{"id":18706,"date":"2022-07-13T16:21:29","date_gmt":"2022-07-13T14:21:29","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=18706\/"},"modified":"2022-07-13T16:23:08","modified_gmt":"2022-07-13T14:23:08","slug":"utm-parametre-uzitocna-pomocka","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/utm-parametre-uzitocna-pomocka\/","title":{"rendered":"UTM parametre: U\u017eito\u010dn\u00e1 pom\u00f4cka pri online marketingu"},"content":{"rendered":"<p><strong>Parametre, ktor\u00e9 by mal pozna\u0165 ka\u017ed\u00fd spr\u00e1vny market\u00e9r, \u010di \u010dlovek venuj\u00faci sa online kampaniam, ale nie v\u017edy tomu tak je.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>\u010co s\u00fa to UTM parametre?<\/h2>\n<p>&nbsp;<\/p>\n<p>UTM parametre s\u00fa <strong>textov\u00fd re\u0165azec<\/strong>, ktor\u00fd prid\u00e1vame priamo do URL adresy a t\u00e1 je n\u00e1sledne pou\u017e\u00edvan\u00e1 na sprostredkovanie n\u00e1v\u0161tevnosti, alebo v reklamn\u00fdch kampaniach, ako odkaz na va\u0161u str\u00e1nku (pr\u00edpadne aplik\u00e1ciu).<\/p>\n<p>Ke\u010f pou\u017e\u00edvate\u013e klikne na dan\u00fd odkaz, tak sa hodnoty parametrov odo\u0161l\u00fa do Google Analytics, kde sa n\u00e1sledne zobrazia v preh\u013eadoch. V\u010faka UTM parametrom preto vieme ve\u013emi \u013eahko identifikova\u0165 n\u00e1v\u0161tevnos\u0165, ktor\u00e1 pri\u0161la z konkr\u00e9tnych kampan\u00ed.<\/p>\n<p>Skratka UTM znamen\u00e1 <strong>Urchin Tracking Module<\/strong> a tento n\u00e1zov je odvoden\u00fd od softv\u00e9ru Urchin, ktor\u00fd bol predchodcom Google Analytics. UTM parametre s\u00fa niekedy naz\u00fdvan\u00e9 aj ako UTM tagy alebo k\u00f3dy.<\/p>\n<p>&nbsp;<\/p>\n<h2>Ak\u00e9 parametre vieme prida\u0165 do URL?<\/h2>\n<p>&nbsp;<\/p>\n<p>V nasleduj\u00facej tabu\u013eke sa nach\u00e1dzaj\u00fa parametre, ktor\u00e9 m\u00f4\u017eeme pou\u017ei\u0165 na identifik\u00e1ciu kampan\u00ed v GA4.<\/p>\n<p>Tabu\u013eka obsahuje len <strong>6 najpou\u017e\u00edvanej\u0161\u00edch,<\/strong> ale je ich viac. Google priebe\u017ene aktualizuje zoznam parametrov a z\u00e1rove\u0148 ich prid\u00e1va do preh\u013eadov v GA4. Pre najaktu\u00e1lnej\u0161ie inform\u00e1cie je preto najlep\u0161ie sledova\u0165 <a href=\"https:\/\/support.google.com\/analytics\/answer\/10917952?hl=en&amp;ref_topic=9303319#parameters&amp;zippy=%2Cin-this-article\" target=\"_blank\" rel=\"noopener noreferrer\">ofici\u00e1lnu dokument\u00e1ciu od Googlu<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<table width=\"623\">\n<tbody>\n<tr>\n<td width=\"208\"><strong>UTM parameter<\/strong><\/td>\n<td width=\"208\"><strong>Popis<\/strong><\/td>\n<td width=\"208\"><strong>Pr\u00edklad<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_id<\/td>\n<td width=\"208\">ID kampane, ktor\u00e9 identifikuje konkr\u00e9tnu reklamn\u00fa kampa\u0148.<\/td>\n<td width=\"208\">xyz.123<\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_source<\/td>\n<td width=\"208\">Zdroj, ktor\u00fd sprostredkov\u00e1va n\u00e1v\u0161tevnos\u0165.<\/td>\n<td width=\"208\">google, facebook, linkedin<\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_medium<\/td>\n<td width=\"208\">Reklamn\u00e9, alebo marketingov\u00e9 m\u00e9dium.