{"id":17560,"date":"2020-06-18T08:30:10","date_gmt":"2020-06-18T05:30:10","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17560"},"modified":"2020-06-19T18:22:12","modified_gmt":"2020-06-19T15:22:12","slug":"configurare-google-analytics-filtre-goals-grouping","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/configurare-google-analytics-filtre-goals-grouping","title":{"rendered":"Google Analytics: Filtre, Obiective (Goals), Content Grouping \u0219i Channel Settings. Ce sunt \u0219i cum s\u0103 le configurezi?"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/configurare-google-analytics-filtre-goals-grouping\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17604\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3.png\" alt=\"\" width=\"2048\" height=\"1172\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3.png 2048w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3-300x172.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3-1024x586.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3-768x440.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/gpec_blog_eugen_3-1536x879.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p><strong>Continu\u0103m seria de articole privind calitatea datelor \u00eenregistrate \u00een Google Analytics cu partea a 3-a \u00een care discut\u0103m despre Filtre, Obiective (Goals), Content Grouping \u0219i Channel Settings, set\u0103ri care pot fi definite la nivelul unui View \u00een Google Analytics. Dac\u0103 \u00een partea a doua a acestei serii de articole am trecut printre set\u0103rile de baz\u0103 la nivel de view, \u00een acest articol v\u0103 aduc la cuno\u0219tin\u021b\u0103 set\u0103rile mai avansate care pot fi aplicate tot la nivel de view.<\/strong><\/p>\n<p><!--more--><\/p>\n<p><strong>Dac\u0103 nu ai v\u0103zut primele dou\u0103 p\u0103r\u021bi, le po\u021bi accesa aici:\u00a0<\/strong><\/p>\n<p><b>Partea 1:<\/b> <a href=\"https:\/\/www.gpec.ro\/blog\/google-analytics-cum-te-asiguri-ca-datele-colectate-sunt-corecte-si-complete\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Modul corect de a amplasa codul Google Analytics \u00een site. Cum evi\u021bi gre\u0219elile comune<\/span><\/a><\/p>\n<p><b>Partea 2:<\/b> <a href=\"https:\/\/www.gpec.ro\/blog\/google-analytics-cum-te-asiguri-ca-datele-colectate-sunt-corecte-si-complete-partea-ii\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Set\u0103rile de baz\u0103 la nivel de Property \u0219i View pe care un cont de Analytics trebuie s\u0103 le aib\u0103<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">\u00cenainte de a detalia fiecare dintre aceste set\u0103ri \u00een parte, e important s\u0103 ne reamintim ce este un View \u00een Google Analytics \u0219i care e rela\u021bia cu o Proprietate a unui cont.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17576\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/analytics-hierarchy.png\" alt=\"\" width=\"455\" height=\"238\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/analytics-hierarchy.png 455w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/06\/analytics-hierarchy-300x157.png 300w\" sizes=\"auto, (max-width: 455px) 100vw, 455px\" \/><\/p>\n<p><b>Proprietate \u00een Google Analytics<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Un loc unde se colecteaz\u0103 toate datele m\u0103surate prin Google Analytics pentru un site\/business online. Proprietatea este caracterizat\u0103 printr-un identificator unic de forma <strong>UA-XXXX-Y<\/strong>.\u00a0<\/span><\/p>\n<p><b>View \u00een Google Analytics<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sec\u021biune cu rapoarte care \u00ee\u021bi permite vizualizarea datelor colectate la nivel de proprietate aplic\u00e2nd ni\u0219te set\u0103ri specifice, modific\u0103ri sau ajust\u0103ri. \u00centr-un cont Google Analytics standard (varianta gratuit\u0103) po\u021bi seta p\u00e2n\u0103 la 25 view-uri diferite. Datele difer\u0103 \u00eentre view-uri doar pe baza set\u0103rilor \u0219i modific\u0103rilor operate pe datele colectate la nivel de proprietate. Cu alte cuvinte, toate view-urile lucreaz\u0103 cu acela\u0219i set de date (cel colectat la nivel de proprietate), dar, prin prelucrarea acestora, poate genera rapoarte diferite.