{"id":21623,"date":"2026-08-05T15:06:06","date_gmt":"2026-08-05T13:06:06","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=21623\/"},"modified":"2026-08-05T15:06:06","modified_gmt":"2026-08-05T13:06:06","slug":"black-friday-checklist-10-veci-ktore-by-ste-mali-skontrolovat-co-najskor","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/black-friday-checklist-10-veci-ktore-by-ste-mali-skontrolovat-co-najskor\/","title":{"rendered":"Black Friday checklist: 10 vec\u00ed, ktor\u00e9 by ste mali skontrolova\u0165 \u010do najsk\u00f4r"},"content":{"rendered":"

Black Friday sa bl\u00ed\u00ed\u00ed\u017ei.<\/strong><\/p>\n

Kampane sa pripravuj\u00fa, bannery sa vyr\u00e1baj\u00fa, z\u013eavy sa po\u010d\u00edtaj\u00fa a marketingov\u00e9 rozpo\u010dty pomaly rast\u00fa. V\u0161etko mus\u00ed by\u0165 pripraven\u00e9<\/strong> na de\u0148, ke\u010f sa na web naraz nahrnie nieko\u013ekon\u00e1sobne viac \u013eud\u00ed ne\u017e zvy\u010dajne.<\/span><\/p>\n

Ale m\u00e1me jednu nepr\u00edjemn\u00fa ot\u00e1zku: <\/span>Ste si ist\u00ed, \u017ee budete v\u0161etko spr\u00e1vne mera\u0165?<\/b><\/p>\n

Preto\u017ee pokazen\u00fd banner si v\u0161imnete. Nefunk\u010dn\u00fd ko\u0161\u00edk pravdepodobne tie\u017e. Ale pokazen\u00e9 meranie m\u00f4\u017ee pokojne vyzera\u0165 \u00faplne norm\u00e1lne.<\/span><\/p>\n

Potom si idete vyhodnodnoti\u0165 kampane a zist\u00edte, \u017ee:<\/strong><\/h4>\n
    \n
  • polovica objedn\u00e1vok nem\u00e1 zdroj<\/span><\/li>\n
  • tr\u017eby v analytike nesedia s e-shopom<\/span><\/li>\n
  • Meta si pripisuje tie ist\u00e9 n\u00e1kupy ako Google<\/span><\/li>\n
  • nov\u00e9 platobn\u00e9 rie\u0161enie v\u00e1m rozbilo atrib\u00faciu<\/span><\/li>\n
  • alebo v\u00e1\u0161 \u201enajv\u00fdkonnej\u0161\u00ed kan\u00e1l\u201c v skuto\u010dnosti v\u00f4bec nebol najv\u00fdkonnej\u0161\u00ed<\/span><\/li>\n<\/ul>\n

    Vtedy je u\u017e Black Friday za vami. <\/strong>Rozpo\u010det je minut\u00fd a sp\u00e4\u0165 sa v \u010dase nevr\u00e1tite.<\/p>\n

    Black Friday nie je vhodn\u00fd \u010das na testovanie, \u010di meranie funguje<\/b><\/h2>\n

    Po\u010das be\u017en\u00e9ho t\u00fd\u017ed\u0148a nemus\u00ed mal\u00e1 chyba p\u00f4sobi\u0165 dramaticky.<\/span><\/p>\n

    Ch\u00fdba p\u00e4\u0165 objedn\u00e1vok? Rozdiel sa m\u00f4\u017ee strati\u0165 v reporte. <\/span>Kampa\u0148 m\u00e1 nespr\u00e1vne UTM parametre? N\u00e1v\u0161tevnos\u0165 skon\u010d\u00ed v kateg\u00f3rii Direct a niekto nad t\u00fdm mo\u017eno iba m\u00e1vne rukou.<\/span><\/p>\n

    Pri Black Friday sa v\u0161ak ka\u017ed\u00e1 drobn\u00e1 chyba n\u00e1sob\u00ed.<\/strong><\/p>\n

