{"id":8617,"date":"2019-10-28T15:13:46","date_gmt":"2019-10-28T14:13:46","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8617"},"modified":"2019-10-28T15:13:46","modified_gmt":"2019-10-28T14:13:46","slug":"co-je-to-google-analytics-a-ehanced-e-commerce","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/co-je-to-google-analytics-a-ehanced-e-commerce\/","title":{"rendered":"Co je to Google Analytics a Ehanced E-commerce?"},"content":{"rendered":"

Ka\u017ed\u00fd provozovatel internetov\u00e9ho obchodu m\u00e1 p\u0159\u00edstup k\u00a0obrovsk\u00e9mu mno\u017estv\u00ed dat. \u00dadaje o z\u00e1kazn\u00edc\u00edch, marketingov\u00e1 data nebo data t\u00fdkaj\u00edc\u00ed se prodejn\u00edch objem\u016f \u2013 d\u00edky jejich anal\u00fdze z\u00edsk\u00e1v\u00e1te prakticky neomezen\u00e9 mo\u017enosti, jak zv\u00fd\u0161it p\u0159\u00edjem a rozv\u00edjet va\u0161i firmu. M\u00e1 to jeden h\u00e1\u010dek \u2013 data maj\u00ed cenu jen pokud anal\u00fdzu provedete spr\u00e1vn\u011b. Jak to ud\u011blat? Pod\u00edvejme se, jak\u00fd potenci\u00e1l maj\u00ed Google Analytics a Enhanced E-commerce.<\/span><\/p>\n

S\u00edla Google Analytics<\/strong><\/h4>\n

Google Analytics jsou analytick\u00fdm n\u00e1strojem, kter\u00fd sleduje a reportuje n\u00e1v\u0161t\u011bvnost na str\u00e1nk\u00e1ch a pom\u00e1h\u00e1 vytv\u00e1\u0159et pro firmu d\u016fle\u017eit\u00e9 statistiky. Uveden\u00e9 funkce jsou nav\u00edc dostupn\u00e9 zdarma pro ka\u017ed\u00e9ho, kdo m\u00e1 \u00fa\u010det na Googlu. GA jsou zpoplatn\u011bny jen pokud m\u011bs\u00ed\u010dn\u00ed n\u00e1v\u0161t\u011bvnost va\u0161ich str\u00e1nek p\u0159esahuje po\u010det 5\u00a0milion\u016f n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/span><\/p>\n

Jak v\u00e1m GA pom\u016f\u017ee vylep\u0161it va\u0161e e-commerce?<\/strong><\/h4>\n
    \n
  • abyste z\u00edskali je\u0161t\u011b lep\u0161\u00ed v\u00fdsledky a mohli se l\u00e9pe rozhodovat v\u00a0obchodn\u00edch z\u00e1le\u017eitostech, lze vyu\u017e\u00edt n\u00e1stroje pro vizualizaci dat;<\/span><\/li>\n
  • Google Analytics v\u00e1m tak\u00e9 pom\u016f\u017ee s\u00a0demografickou anal\u00fdzou va\u0161ich z\u00e1kazn\u00edk\u016f \u2013 zjist\u00edte, odkud poch\u00e1zej\u00ed, kolik maj\u00ed let a jak\u00e9ho jsou pohlav\u00ed. M\u016f\u017eete tak l\u00e9pe p\u0159izp\u016fsobit reklamn\u00ed sd\u011blen\u00ed a obchodn\u00ed nab\u00eddky;<\/span><\/li>\n
  • Google Analytics dok\u00e1\u017ee analyzovat jednotliv\u00e9 datov\u00e9 segmenty. M\u016f\u017eete nap\u0159\u00edklad sledovat jen konverzi t\u00fdkaj\u00edc\u00ed se kampan\u011b v\u00a0r\u00e1mci \u010dern\u00e9ho p\u00e1tku;<\/span><\/li>\n
  • Google Analytics um\u00ed vytvo\u0159it nestandardn\u00ed reporty vytvo\u0159en\u00e9 na z\u00e1klad\u011b vlastn\u00edch pot\u0159eb;<\/span><\/li>\n
  • Google Analytics je propojen\u00fd s\u00a0ostatn\u00edmi n\u00e1stroji jako nap\u0159. Google Ads nebo Google Tag Manager. Propojen\u00ed usnad\u0148uje realizaci r\u016fzn\u00fdch marketingov\u00fdch \u010dinnost\u00ed.<\/span><\/li>\n<\/ul>\n

