{"id":21670,"date":"2026-09-08T10:04:14","date_gmt":"2026-09-08T08:04:14","guid":{"rendered":"https:\/\/www.dase-analytics.com\/blog\/?p=21670\/"},"modified":"2026-09-08T10:04:14","modified_gmt":"2026-09-08T08:04:14","slug":"zdroje-navstevnosti-v-ga4-bigquery-ktore-polia-pouzit-a-kedy","status":"publish","type":"post","link":"https:\/\/www.dase-analytics.com\/blog\/sk\/zdroje-navstevnosti-v-ga4-bigquery-ktore-polia-pouzit-a-kedy\/","title":{"rendered":"Zdroje n\u00e1v\u0161tevnosti v GA4 BigQuery: Ktor\u00e9 polia pou\u017ei\u0165 a kedy?"},"content":{"rendered":"

Zdroje n\u00e1v\u0161tevnosti v Google Analytics exporte do BigQuery s\u00fa predmetom mnoh\u00fdch nedorozumen\u00ed. GA4 toti\u017e zapisuje inform\u00e1cie o zdroji n\u00e1v\u0161tevnosti na r\u00f4znych miestach: <\/span>traffic_source<\/strong>, <\/span>session_traffic_source_last_click<\/strong>, <\/span>collected_traffic_source<\/strong> alebo <\/span>event_params.<\/strong><\/p>\n

N\u00e1zvy pol\u00ed s\u00fa podobn\u00e9, no odpovedaj\u00fa na odli\u0161n\u00e9 ot\u00e1zky. Jedno pole hovor\u00ed, odkia\u013e pou\u017e\u00edvate\u013e pri\u0161iel prv\u00fdkr\u00e1t. Druh\u00e9 ur\u010duje zdroj celej rel\u00e1cie (session). \u010eal\u0161ie zachyt\u00e1va sign\u00e1l, ktor\u00fd bol pr\u00edtomn\u00fd pri konkr\u00e9tnej udalosti.<\/span><\/p>\n

Ak tieto rozsahy zamie\u0148ate, report m\u00f4\u017ee ukazova\u0165 nespr\u00e1vne v\u00fdsledky i napriek tomu, \u017ee v\u0161etky pou\u017eit\u00e9 polia s\u00fa technicky spr\u00e1vne. Z\u00e1kladom je preto vedie\u0165, \u010di analyzujete pou\u017e\u00edvate\u013ea, rel\u00e1ciu alebo konkr\u00e9tnu udalos\u0165.<\/span><\/p>\n

Tri rozsahy atrib\u00facie v GA4<\/b><\/h2>\n

Pri zdrojoch n\u00e1v\u0161tevnosti sa v exporte stretnete s tromi rozsahmi:<\/span><\/p>\n\n\n\n\n\n\n
Rozsah<\/b><\/td>\nOt\u00e1zka<\/b><\/td>\nTrvanie hodnoty<\/b><\/td>\n<\/tr>\n
Pou\u017e\u00edvate\u013e<\/b><\/td>\nOdkia\u013e pou\u017e\u00edvate\u013e pri\u0161iel prv\u00fdkr\u00e1t?<\/span><\/td>\nNastav\u00ed sa raz a \u010fal\u0161ie kampane ju nezmenia<\/span><\/td>\n<\/tr>\n
Rel\u00e1cia<\/b><\/td>\nKtor\u00e9mu zdroju sa m\u00e1 priradi\u0165 konkr\u00e9tna rel\u00e1cia?<\/span><\/td>\nJedna hodnota ur\u010den\u00e1 pri za\u010diatku rel\u00e1cie<\/span><\/td>\n<\/tr>\n
\u00darove\u0148 udalosti<\/b><\/td>\nAk\u00e9 UTM parametre, referrer alebo click ID boli pri udalosti?<\/span><\/td>\nHodnoty sa m\u00f4\u017eu meni\u0165 aj po\u010das rel\u00e1cie<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

