{"id":19411,"date":"2023-07-18T16:11:08","date_gmt":"2023-07-18T14:11:08","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=19411\/"},"modified":"2023-07-18T16:13:55","modified_gmt":"2023-07-18T14:13:55","slug":"ecommerce-merania-cez-google-tag-manager","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/ecommerce-merania-cez-google-tag-manager\/","title":{"rendered":"E-commerce merania cez Google Tag Manager"},"content":{"rendered":"<p>V reportoch Google Analytics 4 (GA4) uvid\u00edte mno\u017estvo r\u00f4znych d\u00e1t u\u017e po jeho in\u0161tal\u00e1cii. Ozajstn\u00e9 k\u00fazlo analytiky v\u0161ak objav\u00edte po implement\u00e1cii meran\u00ed na mieru. Medzi najzn\u00e1mej\u0161ie patria <strong>Ecommerce<\/strong> merania. Iba v\u010faka nim pochop\u00edte sp\u00f4sob interakcie pou\u017e\u00edvate\u013eov s produktmi a slu\u017ebami, ktor\u00e9 pon\u00fakate.<\/p>\n<h3><strong>Pred t\u00fdm ako za\u010dneme<\/strong><\/h3>\n<p>\u010cl\u00e1nok je zameran\u00fd na pou\u017e\u00edvate\u013eov, ktor\u00ed maj\u00fa znalos\u0165 n\u00e1stroja Google Tag Manager (GTM) a <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/ecommerce?client_type=gtm\" target=\"_blank\" rel=\"noopener\">dop\u013a\u0148a ofici\u00e1lnu E-Commerce (EC) dokument\u00e1ciu od Google<\/a>, ktor\u00e1 je ur\u010den\u00e1 pre developerov.<\/p>\n<p>Povieme si o v\u0161etk\u00fdch EC eventoch &#8211; celkovo je ich <strong>\u0161trn\u00e1s\u0165. <\/strong>Detailne\u00a0sa tie\u017e pozrieme na GA4 <strong>dataLayer implement\u00e1ciu<\/strong> pre purchase event (vykonanie n\u00e1kupu) a uk\u00e1\u017eeme si jeho <strong>nastavenie v GTM<\/strong>.<\/p>\n<h3><strong>\u010co je to dataLayer?<\/strong><\/h3>\n<p>DataLayer, alebo <strong>d\u00e1tov\u00e1 vrstva<\/strong> je JavaScriptov\u00e1 premenn\u00e1, ktor\u00e1 nesie a odovzd\u00e1va d\u00e1ta do kontajnera v n\u00e1stroji Google Tag Manager. Tvor\u00ed ak\u00fasi medzivrstvu medzi webom a analytick\u00fdmi n\u00e1strojmi.<\/p>\n<p>D\u00e1ta ulo\u017een\u00e9 v dataLayeri m\u00f4\u017eete pou\u017ei\u0165 na vyplnenie premenn\u00fdch a aktiv\u00e1ciu triggerov v GTM. Jedn\u00e1 sa o pokro\u010dil\u00e9 rie\u0161enie, ktor\u00e9 si vy\u017eaduje <strong>\u00fa\u010das\u0165 program\u00e1tora<\/strong>, alebo <strong>plugin<\/strong>, ak ho va\u0161e CMS pon\u00faka. <a href=\"https:\/\/wordpress.org\/plugins\/duracelltomi-google-tag-manager\/\" target=\"_blank\" rel=\"noopener\">Pre WordPress je zn\u00e1my GTM4WP<\/a>.<\/p>\n<h2><strong>Enhanced ecommerce v Universal Analytics (GA3) vs. GA4<\/strong><\/h2>\n<p>GA3 pou\u017e\u00edvala in\u00fd model, ak\u00fd aktu\u00e1lne pou\u017e\u00edva GA4. V \u0161trukt\u00fare dataLayera n\u00e1jdeme <strong>k\u013e\u00fa\u010dov\u00e9 rozdiely<\/strong>, ktor\u00e9 odpor\u00fa\u010dame striktne dodr\u017eiava\u0165. Pribudli aj dva \u00faplne <strong>nov\u00e9 eventy<\/strong>, konkr\u00e9tne <strong>add_to_wishlist<\/strong> a <strong>view_cart<\/strong>.<\/p>\n<p>Pri checkoute eventoch u\u017e neexistuj\u00fa \u017eiadne kroky (steps) <b>\u2192<\/b>\u00a0GA4 v\u00e1m namiesto nich pon\u00faka \u0161pecifick\u00e9 eventy <strong>add_shipping_info<\/strong> a <strong>add_payment_info<\/strong>.