{"id":5732,"date":"2022-08-09T07:06:01","date_gmt":"2022-08-09T07:06:01","guid":{"rendered":"https:\/\/mavericks.ro\/blog\/?p=5732"},"modified":"2023-04-03T06:15:52","modified_gmt":"2023-04-03T06:15:52","slug":"de-ce-sa-instalezi-cat-mai-curand-google-analytics-4","status":"publish","type":"post","link":"https:\/\/mavericks.ro\/blog\/de-ce-sa-instalezi-cat-mai-curand-google-analytics-4\/","title":{"rendered":"De ce s\u0103 instalezi c\u00e2t mai cur\u00e2nd Google Analytics 4?"},"content":{"rendered":"\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/razvan-cojan-b47653106\/\">R\u0103zvan Cojan<\/a>, Head of Performance Media Department<\/strong> \u00een Mavericks a preg\u0103tit mai jos <strong>o scurt\u0103 analiz\u0103 a noii platforme Google Analytics 4<\/strong>, cu metrici noi \u0219i cum s-au transformat metricii din Universal Analytics, previews direct din platform\u0103 \u0219i recomand\u0103ri personale. Acest articol face parte din campania noastr\u0103 de awareness #InfoGA4 prin care ne-am propus s\u0103 ajut\u0103m venim \u00een ajutorul celor care vor s\u0103 \u00een\u021beleag\u0103 mai bine ce se \u00eent\u00e2mpl\u0103 cu Universal Analytics \u0219i de ce e important s\u0103 aib\u0103 deja instalat Google Analytics 4. Enjoy!<\/p>\n\n\n\n<p>______________<\/p>\n\n\n\n<p>\u00cen octombrie 2020 Google anun\u021ba pentru<a href=\"https:\/\/www.leverinteractive.com\/blog\/google-announces-transition-to-new-google-analytics-4\/#:~:text=Benefits%20of%20GA4,has%20cross%2Ddevice%20measurement%20capabilities.\"> prima dat\u0103 <\/a>c\u0103 a lansat <strong>Google Analytics 4<\/strong>. Oare cine a v\u0103zut aceast\u0103 \u0219tire sau cine \u0219i-o mai aminte\u0219te \u00een condi\u021biile \u00een care \u00een acele vremuri focusul nostru era cu totul \u00een alt\u0103 parte?<\/p>\n\n\n\n<p>\u00cen martie 2022 Google anun\u021ba c\u0103 mai avem timp doar p\u00e2n\u0103 \u00een Iulie 2023 s\u0103 ne lu\u0103m r\u0103mas bun de la Universal Analytics \u0219i s\u0103 ne \u00eemprietenim u\u0219or, dar sigur, cu Google Analytics 4, pentru c\u0103 dup\u0103 aceast\u0103 dat\u0103, Universal Analytics <strong>NU <\/strong>va mai \u00eenregistra date. A\u0219 zice c\u0103 prietenia \u00eenc\u0103 se dezvolt\u0103, a\u0219a cum se dezvolt\u0103 \u0219i platforma \u00een timp ce vorbim, ceea ce face foarte probabil ca \u00een 6 luni de acum \u00eenainte, acest articol s\u0103 aib\u0103 nevoie de o u\u0219oar\u0103 recapitulare. Dar de asta e frumos digitalul, nu? \ud83d\ude42<\/p>\n\n\n\n<p>Anyhow, ce vreau eu s\u0103 v\u0103 povestesc \u00een acest articol \u00eentr-un limbaj c\u00e2t mai simplu este ce \u00eenseamn\u0103 cu acest Google Analytics 4, despre cum ne cre\u0103m o proprietate \u0219i care sunt \u00een mare diferen\u021bele \u00eentre UA \u0219i GA4. Welcome to the ride \u0219i sper s\u0103 citi\u021bi p\u00e2n\u0103 la final.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong> Welcome to GA4<\/strong><\/h3>\n\n\n\n<p>Google Analytics 4 vine cu un update important, \u0219i anume posibilitatea de integrare a aplica\u021biei \u0219i a site-ului \u00eentr-un singur <strong>data stream<\/strong> pentru a vedea datele <strong>cross &#8211; platform. <\/strong>Dar asta nu \u00eenseamn\u0103 c\u0103 dac\u0103 avem doar Web, nu ar fi util s\u0103 facem trecerea acum pentru a putea \u00eencepe s\u0103 str\u00e2ngem date Year over Year. \ud83d\ude42<\/p>\n\n\n\n<p>A\u0219a cum probabil a\u021bi observat deja, acum, c\u00e2nd crea\u021bi o proprietate nou\u0103, default-ul este o proprietate GA4. Dar care sunt urm\u0103torii pa\u0219i pe care trebuie s\u0103-i facem dac\u0103 \u00eenc\u0103 avem o proprietate UA?