\"1\"<\/a><\/p>\n

Rozdiel medzi rozsahmi dobre ukazuje jednoduch\u00fd scen\u00e1r. Pou\u017e\u00edvate\u013e m\u00f4\u017ee pr\u00eds\u0165 na web prv\u00fdkr\u00e1t z organick\u00e9ho vyh\u013ead\u00e1vania. Pri \u010fal\u0161ej n\u00e1v\u0161teve klikne na reklamu Google Ads a nesk\u00f4r otvor\u00ed web priamo.\u00a0<\/span><\/p>\n

Pou\u017e\u00edvate\u013esk\u00fd rozsah uk\u00e1\u017ee v\u017edy p\u00f4vodn\u00e9 organick\u00e9 z\u00edskanie.\u00a0<\/strong><\/p>\n

Rela\u010dn\u00fd rozsah prirad\u00ed reklamn\u00fa rel\u00e1ciu ku google\/cpc<\/strong>.<\/strong> Pri priamej rel\u00e1cii m\u00f4\u017ee atrib\u00facia rel\u00e1cie prevzia\u0165 predch\u00e1dzaj\u00faci zdroj, ktor\u00fd nebol direct (last non-direct model).\u00a0<\/span><\/p>\n

Hodnoty na \u00farovni udalosti pritom ukazuj\u00fa sign\u00e1l zachyten\u00fd pri jednotliv\u00fdch udalostiach, ktor\u00fd sa m\u00f4\u017ee po\u010das jednej rel\u00e1cie zmeni\u0165.\u00a0<\/span><\/p>\n

Pou\u017e\u00edvate\u013esk\u00fd rozsah: ako bol pou\u017e\u00edvate\u013e z\u00edskan\u00fd prv\u00fdkr\u00e1t<\/b><\/h2>\n

Pou\u017e\u00edvate\u013esk\u00fd rozsah odpoved\u00e1 na ot\u00e1zku, ako pou\u017e\u00edvate\u013e pri\u0161iel na web alebo do aplik\u00e1cie prv\u00fdkr\u00e1t. T\u00e1to hodnota sa nastav\u00ed pri prvej n\u00e1v\u0161teve a nemen\u00ed sa ani vtedy, ke\u010f pou\u017e\u00edvate\u013e nesk\u00f4r interaguje s \u010fal\u0161\u00edmi kampa\u0148ami.<\/span><\/p>\n

V rozhran\u00ed GA4 tomuto poh\u013eadu zodpovedaj\u00fa dimenzie First user source<\/strong>, First user medium<\/strong> a First user campaign.<\/strong><\/span><\/p>\n