<\/p>\n<p>V\u0161etky eventy obsahuj\u00fa <strong>pole polo\u017eiek &#8211; items array<\/strong>, ktor\u00e9 m\u00f4\u017eete vidie\u0165 ni\u017e\u0161ie. &#x1f447;<\/p>\n<p>Po novom m\u00f4\u017eete do po\u013ea items okrem preddefinovan\u00fdch parametrov zahrn\u00fa\u0165 a\u017e <strong>10 vlastn\u00fdch parametrov<\/strong> (25 pri GA4 360), ktor\u00e9 si viete registrova\u0165 ako item-scoped dimenzie v rozhran\u00ed GA4.<\/p>\n<pre class=\"lang-none prettyprint prettyprinted\"><code>items: [\r\n    {\r\n      item_id: \"SKU_12345\",\r\n      item_name: \"Stan and Friends Tee\",\r\n      affiliation: \"Google Merchandise Store\",\r\n      coupon: \"SUMMER_FUN\",\r\n      discount: 2.22,\r\n      index: 0,\r\n      item_brand: \"Google\",\r\n      item_category: \"Apparel\",\r\n      item_category2: \"Adult\",\r\n      item_category3: \"Shirts\",\r\n      item_category4: \"Crew\",\r\n      item_category5: \"Short sleeve\",\r\n      item_list_id: \"related_products\",\r\n      item_list_name: \"Related Products\",\r\n      item_variant: \"green\",\r\n      location_id: \"ChIJIQBpAG2ahYAR_6128GcTUEo\",\r\n      price: 9.99,\r\n      quantity: 1\r\n    },\r\n    {\r\n      item_id: \"SKU_12346\",\r\n      item_name: \"Google Grey Women's Tee\",\r\n      affiliation: \"Google Merchandise Store\",\r\n      coupon: \"SUMMER_FUN\",\r\n      discount: 3.33,\r\n      index: 1,\r\n      item_brand: \"Google\",\r\n      item_category: \"Apparel\",\r\n      item_category2: \"Adult\",\r\n      item_category3: \"Shirts\",\r\n      item_category4: \"Crew\",\r\n      item_category5: \"Short sleeve\",\r\n      item_list_id: \"related_products\",\r\n      item_list_name: \"Related Products\",\r\n      item_variant: \"gray\",\r\n      location_id: \"ChIJIQBpAG2ahYAR_6128GcTUEo\",\r\n      price: 20.99,\r\n      quantity: 1\r\n    }\r\n]<\/code><\/pre>\n<h3><strong>Toto s\u00fa v\u0161etky e-commerce eventy<\/strong><\/h3>\n<p>Ni\u017e\u0161ie n\u00e1jdete zoznam v\u0161etk\u00fdch udalost\u00ed, ktor\u00e9 viete nakonfigurova\u0165 v k\u00f3de svojho webu (dataLayer) a n\u00e1sledne v GTM, cez ktor\u00fd sa posielaj\u00fa d\u00e1ta do GA4 a r\u00f4znych reklamn\u00fdch n\u00e1strojov (Google Ads, Facebook, at\u010f.).<\/p>\n<ul>\n<li><strong>Eventy view_promotion <\/strong>a<strong> select_promotion<\/strong> &#8211; zist\u00edte, ak\u00e9 produkty sa u\u017e\u00edvate\u013eom zobrazuj\u00fa v zornom poli v intern\u00fdch reklamn\u00fdch baneroch, v akom porad\u00ed a ktor\u00e9 z nich s\u00fa najklikanej\u0161ie.<\/li>\n<li><strong>Event view_item_list<\/strong> &#8211; zist\u00edte, ktor\u00e9 kateg\u00f3rie produktov sa zobrazili v zornom poli u\u017e\u00edvate\u013ea, ktor\u00e9 s\u00fa ob\u013eb\u00fan\u00e9.<\/li>\n<li><strong>Event select_item <\/strong>&#8211; zist\u00edte, ktor\u00fd tovar je najklikanej\u0161\u00ed a ak\u00fa mal poz\u00edciu v pri evente view_item_list.<\/li>\n<li><strong>Event view_item<\/strong> &#8211; zist\u00edte, ktor\u00fd detail tovaru je najvidenej\u0161\u00ed a do ktorej kateg\u00f3rie tovarov patr\u00ed.<\/li>\n<li><strong>Eventy add_to_cart a remove_from_cart <\/strong>&#8211; zist\u00edte, ktor\u00e9 produkty si u\u017e\u00edvatelia prid\u00e1vaj\u00fa a odstra\u0148uj\u00fa z n\u00e1kupn\u00e9ho ko\u0161\u00edka.