{"id":19343,"date":"2023-05-31T15:24:38","date_gmt":"2023-05-31T13:24:38","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19343\/"},"modified":"2023-05-31T15:58:54","modified_gmt":"2023-05-31T13:58:54","slug":"reportovacie-identity-v-google-analytics-4","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/reportovacie-identity-v-google-analytics-4\/","title":{"rendered":"Reportovacie identity v Google Analytics 4"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><strong>Existuje mnoho sp\u00f4sobov ako n\u00e1v\u0161tevn\u00edci interaguj\u00fa s va\u0161im webom, sta\u010d\u00ed si len vybra\u0165 zo \u0161irokej ponuky prehliada\u010dov, zariaden\u00ed a adblokerov.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Niekto si napr\u00edklad r\u00e1d scrolluje v aplik\u00e1ci\u00ed pri zob\u00fadzan\u00ed a potom sleduje nov\u00fd obsah na po\u010d\u00edta\u010di cez prehliada\u010d. Ak do toho zahrnieme aj zvy\u0161uj\u00facu sa ochranu s\u00fakromia tak u\u017e dnes v\u00f4bec nie je tak\u00e9 \u013eahk\u00e9 identifikova\u0165 unik\u00e1tnych n\u00e1v\u0161tevn\u00edkov na\u0161ej str\u00e1nky.<\/span><\/p>\n<h2><strong>Na\u010do je reportovacia identita?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Priznajme si, \u017ee u\u017e od za\u010diatku marketingovej analytiky existovali ur\u010dit\u00e9 obmedzenia, ktor\u00e9 nebolo mo\u017en\u00e9 len tak \u013eahko vyrie\u0161i\u0165. Medzi ne patr\u00ed nieko\u013eko z\u00e1kladn\u00fdch probl\u00e9mov v meran\u00ed n\u00e1v\u0161tevnosti a jednotliv\u00fdch metr\u00edk.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prv\u00fdm je <strong>probl\u00e9m viacer\u00fdch zariaden\u00ed<\/strong>, ke\u010f jeden a ten ist\u00fd n\u00e1v\u0161tevn\u00edk pou\u017e\u00edva viacero zariaden\u00ed. Druh\u00fdm je <strong>nastavenie ochrany s\u00fakromia<\/strong>, ktor\u00e9 je ve\u013emi d\u00f4le\u017eit\u00e9 z\u00e1rove\u0148 v\u0161ak potrebuje n\u00e1js\u0165 etick\u00fd sp\u00f4sob, ako mera\u0165 interakcie na na\u0161ej str\u00e1nke. A v neposlednom rade ide taktie\u017e o probl\u00e9m <strong>pou\u017e\u00edvania viacer\u00fdch platforiem<\/strong>. Sem m\u00f4\u017eeme zahrn\u00fa\u0165 pou\u017e\u00edvanie r\u00f4znych prehliada\u010dov alebo aplik\u00e1ci\u00ed.<\/span><\/p>\n<p><strong>Reportovacia identita n\u00e1m teda pom\u00e1ha rie\u0161i\u0165:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Cross device<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Cookie setting<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Cross platform<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ako by sme teda mali dnes rozm\u00fd\u0161\u013ea\u0165 nad n\u00e1v\u0161tevnos\u0165ou, rel\u00e1ciami a ich metrikami? T\u00fato ot\u00e1zku rie\u0161i Google Analytics 4 pomocou reportovac\u00edch ident\u00edt, teda r\u00f4znych identifik\u00e1torov pou\u017e\u00edvate\u013ea ktor\u00e9 n\u00e1sledne sp\u00e1ja do spolo\u010dnej reportovacej identity pou\u017e\u00edvate\u013ea.<\/span><\/p>\n<h2><strong>Ako sa reportovacia identita <\/strong><strong>vytv\u00e1ra<\/strong><strong>?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Ka\u017ed\u00e1 interakcia v podobe udalosti na str\u00e1nke zo sebou nesie aj konkr\u00e9tny identifik\u00e1tor zariadenia, teda konkr\u00e9tneho pou\u017e\u00edvate\u013ea. Google Analytics 4 n\u00e1sledne prirad\u00ed v\u0161etky nasleduj\u00face udalosti s rovnak\u00fdm identifik\u00e1torom do ucelenej rel\u00e1cie. V z\u00e1vislosti od technick\u00fdch mo\u017enost\u00ed str\u00e1nky alebo aplik\u00e1cie, nastavenia GA4 a cookie consentu vieme vyu\u017e\u00edva\u0165 r\u00f4zne identifik\u00e1tory pou\u017e\u00edvate\u013ea.