\u00a0<\/span><\/p>\n<h2><b>Filtrele unui View<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Filtrele aplicate la nivelul unui view \u00ee\u021bi permit s\u0103 controlezi ce date sunt afi\u0219ate \u00een view precum \u0219i modificarea acestor date dup\u0103 ni\u0219te reguli clare. \u00cen detaliu despre filtre vom scrie probabil un articol dedicat. Aici \u00eens\u0103 a\u0219 men\u021biona care sunt filtrele pe care orice cont de Google Analytics ar trebui s\u0103 le aib\u0103 configurate:<\/span><\/p>\n<ul>\n<li><b>Filtru de eliminare a traficului generat de angaja\u021bii \u0219i partenerii companiei<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cu ajutorul acestui filtru te asiguri c\u0103 datele colectate \u00een view nu includ \u0219i vizitele angaja\u021bilor sau a partenerilor (ex. Agen\u021bia de PPC, SEO, colaborator content marketing, firma de IT, etc.). Facem aceast\u0103 excludere pentru c\u0103 aceste persoane folosesc site-ul cu alt\u0103 inten\u021bie dec\u00e2t utilizatorii obi\u0219nui\u021bi ai site-ului \u0219i, astfel, ac\u021biunile acestor utilizatori pot influen\u021ba anumi\u021bi indicatori \u00eenregistra\u021bi \u00een Google Analytics.<\/span><\/p>\n<ul>\n<li><b>Filtru de includere doar a traficului ce apar\u021bine site-ului respectiv.<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Uneori, din diverse motive, codul de Google Analytics ajunge s\u0103 fie plasat \u0219i pe alte site-uri. De exemplu, firma de IT ar putea avea un server de dezvoltare unde exist\u0103 o copie a site-ului care are amplasat codul de Google Analytics. Se \u00eent\u00e2mpl\u0103 de asemenea ca site-ul s\u0103 fie \u00eenc\u0103rcat \u00een cache de c\u0103tre Google \u0219i alte motive pentru care \u00een View-ul din Google Analytics \u00eenregistreaz\u0103 trafic \u0219i de pe alte site-uri (sau domenii web, mai exact).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Po\u021bi verifica de pe ce domenii \u00eenregistreaz\u0103 Analytics trafic dac\u0103 accesezi raportul <\/span><b>Behavior &gt; Site Content &gt; All Pages <\/b><span style=\"font-weight: 400;\">\u0219i apoi selectezi <\/span><b>Hostname<\/b><span style=\"font-weight: 400;\"> ca dimensiune primar\u0103.<\/span><\/p>\n<ul>\n<li><b>Filtre de lowercase pentru Request URI, Search Query, Campaign Source, Campaign Medium, etc.<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google Analytics este Case-Sensitive, a\u0219a c\u0103 orice informa\u021bie colectat\u0103 \u00een Google Analytics \u021bine cont dac\u0103 are litere mici sau litere mari.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">S\u0103 lu\u0103m exemplul paginii \u201cDespre Noi\u201d a unui site. Presupunem c\u0103 aceast\u0103 pagin\u0103 este accesat\u0103 \u00een urm\u0103toarele feluri:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\/despre-noi<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\/Despre-noi<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\/Despre-Noi<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\/DESPRE-NOI<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00cen acest caz, Google Analytics interpreteaz\u0103 aceste pagini ca fiind pagini diferite \u0219i raporteaz\u0103 detalii despre aceste pagini pe r\u00e2nduri diferite. Asta face dificil\u0103 o analiz\u0103 a performan\u021bei paginii Despre noi c\u00e2nd trebuie s\u0103 cumul\u0103m datele \u00eenregistrate pe mai multe r\u00e2nduri.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un alt exemplu \u00eel putem da pentru Search Query &#8211; termenul de c\u0103utare \u00eenregistrat \u00een Google Analytics. S\u0103 presupunem c\u0103 \u00eentr-un site c\u0103utarea dup\u0103 termenul \u201csony playstation\u201d se realizeaz\u0103 \u00een urm\u0103toarele moduri:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">sony playstation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sony playstation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sony Playstation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sony PlayStation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">sony PlayStation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cu toate c\u0103, indiferent de modul \u00een care au fost folosite literele, termenul este exact acela\u0219i, Google Analytics va interpreta ace\u0219ti termeni ca fiind diferi\u021bi \u0219i \u00eei va raporta pe r\u00e2nduri diferite. Astfel, dac\u0103 vrei s\u0103 faci un raport cu cele mai c\u0103utate cuvinte cheie, va fi nevoie s\u0103 faci ni\u0219te adapt\u0103ri manuale pentru a pune to\u021bi astfel de termeni pe un singur r\u00e2nd \u00een raport.