<\/li>\n<li><strong>Event add_to_wishlist <\/strong>&#8211; zist\u00edte, ktor\u00e9 produkty si u\u017e\u00edvatelia prid\u00e1vaj\u00fa medzi ob\u013e\u00faben\u00e9. <strong>TIP:<\/strong> Ak tak\u00fato funkcionalitu v\u00e1\u0161 e-shop nepon\u00faka, m\u00f4\u017eete event pou\u017ei\u0165 napr\u00edklad pre funkciu \u201cstr\u00e1\u017ei\u0165 dostupnos\u0165 \u201c &#8211; notifik\u00e1cie o dostupnosti tovaru.<\/li>\n<li><strong>Event view_cart <\/strong>&#8211; zist\u00edte, ko\u013eko kr\u00e1t si u\u017e\u00edvatelia zobrazili detail n\u00e1kupn\u00e9ho ko\u0161\u00edka s konkr\u00e9tnymi tovarmi.<\/li>\n<li><strong>Event begin_checkout <\/strong>&#8211; zist\u00edte, ko\u013eko u\u017e\u00edvate\u013eov sa dostalo do z\u00e1vere\u010dn\u00e9ho procesu vykonania n\u00e1kupu &#8211; tento m\u00e1 v\u00e4\u010d\u0161inou viacero krokov.<\/li>\n<li><strong>Event add_shipping_info <\/strong>&#8211; zist\u00edte, ko\u013eko u\u017e\u00edvate\u013eov \u00faspe\u0161ne vyplnilo osobn\u00e9 \/ faktura\u010dn\u00e9 \u00fadaje a ak\u00fd sp\u00f4sob dopravy si zvolili.<\/li>\n<li><strong>Event add_payment_info <\/strong>&#8211; zist\u00edte, ko\u013eko u\u017e\u00edvate\u013eov \u00faspe\u0161ne vyplnilo platobn\u00e9 \u00fadaje a ak\u00fd sp\u00f4sob platby si zvolili.<\/li>\n<li><strong>Event refund <\/strong>&#8211; zist\u00edte, ktor\u00e9 polo\u017eky u\u017e\u00edvatelia vracaj\u00fa.<\/li>\n<\/ul>\n<h2><strong>Nastavenie purchase eventu v GTM<br \/>\n<\/strong><\/h2>\n<p>Event <strong>purchase <\/strong>je najd\u00f4le\u017eitej\u0161\u00edm krokom n\u00e1kupn\u00e9ho lievika. Pr\u00e1ve preto si ho rozoberieme do detailu &#x1f575;&#xfe0f;. <strong>\u00a0<\/strong><\/p>\n<p>Jeho <strong>dataLayer.push vyzer\u00e1 nasledovne<\/strong>:<\/p>\n<pre class=\"lang-none prettyprint prettyprinted\"><code>dataLayer.push({ ecommerce: null });  \/\/ Clear the previous ecommerce object.\r\ndataLayer.push({\r\n  event: \"purchase\",\r\n  ecommerce: {\r\n      transaction_id: \"T_12345\",\r\n      value: <strong>25.42<\/strong>,\r\n      tax: <strong>4.90<\/strong>,\r\n      shipping: <strong>5.99<\/strong>,\r\n      currency: \"EUR\",\r\n      coupon: \"SUMMER_SALE\",\r\n      items: [\r\n       {\r\n        item_id: \"SKU_12345\",\r\n        item_name: \"Stan and Friends Tee\",\r\n        affiliation: \"Google Merchandise Store\",\r\n        coupon: \"SUMMER_FUN\",\r\n        discount: <strong>2.22<\/strong>,\r\n        index: <strong>0<\/strong>,\r\n        item_brand: \"Google\",\r\n        item_category: \"Apparel\",\r\n        item_category2: \"Adult\",\r\n        item_category3: \"Shirts\",\r\n        item_category4: \"Crew\",\r\n        item_category5: \"Short sleeve\",\r\n        item_list_id: \"related_products\",\r\n        item_list_name: \"Related Products\",\r\n        item_variant: \"green\",\r\n        location_id: \"ChIJIQBpAG2ahYAR_6128GcTUEo\",\r\n        price: <strong>9.99<\/strong>,\r\n        quantity: <strong>1<\/strong>\r\n      },\r\n      {\r\n<\/code><\/pre>\n<p>Ka\u017ed\u00fd dal\u0161\u00ed tovar posiela hodnotu index parametra: 1,2,3,4 &#8230;<\/p>\n<p><strong>Bli\u017esie<\/strong> <strong>inform\u00e1cie<\/strong> <strong>n\u00e1jdete<\/strong> <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/reference\/events?client_type=gtm#example_22\"><strong>v<\/strong><\/a> <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/reference\/events?client_type=gtm#example_22\"><strong>ofici\u00e1lnej<\/strong><\/a> <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/reference\/events?client_type=gtm#example_22\" target=\"_blank\" rel=\"noopener\"><strong>dokment\u00e1cii<\/strong><\/a><\/p>\n<p><strong>&#x1f446; V\u0161imnite