<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/DVOHOSWc8cLxciBhPWeCqE_jpzdR_p_jFs5uFaP5kjRCml-snIOPo6vseA8gkUgGFe4uDrk6WOiLFWLvUgr6TwJnSleGeq91cdxelBbl5YNA3X0e-s9_SxP15VROl0kXnWWDSPEfVdRpVXNz3reYpJA\" alt=\"\"\/><figcaption>screenshot din Google Analytics 4<\/figcaption><\/figure>\n\n\n\n<p>Ce vreau eu s\u0103 v\u0103 ar\u0103t \u00een screenshot-ul de mai sus este exact partea de <strong>GA4 Setup Assistant<\/strong>, ce v\u0103 va \u00eendruma prin setarea unui cont de Google Analytics 4, fie c\u0103 vre\u021bi s\u0103 face\u021bi asta prin GTM (lucru recomandat, GTM v\u0103 va ajuta cu multe alte coduri \u0219i event-uri) sau direct prin Website. \ud83d\ude42&nbsp;<\/p>\n\n\n\n<p>Un alt lucru important de men\u021bionat este c\u0103 acum dup\u0103 implementarea GA4, acesta vine cu o serie de <strong>event-uri <\/strong>presetate \u0219i anume:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ad_exposure<\/li><li>Ad_impression<\/li><li>App_exception<\/li><li>File_download<\/li><li>First_open<\/li><li>First_visit<\/li><li>Page_view<\/li><li>Screen_view<\/li><\/ul>\n\n\n\n<p>\u0218i dac\u0103 tot am pomenit de event-uri, cred c\u0103 ar fi bine s\u0103 avem o scurt\u0103 parantez\u0103 aici. Dac\u0103 anterior vorbeam despre <strong>Goals<\/strong>, acum vorbim despre <strong>Events <\/strong>\u0219i <strong>Conversions<\/strong> \u00een noua versiune de Analytics. De\u0219i asta poate p\u0103rea ini\u021bial contraintuitiv, din punctul meu de vedere permite, dac\u0103 vre\u021bi, monitorizarea unui obiectiv secundar \u0219i a unuia principal \u00een acela\u0219i raport, f\u0103r\u0103 a avea nevoie de un raport custom. Dar asta este doar o idee \u0219i sunt sigur c\u0103 voi o s\u0103 veni\u021bi cu alte modalit\u0103\u021bi de a folosi aceast\u0103 modificare.<\/p>\n\n\n\n<p>Iar \u00eenainte de a vorbi mai in-depth, nu uita\u021bi de linking, unde indicat este s\u0103 fie f\u0103cut cu toate cele de ave\u021bi nevoie, fie c\u0103 este Google Ads, Ad Manager, Merchant Centre sau DV360 pentru c\u0103 \u00een prezent toate sunt disponibile.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\t<\/strong><strong>Ce rapoarte ne a\u0219teapt\u0103 \u00een GA4?<\/strong><\/h3>\n\n\n\n<p>Sau cum arat\u0103 de fapt platforma? Ei bine, mai jos vede\u021bi un screenshot din contul de test oferit de Google pe care \u00eel pute\u021bi accesa <a href=\"https:\/\/analytics.google.com\/analytics\/web\/demoAccount?appstate=\/p213025502\">aici<\/a> \u0219i unde pute\u021bi s\u0103 \u00een\u021belege\u021bi \u0219i voi cum func\u021bioneaz\u0103.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/dIc08XRlZEzigE-zUxrQHCxlEioe02aTN6BRlENgJBQTaIO-lBHCEh47xbm8Woy6OQ-6aBRndRUrT1lb8IhgnCdKKmfSeK2ASvADe9BOs0Snwet0UoVQRMwhhcUUJzF7GdSPCmxl0aGBQsNUBarXXqI\" alt=\"\"\/><figcaption>screenshot din Google Analytics 4<\/figcaption><\/figure>\n\n\n\n<p>Acesta este homescreen-ul atunci c\u00e2nd acces\u0103m GA4, iar aici deja prima diferen\u021b\u0103 se face \u00een modul de raportare a realtime-ului. Dac\u0103 \u00een Universal Analytics (UA) vedeam utilizatorii \u00een <strong>real time, <\/strong>aici raportarea se bazeaz\u0103 pe <strong>ultimele 30 de minute. <\/strong>Dar cel mai bine ar fi s\u0103 mergem mai departe \u0219i s\u0103 vedem ce g\u0103sim \u00een zona de Reports.