\u00a0<\/span><\/p>\n<h3><strong>Z\u00e1kladn\u00e9 reportovacie identity<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Identifik\u00e1tor zariadenia<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>User\u2011ID<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>sign\u00e1ly Googlu<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Modelovanie<\/strong><\/li>\n<\/ul>\n<h3><strong>Identifik\u00e1tor zariadenia<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">V pr\u00edpade web str\u00e1nok ide o be\u017en\u00e9 <strong>client ID<\/strong>, ktor\u00e9ho hodnota b\u00fdva ulo\u017een\u00e1 v cookie s n\u00e1zvom &#8222;<\/span><b>_ga&#8220;<\/b><span style=\"font-weight: 400;\">. Tento identifik\u00e1tor sa sklad\u00e1 z dvoch 10 cifern\u00fdch \u010d\u00edsiel oddelen\u00fdch bodkou. Vytv\u00e1ra sa pri prvom spusten\u00ed konfigura\u010dn\u00e9ho tagu pre GA4. Ak reportujeme pou\u017e\u00edvate\u013eov aplik\u00e1cie tak analytics pou\u017e\u00edva identifik\u00e1tor stiahnutej aplik\u00e1cie. Ozna\u010denie vznik\u00e1 pri in\u0161tal\u00e1cii aplik\u00e1cie, ale na jeho zaznamenanie je potrebn\u00fd s\u00fahlas pou\u017e\u00edvate\u013ea.\u00a0<\/span><\/p>\n<h3><strong>User-id<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ak str\u00e1nka pou\u017e\u00edva prihlasovanie alebo m\u00e1 autorizovan\u00fa z\u00f3nu, do ktorej je mo\u017en\u00fd pr\u00edstup len s pou\u017e\u00edvate\u013esk\u00fdm heslom, tak je mo\u017en\u00e9 s udalos\u0165ami odosiela\u0165 aj pou\u017e\u00edvate\u013esk\u00fd parameter <\/span><b>user_id<\/b><span style=\"font-weight: 400;\">. Ten predstavuje ozna\u010denie pou\u017e\u00edvate\u013ea vo va\u0161om internom syst\u00e9me. Naj\u010dastej\u0161ie m\u00e1 podobu n\u00e1hodn\u00e9ho s\u00faboru \u010d\u00edslic a p\u00edsmen na vytvorenie jedine\u010dn\u00e9ho ozna\u010denia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00f4le\u017eit\u00e9 je, \u017ee tento identifik\u00e1tor sa sp\u00e1ja s konkr\u00e9tnym prihlasovac\u00edm menom a heslom pou\u017e\u00edvate\u013ea va\u0161ej str\u00e1nky.<\/span><\/p>\n<h3><strong>Google Signals<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Ak ste prihl\u00e1sen\u00ed vo va\u0161om prehliada\u010di na mobile alebo po\u010d\u00edta\u010di, tak z najv\u00e4\u010d\u0161ou pravdepodobnos\u0165ou asi pou\u017e\u00edvate na prihl\u00e1senie emailov\u00fa adresu od spolo\u010dnosti Google.\u00a0 Vytvoren\u00edm konta v tejto slu\u017ebe z\u00edskavate aj identifik\u00e1tor, na ktor\u00fd sa n\u00e1sledne via\u017ee aj personalizovan\u00e9 nastavenie zobrazovan\u00fdch rekl\u00e1m. V sekci\u00ed \u201cnastavenia \u00fa\u010dtu\u201d, viete z\u00e1rove\u0148 spravova\u0165 aj pou\u017eitie tohto emailov\u00e9ho identifik\u00e1tora na analytick\u00e9, \u010di marketingov\u00e9 \u00fa\u010dely.\u00a0<\/span><\/p>\n<h3><strong>Data modeling<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">V pr\u00edpade \u017ee na va\u0161ej str\u00e1nke pou\u017e\u00edvate niektor\u00fd z integrovan\u00fdch cookie bannerov ako napr\u00edklad <strong>Cookiebot<\/strong>, <strong>oneTrust,<\/strong> alebo <strong>Cookieyes<\/strong> je mo\u017en\u00e9 zapn\u00fa\u0165 takzvan\u00fd <\/span><i><span style=\"font-weight: 400;\">consent mode<\/span><\/i><span style=\"font-weight: 400;\">, \u010do je anonymizovan\u00e9 odosielania \u00fadajov zo str\u00e1nky. Vyu\u017eitie consent m\u00f3du nie je limitovan\u00e9 len na tieto n\u00e1stroje spravovania s\u00fahlasu pou\u017e\u00edvate\u013eov, ale v takom pr\u00edpade si vy\u017eaduj\u00fa zlo\u017eitej\u0161ie nastavenia. (s ktor\u00fdmi v\u00e1m