{"id":19275,"date":"2023-04-03T12:16:53","date_gmt":"2023-04-03T10:16:53","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19275\/"},"modified":"2023-04-03T16:49:39","modified_gmt":"2023-04-03T14:49:39","slug":"nezhoduju-sa-vam-konverzie-google-ads-vs-google-analytics-4","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/nezhoduju-sa-vam-konverzie-google-ads-vs-google-analytics-4\/","title":{"rendered":"Nezhoduj\u00fa sa v\u00e1m konverzie? Google Ads vs. Google Analytics 4"},"content":{"rendered":"

Aj vy ste sa u\u017e zam\u00fd\u0161\u013eali nad t\u00fdm, \u010di je lep\u0161ie posiela\u0165 konverzie do Google Ads cez Google Analytics, alebo priamo prostredn\u00edctvom GAds pixelu? V tomto blogu si zhrnieme a vysvetl\u00edme naj\u010dastej\u0161ie pr\u00ed\u010diny rozdielnych v\u00fdsledkov pri oboch sp\u00f4soboch importu konverzi\u00ed. Tie\u017e si povieme ak\u00e9 d\u00f4sledky to m\u00e1 pre nasaden\u00e9 optimaliz\u00e1cie kampan\u00ed.<\/strong><\/p>\n

1. Rozdielny atribu\u010dn\u00fd model<\/h2>\n

GA4 pou\u017e\u00edva vo svojich defaultn\u00fdch reportoch atribu\u010dn\u00fd model last non-direct source<\/strong>, \u010do znamen\u00e1, \u017ee ka\u017ed\u00e1 konverzia je priraden\u00e1 posledn\u00e9mu zn\u00e1memu non-direct zdroju. <\/span>V pr\u00edpade Google Ads ide o atribu\u010dn\u00fd model, ktor\u00fd preferuje interakcie s reklamou GAds. <\/span>V Google Ads je mo\u017enos\u0165 upravova\u0165 atribu\u010dn\u00e9 modely jednotliv\u00fdch konverzi\u00ed.<\/span><\/p>\n

Probl\u00e9m nast\u00e1va, ke\u010f chceme upravi\u0165 atribu\u010dn\u00fd model importovanej konverzie z GA4. Zdeden\u00fd atribu\u010dn\u00fd model z defaultn\u00fdch reportov v GA4 (teda spom\u00ednan\u00fd last non-direct click model) u\u017e na \u00fa\u010dte GAds neovplyvn\u00edme a vo v\u00fdsledku tak po dodato\u010dnom nastaven\u00ed dost\u00e1vame pre tak\u00e9to konverzie dos\u0165 \u201cexotick\u00fd\u201d atribu\u010dn\u00fd model. <\/span>Re\u00e1lne vieme atribu\u010dn\u00fd model v GAds zmeni\u0165 len pre konverzie, ktor\u00e9 boli implementovan\u00e9 do str\u00e1nky. M\u00f4\u017eeme to preto pova\u017eova\u0165 za v\u00fdhodu priamej implement\u00e1cie<\/strong>.<\/span><\/p>\n

Plat\u00ed, \u017ee v pr\u00edpade importu konverzi\u00ed z GA4 budeme importova\u0165 iba tie konverzie, ktor\u00fdch zdroj Google Ads nebol prep\u00edsan\u00fd n\u00e1sledn\u00fdmi kliknutiami, napr. v\u00fdsledkami organick\u00e9ho vyh\u013ead\u00e1vania, reklamy na soci\u00e1lnych sie\u0165ach a pod.\u00a0<\/span><\/p>\n

V pr\u00edpade GAds, ak u\u017e\u00edvate\u013e cez svoje zariadenie a browser pred konverziou interagoval s reklamou<\/strong> (klikol\/videl – v definovanom \u010dasovom okne pre konverziou), bude reklame v z\u00e1vislosti od nastaven\u00e9ho atribu\u010dn\u00e9ho modelu prip\u00edsan\u00e1 \u010das\u0165 tejto konverzie.<\/span><\/p>\n

To znamen\u00e1, \u017ee vo v\u00fdsledku budeme ma\u0165 viac d\u00e1t, lep\u0161ie mo\u017enosti nastavenia konverzi\u00ed a optimaliz\u00e1cie kampan\u00ed, ak pou\u017eijeme priamu implement\u00e1ciu<\/strong>.<\/span><\/p>\n

2. Reportovac\u00ed \u010das<\/h2>\n

V pr\u00edpade porovn\u00e1vania d\u00e1t GA4 vs. GAds dos\u0165 \u010dasto doch\u00e1dza k nepresnej interpret\u00e1cii d\u00e1t. Ak pou\u017eijeme z\u00e1kladn\u00e9 reporty v GA4 pre konverzn\u00e9 eventy, treba si uvedomi\u0165, \u017ee v porovnan\u00ed s reportami v GAds pou\u017e\u00edvaj\u00fa in\u00fd \u010das konverzie<\/strong>.<\/p>\n