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Astfel de situa\u021bii se \u00eent\u00e2lnesc \u0219i \u00een cazul surselor din parametrii UTM (Ex. \u201cFacebook\u201d, \u201cfacebook\u201d, FaceBook\u201d, \u201cFACEBOOK\u201d) sau a mediului campaniei (Ex. \u201cemail\u201d, \u201cEmail\u201d, \u201cEMAIL\u201d).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Din fericire, Google Analytics ne permite s\u0103 set\u0103m filtre de tip Lowercase pe care este recomandat ca s\u0103 le aplic\u0103m cel pu\u021bin pentru Request URI (partea URL-ului de dup\u0103 hostname), Search Query, Campaign Source \u0219i Campaign Medium.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen func\u021bie de tipul site-ului \u0219i modul de configurare, sunt mai multe filtre care ar putea fi de folos. Aten\u021bie \u00eens\u0103 cum aplici filtrele pentru c\u0103 efectul lor este ireversibil. \u00cen <\/span><a href=\"https:\/\/www.gpec.ro\/blog\/google-analytics-cum-te-asiguri-ca-datele-colectate-sunt-corecte-si-complete-partea-ii\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">partea a doua a acestei serii de articole<\/span><\/a><span style=\"font-weight: 400;\"> recomand\u0103m s\u0103 ai un view de tip test \u00een care s\u0103 aplici filtrele noi pentru a evalua apoi dac\u0103 acestea sunt configurate corect. E recomandat ca abia dup\u0103 validarea corectitudinii filtrelor s\u0103 le aplici pe view-ul principal.<\/span><\/p>\n<h2><b>Obiectivele setate \u00een cadrul unui view<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Atunci c\u00e2nd instalezi codul de Google Analytics pe un site, acesta colecteaz\u0103 o serie de informa\u021bii foarte utile \u0219i valoroase despre sursa vizitatorilor \u0219i ce fac ace\u0219tia pe site (ce pagini viziteaz\u0103, c\u00e2t stau pe site, etc.). Google Analytics nu \u0219tie s\u0103 m\u0103soare automat ceea ce consideri tu conversie sau micro-conversie. De exemplu, dac\u0103 ai un site care se bazeaz\u0103 pe colectarea de lead-uri, e\u0219ti cu siguran\u021b\u0103 interesat s\u0103 m\u0103sori c\u00e2\u021bi utilizatori au completat un anumit formular de pe site. Dac\u0103 vorbim de <strong>ecommerce<\/strong>, pe l\u00e2ng\u0103 m\u0103surarea tranzac\u021biilor\/comenzilor de pe site, e\u0219ti interesat s\u0103 m\u0103sori diverse microconversii precum ad\u0103ugarea \u00een co\u0219, ad\u0103ugarea \u00een wishlist, \u00eenceperea procesului de checkout, abonarea la newsletter, crearea unui cont, etc.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u0103surarea tuturor acestor conversii\/micro-conversii se pot realiza prin setarea obiectivelor (Goals) \u00een Google Analytics.<\/span><\/p>\n<blockquote><p><b><i>Not\u0103!<\/i><\/b><i><span style=\"font-weight: 400;\"> Pentru ecommerce exist\u0103 \u00een Google Analytics un modul dedicat &#8211; <strong>Enhanced Ecommerce<\/strong> &#8211; care are foarte multe capabilit\u0103\u021bi de tracking pentru magazinele online \u0219i nu numai. O s\u0103 trat\u0103m acest subiect \u00eentr-un alt articol din aceast\u0103 serie. Chiar \u0219i a\u0219a, este foarte util\u0103 m\u0103surarea prin Goal-uri a unor conversii sau micro-conversii realizate de un magazin online.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Google Analytics permite setarea a mai multor tipuri de obiective (goals), dar cele mai utilizate sunt <\/span><b>Destination<\/b><span style=\"font-weight: 400;\"> \u0219i <\/span><b>Event<\/b><span style=\"font-weight: 400;\">. Goal-urile tip Destination sunt pretabile mai ales dac\u0103 ai un funnel de conversie pe care vrei s\u0103 \u00eel m\u0103sori, iar cele tip Event sunt pretabile pentru situa\u021biile \u00een care exist\u0103 o ac\u021biune clar\u0103 a c\u0103rei declan\u0219are vrei s\u0103 o consideri ca fiind un obectiv (de exemplu, abonarea cu succes la newslleter).