samozrejme vieme pom\u00f4c\u0165 u n\u00e1s v DASE &#x2714;)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modelovanie d\u00e1t vyu\u017e\u00edva <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/vyraz\/machine-learning\/\" target=\"_blank\" rel=\"noopener\">machine learning<\/a> na spracovanie udalost\u00ed be\u017en\u00fdch pou\u017e\u00edvate\u013eov a n\u00e1sledne aplikuje vzorce spr\u00e1vania na s\u00fabor anonymizovan\u00fdch \u00fadajov. V\u010faka tomu vie GA4 spolu s consent m\u00f3dom doplni\u0165 po\u010dty n\u00e1v\u0161tevn\u00edkov na str\u00e1nke a \u00fadaje konverzn\u00fdch udalost\u00ed.<\/span><\/p>\n<p><strong>Nezabudnite&#8230; <\/strong><span style=\"font-weight: 400;\">V\u0161etky uveden\u00e9 sp\u00f4soby identifik\u00e1cie pou\u017e\u00edvate\u013ea s\u00fa z\u00e1visl\u00e9 od spr\u00e1vneho nastavenia analytick\u00e9ho merania, zapojenia konkr\u00e9tnych n\u00e1strojov na str\u00e1nke a samozrejme s\u00fahlasu pou\u017e\u00edvate\u013eov s ulo\u017een\u00edm marketingov\u00fdch identifik\u00e1torov na ich zariadeniach.<\/span><\/p>\n<h2><strong>Ako sa vyu\u017e\u00edva reportovacia identita v Google analytics 4?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Kombin\u00e1cia jednotliv\u00fdch sp\u00f4sobov identifik\u00e1cie pou\u017e\u00edvate\u013ea do reportovacej identity m\u00e1 vplyv na zobrazenie reportov. V pr\u00edpade, \u017ee chcete naplno vyu\u017e\u00edva\u0165 integr\u00e1ciu GA4 s Google Ads je nutn\u00e9 ma\u0165 schv\u00e1len\u00e9 pou\u017e\u00edvanie sign\u00e1lov Google (Google signals) vo va\u0161ej property.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Presnej\u0161ie meranie pou\u017e\u00edvate\u013eov m\u00e1 v\u0161ak za n\u00e1sledok aj ur\u010dit\u00e9 obmedzenia v podobe data tresholdingu (obmedzenie \u00fadajov)<\/strong>, ke\u010f\u017ee by bolo n\u00e1sledne mo\u017en\u00e9 dosta\u0165 sa k osobn\u00fdm demografick\u00fdm \u00fadajom konkr\u00e9tnych pou\u017e\u00edvate\u013eov.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Z tohto d\u00f4vodu je dobr\u00e9 vedie\u0165 si prepn\u00fa\u0165 nastavenie reportovacej identity v nastaveniach GA4, na z\u00e1klade ktorej sa zobrazuj\u00fa d\u00e1ta v reportoch. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zmena reportovacej identity <strong>nemen\u00ed<\/strong> sp\u00f4sob ak\u00fdm s\u00fa va\u0161e d\u00e1ta spracovan\u00e9 a preto je mo\u017en\u00e9 meni\u0165 toto nastavene pod\u013ea potrebnej situ\u00e1cie. Pri ka\u017edej reportovacej identite je uveden\u00fd aj zaznamenan\u00fd sp\u00f4sob identifik\u00e1cie pou\u017e\u00edvate\u013ea, \u010d\u00edm si viete overi\u0165 spr\u00e1vne nastavenie merania v\u00e1\u0161ho obsahu.<\/span><\/p>\n<h3><strong>Dodato\u010dn\u00e9 reportovacie identity<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Blended (zmie\u0161an\u00e9)<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Observed (pozorovan\u00e9)<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Device-based (pod\u013ea zariadenia)<\/strong><\/li>\n<\/ul>\n<h3><strong>Blended (zmie\u0161an\u00e1) identity<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Na zobrazenie presn\u00fdch \u00fadajov pou\u017e\u00edva v\u0161etky dostupn\u00e9 met\u00f3dy identifik\u00e1cie pou\u017e\u00edvate\u013ea. V pr\u00edpade, \u017ee niektor\u00fd zo sp\u00f4sob nie je plne dostupn\u00fd, sa Google analytics 4 spolieha na ni\u017e\u0161iu \u00farove\u0148 identifik\u00e1cie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toto nastavenie pou\u017e\u00edvame v pr\u00edpade ak chceme zobrazi\u0165 upraven\u00e9 \u00fadaje obohaten\u00e9 o presnej\u0161ie metriky, ktor\u00e9 su vyhodnoten\u00e9 na z\u00e1klade pou\u017eitia v\u0161etk\u00fdch dostupn\u00fdch identifik\u00e1torov zaznamenan\u00fdch v Google analytics 4.