{"id":21472,"date":"2026-05-21T14:05:29","date_gmt":"2026-05-21T12:05:29","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=21472\/"},"modified":"2026-05-21T16:01:43","modified_gmt":"2026-05-21T14:01:43","slug":"case-study-spolahlivejsie-meranie-pre-istores","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-spolahlivejsie-meranie-pre-istores\/","title":{"rendered":"Case-study: Spo\u013eahlivej\u0161ie meranie pre iStores"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Apple Retailer<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Slovensko &amp; \u010cesko \u2022 istores.sk \u2022 istores.cz<\/span><\/p>\n<h2><b>V\u00fdzva<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">iStores je <strong>premium partner<\/strong> a ofici\u00e1lny Apple retailer p\u00f4sobiaci na slovenskom a \u010deskom trhu. Pri vyhodnocovan\u00ed digit\u00e1lneho marketingu sa spolieha na spr\u00e1vne nastaven\u00e9 meranie webu a odosielanie d\u00e1t do analytick\u00fdch a marketingov\u00fdch platforiem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Klient \u010delil potrebe<strong> upravi\u0165 analytick\u00fa infra\u0161trukt\u00faru<\/strong> v dvoch oblastiach:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">prvou bolo zjednotenie trackovania na slovenskej a \u010deskej verzii webu<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">druhou bola \u00faprava merania po prechode z klasick\u00e9ho webu na SPA rie\u0161enie, kde sa zobrazenia str\u00e1nok a s\u00favisiace parametre nesprac\u00favaj\u00fa rovnak\u00fdm sp\u00f4sobom ako pri be\u017enom na\u010d\u00edtan\u00ed novej str\u00e1nky.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">V praxi to znamenalo riziko nejednotn\u00e9ho merania medzi krajinami, nespr\u00e1vne odosielanie parametrov <strong>page location<\/strong> a <strong>page referrer<\/strong> a zlo\u017eitej\u0161iu spr\u00e1vu tagov naprie\u010d webmi.<\/span><\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-21474 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores.png\" alt=\"istores CASESTUDY\" width=\"1568\" height=\"814\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores.png 1568w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-300x156.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-1024x532.png 1024w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-1536x797.png 1536w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-600x311.png 600w\" sizes=\"(max-width: 1568px) 100vw, 1568px\" \/><\/a><\/p>\n<h2><b>Pr\u00edstup<\/b><\/h2>\n<h3><b>1. Zl\u00fa\u010denie kontajnerov do multidom\u00e9novej architekt\u00fary<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Samostatn\u00e9<strong> klientsk\u00e9 GTM kontajnery<\/strong> pre istores.sk a istores.cz sme zl\u00fa\u010dili do jedn\u00e9ho multidom\u00e9nov\u00e9ho kontajnera. Spr\u00e1va tagov, sp\u00fa\u0161\u0165a\u010dov a premenn\u00fdch tak prebieha na jednom mieste.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Architekt\u00fara je navrhnut\u00e1 tak, aby sa dala <strong>jednoducho \u0161k\u00e1lova\u0165<\/strong>. V pr\u00edpade expanzie iStores do \u010fal\u0161\u00edch kraj\u00edn sta\u010d\u00ed pripoji\u0165 nov\u00fa dom\u00e9nu bez potreby vytv\u00e1ra\u0165 nov\u00fd GTM kontajner.<\/span><\/p>\n<h3><b>2. Prisp\u00f4sobenie trackovania pre SPA<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><strong>Prechod na SPA si vy\u017eiadal \u00fapravu logiky odosielania udalost\u00ed.