{"id":16937,"date":"2020-12-29T16:25:56","date_gmt":"2020-12-29T14:25:56","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=16937\/"},"modified":"2020-12-29T16:41:43","modified_gmt":"2020-12-29T14:41:43","slug":"analytics-news-december-2020","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-december-2020\/","title":{"rendered":"\u010co priniesol rok 2020 a \u010do n\u00e1s \u010dak\u00e1 v roku 2021?"},"content":{"rendered":"<p>Koniec roka patr\u00ed u\u017e tradi\u010dne bilancovaniu. Po\u010fme si teda spolo\u010dne zhrn\u00fa\u0165, ak\u00e9 najv\u00e4\u010d\u0161ie novinky priniesol uplynul\u00fd rok n\u00e1m, analytikom.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignright size-full wp-image-16946\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2020.png\" alt=\"year 2020\" width=\"1166\" height=\"445\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2020.png 1166w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2020-300x114.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2020-1024x391.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2020-600x229.png 600w\" sizes=\"(max-width: 1166px) 100vw, 1166px\" \/><\/p>\n<h2>Rok 2020, rok ve\u013ek\u00fdch zmien:<\/h2>\n<h3>Nov\u00fd Google Analytics 4<\/h3>\n<p>Bezkonkuren\u010dne najv\u00e4\u010d\u0161ou novinkou v uplynulom roku bolo predstavenie n\u00e1stupcu rokmi pou\u017e\u00edvan\u00e9ho \u0161tandardu Universal Analytics. Nov\u00fd analytics, ktor\u00e9ho pracovn\u00fd n\u00e1zov bol App + Web, sa stal realitou za\u010diatkom novembra pod n\u00e1zvom <strong>Google Analytics 4<\/strong>.<\/p>\n<p>Nov\u00fd \u0161tandard r\u00faca zau\u017e\u00edvan\u00fa \u0161trukt\u00faru 3 in\u0161tanci\u00ed (users \u2013 sessions \u2013 events) a jeho z\u00e1kladom s\u00fa eventy a ich parametre. Analytikom prin\u00e1\u0161a nov\u00e9 mo\u017enosti trackovania, \u0161trukt\u00fary d\u00e1t aj ich n\u00e1slednej anal\u00fdzy. Google v novom analyticse vyu\u017e\u00edva do zna\u010dnej miery machine learning modely, ktor\u00e9 priviedli na svetlo sveta predikt\u00edvne metriky a pokro\u010dil\u00e9 met\u00f3dy <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/detekcia-anomalii-google-analytics\/\">detekcie anom\u00e1li\u00ed<\/a>. Ako vid\u00edte, nov\u00e1 \u00e9ra je tu!<\/p>\n<p>Viac o tom, ak\u00fd je rozdiel medzi Universal Analytics, GA 4 a GA App + Web, sa dozviete z n\u00e1\u0161ho videoblogu.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/45uvySm-T8U\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Upgrade Google Tag Managera a nov\u00fd Preview m\u00f3d<\/h3>\n<p>Na jese\u0148, v nieko\u013ek\u00fdch vln\u00e1ch, prebehla aktualiz\u00e1cia Google Tag Managera. Pracovn\u00e9 prostredie GTMka z\u00edskalo jednotn\u00fd, modern\u00fd vzh\u013ead, boli vylep\u0161en\u00e9 mo\u017enosti vyh\u013ead\u00e1vania a pribudli funkcie na hromadn\u00fa \u00fapravu tagov, triggerov a premenn\u00fdch a, o \u010dom sa do\u010d\u00edtate ni\u017e\u0161ie, pribudla mo\u017enos\u0165 serve-side trackingu.