<\/td>\n<td width=\"208\">\u00a0cpc, banner, email<\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_campaign<\/td>\n<td width=\"208\">N\u00e1zov individu\u00e1lnej kampane, sloganu, promo k\u00f3du a podobne pre produkt.<\/td>\n<td width=\"208\">summer_sale, black_friday<\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_term<\/p>\n<p>&nbsp;<\/td>\n<td width=\"208\">Identifikujte k\u013e\u00fa\u010dov\u00e9 slov\u00e1 pre platen\u00e9 vyh\u013ead\u00e1vanie.<\/td>\n<td width=\"208\">analytic+news, marketing+reports<\/td>\n<\/tr>\n<tr>\n<td width=\"208\">utm_content<\/td>\n<td width=\"208\">Pou\u017e\u00edva sa na odl\u00ed\u0161enie podobn\u00e9ho obsahu, alebo odkazov v r\u00e1mci tej istej reklamy.<\/td>\n<td width=\"208\">version_3, logolink<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Na zabezpe\u010denie spo\u013eahlivej identifik\u00e1cie Google odpor\u00fa\u010da v\u017edy pou\u017ei\u0165 aspo\u0148 tieto tri konkr\u00e9tne UTM parametre:<\/p>\n<ul>\n<li><strong>utm_source<\/strong><\/li>\n<li><strong>utm_medium<\/strong><\/li>\n<li><strong>utm_campaign<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>N\u00e1stroje na vytvorenie URL s UTM parametrami<\/h2>\n<p>&nbsp;<\/p>\n<p>Pri prid\u00e1van\u00ed UTM parametrov do URL m\u00e1me dve mo\u017enosti &#8211; vieme si ich manu\u00e1lne nap\u00edsa\u0165 sami, alebo si m\u00f4\u017eeme pom\u00f4c\u0165 n\u00e1strojmi, ktor\u00e9 v\u00e4\u010d\u0161inu pr\u00e1ce urobia za n\u00e1s a netreba aby sme ovl\u00e1dali linkovaciu syntax.<\/p>\n<p>Je v\u0161ak d\u00f4le\u017eit\u00e9 ma\u0165 na pam\u00e4ti, \u017ee <strong>z\u00e1le\u017e\u00ed ak\u00fa platformu chceme propagova\u0165<\/strong> &#8211; Web, iOS aplik\u00e1ciu, alebo Android aplik\u00e1ciu, preto\u017ee niektor\u00e9 povinn\u00e9 polia sa medzi nimi l\u00ed\u0161ia.<\/p>\n<p>Google pr\u00e1ve pre tieto pr\u00edpady pripravil n\u00e1stroj <a href=\"https:\/\/ga-dev-tools.web.app\/ga4\/campaign-url-builder\/\" target=\"_blank\" rel=\"noopener noreferrer\">Campaign URL Builder<\/a>, kde si m\u00f4\u017eeme vysklada\u0165 URL pre ka\u017ed\u00fa zo spom\u00ednan\u00fdch troch platforiem.<\/p>\n<p>Na nasleduj\u00facom obr\u00e1zku je zn\u00e1zornen\u00e9, ako \u013eahko si vieme pomocou tohto n\u00e1stroja vytvori\u0165 URL adresu s nami zadan\u00fdmi UTM parametrami. V\u00fdsledn\u00e1 URL je na obr\u00e1zku ozna\u010den\u00e1 zelen\u00fdm r\u00e1m\u010dekom.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-18707 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19.png\" alt=\"url builder od googlu\" width=\"1430\" height=\"2048\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19.png 1430w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19-209x300.png 209w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19-715x1024.png 715w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19-1073x1536.png 1073w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-19-600x859.png 600w\" sizes=\"(max-width: 1430px) 100vw, 1430px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2>Z\u00e1sady pou\u017e\u00edvania UTM parametrov<\/h2>\n<p>&nbsp;<\/p>\n<p>Aj pri pou\u017e\u00edvan\u00ed UTM parametrov platia ur\u010dit\u00e9 z\u00e1sady, ktor\u00e9 sa oplat\u00ed dodr\u017eiava\u0165.<\/p>\n<p><strong>Tu je preh\u013ead t\u00fdch najd\u00f4le\u017eitej\u0161\u00edch:<\/strong><\/p>\n<h4><strong>1.