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Configurarea propriu-zis\u0103 a goal-urilor este destul de simpl\u0103. \u00cen unele cazuri, te ajut\u0103 dac\u0103 \u0219tii s\u0103 folose\u0219ti expresiile regulate pentru a seta reguli dinamice pentru un goal. \u00cen aceste cazuri este recomandat s\u0103 testezi regulile goal-ului \u00een rapoartele standard din Google Analytics. Periodic e recomandat s\u0103 faci o verificare a set\u0103rilor obiectivelor. <strong>Gre\u0219elile de setare<\/strong> a obiectivelor pe care le \u00eent\u00e2lnim frecvent \u00een analizele pe care le efectu\u0103m pe conturile clien\u021bilor no\u0219tri se \u00eencadreaz\u0103 \u00een urm\u0103toarele categorii:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Obiectivul tip Destination se declan\u0219eaz\u0103 \u0219i pe alte pagini, nu numai cele pe care ar trebui s\u0103 se declan\u0219eze. De exemplu, \u00eenregistrarea obiectivului de abonare la newsletter se face la paginile care \u00eencep cu \u201c\/multumim-pentru-abonare\u201d, dar se declan\u0219eaz\u0103 \u0219i pentru pagina \u201c\/multumim-pentru-abonare-alerta-stoc\u201d.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Obiectivul tip Destination nu se declan\u0219eaz\u0103 pe toate paginile pe care ar trebui s\u0103 se declan\u0219eze. De exemplu, obiectivul de \u201cComand\u0103 finalizat\u0103\u201d \u021bine cont doar de pagina <em>thank you<\/em> pentru pl\u0103\u021bile tip ramburs, nu \u0219i pagina <em>thank you<\/em> pentru pl\u0103\u021bile online.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Obiectivul tip Destination are configurat funnel de conversie unde pagina final\u0103 a obiectivului este ultimul pas din funnel. Pa\u0219ii din funnel nu trebuie s\u0103 includ\u0103 pagina final\u0103, acolo unde consider\u0103m obiectivul realizat.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Obiectivul tip Event se declan\u0219eaz\u0103 corect la evenimentul setat, dar declan\u0219area evenimentului nu se face la momentul corespunz\u0103tor. De exemplu, declan\u0219area evenimentului \u201cformular completat\u201d \u00een momentul \u00een care se d\u0103 click pe butonul \u201cTrimite formular\u201d, f\u0103r\u0103 a \u021bine cont c\u0103 acel formular poate c\u0103 nu a fost trimis pentru c\u0103 utilizatorul nu a completat corect c\u00e2mpurile.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Obiectivul tip Event se declan\u0219eaz\u0103 corect la evenimentul setat, dar declan\u0219area evenimentului nu se face la fiecare \u201c\u00eendeplinire\u201d a obiectivului. De exemplu, evenimentul \u201cformular completat\u201d se m\u0103soar\u0103 pe varianta desktop a formularului, dar nu \u0219i pe varianta mobile.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pentru goal-urile tip Destination po\u021bi testa regulile dac\u0103 accesezi raportul <\/span><b>Behavior &gt; Site Content &gt; All Pages<\/b><span style=\"font-weight: 400;\">, iar pentru goal-urile tip Event le po\u021bi testa \u00een raportul <\/span><b>Behavior &gt; Site Content &gt; Events &gt; Top Events<\/b><span style=\"font-weight: 400;\"> \u0219i s\u0103 te asiguri c\u0103 evenimentul se \u00eenregistreaz\u0103 corect \u00een toate cazurile \u0219i numai atunci c\u00e2nd ac\u021biunea pe care vrei s\u0103 o m\u0103sori a fost realizat\u0103 cu succes.<\/span><\/p>\n<h2><b>Content Grouping<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u00cen rapoartele din <\/span><b>Behavior &gt; Site Content &gt; All Pages<\/b><span style=\"font-weight: 400;\"> vedem indicatorii la nivelul fiec\u0103rei pagini. Pentru c\u0103 \u00eentr-un site sunt, de obicei, multe pagini\u2026 ne dorim uneori s\u0103 vedem ace\u0219ti indicatori pentru un grup de pagini similare.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De exemplu, dac\u0103 vrem s\u0103 vedem performan\u021ba agregat\u0103 a tuturor paginilor de produs ale unui magazin online, ne este foarte greu s\u0103 interpret\u0103m astfel informa\u021bia dac\u0103 avem datele doar la nivelul fiec\u0103rei pagini \u00een parte.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un alt exemplu vine din fashion unde, de exemplu, vrem s\u0103 vedem grupat toate paginile asociate cu fashion-ul pentru femei vs fashion pentru b\u0103rba\u021bi vs fashion pentru copii.