{"id":21578,"date":"2026-07-09T14:54:52","date_gmt":"2026-07-09T12:54:52","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=21578\/"},"modified":"2026-07-09T14:55:18","modified_gmt":"2026-07-09T12:55:18","slug":"case-study-lepsie-data-viac-darcov","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/case-study-lepsie-data-viac-darcov\/","title":{"rendered":"Case-study: Lep\u0161ie d\u00e1ta. Viac darcov."},"content":{"rendered":"

V DASE ver\u00edme, \u017ee d\u00e1ta m\u00f4\u017eu pom\u00e1ha\u0165 nielen firm\u00e1m r\u00e1s\u0165, ale aj dobr\u00fdm veciam dosta\u0165 sa k v\u00e4\u010d\u0161iemu po\u010dtu \u013eud\u00ed.<\/strong> Preto sa venujeme aj pro bono spolupr\u00e1cam.<\/span><\/p>\n

Naposledy sme si vybrali pr\u00e1ve Dobr\u00e9ho Anjela, ktor\u00e9ho asi v\u0161etci pozn\u00e1te.\u00a0<\/span><\/p>\n

Dobr\u00fd Anjel pom\u00e1ha rodin\u00e1m s de\u0165mi, ktor\u00e9 sa v d\u00f4sledku v\u00e1\u017eneho ochorenia dostali do finan\u010dnej tiesne. Aby mohol pom\u00e1ha\u0165 \u010do najviac, potrebuje efekt\u00edvne z\u00edskava\u0165 nov\u00fdch darcov aj cez online kampane.<\/strong><\/span><\/p>\n

Pri v\u00fdkonnostnom marketingu v\u0161ak nesta\u010d\u00ed len spusti\u0165 reklamu a sledova\u0165 v\u00fdsledky. D\u00f4le\u017eit\u00e9 je vedie\u0165, \u010di s\u00fa d\u00e1ta, pod\u013ea ktor\u00fdch sa rozhodujeme, naozaj spo\u013eahliv\u00e9.<\/strong><\/span><\/p>\n

A pr\u00e1ve to bolo cie\u013eom na\u0161ej spolupr\u00e1ce. \u2764<\/span><\/p>\n

Ak\u00e1 bola v\u00fdzva?<\/b><\/h2>\n

Dobr\u00fd Anjel chcel z\u00edska\u0165 presnej\u0161\u00ed poh\u013ead<\/strong> na pou\u017e\u00edvate\u013eov, konverzie a v\u00fdkon online kampan\u00ed.<\/span><\/p>\n

V praxi i\u0161lo najm\u00e4 o to, aby sa dalo lep\u0161ie vyhodnocova\u0165:<\/strong><\/p>\n

    \n
  • odkia\u013e prich\u00e1dzaj\u00fa nov\u00ed darcovia<\/span><\/li>\n
  • ktor\u00e9 kampane prin\u00e1\u0161aj\u00fa registr\u00e1cie<\/span><\/li>\n
  • ako efekt\u00edvne sa m\u00ed\u0148a marketingov\u00fd rozpo\u010det<\/span><\/li>\n
  • \u010di je mo\u017en\u00e9 bezpe\u010dne nav\u00fd\u0161i\u0165 invest\u00edcie do v\u00fdkonnostn\u00e9ho marketingu<\/span><\/li>\n<\/ul>\n

    Ke\u010f\u017ee dne\u0161n\u00e9 meranie ovplyv\u0148uj\u00fa cookie li\u0161ty, s\u00fahlasy pou\u017e\u00edvate\u013eov aj obmedzenia prehliada\u010dov, \u010das\u0165 d\u00e1t sa m\u00f4\u017ee str\u00e1ca\u0165. A menej d\u00e1t znamen\u00e1 menej istoty pri optimaliz\u00e1cii kampan\u00ed.<\/strong><\/span><\/p>\n

    V\u00fdsledky<\/b><\/h2>\n

    Po nasaden\u00ed \u00faprav z\u00edskal Dobr\u00fd Anjel presnej\u0161ie d\u00e1ta o pou\u017e\u00edvate\u013eoch aj konverzi\u00e1ch.<\/strong> To pomohlo pri optimaliz\u00e1cii kampan\u00ed a z\u00e1rove\u0148 zv\u00fd\u0161ilo istotu pri \u010fal\u0161\u00edch marketingov\u00fdch invest\u00edci\u00e1ch.<\/span><\/p>\n

