{"id":21164,"date":"2025-11-20T12:23:47","date_gmt":"2025-11-20T10:23:47","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=21164\/"},"modified":"2025-11-20T12:23:47","modified_gmt":"2025-11-20T10:23:47","slug":"pojdete-za-gtmko-do-kriminalu","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/pojdete-za-gtmko-do-kriminalu\/","title":{"rendered":"P\u00f4jdete za GTMko do krimin\u00e1lu?"},"content":{"rendered":"

Ak ste si doteraz mysleli, \u017ee Google Tag Manager je \u201ene\u0161kodn\u00fd technick\u00fd n\u00e1stroj\u201c, ktor\u00fd m\u00f4\u017eete spusti\u0165 e\u0161te pred s\u00fahlasom pou\u017e\u00edvate\u013ea, nemeck\u00e9 s\u00fady v\u00e1s pr\u00e1ve vyviedli z omylu. Rozhodnutie s\u00fadu v Hannoveri z marca 2025 prv\u00fdkr\u00e1t jasne pomenovalo: aj samotn\u00fd GTM zbiera \u00fadaje, ktor\u00e9 m\u00f4\u017eu identifikova\u0165 pou\u017e\u00edvate\u013ea \u2014 a preto nesmie be\u017ea\u0165 bez jeho s\u00fahlasu.<\/strong><\/p>\n

Pre majite\u013eov webov, market\u00e9rov aj analytikov to znamen\u00e1 jedin\u00e9: pravidl\u00e1 hry sa op\u00e4\u0165 menia. GTM u\u017e nie je \u201etechnick\u00fd tag bez rizika\u201c, ale n\u00e1stroj, ktor\u00fd mus\u00ed by\u0165 rovnako chr\u00e1nen\u00fd s\u00fahlasom ako cookies \u010di marketingov\u00e9 skripty.<\/p>\n

A ke\u010f\u017ee tento verdikt vych\u00e1dza z eur\u00f3pskeho GDPR, dopad nebude len na Nemecko \u2014 pripravova\u0165 sa mus\u00edme v\u0161etci.<\/strong><\/p>\n

\u010co sa vlastne stalo?<\/b><\/h2>\n

Spr\u00e1vny s\u00fad v Hannoveri rozhodol 19. marca 2025 o nie\u010dom, \u010do m\u00f4\u017ee v\u00fdrazne ovplyvni\u0165 ka\u017ed\u00e9ho, kto pou\u017e\u00edva Google Tag Manager. S\u00fad potvrdil, \u017ee aj samotn\u00fd GTM zbiera \u00fadaje, ktor\u00e9 m\u00f4\u017eu pou\u017e\u00edvate\u013ea identifikova\u0165<\/strong> \u2014 napr\u00edklad IP adresu, technick\u00e9 nastavenia zariadenia, krajinu a URL, z ktorej pri\u0161iel.<\/p>\n

A ke\u010f\u017ee tieto \u00fadaje nie s\u00fa nevyhnutn\u00e9 na z\u00e1kladn\u00fa funk\u010dnos\u0165 webu, GTM sa pod\u013ea GDPR nesmie sp\u00fa\u0161\u0165a\u0165 bez riadneho s\u00fahlasu pou\u017e\u00edvate\u013ea.<\/strong><\/p>\n

Po\u010das vy\u0161etrovania sa uk\u00e1zalo aj to, \u017ee skript gtm.js<\/em> sa nena\u010d\u00edtava univerz\u00e1lne, ale prisp\u00f4sobuje sa ka\u017ed\u00e9mu pou\u017e\u00edvate\u013eovi zvl\u00e1\u0161\u0165. To e\u0161te viac potvrdzuje jeho \u00falohu pri prenose osobn\u00fdch \u00fadajov.<\/p>\n

Vydavate\u013estvo noz.de sa sna\u017eilo br\u00e1ni\u0165 t\u00fdm, \u017ee GTM potrebuje na spustenie cookie li\u0161ty. S\u00fad v\u0161ak t\u00fato argument\u00e1ciu odmietol. Pod\u013ea neho existuj\u00fa aj in\u00e9 sp\u00f4soby, ako spravova\u0165 cookies bez toho, aby sa odosielali osobn\u00e9 \u00fadaje do n\u00e1strojov tret\u00edch str\u00e1n.<\/strong><\/p>\n