<\/span><\/p>\n<h3><strong>Observed (pozorovan\u00e1) identity<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Na z\u00e1klade odosielan\u00fdch \u00fadajov do Google analytics je identita pou\u017e\u00edvate\u013ea vyhodnoten\u00e1 v podobnej postupnosti dostupn\u00fdch identifik\u00e1torov podobne ako pri blendovanom zobrazen\u00ed. V tomto pr\u00edpade sa v\u0161ak nevyu\u017e\u00edva data modeling na z\u00e1klade.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vieme ho pou\u017ei\u0165 v pr\u00edpade zobrazenia v\u0161etk\u00fdch dostupn\u00fdch \u00fadajov bez modelovania, ktor\u00e9 m\u00f4\u017ee v ur\u010dit\u00fdch situ\u00e1ci\u00e1ch priradi\u0165 v\u00e4\u010d\u0161iu v\u00e1hu niektor\u00fdm zdrojom n\u00e1v\u0161tev priraden\u00fdch ku konverzi\u00e1m.\u00a0<\/span><\/p>\n<h3><strong>Device-based (pod\u013ea zariadenia) identity<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Posledn\u00e9 mo\u017en\u00e9 nastavenie vyu\u017e\u00edva na zobrazenie \u00fadajov len identifik\u00e1tor zariadenia. Tak\u00e9to zobrazenie vieme vyu\u017ei\u0165 v pr\u00edpade, \u017ee chceme vidie\u0165 reporty bez obmedzenia demografick\u00fdch \u00fadajov. V niektor\u00fdch pr\u00edpadoch je nastavenie tejto identity \u017eiad\u00face aby sme videli v reportoch v\u0161etky dostupn\u00e9 \u00fadaje.<\/span><\/p>\n<h2><strong>Kde sa nach\u00e1dza nastavenie?<\/strong><\/h2>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V slu\u017ebe Google Analytics kliknite na mo\u017enos\u0165 <strong>Spr\u00e1vca<\/strong>.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uistite sa, \u017ee ste v spr\u00e1vnom \u00fa\u010dte a vlastn\u00edctve.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V st\u013apci <strong>Vlastn\u00edctvo<\/strong> kliknite na polo\u017eku <strong>Identita pre reporty<\/strong>.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vyberte identitu pre reporty, ktor\u00fa chcete pou\u017e\u00edva\u0165.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kliknite na <strong>Ulo\u017ei\u0165<\/strong>.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">V\u0161etky sp\u00f4soby reportovania uprednost\u0148uj\u00fa identifik\u00e1tory v uvedenej hierarchi\u00ed:<br \/>\n<\/span><strong>user_id &gt; google signals &gt; identifik\u00e1tor zariadenia &gt; modelovanie\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Google analytics 4 nie je dokonal\u00fd, za to n\u00e1m d\u00e1va niektor\u00e9 mo\u017enosti zobrazenia d\u00e1t, ktor\u00e9 predt\u00fdm neboli v\u00f4bec dostupn\u00e9 a to je ur\u010dite krok spr\u00e1vnym smerom.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Existuje mnoho sp\u00f4sobov ako n\u00e1v\u0161tevn\u00edci interaguj\u00fa s va\u0161im webom, sta\u010d\u00ed si len vybra\u0165 zo \u0161irokej ponuky prehliada\u010dov, zariaden\u00ed&#8230;<\/p>\n","protected":false},"author":71,"featured_media":19348,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[803,637],"tags":[798,894,893,892],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19343"}],"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\/71"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=19343"}],"version-history":[{"count":5,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19343\/revisions"}],"predecessor-version":[{"id":19350,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19343\/revisions\/19350"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/19348"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}