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dac\u0103 ai o sec\u021biune de blog (sau sec\u021biune cu articole), vei dori s\u0103 vezi \u00eentr-un loc performan\u021ba general\u0103 a paginilor tuturor articolelor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pentru a face posibil\u0103 o astfel de grupare, Google Analytics pune la dispozi\u021bie func\u021bia de <strong>Content Grouping<\/strong> unde, pe baza diverselor reguli, o pagin\u0103 ajunge s\u0103 fie asociat\u0103 un cu un anumit Content Group. Mai mult dec\u00e2t posibilitatea de a grupa paginile, Google Analytics ofer\u0103 p\u00e2n\u0103 la 5 moduri \u00een care po\u021bi face aceast\u0103 grupare. Acest lucru ne ajut\u0103 s\u0103 putem vedea paginile grupate \u00een func\u021bie de mai multe criterii.\u00a0<\/span><\/p>\n<h2><b>Channel Grouping<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Pe un principiu similar cu cel descris la Content Grouping, Google Analytics ne permite s\u0103 grup\u0103m <strong>sursele de trafic<\/strong> \u00een ni\u0219te categorii care s\u0103 ne permit\u0103 s\u0103 avem o privire de ansamblu despre cum ajung utilizatorii pe site-ul nostru.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Spre deosebire \u00eens\u0103 de Content Grouping, Channel Grouping vine deja cu o setare a canalelor cu care posibil s\u0103 te fi \u00eent\u00e2lnit deja consult\u00e2nd rapoartele din sec\u021biunea <\/span><b>Acquisition &gt; All Traffic &gt; Channels<\/b><span style=\"font-weight: 400;\">. Aceast\u0103 grupare (numit\u0103 \u0219i Default Channel Grouping) cuprinde urm\u0103toarele canale:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<table style=\"height: 1031px;\" width=\"720\">\n<tbody>\n<tr>\n<td><b>Canal<\/b><\/td>\n<td><b>Reguli<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Direct<\/span><\/td>\n<td><b>Campaign Source<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">direct<\/span><span style=\"font-weight: 400;\"> \u0218I<\/span><\/p>\n<p><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">(not set)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SAU<\/span><\/p>\n<p><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">(none)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Organic Search<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = organic<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Social<\/span><\/td>\n<td><b>Social Source Referral<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">Yes<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SAU<\/span><\/p>\n<p><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> corespunde regulii regex <\/span><span style=\"font-weight: 400;\">^(social|social-network|social-media|sm|social network|social media)$<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Email<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">email<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Affiliates<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">affiliate<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Referral<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">referral<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Paid Search<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> corespunde regulii regex <\/span><span style=\"font-weight: 400;\">^(cpc|ppc|paidsearch)$<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0218I<\/span><\/p>\n<p><b>Ad Distribution Network<\/b><span style=\"font-weight: 400;\"> este diferit de <\/span><span style=\"font-weight: 400;\">Content<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Other Advertising<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> corespunde regulii regex <\/span><span style=\"font-weight: 400;\">^(cpv|cpa|cpp|content-text)$<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Display<\/span><\/td>\n<td><b>Campaign Medium<\/b><span style=\"font-weight: 400;\"> corespunde regulii regex <\/span><span style=\"font-weight: 400;\">^(display|cpm|banner)$<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SAU<\/span><\/p>\n<p><b>Ad Distribution Network<\/b><span style=\"font-weight: 400;\"> = <\/span><span style=\"font-weight: 400;\">Content<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">(unavailable) sau (other)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Sesiunea nu corespunde cu nici o regul\u0103 de la canalele definite mai sus<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Aceast\u0103 grupare este un start foarte bun, \u00eens\u0103 nu \u00eentotdeauna descrie suficient de bine mix-ul de