si<\/strong>\u00a0zv\u00fdraznen\u00e9 hodnoty parametrov:<\/p>\n<ul>\n<li>value<\/li>\n<li>tax<\/li>\n<li>shipping<\/li>\n<li>discount<\/li>\n<li>index<\/li>\n<li>price<\/li>\n<li>quantity<\/li>\n<\/ul>\n<p>Ich hodnoty je potrebn\u00e9 <strong>posiela\u0165 ako \u010d\u00edslo<\/strong>, nako\u013eko Google v novej \u0161trukt\u00fare (koniec Febru\u00e1ra 2023) u\u017e nepodporuje transform\u00e1ciu zo stringu na integer.<\/p>\n<p>M\u00f4\u017eete si to overi\u0165 v ultim\u00e1tnom BigQuery. Ak je hodnota parametra <strong>\u201cvalue\u201d<\/strong> ulo\u017een\u00e1 v poli <strong>\u201cstring_value\u201d<\/strong>, znamen\u00e1 to, \u017ee <strong>nebola<\/strong> \u00faspe\u0161ne preveden\u00e1 na \u010d\u00edslo.<\/p>\n<p>V takom pr\u00edpade bude pole <strong>purchase_revenue<\/strong> (v\u00fdnosy z n\u00e1kupu) <strong>\u201cnull\u201d<\/strong> a zbyto\u010dne prich\u00e1dzate o cenn\u00e9 d\u00e1ta v GA4 reportoch.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-30.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19413 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-30.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"841\" height=\"181\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-30.png 841w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-30-300x65.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/1-30-600x129.png 600w\" sizes=\"(max-width: 841px) 100vw, 841px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Je teda dobr\u00e9 program\u00e1tora <strong>vopred upozorni\u0165<\/strong>, aby sa hodnoty parametrov posielali pod\u013ea <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/reference\/events?client_type=gtm#purchase-gtm\" target=\"_blank\" rel=\"noopener\">ofici\u00e1lnej dokument\u00e1cie<\/a>.<\/p>\n<p>Event purchase by sa mal do dataLayera vlo\u017ei\u0165 (push) <strong>a\u017e po <\/strong>\u00faspe\u0161nom odoslan\u00ed platby. Teda ihne\u010f po presmerovan\u00ed z platobnej br\u00e1ny na \u010fakovn\u00fa str\u00e1nku.<\/p>\n<p>Ak si u\u017e\u00edvate\u013eov str\u00e1nku op\u00e4tovne na\u010d\u00edta &#8211; refreshne, dataLayer push u\u017e nenast\u00e1va. Tak\u00e9to spr\u00e1vanie je d\u00f4le\u017eit\u00e9 z poh\u013eadu duplicitn\u00fdch transakci\u00ed, aj ke\u010f tieto si u\u017e GA4 dok\u00e1\u017ee odfiltrova\u0165. Pou\u017e\u00edva k tomu <strong>parameter transaction_id<\/strong>.<\/p>\n<h2><strong>E-commerce merania nastav\u00edte viacer\u00fdmi sp\u00f4sobmi<\/strong><\/h2>\n<p>Z\u00e1le\u017e\u00ed od v\u00e1s, ak\u00fa mieru flexibility po\u017eadujete. E-commerce si po novom dok\u00e1\u017eete nastavi\u0165 iba jedn\u00fdm tagom.<\/p>\n<p>Uk\u00e1\u017eeme si <strong>oba sp\u00f4soby, <\/strong>aby ste porozumeli, ako funguje manu\u00e1lny setup a dataLayer.<\/p>\n<h3><strong>Prv\u00fd sp\u00f4sob (manu\u00e1lny):<\/strong><\/h3>\n<p><strong>1.