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Ozna\u010dujeme len to, \u010do je naozaj potrebn\u00e9 <\/strong><\/h4>\n<p>Ak m\u00e1te \u00fa\u010det Google Analytics prepojen\u00fd s akt\u00edvnym \u00fa\u010dtom Google Ads a z\u00e1rove\u0148 m\u00e1te povolen\u00e9 automatick\u00e9 ozna\u010dovanie, tak sa nemus\u00edte stara\u0165 o \u017eiadne ozna\u010dovanie URL adries, preto\u017ee Google Analytics automaticky sleduje v\u0161etky va\u0161e kampane Google Ads.<\/p>\n<p>Vlastn\u00e9 ozna\u010dovanie cie\u013eov\u00fdch adries je potrebn\u00e9 len vtedy, ak prev\u00e1dzkujete kampane s platen\u00fdm vyh\u013ead\u00e1van\u00edm v in\u00fdch vyh\u013ead\u00e1va\u010doch ako Google, alebo cez in\u00e9 platformy.<\/p>\n<h4><strong>2.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Pou\u017e\u00edvame len tak\u00e9 UTM parametre, ktor\u00e9 pre n\u00e1s maj\u00fa zmysel<\/strong><\/h4>\n<p>Nie v\u017edy je potrebn\u00e9 v ka\u017edom URL pou\u017ei\u0165 v\u0161etky dostupn\u00e9 parametre. Vo v\u00e4\u010d\u0161ine pr\u00edpadov n\u00e1m pre dostato\u010dn\u00fa identifik\u00e1ciu n\u00e1v\u0161tevnosti z kampan\u00ed \u00faplne sta\u010dia pr\u00e1ve tri najd\u00f4le\u017eitej\u0161ie parametre, ktor\u00e9 sme spomenuli vy\u0161\u0161ie &#8211; <strong>utm_source<\/strong>, <strong>utm_medium<\/strong> a <strong>utm_campaign<\/strong>.<\/p>\n<h4><strong>3.\u00a0 \u00a0 \u00a0A<\/strong><strong>ko hodnotu UTM parametrov neposielame osobn\u00e9 inform\u00e1cie, ktor\u00e9 by mohli sl\u00fa\u017ei\u0165 na identifik\u00e1ciu konkr\u00e9tnych os\u00f4b<\/strong><\/h4>\n<p>Pod\u013ea zmluvn\u00fdch podmienok Google Analytics je zak\u00e1zan\u00e9 odosielanie inform\u00e1ci\u00ed umo\u017e\u0148uj\u00facich identifik\u00e1ciu os\u00f4b do slu\u017eby Analytics (ako s\u00fa napr\u00edklad men\u00e1, rodn\u00e9 \u010d\u00edsla, e-mailov\u00e9 adresy, alebo ak\u00e9ko\u013evek podobn\u00e9 \u00fadaje).<\/p>\n<p>Viac inform\u00e1cii o danej problematike sa dozviete v <a href=\"http:\/\/www.google.com\/analytics\/learn\/privacy.html\" target=\"_blank\" rel=\"noopener noreferrer\">z\u00e1sad\u00e1ch ochrany osobn\u00fdch \u00fadajov slu\u017eby Google Analytics<\/a>.<\/p>\n<h4><strong>4.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Pou\u017e\u00edvame v\u00fdsti\u017en\u00e9 n\u00e1zvy hodn\u00f4t parametrov a vyh\u00fdbame sa duplik\u00e1tom<\/strong><\/h4>\n<p>Zmyslom UTM parametrov je jednoducho sledova\u0165 \u00fadaje o kampaniach a vytv\u00e1ra\u0165 z nich \u013eahko \u010ditate\u013en\u00e9 a zrozumite\u013en\u00e9 preh\u013eady.<\/p>\n<p>Ak budeme URL adresy ozna\u010dova\u0165 nejednozna\u010dn\u00fdmi v\u00fdrazmi, alebo \u010d\u00edseln\u00fdmi postupnos\u0165ami, tak nesk\u00f4r m\u00f4\u017eeme ma\u0165 probl\u00e9m spr\u00e1vne ich interpretova\u0165. Preto je d\u00f4le\u017eit\u00e9 pou\u017e\u00edva\u0165 <strong>jednoduch\u00e9 a z\u00e1rove\u0148 v\u00fdsti\u017en\u00e9 n\u00e1zvy<\/strong>, ktor\u00e9 n\u00e1m bud\u00fa d\u00e1va\u0165 zmysel aj s odstupom \u010dasu.<\/p>\n<h4><strong>5.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Pou\u017e\u00edvame snake_case a lowercase a z\u00e1rove\u0148 nepou\u017e\u00edvame medzery v n\u00e1zvoch<\/strong><\/h4>\n<p>Pod\u013ea dohodnut\u00fdch konvenci\u00ed a pre udr\u017eanie \u010distoty d\u00e1t je odpor\u00fa\u010dan\u00e9 pri tvorbe n\u00e1zvov hodn\u00f4t dodr\u017eiava\u0165 <strong>snake_case<\/strong>, nepou\u017e\u00edva\u0165 medzery a z\u00e1rove\u0148 pou\u017e\u00edva\u0165 <strong>lowercase<\/strong>, preto\u017ee Google Analytics je citliv\u00fd na form\u00e1tovanie.