{"id":8620,"date":"2019-10-28T15:27:44","date_gmt":"2019-10-28T14:27:44","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8620"},"modified":"2019-10-28T15:27:44","modified_gmt":"2019-10-28T14:27:44","slug":"co-jsou-oznaceni-utm-v-odkazech","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/co-jsou-oznaceni-utm-v-odkazech\/","title":{"rendered":"Co jsou ozna\u010den\u00ed UTM v odkazech?"},"content":{"rendered":"

Marketingov\u00e9 \u010dinnosti na internetu jsou n\u011bkdy v\u00edce, n\u011bkdy m\u00e9n\u011b \u00fa\u010dinn\u00e9. Pro vyu\u017eit\u00ed cel\u00e9ho potenci\u00e1lu ak\u010dn\u00edch kampan\u00ed je nutn\u00e9 sledovat jejich \u00fa\u010dinnost. Skv\u011bl\u00fdm pomocn\u00edkem jsou UTM tagy v\u00a0odkazech. Pro\u010d se vyplat\u00ed je pou\u017e\u00edvat? Jak d\u00edky nim zjist\u00edme n\u00e1v\u0161t\u011bvnost str\u00e1nek? V\u0161echny pot\u0159ebn\u00e9 informace najdete n\u00ed\u017ee!<\/strong><\/p>\n

UTM tagy \u2013 co je to?<\/strong><\/h4>\n

UTM, tedy Urchin Tracking Module, je syst\u00e9m identifikace n\u00e1v\u0161t\u011bvnosti zpracovan\u00fd spole\u010dnost\u00ed Urchin Software Corporation. V roce 2005 st\u00e1l tento projekt u zrodu Google Analytics \u2013 v\u00a0sou\u010dasnosti nejsiln\u011bj\u0161\u00edho analytick\u00e9ho n\u00e1stroje. P\u0159id\u00e1v\u00e1n\u00ed UTM tag\u016f k URL adres\u00e1m umo\u017e\u0148uje p\u0159esnou anal\u00fdzu n\u00e1v\u0161t\u011bvnosti z\u00a0r\u016fzn\u00fdch zdroj\u016f na webov\u00e9 str\u00e1nce.\u00a0<\/span><\/p>\n

Tagov\u00e1n\u00ed odkaz\u016f prost\u0159ednictv\u00edm UTM parametr\u016f \u2013 jak\u00fd je jejich p\u0159\u00ednos?<\/strong><\/h4>\n

UTM tagy jsou velmi u\u017eite\u010dn\u00fdm n\u00e1strojem pro zkoum\u00e1n\u00ed n\u00e1v\u0161t\u011bvnosti str\u00e1nek. D\u00edky vyu\u017eit\u00ed vhodn\u00fdch parametr\u016f lze vysledovat zdroj, typ n\u00e1v\u0161t\u011bvnosti nebo konkr\u00e9tn\u00ed kampa\u0148, kter\u00e1 p\u0159in\u00e1\u0161\u00ed k\u00fd\u017een\u00e9 v\u00fdsledky. Na z\u00e1klad\u011b shrom\u00e1\u017ed\u011bn\u00fdch \u00fadaj\u016f lze optimalizovat reklamn\u00ed kampan\u011b podle\u00a0jejich efektivity a s\u00a0ohledem na rozpo\u010det.<\/span><\/p>\n

Jak UTM tagy funguj\u00ed?<\/strong><\/h4>\n

Spr\u00e1vn\u011b otagovan\u00fd odkaz se skl\u00e1d\u00e1 z\u00a0n\u011bkolika \u010d\u00e1st\u00ed, kter\u00e9 jsou pro sledov\u00e1n\u00ed zvolen\u00fdch parametr\u016f nezbytn\u00e9. Mezi standardn\u00ed UTM tagy, kter\u00e9 rozpozn\u00e1 v\u011bt\u0161ina analytick\u00fdch n\u00e1stroj\u016f, pat\u0159\u00ed:<\/span><\/p>\n

    \n
  • utm_source (zdroj) \u2013 ur\u010duj\u00edc\u00ed zdroj n\u00e1v\u0161t\u011bvnosti p\u0159\u00edchoz\u00edho u\u017eivatele, nap\u0159\u00edklad soci\u00e1ln\u00ed s\u00ed\u0165, newsletter nebo RSS kan\u00e1l;<\/span><\/li>\n
  • utm_medium \u2013 ur\u010duj\u00edc\u00ed druh n\u00e1v\u0161t\u011bvnosti, tedy nosi\u010d zpr\u00e1vy, kter\u00fdm m\u016f\u017ee b\u00fdt nap\u0159\u00edklad banner, display, reklama CPC nebo CPM;<\/span><\/li>\n
  • utm_campaign \u2013 tvo\u0159\u00edc\u00ed individu\u00e1ln\u00ed n\u00e1zev dan\u00e9 kampan\u011b, osv\u011bd\u010dil se zejm\u00e9na v\u00a0situaci, kdy v\u00edce kampan\u00ed prob\u00edh\u00e1 z\u00e1rove\u0148.<\/span><\/li>\n<\/ul>\n

    Krom\u011b povinn\u00fdch tag\u016f m\u016f\u017eeme p\u0159idat dva pomocn\u00e9 parametry:<\/span><\/p>\n

      \n
    • utm_term \u2013 pro ozna\u010den\u00ed kl\u00ed\u010dov\u00fdch slov ve zpoplatn\u011bn\u00fdch reklamn\u00edch kampan\u00edch;<\/span><\/li>\n
    • utm_content \u2013 pro ozna\u010den\u00ed konkr\u00e9tn\u00ed reklamy, osv\u011bd\u010dil se b\u011bhem slo\u017eit\u011bj\u0161\u00edch kampan\u00ed, vyu\u017e\u00edv\u00e1n v\u00a0testech A\/B.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      Co jsou UTM tagy? Pro\u010d stoj\u00ed za to je pou\u017e\u00edt? Jak je pou\u017e\u00edvat pro kontrolu provozu na webu?<\/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-8620","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\/8620","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=8620"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8620\/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=8620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}