    Za sledovan\u00e9 obdobie sa podarilo dosiahnu\u0165:<\/strong><\/p>\n

    \n
    \n
    +42,5 %<\/div>\n
    N\u00e1v\u0161tev<\/div>\n<\/div>\n
    \n
    +29,6 %<\/div>\n
    Akt\u00edvnych pou\u017e\u00edvate\u013eov<\/div>\n<\/div>\n
    \n
    +26,3 %<\/div>\n
    Nov\u00fdch pou\u017e\u00edvate\u013eov<\/div>\n<\/div>\n
    \n
    +18,5 %<\/div>\n
    Engagement time<\/div>\n<\/div>\n<\/div>\n

    Pozit\u00edvny dopad bolo vidie\u0165 aj vo fundraisingu. V\u010faka kvalitn\u00fdm meraniam mohli kampane bezpe\u010dne vy\u0161k\u00e1lova\u0165, \u010do prinieslo:<\/strong><\/p>\n

    \n
    \n
    +50,7 %<\/div>\n
    Registr\u00e1ci\u00ed darcov<\/div>\n<\/div>\n
    \n
    +14,7 %<\/div>\n
    Akt\u00edvnych darcov<\/div>\n<\/div>\n
    \n
    +20 %<\/div>\n
    Priemern\u00fd pr\u00edspevok darcu<\/div>\n<\/div>\n<\/div>\n

    D\u00f4le\u017eit\u00e9 je, \u017ee akvizi\u010dn\u00e1 cena za nov\u00e9ho darcu ostala medziro\u010dne pribli\u017ene rovnak\u00e1.<\/span><\/p>\n

    To znamen\u00e1, \u017ee Dobr\u00fd Anjel dok\u00e1zal z\u00edskava\u0165 viac darcov bez v\u00fdrazn\u00e9ho zhor\u0161enia efektivity kampan\u00ed.<\/b><\/p>\n

    Ak\u00e9 bolo rie\u0161enie?<\/b><\/h2>\n

    Zamerali sme sa na spresnenie merania a kvalitnej\u0161ie odovzd\u00e1vanie d\u00e1t do reklamn\u00fdch syst\u00e9mov.<\/strong> Cie\u013eom nebolo ma\u0165 v reportoch viac \u010d\u00edsel a z\u00edska\u0165 d\u00e1ta, ktor\u00fdm sa d\u00e1 veri\u0165 a v\u010faka ktor\u00fdm sa daj\u00fa robi\u0165 lep\u0161ie rozhodnutia.<\/span><\/p>\n

    Server-side meranie<\/b><\/h3>\n

    Pri klasickom meran\u00ed sa d\u00e1ta posielaj\u00fa priamo z prehliada\u010da pou\u017e\u00edvate\u013ea do analytick\u00fdch a reklamn\u00fdch n\u00e1strojov.<\/strong> To v\u0161ak dnes \u010dasto nar\u00e1\u017ea na r\u00f4zne obmedzenia, \u010di u\u017e zo strany prehliada\u010dov, nastaven\u00ed s\u00fakromia alebo cookie pravidiel. <\/span>Preto sme sa rozhodli pre server-side meranie.<\/span><\/p>\n

    Zjednodu\u0161ene povedan\u00e9, medzi web a n\u00e1stroje ako Google Analytics, Google Ads \u010di Meta pribudla vlastn\u00e1 serverov\u00e1 vrstva.<\/strong> T\u00e1 pom\u00e1ha lep\u0161ie spracova\u0165 a odovzda\u0165 d\u00e1ta tam, kde s\u00fa potrebn\u00e9.<\/span><\/p>\n

    Pre Dobr\u00e9ho Anjela to bolo vhodn\u00e9 rie\u0161enie najm\u00e4 preto, \u017ee potreboval spo\u013eahlivej\u0161ie mera\u0165 registr\u00e1cie darcov a lep\u0161ie vyhodnocova\u0165 v\u00fdkon kampan\u00ed.<\/strong> Pri fundraisingu nejde len o n\u00e1v\u0161tevnos\u0165 webu. D\u00f4le\u017eit\u00e9 je vedie\u0165, ktor\u00e9 kampane re\u00e1lne pom\u00e1haj\u00fa z\u00edskava\u0165 nov\u00fdch darcov.<\/span><\/p>\n

    Server-side meranie pomohlo vytvori\u0165 stabilnej\u0161\u00ed z\u00e1klad<\/strong> pre vyhodnocovanie kampan\u00ed a zn\u00ed\u017ei\u0165 riziko<\/strong>, \u017ee sa d\u00f4le\u017eit\u00e9 konverzn\u00e9 d\u00e1ta stratia e\u0161te predt\u00fdm, ne\u017e sa dostan\u00fa do reklamn\u00fdch syst\u00e9mov.<\/span><\/p>\n