<\/strong> Najsk\u00f4r si ako typ tagu zvol\u00edme <strong>GA4 Event<\/strong> a do po\u013ea <strong>Event Name<\/strong> zad\u00e1me <strong>purchase<\/strong> &#8211; presne v tomto tvare, nako\u013eko ho GA4 v tomto form\u00e1te o\u010dak\u00e1va. Tu je n\u00e1zov zhodn\u00fd ako v GA3, av\u0161ak GA4 u\u017e pou\u017e\u00edva snake_case, nie camelCase.<\/p>\n<p><strong>2.<\/strong> Vyberieme si <strong>konfigura\u010dn\u00fd tag<\/strong>. V DASE ako \u0161tandard pou\u017e\u00edvame Lookup table &#8211; hod\u00ed sa v pr\u00edpade, ak m\u00e1 n\u00e1\u0161 klient viacero dom\u00e9n a navy\u0161e odomyk\u00e1 \u010fal\u0161ie pokro\u010dil\u00e9 mo\u017enosti.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19414 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1104\" height=\"320\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28.png 1104w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28-300x87.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28-1024x297.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/2-28-600x174.png 600w\" sizes=\"(max-width: 1104px) 100vw, 1104px\" \/><\/a><\/p>\n<p><strong>3.<\/strong> Do tabu\u013eky parametrov <strong>zad\u00e1me parametre<\/strong> s pr\u00edslu\u0161n\u00fdmi dataLayer premenn\u00fdmi.<\/p>\n<p>GA4 \u0161trukt\u00fara je <strong>ve\u013emi jednoduch\u00e1<\/strong>. Pomocou bodky sa iba raz vn\u00e1rame do ecommerce objectu, aby sme si vytiahli pr\u00edslu\u0161n\u00fa hodnotu dan\u00e9ho parametra:<\/p>\n<ul>\n<li><strong>items<\/strong> &#8211; ecommerce.items<\/li>\n<li><strong>currency<\/strong> &#8211; ecommerce.currency<\/li>\n<li><strong>transaction id<\/strong> &#8211; ecommerce.transaction_id<\/li>\n<li><strong>value<\/strong> &#8211; ecommerce.value<\/li>\n<li><strong>tax<\/strong> &#8211; ecommerce.tax<\/li>\n<li><strong>shipping<\/strong> &#8211; ecommerce.shipping<\/li>\n<li><strong>coupon<\/strong> &#8211; ecommerce.coupon<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19415 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1104\" height=\"505\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22.png 1104w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22-300x137.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22-1024x468.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/3-22-600x274.png 600w\" sizes=\"(max-width: 1104px) 100vw, 1104px\" \/><\/a><\/p>\n<p>V\u0161etky premenn\u00e9 v obr\u00e1zku za\u010d\u00ednaj\u00fa p\u00edsmenami DL. Jedn\u00e1 sa o pomerne zau\u017e\u00edvan\u00fa skratku pre v\u0161etky Data Layer premenn\u00e9. Je na v\u00e1s, ako si tieto premenn\u00e9 v GTM pomenujete.<\/p>\n<p><strong>D\u00f4le\u017eit\u00e9 je v\u0161ak ma\u0165 dataLayer premenn\u00e9 spr\u00e1vne pomenovan\u00e9<\/strong>, napr. ecommerce.items<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19416 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1154\" height=\"364\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20.png 1154w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20-300x95.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20-1024x323.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/4-20-600x189.png 600w\" sizes=\"(max-width: 1154px) 100vw, 1154px\" \/><\/a><\/p>\n<p><strong>4.<\/strong> Ako trigger pou\u017eijeme <strong>custom event<\/strong> s n\u00e1zvom <strong>purchase<\/strong>. Trigger je v\u017edy zhodn\u00fd s n\u00e1zvom eventu, ktor\u00fd sme zad\u00e1vali pri vytv\u00e1ran\u00ed dan\u00e9ho tagu.