marketing folosit \u00een strategia noastr\u0103 de achizi\u021bie trafic pentru site. Po\u021bi ajusta aceast\u0103 grupare (sau defini alte moduri de a grupa sursele de trafic \u00een canale) prin accesarea <\/span><b>Admin &gt; View &gt; Channel Settings &gt; Channel Grouping<\/b><span style=\"font-weight: 400;\">. Set\u0103rile aici se fac foarte simplu, iar interfa\u021ba este foarte intuitiv\u0103. Trebuie s\u0103 re\u021bii \u0219i c\u0103 ordinea \u00een care sunt definite canalele au o importan\u021b\u0103 pentru c\u0103 stabilesc \u00een ce ordine se aplic\u0103 regulile pentru situa\u021biile \u00een care o surs\u0103 de trafic corespunde regulilor mai multor canale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Iat\u0103 c\u00e2teva idei despre cum po\u021bi ajusta aceast\u0103 grupare astfel \u00eenc\u00e2t s\u0103 reprezinte mai bine sursele de trafic \u0219i strategiile de promovare:<\/span><\/p>\n<h3><b>Separarea canalului Paid Search \u00een Branded Paid Search \u0219i Generic Paid Search<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dac\u0103 \u00een strategia PPC folose\u0219ti campanii de Brand Protect (c\u00e2nd pl\u0103te\u0219ti pentru a declan\u0219a anun\u021buri la c\u0103ut\u0103rile propriului brand), atunci e recomandat ca traficul venit din aceste campanii s\u0103 fie separat de traficul din campaniile PPC pentru c\u0103ut\u0103rile generice.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaniile de <strong>Brand Protect<\/strong> \u00eenregistreaz\u0103 indicatori mult mai buni dec\u00e2t campaniile generice (e \u0219i normal s\u0103 se \u00eent\u00e2mple a\u0219a av\u00e2nd \u00een vedere c\u0103 utilizatorul a folsit brand-ul t\u0103u \u00een sintagma c\u0103utat\u0103). Dac\u0103 l\u0103s\u0103m acest trafic \u00een acela\u0219i canal cu traficul care vine din campaniile generice, e posibil ca indicatorii aferen\u021bi acestui canal (Paid Search) s\u0103 transmit\u0103 o imagine distorsionat\u0103 cu privire la performan\u021ba campaniilor PPC.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deseori \u00een discu\u021biile mele cu cei care gestioneaz\u0103 un business online, am urm\u0103torul dialog:<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Eu:<\/span><\/i><span style=\"font-weight: 400;\"> Cum crezi c\u0103 performeaz\u0103 campaniile voastre Google Ads?<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Reprezentant Site:<\/span><\/i><span style=\"font-weight: 400;\"> Foarte bine! Mult mai bine dec\u00e2t orice alt canal!\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Eu:<\/span><\/i> <span style=\"font-weight: 400;\">Cum ai ajuns la aceast\u0103 concluzie?<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Reprezentant Site:<\/span><\/i> <span style=\"font-weight: 400;\">M\u0103 uit \u00een Analytics la Paid Search. Am rat\u0103 de conversie \u0219i v\u00e2nz\u0103ri mult mai bune dec\u00e2t \u00een alte canale.\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Eu:<\/span><\/i> <span style=\"font-weight: 400;\">Folosi\u021bi \u00een strategia voastr\u0103 campanii de Brand Protect?\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Reprezentant Site:<\/span><\/i> <span style=\"font-weight: 400;\">Da, a\u0219a ne-a recomandat agen\u021bia PPC. De ce? Nu e bine?<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Eu:<\/span><\/i> <span style=\"font-weight: 400;\">Ba da, a\u0219a e recomandat. Ai vrea s\u0103 ne uit\u0103m la rezultate campaniilor Google Ads f\u0103r\u0103 a lua \u00een calcul campaniile de Brand Protect?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dup\u0103 ce facem o scurt\u0103 analiz\u0103, ajungem la concluzia c\u0103 performan\u021bele reale ale campaniilor generice Google Ads sunt mult mai mici dec\u00e2t atunci c\u00e2nd lu\u0103m \u00een calcul \u0219i campaniile Brand Protect. O astfel de confuzie o pot face mul\u021bi dintre cei care consult\u0103 rapoartele Google Analytics. O interpretare eronat\u0103 a acestor informa\u021bii, poate duce la anumite decizii fundamental gre\u0219ite.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Po\u021bi face aceast\u0103 separare din set\u0103rile la nivel de view acces\u00e2nd sec\u021biunea <\/span><b>Admin &gt; View &gt; Channel Settings &gt; Manage Brand Terms<\/b><span style=\"font-weight: 400;\">. Aici po\u021bi defini termenii asocia\u021bi cu brandul t\u0103u. Dup\u0103 definire, Google Analytics te va \u00eentreba dac\u0103 vrei s\u0103 generezi canale separate pentru Branded vs Generic Paid Search.