    Facebook Conversions API<\/b><\/h3>\n

    Pri Meta kampaniach je kvalita konverzn\u00fdch d\u00e1t tie\u017e ve\u013emi d\u00f4le\u017eit\u00e1. Reklamn\u00fd syst\u00e9m sa pod\u013ea nich u\u010d\u00ed<\/strong>, komu m\u00e1 reklamu zobrazova\u0165 a ktor\u00e9 publik\u00e1 prin\u00e1\u0161aj\u00fa najlep\u0161ie v\u00fdsledky.<\/span><\/p>\n

    Ak sa v\u0161ak \u010das\u0165 konverzi\u00ed nezachyt\u00ed cez prehliada\u010d, Meta nem\u00e1 \u00fapln\u00fd obraz.<\/strong> A ke\u010f reklamn\u00fd syst\u00e9m nem\u00e1 dobr\u00fa sp\u00e4tn\u00fa v\u00e4zbu, optimaliz\u00e1cia m\u00f4\u017ee by\u0165 menej presn\u00e1. <\/span>Preto sme nastavili Facebook Conversions API.<\/span><\/p>\n

    To umo\u017e\u0148uje posiela\u0165 vybran\u00e9 konverzn\u00e9 udalosti spo\u013eahlivej\u0161ie zo servera.<\/strong> Pre Dobr\u00e9ho Anjela to d\u00e1valo zmysel hlavne preto, \u017ee registr\u00e1cia darcu je k\u013e\u00fa\u010dov\u00e1 akcia. \u010c\u00edm presnej\u0161ie sa t\u00e1to udalos\u0165 dostane do reklamn\u00e9ho syst\u00e9mu, t\u00fdm lep\u0161ie sa m\u00f4\u017eu kampane optimalizova\u0165.<\/span><\/p>\n

    Jednoducho povedan\u00e9: Meta dostala kvalitnej\u0161\u00ed sign\u00e1l o tom, koho a \u010do m\u00e1 h\u013eada\u0165.<\/strong><\/span><\/p>\n

    Vlastn\u00e9 CTA merania<\/b><\/h3>\n

    Okrem samotn\u00fdch registr\u00e1ci\u00ed bolo d\u00f4le\u017eit\u00e9 lep\u0161ie pochopi\u0165 aj spr\u00e1vanie pou\u017e\u00edvate\u013eov pred t\u00fdm, ne\u017e sa rozhodn\u00fa sta\u0165 darcami. <\/span>Preto sme nastavili vlastn\u00e9 CTA merania.<\/strong><\/span><\/p>\n

    CTA prvky, teda tla\u010didl\u00e1 a v\u00fdzvy k akcii, s\u00fa na webe ve\u013emi d\u00f4le\u017eit\u00e9. Ukazuj\u00fa, \u010di pou\u017e\u00edvate\u013e len \u010d\u00edta obsah, alebo u\u017e re\u00e1lne prejavuje z\u00e1ujem pokra\u010dova\u0165 \u010falej.<\/strong><\/span><\/p>\n

    Preto sme chceli vidie\u0165 nielen fin\u00e1lnu registr\u00e1ciu, ale aj kroky, ktor\u00e9 k nej ved\u00fa.<\/strong> Napr\u00edklad interakcie s tla\u010didlami, ktor\u00e9 pou\u017e\u00edvate\u013ea pos\u00favaj\u00fa bli\u017e\u0161ie k rozhodnutiu sta\u0165 sa darcom.<\/span><\/p>\n

    V\u010faka tomu t\u00edm z\u00edskal lep\u0161\u00ed poh\u013ead na to, ako \u013eudia pou\u017e\u00edvaj\u00fa web, kde prejavuj\u00fa z\u00e1ujem a ktor\u00e9 \u010dasti str\u00e1nky podporuj\u00fa konverzie.<\/strong><\/span><\/p>\n

    Consent mana\u017ement<\/b><\/h3>\n

    Meranie dnes mus\u00ed re\u0161pektova\u0165 rozhodnutia pou\u017e\u00edvate\u013eov. Nie ka\u017ed\u00fd n\u00e1v\u0161tevn\u00edk d\u00e1 s\u00fahlas so v\u0161etk\u00fdmi typmi merania, a preto je potrebn\u00e9 ma\u0165 spr\u00e1vne nastaven\u00e9, \u010do sa m\u00f4\u017ee a nem\u00f4\u017ee odosiela\u0165 do analytick\u00fdch a reklamn\u00fdch n\u00e1strojov.<\/strong><\/span><\/p>\n

    Pre Dobr\u00e9ho Anjela to bolo obzvl\u00e1\u0161\u0165 d\u00f4le\u017eit\u00e9, preto\u017ee d\u00f4vera je pri neziskovej organiz\u00e1cii ve\u013emi citliv\u00e1 t\u00e9ma.<\/strong> \u013dudia musia ma\u0165 istotu, \u017ee sa s ich \u00fadajmi pracuje zodpovedne.<\/span><\/p>\n