V\u00fdsledok?<\/strong><\/h3>\n

N\u00e1stroje na spr\u00e1vu skriptov, vr\u00e1tane GTM, musia sp\u013a\u0148a\u0165 rovnak\u00e9 GDPR pravidl\u00e1 ako marketingov\u00e9 tagy. A ak na webe nie s\u00fa nevyhnutn\u00e9, ich pou\u017eitie si vy\u017eaduje s\u00fahlas pod\u013ea \u010dl\u00e1nku 6.1.a GDPR.<\/p>\n

S\u00fad dokonca odporu\u010dil alternat\u00edvy \u2014 eur\u00f3pske rie\u0161enia na spr\u00e1vu marketingov\u00fdch skriptov, ktor\u00e9 hostuj\u00fa d\u00e1ta v E\u00da a neporu\u0161uj\u00fa pr\u00e1va pou\u017e\u00edvate\u013eov.<\/p>\n

\u010co sa d\u00e1 urobi\u0165 u\u017e teraz<\/b><\/h2>\n

Najr\u00fdchlej\u0161\u00edm rie\u0161en\u00edm celej situ\u00e1cie je prejs\u0165 na server-side meranie.<\/a><\/strong>
T\u00fdm sa men\u00ed cel\u00fd vz\u0165ah medzi pou\u017e\u00edvate\u013eom, webom a merac\u00edmi n\u00e1strojmi \u2014 spr\u00e1vcom merania sa st\u00e1va samotn\u00e1 str\u00e1nka<\/em>, preto\u017ee v\u0161etko prebieha na va\u0161ej vlastnej dom\u00e9ne.<\/p>\n

Marketingov\u00e9 identifik\u00e1tory sa vytv\u00e1raj\u00fa v first-party kontexte<\/strong>, s\u00fa bezpe\u010dnej\u0161ie, odolnej\u0161ie a pou\u017e\u00edvaj\u00fa sa dlh\u0161ie.<\/p>\n

Server-side meranie u\u017e dnes pon\u00faka nieko\u013eko v\u00fdhod:<\/a><\/strong><\/h3>\n
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    d\u00e1ta m\u00f4\u017eete spracov\u00e1va\u0165 v eur\u00f3pskych d\u00e1tov\u00fdch centr\u00e1ch<\/strong>,<\/p>\n<\/li>\n

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    IP adresa pou\u017e\u00edvate\u013ea sa m\u00f4\u017ee automaticky maskova\u0165,<\/p>\n<\/li>\n

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    citliv\u00e9 \u00fadaje viete odstr\u00e1ni\u0165 e\u0161te pred odoslan\u00edm do GA4<\/strong>,<\/p>\n<\/li>\n

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    GTM m\u00f4\u017ee be\u017ea\u0165 zo servera tak, aby sa IP adresa v\u00f4bec nedostala mimo E\u00da<\/strong>,<\/p>\n<\/li>\n

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    a navy\u0161e \u2014 adblokery ho takmer nedok\u00e1\u017eu zablokova\u0165<\/strong>, preto\u017ee komunik\u00e1cia prebieha medzi pou\u017e\u00edvate\u013eom a va\u0161ou dom\u00e9nou, nie medzi pou\u017e\u00edvate\u013eom a Google.<\/p>\n<\/li>\n<\/ul>\n

    Server-side je teda v tejto chv\u00edli najpraktickej\u0161\u00ed sp\u00f4sob<\/strong>, ako bezpe\u010dne spracova\u0165 citliv\u00e9 \u00fadaje e\u0161te pred udelen\u00edm s\u00fahlasu a z\u00e1rove\u0148 si zachova\u0165 kvalitn\u00e9 d\u00e1ta pre analytiku a marketing.<\/p>\n

    Z\u00edskate t\u00fdm aj \u010fal\u0161\u00ed bonus: be\u017en\u00fd webov\u00fd GTM si m\u00f4\u017eete \u201eod\u013eah\u010di\u0165\u201c od prebyto\u010dn\u00fdch tagov a presun\u00fa\u0165 duplicity \u010di extern\u00e9 merania na server, ktor\u00fd to dok\u00e1\u017ee spracova\u0165 ove\u013ea \u010distej\u0161ie a bezpe\u010dnej\u0161ie.<\/p>\n