<\/p>\n<p>Upgrade roka v GTMku si v\u0161ak zasl\u00fa\u017ei nov\u00fd Preview m\u00f3d, ofici\u00e1lne Tag Assistent, ktor\u00fd vych\u00e1dza z ob\u013e\u00faben\u00e9ho roz\u0161\u00edrenia do Chromu. Jeho najv\u00e4\u010d\u0161\u00edm benefitom je, \u017ee uchov\u00e1va hist\u00f3riu odp\u00e1len\u00fdch tagov aj po presmerovan\u00ed na nov\u00fa str\u00e1nku (napr\u00edklad pri odoslan\u00ed formul\u00e1ra, pri potvrden\u00ed objedn\u00e1vky, alebo pri prekliku na produkt). Ako ste si zvykli na nov\u00fd Preview m\u00f3d vy? Lebo my ho milujeme.<\/p>\n<h3>Nov\u00e9 funkcie v Data Studiu pre zlep\u0161enie interaktivity reportov<\/h3>\n<p>Ve\u013ek\u00fdmi zmenami si pre\u0161lo aj na\u0161e ob\u013e\u00faben\u00e9 (i nen\u00e1viden\u00e9?) Data Studio. Taktne poml\u010d\u00edme o jeho dychber\u00facej r\u00fdchlosti, ale o \u010dom ml\u010da\u0165 nebudeme, to s\u00fa jeho nov\u00e9 funkcie. A \u017ee ich bolo ne\u00farekom&#8230; Toto je len kr\u00e1tky s\u00fahrn t\u00fdch, o ktor\u00fdch sme v\u00e1s v priebehu roka informovali v na\u0161ich NEWS (samozrejme ich bolo e\u0161te ove\u013ea ove\u013ea viac):<\/p>\n<ul>\n<li>mno\u017estvo nov\u00fdch komponentov v Community Visualizations (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-januar-2020\/\">01\/2020<\/a>)<\/li>\n<li>Data Studio dashboardy jedn\u00fdm klikom priamo z Google Analytics (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-maj-2020\/\">05\/2020<\/a>)<\/li>\n<li>Google Maps integr\u00e1cia (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-maj-2020\/\">05\/2020<\/a>)<\/li>\n<li>posuvn\u00edkov\u00e9 filtre (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-jun-2020\/\">06\/2020<\/a>)<\/li>\n<li>podpora HTML (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-jun-2020\/\">06\/2020<\/a>)<\/li>\n<li>odstr\u00e1nenie linkov na dashboardy z Google Drive (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-jul-2020\/\">07\/2020<\/a>)<\/li>\n<li>nov\u00e9 mo\u017enosti zdie\u013eania pr\u00edstupov\u00fdch pr\u00e1v (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-jul-2020\/\">07\/2020<\/a>)<\/li>\n<li>nov\u00e1 in\u0161tancia &#8211; parametre (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-august2020\/\">08\/2020<\/a>)<\/li>\n<li>Google Analytics 4 konektor (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-september-2020\/\">09\/2020<\/a>)<\/li>\n<li>nov\u00fd form\u00e1t d\u00e1tumov (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-september-2020\/\">09\/2020<\/a>)<\/li>\n<li>mo\u017enos\u0165 pridania legendy pre Google Maps element (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-oktober-2020\/\">10\/2020<\/a>)<\/li>\n<li>podmienen\u00e9 form\u00e1tovanie d\u00e1tumov\u00a0(<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-oktober-2020\/\">10\/2020<\/a>)<\/li>\n<li>podmienen\u00e9 form\u00e1tovanie v kontingen\u010dn\u00fdch tabu\u013ek\u00e1ch (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-oktober-2020\/\">10\/2020<\/a>)<\/li>\n<li>vylep\u0161en\u00fd mana\u017ement komunitn\u00fdch