    Vy\u0161\u0161ia n\u00e1v\u0161tevnos\u0165 znamen\u00e1 viac transakci\u00ed, viac kampan\u00ed, viac zliav, viac zmien na webe a \u010dasto aj viac \u013eud\u00ed, ktor\u00ed do nastavenia zasahuj\u00fa na posledn\u00fa chv\u00ed\u013eu.<\/strong><\/span><\/p>\n

    To, \u010do po\u010das be\u017en\u00e9ho mesiaca sp\u00f4sob\u00ed mal\u00fa nepresnos\u0165, m\u00f4\u017ee po\u010das najsilnej\u0161ieho v\u00edkendu roka \u00faplne skresli\u0165 v\u00fdsledky. <\/span>O to d\u00f4le\u017eitej\u0161ie je vedie\u0165, \u010di va\u0161e d\u00e1ta zachytia realitu…<\/span><\/p>\n

    V DASE sme sa stretli u\u017e so v\u0161eli\u010d\u00edm. tu je 10 vec\u00ed, ktor\u00e9 sa firm\u00e1m dej\u00fa naj\u010dastej\u0161ie.<\/strong><\/p>\n

    1. N\u00e1kup sa s\u00edce uskuto\u010dn\u00ed, ale do analytiky sa neodo\u0161le<\/b><\/h2>\n

    Za\u010dnime klasikou. <\/strong>Z\u00e1kazn\u00edk nak\u00fapi, platba prebehne a objedn\u00e1vka sa objav\u00ed v e-shopovom syst\u00e9me. V Google Analytics 4 v\u0161ak transakcia ch\u00fdba.<\/strong><\/span><\/p>\n

    Pre\u010do?<\/strong><\/p>\n

    D\u00f4vodov m\u00f4\u017ee by\u0165 viac:<\/span><\/p>\n

      \n
    • purchase event sa na \u010fakovnej str\u00e1nke v\u00f4bec nespust\u00ed<\/span><\/li>\n
    • spust\u00ed sa sk\u00f4r, ne\u017e sa na\u010d\u00edtaj\u00fa \u00fadaje o objedn\u00e1vke<\/span><\/li>\n
    • z\u00e1kazn\u00edk zatvor\u00ed str\u00e1nku pr\u00edli\u0161 r\u00fdchlo<\/span><\/li>\n
    • platobn\u00e1 br\u00e1na ho nepresmeruje sp\u00e4\u0165<\/span><\/li>\n
    • alebo udalos\u0165 zablokuje cookie li\u0161ta \u010di prehliada\u010d<\/span><\/li>\n<\/ul>\n

      V\u00fdsledok je jednoduch\u00fd: e-shop zarobil, ale analytika o tom nevie.<\/strong><\/span><\/p>\n

      Pri desiatich objedn\u00e1vkach si to mo\u017eno v\u0161imnete. Pri tis\u00edcoch objedn\u00e1vok m\u00f4\u017ee rozdiel vyzera\u0165 ako \u201ebe\u017en\u00e1 odch\u00fdlka\u201c.<\/span><\/p>\n

      \u010co skontrolova\u0165?<\/b><\/h3>\n

      Porovnajte po\u010det objedn\u00e1vok a tr\u017eby minim\u00e1lne v troch syst\u00e9moch:<\/span><\/p>\n

        \n
      • v e-shopovej platforme<\/span><\/li>\n
      • v platobnom alebo faktura\u010dnom syst\u00e9me<\/span><\/li>\n
      • v analytike<\/span><\/li>\n<\/ul>\n

        Tieto \u010d\u00edsla nemusia by\u0165 na cent presne rovnak\u00e9.<\/strong> Jednotliv\u00e9 syst\u00e9my pou\u017e\u00edvaj\u00fa odli\u0161n\u00e9 pravidl\u00e1, \u010dasov\u00e9 z\u00f3ny \u010di moment zaznamenania n\u00e1kupu.<\/span><\/p>\n