    Pokud jste dosud ve sv\u00e9m internetov\u00e9m obchod\u011b vyu\u017e\u00edvali jen standardn\u00ed anal\u00fdzu \u00fadaj\u016f, je v\u00edce ne\u017e pravd\u011bpodobn\u00e9, \u017ee jste p\u0159i\u0161li o mnoho cenn\u00fdch dat, kter\u00e9 v\u00e1m mohly vyd\u011blat dost pen\u011bz. Je na \u010dase to zm\u011bnit. Ka\u017ed\u00fd provozovatel internetov\u00e9ho obchodu mus\u00ed zn\u00e1t nejen Google Analytics, ale zejm\u00e9na jeho roz\u0161\u00ed\u0159enou funkci \u2013 Enhanced E-commerce.<\/span><\/p>\n

    Na detailech z\u00e1le\u017e\u00ed \u2013 Enhanced E-commerce<\/strong><\/h4>\n

    Co je to Enhanced E-commerce? Enhanced E-commerce je vylep\u0161en\u00fd modul ur\u010den\u00fd pro oblast e-commerce a je sou\u010d\u00e1st\u00ed roz\u0161\u00ed\u0159en\u00e9 verze Google Analytics. Dok\u00e1\u017ee analyzovat a m\u011b\u0159it interakci u\u017eivatel\u016f se zbo\u017e\u00edm, sledovat jejich chov\u00e1n\u00ed a n\u00e1kupn\u00ed cesty. D\u00edky Enhanced E-commerce zjist\u00edte:<\/span><\/p>\n

      \n
    • po\u010det zobrazen\u00ed jednotliv\u00fdch produkt\u016f,<\/span><\/li>\n
    • po\u010det a frekvenci kliknut\u00ed na danou kategorii zbo\u017e\u00ed,<\/span><\/li>\n
    • jak u\u017eivatel\u00e9 prohl\u00ed\u017eej\u00ed podrobnosti t\u00fdkaj\u00edc\u00ed se zbo\u017e\u00ed,<\/span><\/li>\n
    • kdo, kdy a jak p\u0159idal zbo\u017e\u00ed do ko\u0161\u00edku,<\/span><\/li>\n
    • status plateb a placen\u00ed zbo\u017e\u00ed.<\/span><\/li>\n<\/ul>\n

      To je hodn\u011b mo\u017enost\u00ed, vi\u010fte? Ale st\u00e1le to nen\u00ed v\u0161echno.<\/span><\/p>\n

      Upgradovan\u00e9 e-commerce m\u00e1 t\u0159i z\u00e1kladn\u00ed oblasti:<\/strong><\/h4>\n

      Ekonomick\u00e9 v\u00fdsledky, kter\u00e9 zahrnuj\u00ed zbo\u017e\u00ed, seznam zbo\u017e\u00ed a prodejn\u00ed v\u00fdsledky. D\u00edky t\u011bmto t\u0159em ukazatel\u016fm nap\u0159\u00edklad zjist\u00edte p\u0159\u00edjem z jednotliv\u00fdch produkt\u016f, po\u010det prodan\u00fdch v\u00fdrobk\u016f nebo z\u00edsk\u00e1te p\u0159ehled o\u00a0dokon\u010den\u00fdch transakc\u00edch. Zm\u00edn\u011bn\u00e1 data v\u00e1m pom\u016f\u017eou zjistit, v\u00a0jak\u00e9 finan\u010dn\u00ed kondici je v\u00e1\u0161 internetov\u00fd obchod a kter\u00e9 v\u00fdrobky v\u00e1m vyd\u011bl\u00e1vaj\u00ed nejv\u00edce. Je to velmi cenn\u00e1 informace, kter\u00e1 v\u00e1m pom\u016f\u017ee p\u0159i dal\u0161\u00edm rozvoji va\u0161eho e-shopu.<\/span><\/p>\n