V BigQuery ich n\u00e1jdete ako:<\/span><\/p>\n

\n
SQL<\/div>\n
traffic_source.source\r\ntraffic_source.medium\r\ntraffic_source.name<\/code><\/pre>\n<\/div>\n
Tieto polia sa pou\u017e\u00edvaj\u00fa pri anal\u00fdze z\u00edskavania pou\u017e\u00edvate\u013eov. Hodia sa napr\u00edklad pri ot\u00e1zkach, ko\u013eko nov\u00fdch pou\u017e\u00edvate\u013eov bolo prv\u00fdkr\u00e1t z\u00edskan\u00fdch<\/strong> cez organic search, platen\u00fa reklamu alebo referral.<\/p>\n
Rela\u010dn\u00fd rozsah: zdroj priraden\u00fd celej rel\u00e1cii<\/b><\/h2>\n
GA4 pou\u017e\u00edva pre pou\u017e\u00edvate\u013esk\u00fd aj rela\u010dn\u00fd rozsah tzv. <\/span>last non-direct<\/strong> atribu\u010dn\u00fd model, ktor\u00fd v dokument\u00e1cii n\u00e1jdete pod n\u00e1zvom <\/span>paid and organic channels last click.\u00a0<\/strong><\/p>\n
Zdroj n\u00e1v\u0161tevy rel\u00e1cie ur\u010duje sign\u00e1l z jej za\u010diatku, ktor\u00fd nie je direct, a rel\u00e1cia bez vlastn\u00e9ho sign\u00e1lu m\u00f4\u017ee prevzia\u0165 predch\u00e1dzaj\u00faci zdroj pou\u017e\u00edvate\u013ea, ktor\u00fd nebol direct <\/span><\/p>\n
D\u00f4le\u017eit\u00fd d\u00f4sledok je, \u017ee nov\u00fd UTM parameter uprostred rel\u00e1cie zdroj tejto rel\u00e1cie u\u017e nezmen\u00ed.<\/strong> Ofici\u00e1lny pr\u00edklad v dokument\u00e1cii v\u0161ak ukazuje, \u017ee pr\u00e1ve t\u00e1to hodnota sa m\u00f4\u017ee sta\u0165 zdrojom nasleduj\u00facej priamej rel\u00e1cie, preto\u017ee ide o posledn\u00fd zdroj pou\u017e\u00edvate\u013ea, ktor\u00fd nebol direct.<\/span><\/p>\n
V rozhran\u00ed GA4 sem patria dimenzie Session source<\/strong>, Session medium<\/strong> a Session campaign.<\/strong><\/span><\/p>\n
V BigQuery ich n\u00e1jdete ako:<\/span><\/p>\n
\n
SQL<\/div>\n
session_traffic_source_last_click.cross_channel_campaign.*<\/code><\/pre>\n<\/div>\n
Tento poh\u013ead je vhodn\u00fd najm\u00e4 vtedy, ke\u010f chcete v\u00fdsledky BigQuery \u010do najlep\u0161ie zos\u00faladi\u0165 s be\u017en\u00fdmi reportmi v rozhran\u00ed GA4.\u00a0<\/span><\/p>\n
Okrem <\/span>source<\/strong>, <\/span>medium<\/strong>, <\/span>campaign_name<\/strong>, <\/span>campaign_id<\/strong> a <\/span>source_platform<\/strong> obsahuje aj hodnoty:<\/span><\/p>\n
\n
SQL<\/div>\n
default_channel_group\r\nprimary_channel_group<\/code><\/pre>\n<\/div>\n
Tieto dve polia stoj\u00ed za to pozna\u0165, preto\u017ee kan\u00e1lov\u00fa skupinu si predt\u00fdm musel ka\u017ed\u00fd v BigQuery dopo\u010d\u00edta\u0165 s\u00e1m.\u00a0<\/span><\/p>\n
Ak teda pripravujete report rel\u00e1ci\u00ed pod\u013ea zdroja, m\u00e9dia, kampane alebo kan\u00e1lovej skupiny, <\/span>cross_channel_campaign<\/strong> je zvy\u010dajne spr\u00e1vna vo\u013eba.<\/span><\/p>\n
Export v\u0161ak obsahuje aj \u010fal\u0161ie \u00fadaje na \u00farovni rel\u00e1cie:<\/span><\/p>\n
\n
SQL<\/div>\n
session_traffic_source_last_click.manual_campaign.*\r\nsession_traffic_source_last_click.google_ads_campaign.*\r\nsession_traffic_source_last_click.sa360_campaign.*\r\nsession_traffic_source_last_click.cm360_campaign.*\r\nsession_traffic_source_last_click.dv360_campaign.*<\/code><\/pre>\n<\/div>\n