        Rozdiel v\u0161ak mus\u00ed by\u0165 vysvetlite\u013en\u00fd. <\/span>\u201eAsi je to v poriadku\u201c nie je vysvetlenie.\u00a0<\/span><\/p>\n

        2. Jedna objedn\u00e1vka sa zapo\u010d\u00edta dvakr\u00e1t<\/b><\/h2>\n

        Opa\u010dn\u00fd probl\u00e9m je rovnako nepr\u00edjemn\u00fd.<\/strong><\/p>\n

        Z\u00e1kazn\u00edk obnov\u00ed \u010fakovn\u00fa str\u00e1nku a purchase event sa odo\u0161le druh\u00fdkr\u00e1t. Alebo sa rovnak\u00fd n\u00e1kup posiela cez webov\u00fd Google Tag Manager aj cez serverov\u00e9 meranie bez spr\u00e1vnej deduplik\u00e1cie.<\/span><\/p>\n

        Z jednej objedn\u00e1vky s\u00fa zrazu dve. <\/span>Tr\u017eby rast\u00fa. ROAS vyzer\u00e1 fantasticky. Marketing sa te\u0161\u00ed.<\/strong><\/p>\n

        Len bankov\u00fd \u00fa\u010det m\u00e1 na situ\u00e1ciu trochu in\u00fd n\u00e1zor.<\/span><\/p>\n

        Najd\u00f4le\u017eitej\u0161ou ochranou je <\/span>unik\u00e1tne transaction ID<\/b>. Analytick\u00e9 a reklamn\u00e9 syst\u00e9my v\u010faka nemu dok\u00e1\u017eu rozpozna\u0165, \u017ee dve udalosti patria k rovnak\u00e9mu n\u00e1kupu.<\/span><\/p>\n

        Bez neho m\u00f4\u017ee by\u0165 ka\u017ed\u00e9 op\u00e4tovn\u00e9 na\u010d\u00edtanie str\u00e1nky novou konverziou.<\/span><\/p>\n

        \u010co skontrolova\u0165?<\/b><\/h3>\n

        Urobte viacero testovac\u00edch objedn\u00e1vok a sk\u00faste:<\/strong><\/p>\n

          \n
        • obnovi\u0165 \u010fakovn\u00fa str\u00e1nku<\/span><\/li>\n
        • vr\u00e1ti\u0165 sa na \u0148u cez hist\u00f3riu prehliada\u010da<\/span><\/li>\n
        • dokon\u010di\u0165 objedn\u00e1vku na mobile<\/span><\/li>\n
        • zaplati\u0165 cez r\u00f4zne platobn\u00e9 met\u00f3dy<\/span><\/li>\n
        • preru\u0161i\u0165 platbu a n\u00e1sledne ju zopakova\u0165<\/span><\/li>\n<\/ul>\n

          Jedna re\u00e1lna objedn\u00e1vka mus\u00ed zosta\u0165 jednou objedn\u00e1vkou aj v d\u00e1tach.<\/strong><\/p>\n

          3. Platobn\u00e1 br\u00e1na v\u00e1m \u201eukradne\u201c zdroj n\u00e1v\u0161tevy<\/b><\/h2>\n

          Z\u00e1kazn\u00edk pr\u00edde z reklamy na Facebooku, vlo\u017e\u00ed produkt do ko\u0161\u00edka a prejde na platobn\u00fa br\u00e1nu. <\/span>Po zaplaten\u00ed sa vr\u00e1ti na web.<\/strong><\/p>\n

          Analytika v\u0161ak m\u00f4\u017ee jeho n\u00e1vrat vyhodnoti\u0165 ako<\/strong> nov\u00fa n\u00e1v\u0161tevu.<\/strong> Konverziu potom neprip\u00ed\u0161e p\u00f4vodnej kampani, ale platobnej br\u00e1ne alebo in\u00e9mu referral zdroju.<\/span><\/p>\n