vizualiz\u00e1ci\u00ed (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-oktober-2020\/\">10\/2020<\/a>)<\/li>\n<li>\u010d\u00edseln\u00e9 parametre typu Integer (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-november-2020\/\">11\/2020<\/a>)<\/li>\n<li>nov\u00e9 polia pre vlastn\u00edctva GA4 (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-november-2020\/\">11\/2020<\/a>)<\/li>\n<li>nov\u00e9 polia v YouTube konektore (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-november-2020\/\">11\/2020<\/a>)<\/li>\n<li>edit\u00e1cia vlastn\u00fdch pol\u00ed priamo z reportu (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-november-2020\/\">11\/2020<\/a>)<\/li>\n<li>referen\u010dn\u00e9 \u010diary zalo\u017een\u00e9 na parametroch (<a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/analytics-news-november-2020\/\">11\/2020<\/a>)<\/li>\n<\/ul>\n<h3>Koniec ISP d\u00e1t v Google Analytics<\/h3>\n<p>Rok 2020 (a Google) n\u00e1m s\u00edce ve\u013ea dali, ale o p\u00e1r vec\u00ed sme aj pri\u0161li. Vo febru\u00e1ri n\u00e1s nav\u017edy opustili ISP d\u00e1ta, konkr\u00e9tne ide o dimenzie <strong>Network Domain a Service Provider<\/strong>. My, analitici, v\u0161ak m\u00e1me jedno ve\u013ek\u00e9 \u0161\u0165astie \u2013 to \u0161\u0165astie sa vol\u00e1 Simo Ahava, ktor\u00fd hne\u010f po ozn\u00e1men\u00ed tejto smutnej spr\u00e1vy pri\u0161iel s n\u00e1vodom,\u00a0<a href=\"https:\/\/www.simoahava.com\/gtm-tips\/collect-isp-custom-dimension-google-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">ako ISP d\u00e1ta posiela\u0165 do vlastn\u00fdch dimenzi\u00ed<\/a>. Z\u00edskavanie d\u00e1t o provideroch u\u017e s\u00edce nie je tak\u00e9 jednoduch\u00e9, ale hlavne, \u017ee to ide.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignright size-full wp-image-16944\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2021.png\" alt=\"2021 prediction\" width=\"1166\" height=\"445\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2021.png 1166w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2021-300x114.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2021-1024x391.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2021-600x229.png 600w\" sizes=\"(max-width: 1166px) 100vw, 1166px\" \/><\/p>\n<h2>Trendy v analytike v roku 2021. \u010co n\u00e1s \u010dak\u00e1 a neminie?<\/h2>\n<h3>Prechod z Universal Analytics na Google Analytics 4<\/h3>\n<p>\u013dudia vo v\u0161eobecnosti nemaj\u00fa radi zmeny. Je to, \u017eia\u013e, tak aj s nov\u00fdm Google Analytics 4. Aj ke\u010f je GA4 u\u017e ofici\u00e1lne nov\u00fdm \u0161tandardom, u\u017e\u00edvatelia si e\u0161te aj dnes zakladaj\u00fa rad\u0161ej p\u00f4vodn\u00fd Universal Analytics a GA4-ku nerie\u0161ia. Je to v\u0161ak \u0161koda, preto\u017ee <strong>Google od okt\u00f3bra 2020 prin\u00e1\u0161a novinky u\u017e len pre GA4.<\/strong> Odpor\u00fa\u010dame prechod na nov\u00fd \u0161tandard neodklada\u0165. \u010c\u00edm sk\u00f4r sa k tomu odhodl\u00e1te, t\u00fdm bude prechod jednoduch\u0161\u00ed.