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19417 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1154\" height=\"392\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15.png 1154w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15-300x102.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15-1024x348.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/5-15-600x204.png 600w\" sizes=\"(max-width: 1154px) 100vw, 1154px\" \/><\/a><\/p>\n<p><strong>BONUS: NAIMPORTUJTE SI PURCHASE EVENT<\/strong><\/p>\n<p>Aby ste nemuseli manu\u00e1lne absolvova\u0165 tento manu\u00e1lny proces, <a href=\"https:\/\/drive.google.com\/file\/d\/1fW3sD6mDjk9L4HJ6Ug-Ze72ckRIWusYJ\/view?usp=sharing\" target=\"_blank\" rel=\"noopener\">jednoducho si stiahnite JSON s\u00fabor<\/a> a vyu\u017eite funkciu Import kontajnera v GTM.<\/p>\n<p>Viac info n\u00e1jdete v \u010dl\u00e1nku <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/gtm-tipy-export-a-import-kontajnera\/\" target=\"_blank\" rel=\"noopener\">GTM TIPY: Export a Import kontajnera<\/a><strong>.<\/strong><\/p>\n<h3><strong>Druh\u00fd sp\u00f4sob (automatick\u00fd):<\/strong><\/h3>\n<p><strong>1.<\/strong> Op\u00e4\u0165 si ako typ tagu zvol\u00edme <strong>GA4 Event<\/strong>. Do po\u013ea event name v\u0161ak tentokr\u00e1t zad\u00e1me vstavan\u00fa premenn\u00fa <strong>Event<\/strong>. N\u00e1zov eventu sa v\u017edy dopln\u00ed automaticky.<\/p>\n<p><strong>2.<\/strong> Vyberieme si po\u017eadovan\u00fd <strong>konfigura\u010dn\u00fd tag<\/strong> a v \u010dasti <strong>More settings <\/strong>za\u0161krtneme pol\u00ed\u010dko <strong>Send Ecommerce data.<\/strong><\/p>\n<p>Nemus\u00edte manu\u00e1lne vyp\u013a\u0148a\u0165 jednotliv\u00e9 parametre, ako v pr\u00edpade manu\u00e1lneho nastavenia. V\u0161etky potrebn\u00e9 hodnoty parametrov sa <strong>automaticky vytiahnu<\/strong> z d\u00e1tovej vrstvy.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/6-11.png\" data-rel=\"lightbox-image-5\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19418 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/6-11.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"861\" height=\"403\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/6-11.png 861w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/6-11-300x140.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/6-11-600x281.png 600w\" sizes=\"(max-width: 861px) 100vw, 861px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>3.<\/strong> Ako trigger pou\u017eijeme op\u00e4\u0165 <strong>custom event<\/strong>. Tentokr\u00e1t v\u0161ak s akt\u00edvnou funkciou <strong>regex matching<\/strong>.<\/p>\n<p>V\u010faka regul\u00e1rnemu v\u00fdrazu (RegEx) n\u00e1m bude sta\u010di\u0165 iba jeden trigger. Ten sa odp\u00e1li, ak n\u00e1jde v re\u0165azci zhodu. Do pol\u00ed\u010dka event name iba <strong>skop\u00edrujte RegEx <\/strong>(eventy s\u00fa oddelen\u00e9 znakom \u201c|\u201d, ktor\u00fd znamen\u00e1 or \/ alebo):<\/p>\n<p><strong>view_item|view_item_list|select_item|add_to_cart|add_to_wishlist|remove_from_cart|view_cart|begin_checkout|add_payment_info|add_shipping_info|purchase|refund<\/strong><\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7.png\" data-rel=\"lightbox-image-6\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19419 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1152\" height=\"478\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7.png 1152w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7-300x124.