      Dal\u0161\u00ed d\u016fle\u017eitou \u010d\u00e1st\u00ed Enhanced E-commerce je \u201emerchandising success\u201d. Tato oblast umo\u017e\u0148uje p\u0159esn\u011b analyzovat propaga\u010dn\u00ed \u010dinnosti \u2013 zahrnuje jak intern\u00ed akce, tak sledov\u00e1n\u00ed kup\u00f3n\u016f. Intern\u00ed report o akc\u00edch ukazuje \u00fa\u010dinnost va\u0161ich on-site \u010dinnost\u00ed. Pokud nap\u0159\u00edklad m\u00e1te bannery propaguj\u00edc\u00ed zbo\u017e\u00ed ve va\u0161em internetov\u00e9m obchod\u011b, m\u016f\u017eete sledovat, kolikr\u00e1t byly zobrazeny a kolikr\u00e1t na n\u011b n\u011bkdo kliknul. Naopak d\u00edky sledov\u00e1n\u00ed kup\u00f3n\u016f m\u016f\u017eete zjistit, jak efektivn\u00ed jsou slevov\u00e9 akce s\u00a0ohledem na p\u0159\u00edjem z\u00a0jednotliv\u00fdch n\u00e1kup\u016f.\u00a0<\/span><\/p>\n

      Kl\u00ed\u010dovou a pro ka\u017ed\u00e9ho internetov\u00e9ho prodejce nesm\u00edrn\u011b v\u00fdznamnou oblast\u00ed je chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f v\u00a0internetov\u00e9m obchod\u011b. Enhanced E-commerce m\u00e1 pro tyto \u00fa\u010dely speci\u00e1ln\u00ed sekci, kde najdete podrobn\u00e9 informace o zp\u016fsobu interakce z\u00e1kazn\u00edk\u016f s\u00a0obsahem va\u0161eho internetov\u00e9ho obchodu. M\u016f\u017eete analyzovat jejich cestu od landing page, p\u0159es str\u00e1nku zbo\u017e\u00ed a\u017e k n\u00e1kupn\u00edmu ko\u0161\u00edku. Report, kter\u00fd se v upgradovan\u00e9m e-commerce naz\u00fdv\u00e1 \u201epurchasing behaviour\u201d zobrazuje str\u00e1nky, jejich\u017e m\u00edra opu\u0161t\u011bn\u00ed je p\u0159\u00edli\u0161 vysok\u00e1 a je nutn\u00e9 je vylep\u0161it.<\/span><\/p>\n

      Nen\u00ed d\u016fle\u017eit\u00e9, jestli jste spokojen\u00ed se z\u00e1kladn\u00edmi funkcemi Google Analytics nebo se chcete pono\u0159it do\u00a0Enhanced E-commerce, po\u0159\u00e1d pot\u0159ebujete dobrou marketingovou strategii. Proto neust\u00e1le mus\u00edte sledovat zvyklosti c\u00edlov\u00e9 skupiny a pe\u010dovat o vztahy, kter\u00e9 jste si se sv\u00fdmi z\u00e1kazn\u00edky vybudovali.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      P\u0159e\u010dt\u011bte si \u010dl\u00e1nek a zjist\u011bte, co je Google Analytics a jak jej m\u016f\u017eete pou\u017e\u00edt ke zlep\u0161en\u00ed Va\u0161eho e-commercu<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=8617"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8617\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=8617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}