<\/p>\n<p>Rok 2021, najm\u00e4 jeho prv\u00e1 polovica bude obdob\u00edm migr\u00e1ci\u00ed na nov\u00fd Google Analytics 4. My v DASE u\u017e teraz c\u00edtime n\u00e1por najm\u00e4 zahrani\u010dn\u00fdch klientov, ktor\u00ed si potrebu prechodu, resp. paraleln\u00e9ho trackovania v GA4 u\u017e uvedomili. Tak \u010do? Bude aj v\u00e1\u0161 novoro\u010dn\u00fd z\u00e1v\u00e4zok prechod na Google Analytics 4?<\/p>\n<div class=\"custom-button\"><a href=\"#endOfContent\"><span>Prechod na Google Analytics 4 u\u017e od 249 eur<\/span><\/a><\/div>\n<h3>Bezpe\u010dnos\u0165 a ochrana osobn\u00fdch \u00fadajov<\/h3>\n<p>O bezpe\u010dnosti na internete by sme mohli dlho polemizova\u0165, ale o to n\u00e1m moment\u00e1lne nejde. Trendy s\u00fa jasn\u00e9 &#8211; medzin\u00e1rodn\u00ed regul\u00e1tori, v\u00fdvoj\u00e1ri webov\u00fdch prehliada\u010dov a najnov\u0161ie aj spolo\u010dnos\u0165 Apple sa sna\u017eia klepn\u00fa\u0165 po prstom reklamn\u00fdm platform\u00e1m a inzerentom v divokom retargetingu. N\u00e1deje vkladan\u00e9 do GDPR sa ani za dva roky nepretavili do praxe a aj dnes sa \u010dasto stret\u00e1vame s t\u00fdm, \u017ee <strong>webov\u00e9 str\u00e1nky zbieraj\u00fa d\u00e1ta pre remarketing aj bez explicitn\u00e9ho s\u00fahlasu u\u017e\u00edvate\u013eov<\/strong>. Zd\u00e1 sa, \u017ee poh\u00e1r trpezlivosti pretiekol.<\/p>\n<p>V roku 2021 sa bude skracova\u0165 d\u013a\u017eka atribu\u010dn\u00e9ho okna z dnes tak ob\u013e\u00faben\u00fdch 28-30 dn\u00ed na 7 alebo aj menej. Proti s\u00fa, samozrejme, market\u00e9ri a reklamn\u00e9 platformy na \u010dele s Facebookom. Ich argumenty s\u00fa, \u017ee s krat\u0161ou platnos\u0165ou cookies sa stane vyhodnocovanie rekl\u00e1m zlo\u017eitej\u0161ie a ich relevancia hor\u0161ia, \u010do bude ma\u0165 za n\u00e1sledok nespokojnos\u0165 u\u017e\u00edvate\u013eov. \u0160tatistiky pou\u017e\u00edvania adblockerov v\u0161ak hovoria presn\u00fd opak&#8230; Jedno je v\u0161ak ist\u00e9, Facebook bude aj o najv\u00e4\u010d\u0161ou reklamnou platformou na svete bez oh\u013eadu na maxim\u00e1lnu d\u013a\u017eku atribu\u010dn\u00e9ho okna.<\/p>\n<p style=\"text-align: right;\">Viac na: <a href=\"https:\/\/iabtechlab.com\/safari-response\/\" target=\"_blank\" rel=\"noopener noreferrer\">IAB Tech Lab<\/a><\/p>\n<h3>Server-side tracking<\/h3>\n<p>Ruka v ruke s bojom proti cookies tret\u00edch str\u00e1n op\u00edsanom vy\u0161\u0161ie prich\u00e1dza &#8222;z\u00e1chranca&#8220; v podobe server-side trackingu. Tento nov\u00fd koncept zbierania d\u00e1t <strong>obch\u00e1dza &#8222;zastaral\u00fd&#8220; sp\u00f4sob trackovania<\/strong> pomocou pixelov, javascriptov a cookies tret\u00edch str\u00e1n na strane klienta. Implement\u00e1cia merania na strane servera eliminuje probl\u00e9my na strane klienta, ktor\u00e9 by mohli znemo\u017eni\u0165 zber d\u00e1t, napr. adblocker, vypadnut\u00e9 spojenie a pod.