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7-1024x425.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/7-7-600x249.png 600w\" sizes=\"(max-width: 1152px) 100vw, 1152px\" \/><\/a><\/p>\n<p><strong>TIP: <\/strong>V BI n\u00e1stroji Google Looker Studio si m\u00f4\u017eete jednoducho vytvori\u0165 <strong>z\u00e1kladn\u00fd funnel<\/strong> (lievik) pou\u017eit\u00edm rovnak\u00e9ho RegExu.<\/p>\n<p>Tak\u00fdto funnel vy\u017eijete napr\u00edklad <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/uvod-do-optimalizacie-konverzii-cro\/\" target=\"_blank\" rel=\"noopener\">pri optimaliz\u00e1cii konverzn\u00e9ho pomeru \u2013 CRO<\/a>.<\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5.png\" data-rel=\"lightbox-image-7\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19420 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1427\" height=\"312\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5.png 1427w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5-300x66.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5-1024x224.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/8-5-600x131.png 600w\" sizes=\"(max-width: 1427px) 100vw, 1427px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5.png\" data-rel=\"lightbox-image-8\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-19421 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5.png\" alt=\"GA4 ecommerce merania cez google tag manager DASE BLOG\" width=\"1262\" height=\"293\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5.png 1262w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5-300x70.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5-1024x238.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/9-5-600x139.png 600w\" sizes=\"(max-width: 1262px) 100vw, 1262px\" \/><\/a><\/p>\n<h2><strong>GA3 (Universal Analytics) vs. Backend vs. GA4<\/strong><\/h2>\n<p>Nie v\u0161etky transakcie uvid\u00edte v GA4 oproti v\u00e1\u0161mu intern\u00e9mu CRM syst\u00e9mu, alebo Backendu.<\/p>\n<p>Dva roky dozadu v\u00e4\u010d\u0161ina z n\u00e1s nerie\u0161ila GDPR a cookie li\u0161ty. Ak u\u017e tagy vo va\u0161om GTM re\u0161pektuj\u00fa <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/google-consent-mode\/\" target=\"_blank\" rel=\"noopener\">consent<\/a> pou\u017e\u00edvate\u013ea &#8211; n\u00e1v\u0161tevn\u00edk nes\u00fahlasil s analytick\u00fdmi cookies, tieto <strong>objedn\u00e1vky v GA4 neuvid\u00edte<\/strong>.<\/p>\n<p><strong>Pr\u00edklad:<\/strong><\/p>\n<p>Ak m\u00e1te <strong>opt-in rate na \u00farovni 85%<\/strong> (percento povolen\u00fdch analytick\u00fdch cookies) v GA4 uvid\u00edte o <strong>15% menej<\/strong> transakci\u00ed. Ak k tomu prid\u00e1me AdBlockery a modern\u00e9 prehliada\u010de s r\u00f4znymi funkciami proti sledovaniu (ITP, ETP a in\u00e9), percento d\u00e1t v GA4 sa e\u0161te viac zn\u00ed\u017ei.