<\/p>\n<p>Ve\u013ekos\u0165 p\u00edsma m\u00e1 v n\u00e1zvoch v\u00fdznam. Napr\u00edklad hodnoty \u201cblog\u201d a \u201cBlog\u201d bud\u00fa v Google Analytics bran\u00e9 ako dve rozdielne hodnoty, a teda d\u00e1ta k nim sa bud\u00fa zbiera\u0165 osobitne.<\/p>\n<h4><strong>6.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Nepou\u017e\u00edvame UTM parametre na intern\u00fdch linkoch vlastnej str\u00e1nky<\/strong><\/h4>\n<p>UTM parametre pou\u017e\u00edvame iba pre extern\u00fd obsah &#8211; soci\u00e1lne pr\u00edspevky, e-maily alebo reklamy v platenom vyh\u013ead\u00e1van\u00ed, ktor\u00e9 s\u00fa prezentovan\u00e9 \u0161irok\u00e9mu publiku.<\/p>\n<p>V pr\u00edpade, \u017ee m\u00e1me nastaven\u00e9 UTM parametre na intern\u00e9 prekliky na str\u00e1nke a n\u00e1v\u0161tevn\u00edk na dan\u00fd odkaz klikne, tak sa \u00faplne resetuje sledovanie dan\u00e9ho u\u017e\u00edvate\u013ea a stratia sa v\u0161etky inform\u00e1cie o zdroji jeho n\u00e1v\u0161tevy.<\/p>\n<p>V\u0161etky jeho inform\u00e1cie bud\u00fa toti\u017e nahraden\u00e9 t\u00fdmi, ktor\u00e9 sme nastavili na dan\u00fd odkaz, a t\u00fdm si z\u00e1rove\u0148 znehodnot\u00edme analytick\u00e9 d\u00e1ta.<\/p>\n<h4><strong>7.\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Preh\u013ead o pou\u017eit\u00fdch UTM linkoch <\/strong><\/h4>\n<p>Aj pri vym\u00fd\u0161\u013ean\u00ed UTM parametrov je d\u00f4le\u017eit\u00e9 dodr\u017eiava\u0165 ur\u010dit\u00fd poriadok, a preto je odpor\u00fa\u010dan\u00e9 vytvori\u0165 si zoznam v\u0161etk\u00fdch pou\u017eit\u00fdch URL s UTM parametrami z\u00e1rove\u0148, aj s ich vyu\u017eit\u00edm pre lep\u0161iu organiz\u00e1ciu (napr. v Google Sheets, alebo podobnom n\u00e1stroji).<\/p>\n<p>V\u010faka zoznamu budeme ma\u0165 preh\u013ead o v\u0161etk\u00fdch minul\u00fdch kampaniach a zodpovedaj\u00facich URL linkoch, a z\u00e1rove\u0148 sa v\u010faka tomu budeme vedie\u0165 \u013eahko vyvarova\u0165 duplik\u00e1tom pri tvorbe bud\u00facich.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Parametre, ktor\u00e9 by mal pozna\u0165 ka\u017ed\u00fd spr\u00e1vny market\u00e9r, \u010di \u010dlovek venuj\u00faci sa online kampaniam, ale nie v\u017edy tomu&#8230;<\/p>\n","protected":false},"author":76,"featured_media":18713,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[637,639],"tags":[257,609,825,826,372],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18706"}],"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\/76"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=18706"}],"version-history":[{"count":4,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18706\/revisions"}],"predecessor-version":[{"id":18714,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/18706\/revisions\/18714"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/18713"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=18706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=18706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=18706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}