          V reporte n\u00e1sledne vid\u00edte, \u017ee v\u00e1m objedn\u00e1vky prin\u00e1\u0161a banka. <\/span>Banka v\u0161ak kampa\u0148 nevytvorila. Iba spracovala platbu.<\/span><\/p>\n

          \u010co skontrolova\u0165?<\/b><\/h3>\n

          Platobn\u00e9 br\u00e1ny a \u010fal\u0161ie extern\u00e9 dom\u00e9ny musia by\u0165 spr\u00e1vne vyrie\u0161en\u00e9 v nastaveniach merania.<\/strong><\/span><\/p>\n

          Skontrolujte najm\u00e4:<\/strong><\/p>\n

            \n
          • unwanted referrals v GA4<\/span><\/li>\n
          • cross-domain meranie<\/span><\/li>\n
          • zachovanie identifik\u00e1torov pou\u017e\u00edvate\u013ea<\/span><\/li>\n
          • presmerovania medzi e-shopom a platobnou br\u00e1nou<\/span><\/li>\n
          • n\u00e1vrat z platby pri \u00faspe\u0161nej aj ne\u00faspe\u0161nej transakcii<\/span><\/li>\n<\/ul>\n

            Otestujte ka\u017ed\u00fa platobn\u00fa met\u00f3du samostatne.<\/strong> To, \u017ee funguje platba kartou, e\u0161te neznamen\u00e1, \u017ee rovnako funguje PayPal, Apple Pay alebo bankov\u00fd prevod.<\/span><\/p>\n

            4. Kampane nemaj\u00fa spr\u00e1vne UTM parametre<\/b><\/h2>\n

            Po\u010das Black Friday \u010dasto vznik\u00e1 ve\u013ea kampan\u00ed naraz.<\/strong><\/span><\/p>\n

            E-mail, soci\u00e1lne siete, influenceri, porovn\u00e1va\u010de cien, bannery, affiliate partneri, SMS spr\u00e1vy \u010di QR k\u00f3dy v predajniach.<\/span><\/p>\n

            A potom sa v reportoch objav\u00ed:<\/strong><\/p>\n

              \n
            • facebook<\/span><\/li>\n
            • Facebook<\/span><\/li>\n
            • fb<\/span><\/li>\n
            • facebook.com<\/span><\/li>\n
            • social<\/span><\/li>\n
            • paid-social<\/span><\/li>\n
            • a ob\u013e\u00faben\u00e9 blackfriday_final_nove2<\/span><\/li>\n<\/ul>\n

              Pre \u010dloveka mo\u017eno ide o to ist\u00e9. Pre analytiku s\u00fa to r\u00f4zne hodnoty. <\/span>V\u00fdsledkom je rozbit\u00fd report, v ktorom sa \u00fadaje musia ru\u010dne sp\u00e1ja\u0165.<\/strong><\/span><\/p>\n

              \u010co skontrolova\u0165?<\/b><\/h3>\n

              Vytvorte si jednotn\u00fd syst\u00e9m pomenovania e\u0161te pred spusten\u00edm kampan\u00ed.<\/span><\/p>\n

              Dohodnite si:<\/strong><\/p>\n

                \n
              • povolen\u00e9 n\u00e1zvy zdrojov<\/span><\/li>\n
              • pomenovanie m\u00e9di\u00ed<\/span><\/li>\n
              • n\u00e1zvy kampan\u00ed<\/span><\/li>\n
              • pravidl\u00e1 pre mal\u00e9 a ve\u013ek\u00e9 p\u00edsmen\u00e1<\/span><\/li>\n
              • ozna\u010denie krajiny, produktu \u010di f\u00e1zy kampane<\/span><\/li>\n<\/ul>\n

                UTM parametre by nemal ka\u017ed\u00fd \u010dlen t\u00edmu vyr\u00e1ba\u0165 pod\u013ea vlastnej n\u00e1lady.<\/strong><\/p>\n