Ka\u017ed\u00e1 z nich poskytuje in\u00fd poh\u013ead na atrib\u00faciu rel\u00e1cie.<\/strong> \u0160trukt\u00fara <\/span>manual_campaign<\/span> pracuje s UTM parametrami a referrerom bez prepojenia s Ads. \u0160trukt\u00fary jednotliv\u00fdch platforiem zachyt\u00e1vaj\u00fa last-click poh\u013ead \u0161pecifick\u00fd pre dan\u00fa platformu. Ak je v\u0161ak cie\u013eom zhoda s reportmi GA4, nepou\u017e\u00edvajte ich automaticky ako n\u00e1hradu za <\/span>cross_channel_campaign<\/span>.<\/span><\/p>\n
Hodnoty na \u00farovni udalosti: \u010do bolo zachyten\u00e9 pri udalosti\u00a0<\/b><\/h2>\n
Hodnoty v <\/span>collected_traffic_source<\/span> opisuj\u00fa sign\u00e1l, ktor\u00fd bol pr\u00edtomn\u00fd pri konkr\u00e9tnej udalosti. M\u00f4\u017ee \u00eds\u0165 o UTM parametre<\/strong>, referrer<\/strong> alebo click ID.<\/strong> Ke\u010f\u017ee ide o poh\u013ead na \u00farovni udalosti, tieto \u00fadaje sa m\u00f4\u017eu meni\u0165 aj v r\u00e1mci jednej rel\u00e1cie.<\/span><\/p>\n
V rozhran\u00ed GA4 sem patria dimenzie Source<\/strong>, Medium<\/strong> a Campaign<\/strong> bez predpony Session alebo First.<\/strong><\/span><\/p>\n
V exporte ich n\u00e1jdete najm\u00e4 tu:
\n<\/span><\/p>\n
\n
SQL<\/div>\n
collected_traffic_source.manual_source\r\ncollected_traffic_source.manual_medium\r\ncollected_traffic_source.manual_campaign_name\r\ncollected_traffic_source.gclid\r\ncollected_traffic_source.dclid\r\ncollected_traffic_source.srsltid<\/code><\/pre>\n<\/div>\n
Napriek n\u00e1zvu <\/span>manual_*<\/strong><\/span> nejde len o UTM parametre. Ofici\u00e1lna dokument\u00e1cia k <\/span>manual_source<\/strong> a <\/span>manual_medium<\/strong> explicitne uv\u00e1dza, \u017ee tieto polia obsahuj\u00fa aj hodnoty odvoden\u00e9 z referrera.\u00a0<\/span><\/p>\n
Rovnak\u00e9 hodnoty s\u00fa dostupn\u00e9 aj v <\/span>event_params<\/span> prostredn\u00edctvom k\u013e\u00fa\u010dov:<\/span><\/p>\n
\n
SQL<\/div>\n
source\r\nmedium\r\ncampaign<\/code><\/pre>\n<\/div>\n
Ak potrebujete zdroj, m\u00e9dium, kampa\u0148 alebo click ID, praktickej\u0161ie je pou\u017ei\u0165 <\/span>collected_traffic_source<\/strong>.<\/strong> Hodnoty v <\/span>event_params<\/span> vy\u017eaduj\u00fa rozbalenie vnoren\u00e9ho po\u013ea, \u010do je v\u00fdpo\u010dtovo n\u00e1ro\u010dnej\u0161ie.<\/span><\/p>\n
collected_traffic_source<\/strong> je vhodn\u00e9 najm\u00e4 na kontrolu implement\u00e1cie. Pom\u00f4\u017ee v\u00e1m overi\u0165, ak\u00e9 UTM hodnoty pri\u0161li na landing URL, ak\u00fd referrer bol zachyten\u00fd alebo \u010di bol pr\u00edtomn\u00fd <\/span>gclid<\/span>. Nie je v\u0161ak spr\u00e1vnou vo\u013ebou, ak chcete reprodukova\u0165 session report z rozhrania GA4.<\/span><\/p>\n
\"\"<\/a><\/p>\n
Pokro\u010dil\u00e1 alternat\u00edva: vlastn\u00e1 rekon\u0161trukcia zdroja\u00a0<\/b><\/h2>\n