\u00a0<\/span><\/p>\n<blockquote><p><b><i>Not\u0103!<\/i><\/b><i><span style=\"font-weight: 400;\"> Dac\u0103 brandul t\u0103u este compus din cuvinte generice (Ex: \u201cpantofi-frumosi.ro\u201d) nu se recomand\u0103 s\u0103 faci o astfel de setare pentru c\u0103 nu e clar c\u00e2nd utilizatorul caut\u0103 brandul sau c\u00e2nd caut\u0103 produsele respective (\u00een exemplul nostru: \u201cpantofi frumo\u0219i\u201d).<\/span><\/i><\/p><\/blockquote>\n<h3><b>Separarea canalului Social \u00een Paid Social \u0219i Organic Social<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dac\u0103 vrei s\u0103 vezi traficul din campaniile pl\u0103tite pe Facebook (sau alte re\u021bele de socializare) versus cele organice, \u00ee\u021bi recomand\u0103m s\u0103 define\u0219ti \u0219i s\u0103 configurezi cele dou\u0103 canale astfel \u00eenc\u00e2t s\u0103 grupeze sursele de trafic Social \u00een cele dou\u0103 componente &#8211; Paid \u0219i Organic.<\/span><\/p>\n<h3><b>Crearea de canale sau alocarea corect\u0103 a surselor catalogate \u00een canalul (Other).<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Consult\u0103 rapoartele din <\/span><b>Acquisition &gt; All Traffic &gt; Channels <\/b><span style=\"font-weight: 400;\">\u0219i d\u0103 click pe canalul (Other) pentru a vedea ce surse de trafic nu au putut fi \u00eencadrate \u00eentr-un canal dedicat. Vezi dac\u0103 nu cumva \u00eenregistrezi aici trafic care ar trebui s\u0103 fie \u00een alte canale, dar, pentru c\u0103 ai pus al\u021bi parametri UTM, aceste \u00eenregistr\u0103ri nu au ajuns \u00een canalul aferent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aici reg\u0103sesc deseori campaniile de newsletter (pentru c\u0103 folosesc la Campaign Medium \u201ce-mail\u201d \u00een loc de \u201cemail\u201d pentru a fi \u00eencadrate \u00een canalul Email), campanii de Facebook (pentru c\u0103 folosesc source \/ medium = \u201cfacebook \/ post\u201d sau \u201cfacebook \/ ads\u201d \u0219i nu corespund regulilor de a fi \u00eencadrate \u00een canalul Social sau Paid Social) sau trafic ce provine din canale importante, dar care nu sunt definite corespunz\u0103tor \u00een gruparea default oferit\u0103 de Google Analytics (vezi urm\u0103toarele puncte pentru cele mai des \u00eent\u00e2lnite surse de trafic \u00een aceast\u0103 situa\u021bie).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ideal, \u00een canalul (Other) nu ar mai trebui s\u0103 r\u0103m\u00e2n\u0103 nici o surs\u0103 care genereaz\u0103 trafic semnificativ.<\/span><\/p>\n<h3><b>Ad\u0103ugarea canalului Price Comparison<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Magazinele online care au parteneriat cu site-urile de compara\u021bie pre\u021buri (Compari, Shopmania, etc.) pot crea un nou canal \u00een care s\u0103 includ\u0103 traficul venit din aceste parteneriate.<\/span><\/p>\n<h3><b>Ad\u0103ugarea unui canal pentru traficul venit din re\u021belele de marketing afiliat<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dac\u0103 folose\u0219ti platformele de <strong>marketing afiliat<\/strong> (Profitshare, 2Performant) este recomandat s\u0103 grupezi traficul venit din aceste platforme \u00eentr-un canal separat. Cu toate c\u0103 Google Analytics are un canal standard numit \u201cAffiliate\u201d, \u00een configur\u0103rile pe care le facem la <\/span><a href=\"https:\/\/www.uxstudio.ro\/?utm_source=gpec&amp;utm_medium=blog-article&amp;utm_content=articol-3\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">UX Studio<\/span><\/a><span style=\"font-weight: 400;\"> pentru clien\u021bii no\u0219tri prefer\u0103m s\u0103 definim un nou canal pentru fiecare re\u021bea de afiliere cu care colaboreaz\u0103 site-ul respectiv.<\/span><\/p>\n<h3><b>Ad\u0103ugarea unui canal pentru traficul venit din platformele de Retargeting \/ real-time bidding<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Dac\u0103 folose\u0219ti platformele de retargeting \/ real-time bidding (ex. Criteo, RTB House, Retargeting.biz, etc.) po\u021bi defini c\u00e2te un canal separat pentru fiecare dintre aceste platforme.