                Jedna zdie\u013ean\u00e1 tabu\u013eka alebo jednoduch\u00fd gener\u00e1tor v\u00e1m m\u00f4\u017ee po kampani u\u0161etri\u0165 hodiny pr\u00e1ce.<\/span><\/p>\n

                5. Z\u013eavov\u00e9 k\u00f3dy funguj\u00fa, ale nikto ich poriadne nemeria<\/b><\/h2>\n

                Black Friday bez z\u013eavov\u00fdch k\u00f3dov?<\/strong> <\/span>To by bolo podozriv\u00e9.<\/span><\/p>\n

                Probl\u00e9m nast\u00e1va, ke\u010f k\u00f3dy rozd\u00e1te influencerom, partnerom, do newslettera aj na soci\u00e1lne siete, no v analytike ich nesledujete.<\/span><\/p>\n

                Po kampani potom viete, \u017ee sa pou\u017eil k\u00f3d BLACK20.<\/span><\/p>\n

                Neviete v\u0161ak:<\/strong><\/p>\n

                  \n
                • kde<\/strong> ho z\u00e1kazn\u00edk na\u0161iel<\/span><\/li>\n
                • ktor\u00fd<\/strong> partner ho propagoval<\/span><\/li>\n
                • \u010di<\/strong> by z\u00e1kazn\u00edk nak\u00fapil aj bez neho<\/span><\/li>\n
                • ak\u00fa<\/strong> mar\u017eu ste po z\u013eave skuto\u010dne dosiahli<\/span><\/li>\n
                • a ko\u013eko<\/strong> objedn\u00e1vok sa skombinovalo s \u010fal\u0161ou akciou<\/span><\/li>\n<\/ul>\n

                  \u010co skontrolova\u0165?<\/b><\/h3>\n

                  Pri n\u00e1kupe posielajte do analytiky aj inform\u00e1ciu o pou\u017eitom kup\u00f3ne.<\/span><\/p>\n

                  Pri produktoch sledujte:<\/strong><\/p>\n

                    \n
                  • p\u00f4vodn\u00fa cenu<\/span><\/li>\n
                  • cenu po z\u013eave<\/span><\/li>\n
                  • hodnotu z\u013eavy<\/span><\/li>\n
                  • pou\u017eit\u00fd kup\u00f3n<\/span><\/li>\n
                  • pr\u00edpadne typ akcie<\/span><\/li>\n<\/ul>\n

                    Tr\u017eba je d\u00f4le\u017eit\u00e1. Po\u010das z\u013eavovej sez\u00f3ny v\u0161ak sama osebe nehovor\u00ed, \u010di bola kampa\u0148 ziskov\u00e1.<\/strong><\/span><\/p>\n

                    6. Meriate tr\u017eby, ale zab\u00fadate na vratky a storno objedn\u00e1vky<\/b><\/h2>\n

                    Black Friday report m\u00f4\u017ee za\u010diatkom decembra vyzera\u0165 skvele. <\/span>Potom pr\u00eddu storn\u00e1.<\/strong><\/p>\n

                    Nespr\u00e1vna ve\u013ekos\u0165, impulz\u00edvny n\u00e1kup, nevhodn\u00fd dar\u010dek alebo z\u00e1kazn\u00edk, ktor\u00fd si objednal tri varianty a nechal si jeden.<\/span><\/p>\n

                    Ak sa vratky nevracaj\u00fa sp\u00e4\u0165 do analytiky a marketingov\u00fdch reportov, pracujete s naf\u00faknut\u00fdmi tr\u017ebami.<\/strong><\/p>\n

                    Kampa\u0148 m\u00f4\u017ee na prv\u00fd poh\u013ead vyzera\u0165 ziskovo, hoci po odpo\u010d\u00edtan\u00ed zliav, dopravy, reklamy a vr\u00e1ten\u00e9ho tovaru skon\u010dila \u00faplne inde.<\/span><\/p>\n

