u00fdch sa pou\u017e\u00edvaj\u00fa r\u00f4zne meny. Zatia\u013e \u010do v backende sa v\u0161etok obrat prer\u00e1ta na vami vybran\u00fa menu, Google Analytics tak robi\u0165 nemus\u00ed. Z\u00e1le\u017e\u00ed od toho, \u010di spolu s tranzakciou posielate aj menu, ktorou bola zaplaten\u00e1. Ak t\u00fato inform\u00e1ciu posiela\u0165 nebudete, Google Analytics bude predpoklada\u0165, \u017ee hodnota transakcie je v mene, ktor\u00fa ste nastavili vo View (zobrazenie). M\u00f4\u017ee sa tak ve\u013emi jednoducho sta\u0165, \u017ee \u010desk\u00e9 koruny alebo ma\u010farsk\u00e9 forinty bud\u00fa v Google Analytics reportovan\u00e9 ako Eur\u00e1.<\/span><\/p>\n<h3><b>Da\u0148<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Taktie\u017e je ve\u013emi d\u00f4le\u017eit\u00e9, \u010di je v celkovom obrate zapo\u010d\u00edtan\u00e1 DPH alebo nie. Ak toto nastavenie nie je rovnak\u00e9 pre obe platformy, prirodzene vznik\u00e1 rozdiel. Vo v\u0161eobecnosti v\u0161ak plat\u00ed, \u017ee by metrika Revenue (obrat) v Google Analytics mala obsahova\u0165 celkov\u00fa sumu, ktor\u00fa z\u00e1kazn\u00edk zaplatil (teda aj vr\u00e1tane DPH a dopravy), pri\u010dom da\u0148 by sa mala bli\u017e\u0161ie \u0161pecifikova\u0165 prostredn\u00edctvom metriky Tax (da\u0148) a v\u0161etky v\u00fddavky spojen\u00e9 s dopravou by mali by\u0165 zaznamenan\u00e9 v metrike Shipping (doprava).<\/span><\/p>\n<h3><b>Z\u013eavov\u00e9 kup\u00f3ny<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Ve\u013emi \u010dasto sa st\u00e1va, \u017ee sa do Google Analytics neposiela upraven\u00fd obrat v pr\u00edpade vyu\u017eitia z\u013eavov\u00e9ho kup\u00f3nu. Zatia\u013e \u010do v backend syst\u00e9me je t\u00e1to z\u013eava zoh\u013eadnen\u00e1, do Google Analytics sa po\u0161le p\u00f4vodn\u00e1 cena pred uplatnen\u00edm z\u013eavy. To samozrejme vedie k nezrovnalostiam pri porovnan\u00ed celkov\u00e9ho obratu v oboch platform\u00e1ch.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Porozumenie \u010d\u00edslam<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pr\u00edkladov m\u00f4\u017ee by\u0165 ur\u010dite viac, ale z\u00e1ver je rovnak\u00fd. Predt\u00fdm, ako zdanlivo rovnak\u00e9 metriky porovn\u00e1vate naprie\u010d platformami, mus\u00edte sa uisti\u0165, \u017ee rozumieme, ak\u00fdm sp\u00f4sobom s\u00fa vypo\u010d\u00edtan\u00e9 a \u010do presne predstavuj\u00fa. Je ve\u013emi d\u00f4le\u017eit\u00e9 myslie\u0165 kriticky a v\u017edy sa presved\u010di\u0165 o tom, \u017ee d\u00e1ta, na ktor\u00e9 sa pozer\u00e1te skuto\u010dne reprezentuj\u00fa to, \u010do si mysl\u00edte, \u017ee reprezentuj\u00fa. <\/span><b>Tak\u017ee nabud\u00face, ke\u010f sa pust\u00edte do h\u013eadania probl\u00e9mu v implemet\u00e1cii merania, sk\u00faste spravi\u0165 krok sp\u00e4\u0165 a presved\u010di\u0165 sa, \u017ee naozaj porovn\u00e1vate jablk\u00e1 s jablkami. M\u00f4\u017ee v\u00e1m to u\u0161etri\u0165 mno\u017estvo \u010dasu \ud83d\ude42<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201c[Metrika A] v [platforme A] sa nezhoduje s [metrikou A] v [CRM syst\u00e9me\/platforme B]. M\u00f4\u017eete sa na to&#8230;<\/p>\n","protected":false},"author":62,"featured_media":15763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[640],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/15762"}],"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=15762"}],"version-history":[{"count":5,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/15762\/revisions"}],"predecessor-version":[{"id":17305,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/15762\/revisions\/17305"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/15763"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=15762"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=15762"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=15762"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}