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/2x7mV4HZoUrggJ5UXp2QW053Q-hWMyG1joJwEpWWaupAzLs8id6iUrh-D7Rqxm_vrF6l8WB7_Fm6H6vx-RMVCIMWw2zYLiojiUUN7xukUhvcCgCwAP6_vzeDkE8_SskGVCV3bCMInuFvpL6Gzpb4jQA\" alt=\"\"\/><figcaption>screenshot din Google Analytics 4<\/figcaption><\/figure>\n\n\n\n<p><strong>Rapoartele <\/strong>principale pe care le avem \u00een acest moment sunt \u00eemp\u0103r\u021bite \u00een 4 categorii principale:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Acquisition<\/strong> (unde vedem informa\u021bii legate de utilizatori \u0219i traffic \u0219i g\u0103sim rapoartele cele mai apropiate de cele din UA din source \/ medium)<\/li><li><strong>Engagement<\/strong> (unde vedem informa\u021biile legate de engagement-ul utilizatorului cu site-ul, dar \u0219i events, conversions sau Pages and screens &#8211; echivalentul unui Landing Page Report)<\/li><li><strong>Monetization<\/strong> &#8211; avem datele legate de e-commerce purchases)<\/li><li><strong>Retention<\/strong> &#8211; aici metricul cel mai important este cel de Lifetime Value \ud83d\ude42&nbsp;<\/li><\/ul>\n\n\n\n<p>Dar bine\u00een\u021beles c\u0103 asta se poate schimba \u00een viitor. A\u0219 vrea s\u0103 trecem mai departe la <strong>Raportul de Traffic Acquisition<\/strong>, unde, din punctul meu de vedere, ne vom petrece o bun\u0103 parte din timp de anul viitor analiz\u00e2nd datele generate de acest raport. Dar ca un sfat gratuit \u0219i necerut de nimeni, ar fi bine s\u0103 v\u0103 obi\u0219nui\u021bi de pe acum cu acest raport.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/CcaMToPKmKWVfL23MrzIIUXK_EEIEDqS-8JXZfBIMYCz_g8AUTQIdAg4rohdPDYtXW1FppmxvJzF4If3KxYNKKGLrw1PVj-fLTMqPTIJ5zP1BY1gg-wQS204FsZZzza57rwqGnnLdb-s2VaNvGEIu2c\" alt=\"\"\/><figcaption>screenshot din Google Analytics 4<\/figcaption><\/figure>\n\n\n\n<p>\u00cen cadrul acestui raport, vedem \u0219i <strong>Default Channel Grouping-ul<\/strong>, unde avem \u00eemp\u0103r\u021bite campaniile de Google Ads \u00een urm\u0103toarele 4:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Paid Search<\/li><li>Display<\/li><li>Paid Shopping (ce momentan poate fi g\u0103sit \u0219i \u00een Cross Network)<\/li><li>Paid Video<\/li><\/ul>\n\n\n\n<p>Dar \u0219i restul surselor precum Direct, Organic Search sau Referral.<\/p>\n\n\n\n<p>La nivel de metrici, vedem c\u00e2teva cunoscute precum Users, Sessions sau Revenue, dar g\u0103sim \u0219i metrici complet noi precum:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Engaged Sessions<\/strong> (ce reprezint\u0103 num\u0103rul sesiunilor \u00een care utilizatorii au stat peste 10 secunde, au realizat un conversion event sau au vizualizat cel pu\u021bin dou\u0103 pagini)<\/li><li><strong>Engagement Rate<\/strong> (ce poate fi v\u0103zut ca opusul Bounce Rate-ul, engaged sessions \u00eemp\u0103r\u021bite la num\u0103rul total de sesiuni, dar s\u0103 \u0219ti\u021bi c\u0103 b\u0103tr\u00e2nul Bounce Rate e \u00eenc\u0103 aici, doar ascuns \u00een spatele butonului de Edit Report)<\/li><li><strong>Active Users (<\/strong>num\u0103rul distinct de utilizatori ce au vizitat site-ul sau aplica\u021bia \u0219i au avut o <strong>engaged session<\/strong>)<\/li><\/ul>\n\n\n\n<p>Tot legat de metrici, p\u00e2n\u0103 de cur\u00e2nd nu exista un metric clasic precum Conversion Rate, dar \u0219i acesta poate fi ad\u0103ugat cu ajutorului edit\u0103rii raportului, a\u0219a cum se poate ad\u0103uga \u0219i Bounce Rate-ul.