                    \u010co skontrolova\u0165?<\/b><\/h3>\n

                    Nesledujte iba okam\u017eit\u00fd obrat. <\/strong>Do vyhodnotenia zahr\u0148te aj:<\/strong><\/p>\n

                      \n
                    • stornovan\u00e9 objedn\u00e1vky<\/span><\/li>\n
                    • vr\u00e1ten\u00fd tovar<\/span><\/li>\n
                    • \u010diasto\u010dn\u00e9 vratky<\/span><\/li>\n
                    • nezaplaten\u00e9 objedn\u00e1vky<\/span><\/li>\n
                    • n\u00e1klady na dopravu<\/span><\/li>\n
                    • mar\u017eu po z\u013eave<\/span><\/li>\n<\/ul>\n

                      Prv\u00e9 v\u00fdsledky po Black Friday s\u00fa len prv\u00fd obraz. Fin\u00e1lny v\u00fdsledok uvid\u00edte a\u017e s odstupom.<\/strong><\/span><\/p>\n

                      7. Cookie li\u0161ta blokuje viac, ne\u017e si mysl\u00edte<\/b><\/h2>\n

                      Cookie consent<\/strong> je jedna z vec\u00ed, ktor\u00e9 sa \u010dasto nastavia raz a \u010falej sa ve\u013emi nerie\u0161ia. <\/span>Len\u017ee web sa men\u00ed.<\/strong><\/p>\n

                      Prib\u00fadaj\u00fa nov\u00e9 n\u00e1stroje, reklamn\u00e9 pixely, chaty, personaliz\u00e1cia, A\/B testovanie aj serverov\u00e9 meranie. Cookie li\u0161ta pritom nemus\u00ed spr\u00e1vne komunikova\u0165 so v\u0161etk\u00fdmi syst\u00e9mami.<\/strong><\/span><\/p>\n

                      M\u00f4\u017ee sa sta\u0165, \u017ee:<\/strong><\/p>\n

                        \n
                      • tagy sa spustia e\u0161te pred s\u00fahlasom<\/span><\/li>\n
                      • nespustia sa ani po s\u00fahlase<\/span><\/li>\n
                      • zmena s\u00fahlasu sa neodo\u0161le<\/span><\/li>\n
                      • li\u0161ta funguje na desktope, ale nie na mobile<\/span><\/li>\n
                      • alebo nov\u00fd banner prekryje tla\u010didlo na pokra\u010dovanie<\/span><\/li>\n<\/ul>\n

                        \u010co skontrolova\u0165?<\/b><\/h3>\n

                        Otestujte v\u0161etky z\u00e1kladn\u00e9 scen\u00e1re:<\/strong><\/p>\n

                          \n
                        • s\u00fahlas so v\u0161etk\u00fdm<\/span><\/li>\n
                        • odmietnutie v\u0161etk\u00e9ho<\/span><\/li>\n
                        • v\u00fdber iba niektor\u00fdch kateg\u00f3ri\u00ed<\/span><\/li>\n
                        • zmena u\u017e udelen\u00e9ho s\u00fahlasu<\/span><\/li>\n
                        • n\u00e1v\u0161teva z mobilu<\/span><\/li>\n
                        • n\u00e1v\u0161teva v anonymnom re\u017eime<\/span><\/li>\n
                        • opakovan\u00e1 n\u00e1v\u0161teva<\/span><\/li>\n<\/ul>\n

                          Nekontrolujte iba to, \u010di sa li\u0161ta zobraz\u00ed. Sledujte, \u010do po jednotliv\u00fdch vo\u013eb\u00e1ch re\u00e1lne robia tagy.<\/strong><\/span><\/p>\n

                          8. Meta, Google a GA4 si pripisuj\u00fa t\u00fa ist\u00fa objedn\u00e1vku<\/b><\/h2>\n

                          Otvor\u00edte reklamn\u00e9 syst\u00e9my a zist\u00edte:<\/span><\/p>\n