<\/strong> K\u013e\u00fa\u010dov\u00fdm krokom bolo zabezpe\u010di\u0165 spr\u00e1vne zachyt\u00e1vanie zobrazen\u00ed str\u00e1nok a odosielanie korektn\u00fdch hodn\u00f4t page location a page referrer pri ka\u017edej navig\u00e1cii v r\u00e1mci aplik\u00e1cie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bez tejto \u00fapravy by analytick\u00e9 n\u00e1stroje nedok\u00e1zali spo\u013eahlivo ur\u010di\u0165, ktor\u00e9 str\u00e1nky pou\u017e\u00edvate\u013e nav\u0161t\u00edvil a v akom kontexte k n\u00e1v\u0161teve do\u0161lo.<\/span><\/p>\n<h3><b>3. Napojenie CZ str\u00e1nky na server-side GTM<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u010cesk\u00e1 str\u00e1nka istores.cz doteraz <strong>nevyu\u017e\u00edvala server-side infra\u0161trukt\u00faru.<\/strong> Namapovan\u00edm subdom\u00e9ny a presmerovan\u00edm requestov do server-side GTM sme sGTM spustili aj pre \u010desk\u00fd web bez potreby budova\u0165 nov\u00fa infra\u0161trukt\u00faru.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vyu\u017eili sme existuj\u00faci server-side GTM nasaden\u00fd pre slovensk\u00fa str\u00e1nku, v\u010faka \u010domu zostali n\u00e1klady na implement\u00e1ciu n\u00edzke.<\/span><\/p>\n<h3><b>4. Presun marketingov\u00fdch tagov do server-side GTM<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Tagy pre Google Ads, Meta Ads, Microsoft Ads a TikTok sme presunuli z klientsk\u00e9ho kontajnera do server-side GTM. T\u00fdm sa zn\u00ed\u017eila z\u00e1\u0165a\u017e klientsk\u00e9ho kontajnera a \u010das\u0165 merania sa presunula mimo prehliada\u010da pou\u017e\u00edvate\u013ea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Teraz sa d\u00e1ta z marketingov\u00fdch platforiem odosielaj\u00fa z jedn\u00e9ho miesta.<\/strong> Zjednodu\u0161uje to kontrolu nad t\u00fdm, ak\u00e9 d\u00e1ta sa odosielaj\u00fa, kam smeruj\u00fa a kedy odch\u00e1dzaj\u00fa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u010faka vyu\u017eitiu <strong>Regex a Lookup tabuliek<\/strong> obsahuje server-side GTM kontajner iba 8 tagov, napriek tomu, \u017ee obsluhuje \u0161tyri marketingov\u00e9 platformy a dve dom\u00e9ny. Spr\u00e1va kontajnera je tak jednoduch\u0161ia a riziko ch\u00fdb pri \u010fal\u0161\u00edch \u00faprav\u00e1ch ni\u017e\u0161ie.<\/span><\/p>\n<p><a href=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-2.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-21475 size-full\" src=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-2.png\" alt=\"istores 2 CASESTUDY\" width=\"645\" height=\"622\" srcset=\"https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-2.png 645w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-2-300x289.png 300w, https:\/\/www.dase-analytics.com\/blog\/wp-content\/uploads\/istores-2-600x579.png 600w\" sizes=\"(max-width: 645px) 100vw, 645px\" \/><\/a><\/p>\n<h2><b>V\u00fdsledky<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Po \u00faprav\u00e1ch m\u00e1 iStores jednotn\u00e9 trackovanie pre slovensk\u00fd aj \u010desk\u00fd web. <strong>Z\u00e1rove\u0148 sa vyrie\u0161ilo meranie po prechode na SPA,<\/strong> vr\u00e1tane korektn\u00e9ho odosielania zobrazen\u00ed str\u00e1nok a s\u00favisiacich parametrov.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dapravou infra\u0161trukt\u00fary sa odstr\u00e1nilo duplicitn\u00e9 odosielanie d\u00e1t a konverzi\u00ed. D\u00e1ta odosielan\u00e9 do analytick\u00fdch a marketingov\u00fdch platforiem s\u00fa v\u010faka tomu <strong>konzistentnej\u0161ie a lep\u0161ie pou\u017eite\u013en\u00e9<\/strong> pri vyhodnocovan\u00ed kampan\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zlep\u0161enie sa prejavilo napr\u00edklad aj v kvalite transak\u010dn\u00fdch d\u00e1t. Ich presnos\u0165 sa po implement\u00e1cii zv\u00fd\u0161ila pribli\u017ene <strong>z 80% na 92%.