    \u00dapravy v consent mana\u017emente pomohli nastavi\u0165 meranie tak, aby bolo presnej\u0161ie, ale z\u00e1rove\u0148 f\u00e9rov\u00e9 a transparentn\u00e9.<\/strong> <\/span>Dobr\u00e9 meranie toti\u017e nie je len o tom, aby sme mali \u010do najviac d\u00e1t. <\/span><\/p>\n

    Je o tom, aby sme mali spr\u00e1vne d\u00e1ta, z\u00edskan\u00e9 spr\u00e1vnym sp\u00f4sobom.<\/strong><\/span><\/p>\n

    Pr\u00ednos pre klienta<\/b><\/h2>\n

    Presnej\u0161ie meranie umo\u017enilo Dobr\u00e9mu Anjelovi robi\u0165 marketingov\u00e9 rozhodnutia s v\u00e4\u010d\u0161ou istotou.<\/strong><\/span><\/p>\n

    V\u010faka kvalitnej\u0161\u00edm d\u00e1tam bolo mo\u017en\u00e9 bezpe\u010dnej\u0161ie \u0161k\u00e1lova\u0165 v\u00fdkonnostn\u00fd marketing a nav\u00fd\u0161i\u0165 online rozpo\u010det o viac ako <\/span>30 %<\/b>, najm\u00e4 v Google Ads.<\/span><\/p>\n

    Namiesto rozhodovania pod\u013ea pocitu mal t\u00edm lep\u0161\u00ed preh\u013ead o tom, \u010do funguje, kam sa oplat\u00ed investova\u0165 a kde je priestor na \u010fal\u0161\u00ed rast.<\/strong><\/span><\/p>\n

    Z Dobr\u00e9ho Anjela n\u00e1m aj nap\u00edsali: <\/strong>„Spolupracuje sa n\u00e1m s vami v DASE v\u00fdborne. Ve\u013emi si v\u00e1\u017eime a oce\u0148ujeme va\u0161u odbornos\u0165, proakt\u00edvny pr\u00edstup a schopnos\u0165 prem\u00fd\u0161\u013ea\u0165 nad strategick\u00fdm cie\u013eom, nielen nad samotnou technickou realiz\u00e1ciou.<\/em><\/p>\n

    V\u010faka v\u00e1m m\u00e1me dnes ur\u010dite spo\u013eahlivej\u0161ie d\u00e1ta a v\u00e4\u010d\u0161iu istotu pri rozhodovan\u00ed o marketingov\u00fdch invest\u00edci\u00e1ch.“<\/em><\/p>\n

    \u010co si z toho odnies\u0165?<\/b><\/h2>\n

    Presn\u00e9 meranie nie je len technick\u00e9 nastavenie v pozad\u00ed. <\/strong>Je to z\u00e1klad, ktor\u00fd pom\u00e1ha robi\u0165 lep\u0161ie rozhodnutia v marketingu aj fundraisingu.<\/span><\/p>\n

    V pr\u00edpade Dobr\u00e9ho Anjela pomohlo spo\u013eahlivej\u0161ie meranie zv\u00fd\u0161i\u0165 d\u00f4veru v d\u00e1ta, lep\u0161ie optimalizova\u0165 kampane a bezpe\u010dnej\u0161ie investova\u0165 do rastu.<\/span><\/p>\n

    Lebo ke\u010f s\u00fa d\u00e1ta presnej\u0161ie, aj rozhodnutia s\u00fa pokojnej\u0161ie.<\/strong><\/p>\n

    Ak m\u00e1te ak\u00e9ko\u013evek ot\u00e1zky, nap\u00ed\u0161te n\u00e1m na cibula@dase.sk<\/strong>, pr\u00edpadne si booknite kr\u00e1tku 30m konzult\u00e1ciu zadarmo tu. \u2764<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    V DASE ver\u00edme, \u017ee d\u00e1ta m\u00f4\u017eu pom\u00e1ha\u0165 nielen firm\u00e1m r\u00e1s\u0165, ale aj dobr\u00fdm veciam dosta\u0165 sa k v\u00e4\u010d\u0161iemu…<\/p>\n","protected":false},"author":82,"featured_media":21579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[340],"tags":[1122,974,811,1121,1123],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21578"}],"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\/82"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/comments?post=21578"}],"version-history":[{"count":18,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21578\/revisions"}],"predecessor-version":[{"id":21597,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21578\/revisions\/21597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/21579"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=21578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=21578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=21578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}