<\/p>\n<p>\u010eal\u0161ou v\u00fdhodou je aj zr\u00fdchlenie webov\u00fdch str\u00e1nok a aplik\u00e1ci\u00ed. Dnes nie je ni\u010d\u00edm v\u00fdnimo\u010dn\u00e9, ak je na webe nasaden\u00fdch tucet remarketingov\u00fdch pixelov, scriptov pre n\u00e1stroje marketingovej automatiz\u00e1cie, analytick\u00fdch n\u00e1strojov \u010di r\u00f4znych &#8222;vylep\u0161ova\u010dov&#8220; u\u017e\u00edvate\u013esk\u00e9ho z\u00e1\u017eitku.<\/p>\n<p>Samozrejme, implemenmt\u00e1cia server-side trackingu si vy\u017eaduje hlb\u0161ie technick\u00e9 znalosti a \u010dastokr\u00e1t aj vy\u0161\u0161ie finan\u010dn\u00e9 n\u00e1klady, ke\u010f\u017ee v\u0161etko prebieha na cloude. <strong>My v DASE vid\u00edme v server-side trackingu bud\u00facnos\u0165 efekt\u00edvnej a modernej webovej analytiky<\/strong>, tak\u017ee t\u00fato t\u00e9mu intenz\u00edvne sledujeme &#8211; aby ste vy nemuseli.<\/p>\n<h3>BigQuery<\/h3>\n<p>Pri cloude e\u0161te ostaneme. Ve\u013ekou t\u00e9mou v najbli\u017e\u0161\u00edch rokoch bude aj BigQuery. Google len pred p\u00e1r d\u0148ami predstavil konektor pre Google Analytics 4 do BigQuery. Pre\u010do by sme sa o to mali zauj\u00edma\u0165?<\/p>\n<ul>\n<li>d\u00e1ta ulo\u017een\u00e9 na cloude s\u00fa va\u0161e, u\u017e v\u00e1m ich nikdy nikto nezoberie<\/li>\n<li>d\u00e1ta z Google Analytics m\u00f4\u017eete obohacova\u0165 o d\u00e1ta z v\u00e1\u0161ho CRM (toto v Google Analytics mo\u017en\u00e9 nie je, preto\u017ee Google je v tomto pr\u00edpade tretia strana a nem\u00f4\u017ee spracov\u00e1va\u0165 a uchov\u00e1va\u0165 osobn\u00e9 \u00fadaje va\u0161ich z\u00e1kazn\u00edkov)<\/li>\n<li>pr\u00e1ca s d\u00e1tami v BigQuery je o poznanie r\u00fdchlej\u0161ia ako v Google Analytics (ocen\u00edte to napr\u00edklad aj pri Data Studio dashboardoch)<\/li>\n<li>BigQuery v\u00e1m umo\u017e\u0148uje uklada\u0165 aj historick\u00e9 d\u00e1ta (GA4 umo\u017e\u0148uje uklada\u0165 d\u00e1ta maxim\u00e1lne 14 mesiacov)<\/li>\n<li>d\u00e1ta nie s\u00fa samplovan\u00e9<\/li>\n<\/ul>\n<p>T\u00fdch d\u00f4vodov, pre\u010do pou\u017e\u00edva\u0165 BigQuery je, samozrejme, viac. Sledujte n\u00e1\u0161 blog aj v roku 2021 a dozviete sa viac!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Koniec roka patr\u00ed u\u017e tradi\u010dne bilancovaniu. Po\u010fme si teda spolo\u010dne zhrn\u00fa\u0165, ak\u00e9 najv\u00e4\u010d\u0161ie novinky priniesol uplynul\u00fd rok n\u00e1m,&#8230;<\/p>\n","protected":false},"author":70,"featured_media":16962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[669],"tags":[],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/16937"}],"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\/70"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=16937"}],"version-history":[{"count":24,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/16937\/revisions"}],"predecessor-version":[{"id":16975,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/16937\/revisions\/16975"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/16962"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=16937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=16937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=16937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}