    \u010co urobi\u0165 teraz, k\u00fdm bude neskoro?<\/strong><\/h3>\n

    Moment\u00e1lne nikto presne nevie, ako Google na rozhodnutie zareaguje. Firma s\u00edce deklaruje, \u017ee chce dodr\u017eiava\u0165 v\u0161etky nariadenia, tak\u017ee je mo\u017en\u00e9, \u017ee v bud\u00facnosti uprav\u00ed fungovanie GTM tak, aby neodosielal osobn\u00e9 \u00fadaje e\u0161te pred s\u00fahlasom<\/strong>.
    V takom pr\u00edpade by bolo op\u00e4\u0165 mo\u017en\u00e9 sp\u00fa\u0161\u0165a\u0165 GTM aj pred akceptovan\u00edm cookies alebo aspo\u0148 ponecha\u0165 d\u00e1ta spracovan\u00e9 pod eur\u00f3pskou spr\u00e1vou.<\/p>\n

    Treba v\u0161ak po\u010d\u00edta\u0165 aj s opa\u010dn\u00fdm scen\u00e1rom. Ak Google ni\u010d nezmen\u00ed, ak\u00e1ko\u013evek forma merania \u2013 dokonca aj anonymizovan\u00e1 \u2013 bude povolen\u00e1 a\u017e po udelen\u00ed s\u00fahlasu<\/strong>.<\/p>\n

    To bude vy\u017eadova\u0165:<\/strong><\/h3>\n
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      \u00fapravu cookie li\u0161ty,<\/strong><\/p>\n<\/li>\n

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      jasnej\u0161ie vysvetlenie, \u017ee pou\u017e\u00edvate\u013e si m\u00f4\u017ee vybra\u0165 \u201eanonymn\u00e9 meranie bez identifik\u00e1torov\u201c,<\/strong><\/p>\n<\/li>\n

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      a lep\u0161iu komunik\u00e1ciu, \u017ee z\u00e1kladn\u00e9 analytick\u00e9 \u00fadaje (bez cookies) pom\u00e1haj\u00fa zlep\u0161ova\u0165 fungovanie webu.<\/strong><\/p>\n<\/li>\n<\/ul>\n

      Tieto kroky s\u00fa d\u00f4le\u017eit\u00e9 hlavne preto, aby sme z\u00edskali aspo\u0148 orienta\u010dn\u00e9 d\u00e1ta<\/strong> o spr\u00e1van\u00ed n\u00e1v\u0161tevn\u00edkov aj v pr\u00edpade, \u017ee odmietnu marketingov\u00e9 cookies. Najn\u00e1ro\u010dnej\u0161ia mo\u017enos\u0165 je kompletn\u00fd prechod na alternat\u00edvne eur\u00f3pske n\u00e1stroje na spr\u00e1vu skriptov<\/strong> alebo priame zapracovanie tagov do k\u00f3du webu s reakciou na cookie nastavenia.<\/p>\n

      V DASE si mysl\u00edme, \u017ee Google sa bude sna\u017ei\u0165 pred\u00eds\u0165 tomu, aby firmy masovo odch\u00e1dzali k alternat\u00edvam. D\u00e1 sa o\u010dak\u00e1va\u0165, \u017ee n\u00e1jde sp\u00f4sob, ako technicky splni\u0165 GDPR<\/strong> a z\u00e1rove\u0148 zachova\u0165 meranie udalost\u00ed v norme, ktor\u00fa trh pozn\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Ak ste si doteraz mysleli, \u017ee Google Tag Manager je \u201ene\u0161kodn\u00fd technick\u00fd n\u00e1stroj\u201c, ktor\u00fd m\u00f4\u017eete spusti\u0165 e\u0161te pred…<\/p>\n","protected":false},"author":71,"featured_media":21168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[806],"tags":[602,663,1064,1063],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21164"}],"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=21164"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21164\/revisions"}],"predecessor-version":[{"id":21171,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21164\/revisions\/21171"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/21168"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=21164"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=21164"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=21164"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}