<\/p>\n<p>Aby toho <strong>nebolo m\u00e1lo &#x1f92f; <\/strong>v GA4 n\u00e1m pribudli \u201cfunkcie\u201d ako <a href=\"https:\/\/support.google.com\/analytics\/answer\/9383630?hl=sk\" target=\"_blank\" rel=\"noopener\">thresholding<\/a>, <a href=\"https:\/\/support.google.com\/analytics\/answer\/7667196?hl=sk\" target=\"_blank\" rel=\"noopener\">data retention<\/a>, <a href=\"https:\/\/support.google.com\/analytics\/answer\/13331292?hl=sk\" target=\"_blank\" rel=\"noopener\">data sampling<\/a>, <a href=\"https:\/\/support.google.com\/analytics\/answer\/12226705?hl=sk\" target=\"_blank\" rel=\"noopener\">cardinality<\/a> a in\u00e9.<\/p>\n<h3><strong>Existuje v\u00f4bec rie\u0161enie ?<\/strong><\/h3>\n<p>\u010ciasto\u010dn\u00fdm je <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/9-dovodov-preco-mat-serverside-uz-dnes\/\" target=\"_blank\" rel=\"noopener\">pokro\u010dil\u00e1 server-side GTM implement\u00e1cia<\/a>. V\u010faka ktorej sa vyhnete Adblockerom, spresnia sa v\u00e1m celkovo merania a zr\u00fdchli na\u010d\u00edtanie webu. Aj v tomto pr\u00edpade v\u0161ak user<strong> m\u00f4\u017ee cookies zamietnu\u0165<\/strong>. Serverov\u00e9 GTMko v\u00e1m toti\u017e ned\u00e1va pr\u00e1vo ignorova\u0165 rozhodnutie n\u00e1v\u0161tevn\u00edka.<\/p>\n<p>Hlavn\u00fdm pr\u00ednosom je fakt, \u017ee serverov\u00e9 GTM v\u00e1s prep\u00e1ja s <strong>Google Cloud Platform<\/strong> a jeho produktami. M\u00e1me tu<strong> Cloud Storage<\/strong>, <strong>Cloud Firestore<\/strong> a<br \/>\nfam\u00f3zne <strong>BigQuery<\/strong> &#8211; <a href=\"https:\/\/www.dase-analytics.com\/blog\/sk\/10-dovodov-preco-prepoji-google-analytics-4-s-bigquery-este-dnes\/\" target=\"_blank\" rel=\"noopener\">10 d\u00f4vodov, pre\u010do prepoji\u0165 Google Analytics 4 s BigQuery e\u0161te dnes<\/a>.<\/p>\n<p><strong>Measurement Protocol<\/strong> &#8211; umo\u017e\u0148uje posielanie d\u00e1t (prim\u00e1rne sl\u00fa\u017ei na obohacovanie eventov) z backendu priamo do Google Analytics 4 cez API.<\/p>\n<p><strong>Nenechajte sa odradi\u0165.<\/strong> Nastavenie E-commerce meran\u00ed v GTM je v\u010faka automatick\u00e9mu setupu ve\u013emi jednoduch\u00e9. Spr\u00e1vna implement\u00e1cia a najm\u00e4 jej kontrola si v\u0161ak vy\u017eaduj\u00fa mno\u017estvo \u010dasu, znalost\u00ed a tie\u017e zapojenie program\u00e1torov.<\/p>\n<p>Ak by ste kedyko\u013evek potrebovali pom\u00f4c\u0165, sme tu pre v\u00e1s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V reportoch Google Analytics 4 (GA4) uvid\u00edte mno\u017estvo r\u00f4znych d\u00e1t u\u017e po jeho in\u0161tal\u00e1cii. Ozajstn\u00e9 k\u00fazlo analytiky v\u0161ak&#8230;<\/p>\n","protected":false},"author":77,"featured_media":19432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[809,803],"tags":[907,909,906,908,799,602,663,910],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19411"}],"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\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=19411"}],"version-history":[{"count":10,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19411\/revisions"}],"predecessor-version":[{"id":19431,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/19411\/revisions\/19431"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/19432"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=19411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=19411"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=19411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}