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dup\u0103 ce define\u0219ti \u0219i aranjezi toate aceste canale, vei continua un timp s\u0103 vezi \u0219i canalele vechi. Asta pentru c\u0103 sunt utilizatori care au ajuns pe site \u00eenainte de modificare \u0219i au fost \u00eencadra\u021bi \u00eentr-un canal pe regulile de atunci. Dac\u0103 unul dintre ace\u0219ti utilizatori revine pe site direct, Google Analytics, urm\u00e2nd modelul de Last Non-Direct Attribution, va asocia sesiunea tot cu acel canal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ne oprim aici cu acest articol cu promisiunea c\u0103 revenim c\u00e2t de cur\u00e2nd cu urm\u0103torul articol din aceast\u0103 serie \u00een care vom explora modulul de Enhance Ecommerce din cadrul Google Analytics. Mai exact, cum s\u0103 m\u0103sori performan\u021ba unui magazin online cu ajutorul Google Analytics \u0219i la ce s\u0103 fii atent atunci c\u00e2nd configurezi acest modul.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17147 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/eugen-potlog.jpg\" sizes=\"auto, (max-width: 202px) 100vw, 202px\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/eugen-potlog.jpg 415w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/eugen-potlog-150x150.jpg 150w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/eugen-potlog-300x300.jpg 300w\" alt=\"\" width=\"202\" height=\"202\" \/><\/p>\n<p><strong>Eugen Potlog<\/strong><\/p>\n<p><em>Founder &amp; Chief Optimizer\u00a0<strong><a href=\"https:\/\/www.uxstudio.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Studio<\/a><\/strong><\/em><\/p>\n<p><a href=\"https:\/\/ro.linkedin.com\/in\/eugenpotlog\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Eugen<\/strong><\/a>\u00a0are peste 10 ani de experien\u021b\u0103 \u00een online. A lansat UX Studio \u00een iulie 2017 din dorin\u021ba de a ajuta companiile s\u0103-\u0219i \u00eembun\u0103t\u0103\u021beasc\u0103 performan\u021bele site-urilor prin oferirea unor experien\u021be de utilizare mai bune. Fiind certificat de\u00a0<a href=\"http:\/\/bit.ly\/uxcertified\" target=\"_blank\" rel=\"noopener noreferrer\">Nielsen Norman Group<\/a>\u00a0(UX Certified) \u0219i\u00a0<a href=\"http:\/\/bit.ly\/CXLcertified\" target=\"_blank\" rel=\"noopener noreferrer\">ConversionXL<\/a>\u00a0(CXL Certified Optimizer \u0219i CXL Certified Digital Analyst), Eugen aplic\u0103 \u00een cadrul UX Studio metode de User Experience (UX) \u0219i Conversion Rate Optimization (CRO) pentru a identifica, testa \u0219i valida modalit\u0103\u021bi de \u00eembun\u0103t\u0103\u021bire a ratelor de conversie \u0219i a experien\u021bei de utilizare a site-ului.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>Nu rata seria de articole cu con\u021binut #CraftedToInspire semnate de speciali\u0219ti \u00een eCommerce \u0219i Digital Marketing, aboneaz\u0103-te la\u00a0<a href=\"https:\/\/www.gpec.ro\/aboneaza-te-la-newsletter-ul-gpec\/\">Newsletter-ul GPeC<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/configurare-google-analytics-filtre-goals-grouping\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Continu\u0103m seria de articole privind calitatea datelor \u00eenregistrate \u00een Google Analytics cu partea a 3-a \u00een care discut\u0103m despre Filtre, Obiective (Goals), Content Grouping \u0219i Channel Settings, set\u0103ri care pot fi definite la nivelul unui View \u00een Google Analytics. Dac\u0103 \u00een partea a doua a acestei serii de articole am trecut printre set\u0103rile de baz\u0103 la nivel de view, \u00een acest articol v\u0103 aduc la cuno\u0219tin\u021b\u0103 set\u0103rile mai avansate care pot fi aplicate tot la nivel de view.<\/p>\n","protected":false},"author":25,"featured_media":17604,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3493],"tags":[624,281,856],"class_list":["post-17560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-analytics","tag-eugen-potlog","tag-google-analytics-ro","tag-ux-studio"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=17560"}],"version-history":[{"count":4,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17560\/revisions"}],"predecessor-version":[{"id":17605,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17560\/revisions\/17605"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17604"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}