Vlastn\u00e1 rekon\u0161trukcia je u\u017eito\u010dn\u00e1 vtedy, ke\u010f potrebujete transparentn\u00fd model, ktor\u00fd dok\u00e1\u017eete vysvetli\u0165 priamo z landing URL a referrera. Nenahr\u00e1dza atrib\u00faciu rel\u00e1cie v GA4, ale poskytuje samostatn\u00fd a kontrolovate\u013en\u00fd poh\u013ead na prv\u00fd sign\u00e1l rel\u00e1cie.<\/span><\/p>\n
Ako na to?<\/strong><\/span><\/h3>\n
Najprv ur\u010dite landing udalos\u0165. Pou\u017eite <\/span>session_start<\/span>, ak obsahuje <\/span>page_location<\/span>. Ak nie, vyberte prv\u00fa udalos\u0165 s <\/span>page_location<\/span>.\u00a0<\/span><\/p>\n
Udalosti zora\u010fte pod\u013ea <\/span>event_timestamp<\/span>, <\/span>batch_ordering_id<\/span> a <\/span>batch_event_index<\/span>i, aby bol v\u00fdsledok stabiln\u00fd aj pri zhodn\u00fdch \u010dasov\u00fdch zna\u010dk\u00e1ch. Referrer prevezmite z <\/span>page_referrer<\/span> na vybranej landing udalosti.<\/span><\/p>\n
Pri ur\u010dovan\u00ed source a medium aplikujte poradie prior\u00edt. Click ID maj\u00fa prednos\u0165 pred UTM parametrami, podobne ako v cross channel atrib\u00facii GA4.<\/span><\/p>\n
Rekon\u0161trukcia m\u00e1 jednu praktick\u00fa v\u00fdhodu. Pracuje s <\/span>page_location<\/span> a <\/span>page_referrer<\/span>, ktor\u00e9 s\u00fa dostupn\u00e9 aj v intraday tabu\u013ek\u00e1ch. Tam, kde m\u00f4\u017ee by\u0165 <\/span>traffic_source.*<\/span> a <\/span>session_traffic_source_last_click <\/span>pr\u00e1zdne, v\u00e1m vlastn\u00fd poh\u013ead poskytne zdroj aj pre priebe\u017en\u00fd de\u0148.<\/span><\/p>\n
Z\u00e1ver<\/strong><\/h2>\n
Spr\u00e1vne pochopenie rozsahov atrib\u00facie v Google Analytics 4 je k\u013e\u00fa\u010dom k interpret\u00e1cii zdrojov n\u00e1v\u0161tev v BigQuery. Rozli\u0161ovanie medzi \u00farov\u0148ami pou\u017e\u00edvate\u013ea, rel\u00e1cie a udalosti v\u00e1m umo\u017en\u00ed vybra\u0165 spr\u00e1vne d\u00e1ta pre va\u0161e reporty.\u00a0<\/span><\/p>\n
Ak by ste chceli poradi\u0165, pokojne si booknite bezplatn\u00fa konzult\u00e1ciu s na\u0161im Marekom.<\/a> \u270c\ufe0f<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"
Zdroje n\u00e1v\u0161tevnosti v Google Analytics exporte do BigQuery s\u00fa predmetom mnoh\u00fdch nedorozumen\u00ed. GA4 toti\u017e zapisuje inform\u00e1cie o zdroji…<\/p>\n","protected":false},"author":78,"featured_media":21679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[200,640],"tags":[673,1130,932,1129,1131,1132,1133],"_links":{"self":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21670"}],"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=21670"}],"version-history":[{"count":6,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21670\/revisions"}],"predecessor-version":[{"id":21678,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/posts\/21670\/revisions\/21678"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media\/21679"}],"wp:attachment":[{"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/media?parent=21670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/categories?post=21670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dase-analytics.com\/blog\/sk\/wp-json\/wp\/v2\/tags?post=21670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}