<\/p>\n\n\n\n<p>\u00cen acest raport de Traffic Acquisition, \u00een prezent exist\u0103 c\u00e2teva Grouping-uri default precum Session source \/ medium, session medium, session source sau session campaign. Acestea v\u0103 pot ajuta s\u0103 vede\u021bi rezultatele mai clar \u00eemp\u0103r\u021bite \u00een func\u021bie de sursa de trafic sau de campanie (unde ave\u021bi nevoie de un naming uniform pentru a putea vedea rezultatele \u00een func\u021bie de strategiile utilizate, fie c\u0103 este vorba de Search, Display sau Video).<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Concluzie<\/h3>\n\n\n\n<p>\u00cen loc de final, v\u0103 las cu un lucru important ce poate \u00eel vom aprofunda \u00eentr-o alt\u0103 discu\u021bie. Metoda standard (default-ul) de atribuire \u00een cazul GA4 este <a href=\"https:\/\/support.google.com\/analytics\/answer\/10596866?hl=en\">Data Driven Attribution<\/a>, \u00een locul non-Last Click Attribution, a\u0219a cum aveam anterior \u00een UA. A\u0219a c\u0103 s\u0103 nu v\u0103 speria\u021bi atunci c\u00e2nd o s\u0103 vede\u021bi date diferite, de\u0219i sunte\u021bi absolut siguri c\u0103 trackingul a fost corect. \ud83d\ude42&nbsp;<\/p>\n\n\n\n<p>Care este diferen\u021ba dintre ele? Foarte pe scurt, Data Driven Attribution ofer\u0103 credit surselor de trafic \u00een func\u021bie de nivelul de interac\u021biune cu anun\u021burile, folosind datele din cont legate de keywords, ads \u0219i campanii. Dar cum face selec\u021bia aceasta \u0219i cum atribuie? Momentan nu \u0219tim exact, dar singura mea recomandare este s\u0103 v\u0103 uita\u021bi \u00een raportul de Attribution \u0219i s\u0103 stabili\u021bi voi care este modelul vostru de atribuire sau conven\u021bia cu care vre\u021bi s\u0103 merge\u021bi mai departe.<\/p>\n\n\n\n<p>\u00cen cazul \u00een care vrei s\u0103 \u00eencepi implementarea \u00een <a href=\"https:\/\/mavericks.ro\/cere-oferta\">GA4 d\u0103-ne un semn \u0219i hai s\u0103 discut\u0103m mai aplicat<\/a>. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Articol scris cu suflet \u0219i profesionalism de <a href=\"https:\/\/www.linkedin.com\/in\/razvan-cojan-b47653106\/\">R\u0103zvan Cojan<\/a>, Head of Performance Media Department \u00een Mavericks.<\/strong><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u0103zvan Cojan, Head of Performance Media Department \u00een Mavericks a preg\u0103tit mai jos o scurt\u0103 analiz\u0103 a noii platforme Google Analytics 4, cu metrici noi \u0219i cum s-au transformat metricii din Universal Analytics, previews direct din platform\u0103 \u0219i recomand\u0103ri personale. Acest articol face parte din campania noastr\u0103 de awareness #InfoGA4 prin care ne-am propus s\u0103 &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/mavericks.ro\/blog\/de-ce-sa-instalezi-cat-mai-curand-google-analytics-4\/\" class=\"more-link\">Continu\u0103 lectura<span class=\"screen-reader-text\"> \u201eDe ce s\u0103 instalezi c\u00e2t mai cur\u00e2nd Google Analytics 4?\u201d<\/span><\/a><\/p>\n","protected":false},"author":11,"featured_media":5742,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[189,217,182,218,216],"class_list":["post-5732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analize-performance-media","tag-digital-marketing","tag-ga4","tag-google-ads","tag-google-analytics","tag-google-analytics-4","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De ce s\u0103 instalezi c\u00e2t mai cur\u00e2nd Google Analytics 4? 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