V GA4<\/strong> sa \u010das konverzie po\u010d\u00edta ako moment, kedy doch\u00e1dza k samotn\u00e9mu konverzn\u00e9mu eventu na str\u00e1nke a tak to vid\u00edme aj v reportoch.<\/p>\n

V GAds<\/strong> je v\u0161ak reportovan\u00fd \u010das konverzie moment, kedy u\u017e\u00edvate\u013e interagoval s reklamou, a preto m\u00f4\u017ee pri takomto porovnan\u00ed doch\u00e1dza\u0165 k v\u00fdznamn\u00fdm rozdielom.<\/p>\n

\"rozdiely<\/a><\/p>\n

Ak ide napr. o odvetvie, kde priemern\u00fd rozhodovac\u00ed \u010das u\u017e\u00edvate\u013ea pred konverziou je nieko\u013eko t\u00fd\u017ed\u0148ov, rozdiel v \u010dase tej istej konverzie na \u00fa\u010dte GAds a GA4 m\u00f4\u017ee by\u0165 priepastn\u00fd.<\/p>\n

V GAds sa tieto hodnoty m\u00f4\u017eu sp\u00e4tne meni\u0165 a teda konverzie sa m\u00f4\u017eu zapisova\u0165 a\u017e s odstupom \u010dasu sp\u00e4tne pre minul\u00e9 obdobia, v pr\u00edpade GA4 sa deje to ist\u00e9 (tie\u017e sa sp\u00e4tne menia), ale z in\u00fdch d\u00f4vodov, ako napr\u00edklad dopo\u010d\u00edtavanie \u201cneconsent\u00fdch\u201d d\u00e1t<\/a> v pr\u00edpade pou\u017eitia consent mode.<\/p>\n

3. Po\u010d\u00edtanie konverzi\u00ed<\/h2>\n

V GA4 sa konverzn\u00fd event odo\u0161le v\u017edy, ke\u010f nastane v priebehu rel\u00e1cie<\/strong> – tzn. \u017ee m\u00f4\u017ee by\u0165 odoslan\u00fd aj viackr\u00e1t za rel\u00e1ciu, \u010do je rozdiel aj v porovnan\u00ed so star\u0161\u00edm Universal Analytics (UA), kde cie\u013e mohol nasta\u0165 za rel\u00e1ciu len raz. <\/span>Na \u00fa\u010dte GAds m\u00e1me ale mo\u017enos\u0165 nastavi\u0165 \u0161pecifick\u00e9 po\u010d\u00edtanie pre ka\u017ed\u00fa konverziu zvl\u00e1\u0161\u0165.<\/span><\/p>\n

Teda niektor\u00e9 konverzie budeme chcie\u0165 mo\u017eno po\u010d\u00edta\u0165 len raz za rel\u00e1ciu a teda ich budeme po\u010d\u00edta\u0165 in\u00fdm sp\u00f4sobom, ako sa po\u010d\u00edtaj\u00fa v GA4. Pri porovn\u00e1van\u00ed d\u00e1t v t\u00fdchto dvoch n\u00e1strojoch treba preto bra\u0165 do \u00favahy aj tieto nastavenia.<\/span><\/p>\n

Pr\u00edklad:<\/strong><\/p>\n

M\u00f4\u017ee sa sta\u0165, \u017ee n\u00e1m bud\u00fa ch\u00fdba\u0165 nejak\u00e9 konverzie v GA4 v porovnan\u00ed s GAds a tie\u017e sa to m\u00f4\u017ee dia\u0165 naopak. <\/span>D\u00f4vod, pre\u010do nemusia by\u0165 v GA4 prip\u00edsan\u00e9 niektor\u00e9 konverzie kampaniam GAds je u\u017e spom\u00ednan\u00fd atribu\u010dn\u00fd model.<\/span><\/p>\n

Pr\u00ed\u010dina, pre\u010do m\u00f4\u017eeme vidie\u0165 probl\u00e9m aj v opa\u010dnom garde b\u00fdva \u010dasto to, \u017ee pre GAds konverziu nastav\u00edme podmienku odp\u00e1lenia raz za rel\u00e1ciu. <\/span>Tu m\u00f4\u017ee nasta\u0165 napr. pr\u00edpad, \u017ee po jednom kliknut\u00ed na reklamu u\u017e\u00edvate\u013e objedn\u00e1 slu\u017ebu, \u010di produkt 2x. Obe konverzie bud\u00fa zap\u00edsan\u00e9 v GA4, no v GAds budeme vidie\u0165 d\u00e1ta len pre t\u00fa prv\u00fa.<\/span><\/p>\n