<\/strong> Okrem toho sa zn\u00ed\u017eili rozdiely medzi d\u00e1tami v GA4 a vy\u010disten\u00fdmi d\u00e1tami v BigQuery, \u010do prinieslo spo\u013eahlivej\u0161\u00ed poh\u013ead na v\u00fdkon webu a kampan\u00ed.<\/span><\/p>\n<h2><b>Slovami klienta<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><i><span style=\"font-weight: 400;\">Zos\u00faladenie GTM kontajnerov n\u00e1m prinieslo v\u00fdrazne jednoduch\u0161iu spr\u00e1vu merania naprie\u010d slovensk\u00fdm a \u010desk\u00fdm webom. Kontajnery boli pre\u010disten\u00e9 od historick\u00fdch zna\u010diek a sp\u00fa\u0161\u0165a\u010dov, ktor\u00e9 zbyto\u010dne zvy\u0161ovali komplexitu a \u010diasto\u010dne ovplyv\u0148ovali aj v\u00fdkon str\u00e1nok.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Cel\u00fd projekt n\u00e1m dal kvalitnej\u0161ie d\u00e1ta pre vyhodnocovanie kampan\u00ed aj pre jednotliv\u00e9 reklamn\u00e9 syst\u00e9my &#8211; a t\u00fdm aj lep\u0161\u00ed z\u00e1klad pre optimaliz\u00e1ciu, presnej\u0161ie cielenie a efekt\u00edvnej\u0161ie riadenie marketingu.<\/span><\/i><span style=\"font-weight: 400;\">&#8222;<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u2014<strong> Juraj Kluv\u00e1nek, Marketing Director, iStores Slovakia<\/strong><\/span><\/i><\/p>\n<h2><b>Z\u00e1ver<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Projekt pre iStores bol najm\u00e4 o zjednoten\u00ed analytickej infra\u0161trukt\u00fary naprie\u010d slovensk\u00fdm a \u010desk\u00fdm webom. <strong>Meranie na oboch dom\u00e9nach dnes funguje pod\u013ea rovnakej logiky<\/strong>, v\u010faka \u010domu m\u00e1 iStores stabilnej\u0161\u00ed a preh\u013eadnej\u0161\u00ed z\u00e1klad pre vyhodnocovanie d\u00e1t z oboch trhov.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rie\u0161enie z\u00e1rove\u0148 ost\u00e1va pripraven\u00e9 na \u010fal\u0161ie roz\u0161irovanie, \u010di u\u017e pri vstupe do nov\u00fdch kraj\u00edn, alebo pri zap\u00e1jan\u00ed \u010fal\u0161\u00edch n\u00e1strojov a marketingov\u00fdch platforiem.<\/span><\/p>\n<p>A samozrejme, ak si mysl\u00edte \u017ee by nie\u010do podobn\u00e9 malo zmysel aj pre v\u00e1s, pokojne sa n\u00e1m ozvite na <strong>cibula@dase.sk<\/strong> &#x270c;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple Retailer Slovensko &amp; \u010cesko \u2022 istores.sk \u2022 istores.cz V\u00fdzva iStores je premium partner a ofici\u00e1lny Apple retailer&#8230;<\/p>\n","protected":false},"author":78,"featured_media":21485,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[340],"tags":[974,811,1104,1042],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21472"}],"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\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=21472"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21472\/revisions"}],"predecessor-version":[{"id":21483,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21472\/revisions\/21483"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/21485"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=21472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=21472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=21472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}