Ke\u010f sa aj dan\u00e1 konverzia nakoniec zaznamen\u00e1 rovnako pre GAds a aj pre GA4, ale nenastane<\/strong> v rovnak\u00fd de\u0148 ako kliknutie na reklamu, nebude reportovan\u00e1 v spom\u00ednan\u00fdch 2 n\u00e1strojoch pre rovnak\u00fd de\u0148.<\/span><\/p>\n

4. \u010cerstvos\u0165 d\u00e1t<\/h2>\n

Google Ads konverzie implementovan\u00e9 priamo do str\u00e1nky cez pixely odosielaj\u00fa konverzn\u00e9 d\u00e1ta do syst\u00e9mu GAds<\/strong> r\u00fdchlej\u0161ie, oby\u010dajne sa zjavia v reportoch do 3 hod\u00edn<\/strong>. Naopak importovan\u00e9 d\u00e1ta z GA4<\/strong> sa v reportoch m\u00f4\u017eu objavi\u0165 a\u017e po 9 hodin\u00e1ch<\/strong>, preto tak\u00e9to porovnania ned\u00e1vnych obdob\u00ed b\u00fdvaj\u00fa \u010dasto nepresn\u00e9.<\/span><\/p>\n

5. Refund<\/h2>\n

Pod\u013ea dostupn\u00fdch inform\u00e1ci\u00ed v s\u00fa\u010dasnosti GAds neumo\u017e\u0148uje rie\u0161enie EEC refundov<\/strong>, \u010do je teda jednozna\u010dnou nev\u00fdhodou v porovnan\u00ed s GA4 a tie\u017e mo\u017enou pr\u00ed\u010dinou r\u00f4znych v\u00fdsledkov.<\/span><\/p>\n

Zhrnutie<\/h2>\n

Pre potreby nasaden\u00fdch automatick\u00fdch optimaliz\u00e1ci\u00ed pracuj\u00facimi s po\u010dtom, \u010di hodnotami konverzi\u00ed na \u00fa\u010dte GAds (maximaliz\u00e1cia po\u010dtu konverzi\u00ed, target CPA, \u010di target ROAS) odpor\u00fa\u010dame pou\u017ei\u0165 implement\u00e1ciu GAds skriptov do str\u00e1nky<\/strong> – ide\u00e1lne cez pixely a GTM, \u00faplne ide\u00e1lne cez serverov\u00e9 GTM<\/a> a Facebook Conversion API.<\/span><\/p>\n

O v\u00fdhod\u00e1ch serverov\u00e9ho GTM sa do\u010d\u00edtate v tomto \u010dl\u00e1nku<\/a><\/span>. <\/span>T\u00fdmto sp\u00f4sobom bude ma\u0165 syst\u00e9m k dispoz\u00edcii viac d\u00e1ta a teda je aj vy\u0161\u0161ia pravdepodobnos\u0165, \u017ee Google Ads bude pracova\u0165 efekt\u00edvnej\u0161ie.<\/span><\/p>\n

Rovnako je v\u00fdhodn\u00e9 ma\u0165 vyrie\u0161en\u00fd aj paraleln\u00fd z\u00e1znam t\u00fdchto eventov pre GA4, kde sa d\u00e1 na kampane pozrie\u0165 z perspekt\u00edvy celej str\u00e1nky, v\u0161etk\u00fdch kan\u00e1lov a tie\u017e r\u00f4znych atribu\u010dn\u00fdch modelov.<\/span><\/p>\n

Najm\u00e4 v pr\u00edpade rie\u0161enia marketingu na viacer\u00fdch platform\u00e1ch s\u00fa\u010dasne je GA4 miesto, ktor\u00e9 umo\u017e\u0148uje glob\u00e1lny poh\u013ead a porovnanie v\u00fdkonnosti, ke\u010f\u017ee v\u00e4\u010d\u0161ina platforiem (Facebook, LinkedIn a pod.) pou\u017e\u00edva pr\u00e1ve atribu\u010dn\u00e9 modely, ktor\u00e9 preferuj\u00fa interakcie s dan\u00fdmi reklamami.<\/span><\/p>\n

Ak by ste potrebovali pom\u00f4c\u0165 s implement\u00e1ciou \u010di u\u017e GAds pixelov, alebo GA4 eventov, radi v\u00e1m s t\u00fdm v DASE pom\u00f4\u017eeme.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Aj vy ste sa u\u017e zam\u00fd\u0161\u013eali nad t\u00fdm, \u010di je lep\u0161ie posiela\u0165 konverzie do Google Ads cez Google…<\/p>\n","protected":false},"author":74,"featured_media":19290,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[640,803,200],"tags":[620,798,884,794,883,882],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19275"}],"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\/74"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=19275"}],"version-history":[{"count":14,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19275\/revisions"}],"predecessor-version":[{"id":19293,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19275\/revisions\/19293"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/19290"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}