{"id":11014,"date":"2024-11-14T13:35:52","date_gmt":"2024-11-14T12:35:52","guid":{"rendered":"https:\/\/promogen.cz\/?p=11014"},"modified":"2024-11-14T13:55:04","modified_gmt":"2024-11-14T12:55:04","slug":"verte-celkovym-cislum-ne-ga4-pripadova-studie","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/verte-celkovym-cislum-ne-ga4-pripadova-studie\/","title":{"rendered":"V\u011b\u0159te celkov\u00fdm \u010d\u00edsl\u016fm, ne GA4 \u2013 p\u0159\u00edpadov\u00e1 studie"},"content":{"rendered":"
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\"Case<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
V\u00fdkonnostn\u00ed reklama, Performance<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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V\u011b\u0159te celkov\u00fdm \u010d\u00edsl\u016fm, ne GA4 \u2013 p\u0159\u00edpadov\u00e1 studie<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t \t\t\t\t\t
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V t\u00e9to p\u0159\u00edpadov\u00e9 studii se pod\u00edv\u00e1me na p\u0159\u00edstup k vyhodnocov\u00e1n\u00ed v\u00fdkonnostn\u00edch kampan\u00ed, kter\u00fd n\u00e1m pomohl p\u0159ekonat probl\u00e9my spojen\u00e9 s nep\u0159esn\u00fdmi daty v GA4. Zam\u011b\u0159\u00edme se na p\u0159\u00edklad na\u0161eho klienta Ski a Bike Centrum Radot\u00edn a uk\u00e1\u017eeme si, pro\u010d m\u016f\u017ee b\u00fdt v\u00fdhodn\u011bj\u0161\u00ed sledovat celkov\u00e1 \u010d\u00edsla a jejich trendy, ne\u017e se spol\u00e9hat v\u00fdhradn\u011b na data z GA4.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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V\u00fdzva:<\/b><\/h2>\n

Hlavn\u00ed probl\u00e9m, kter\u00e9mu jsme \u010delili, byla neust\u00e1l\u00e1 odchylka mezi daty v GA4 a skute\u010dn\u00fdmi \u010d\u00edsly prodej\u016f. Tato odchylka nebyla konstantn\u00ed, co\u017e zp\u016fsobovalo nep\u0159edv\u00eddateln\u00e9 situace p\u0159i optimalizaci kampan\u00ed. Nap\u0159\u00edklad v jednom t\u00fddnu se rozd\u00edl pohyboval kolem 10 %, zat\u00edmco v dal\u0161\u00edm t\u00fddnu ji\u017e dosahoval a\u017e 50 %.<\/span><\/p>\n

Dal\u0161\u00edm probl\u00e9mem bylo vyhodnocov\u00e1n\u00ed n\u00e1stroje META, kter\u00fd byl atribu\u010dn\u00edm data-driven modelem v\u00a0GA4 siln\u011b podhodnocov\u00e1n. Pokud bychom m\u011bli META kampan\u011b na z\u00e1klad\u011b v\u00fdsledk\u016f z GA4 vyhodnotit, museli bychom je\u00a0 okam\u017eit\u011b vypnout.<\/span><\/p>\n

\u0158e\u0161en\u00ed:<\/b><\/h2>\n

M\u00edsto vyhodnocov\u00e1n\u00ed kampan\u00ed na z\u00e1klad\u011b GA4 jsme se rozhodli zam\u011b\u0159it na sledov\u00e1n\u00ed celkov\u00e9ho trendu pomoc\u00ed metriky <\/span>overall PNO<\/b> (pod\u00edl n\u00e1klad\u016f na obratu). Tento p\u0159\u00edstup n\u00e1m umo\u017enil sledovat v\u00fdvoj n\u00e1klad\u016f na kampan\u011b v pom\u011bru k celkov\u00fdm tr\u017eb\u00e1m (bez DPH) a n\u00e1sledn\u011b je optimalizovat s ohledem na re\u00e1ln\u00fd p\u0159\u00ednos jednotliv\u00fdch n\u00e1stroj\u016f.<\/span><\/p>\n

Dal\u0161\u00edm krokem byla \u00faprava pom\u011bru investice mezi tvrd\u00fdmi PPC n\u00e1stroji (Google Ads, Microsoft Ads, Sklik, \u2026) a METOU. C\u00edtili jsme, \u017ee META nevyu\u017e\u00edv\u00e1 naplno sv\u016fj potenci\u00e1l, a to n\u00e1m potvrdila i data.<\/span><\/p>\n

Jednou z d\u016fle\u017eit\u00fdch p\u0159idan\u00fdch hodnot na\u0161\u00ed agentury je, \u017ee pracujeme s des\u00edtkami klient\u016f a dok\u00e1\u017eeme tak snadno vyhodnotit nejlep\u0161\u00ed strategii pro dan\u00fd segment. Proto jsme se rozhodli pro zv\u00fd\u0161en\u00ed investice do META kampan\u00ed i na \u00fakor PPC.<\/span><\/p>\n

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Proces implementace:<\/b><\/h2>\n
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  1. \n
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    1. Sledov\u00e1n\u00ed trend\u016f overall PNO<\/b>: Zavedli jsme pravideln\u00e9 sledov\u00e1n\u00ed t\u00e9to metriky pro v\u0161echny v\u00fdkonnostn\u00ed n\u00e1stroje, v\u010detn\u011b Google Ads, Meta a dal\u0161\u00edch platforem. Tento p\u0159\u00edstup n\u00e1m poskytl p\u0159ehled o re\u00e1ln\u00e9 n\u00e1vratnosti investic.<\/span><\/li>\n
    2. Segmentace PMAX kampan\u00ed na Google Ads<\/b>: Abychom udr\u017eeli v\u00fdkon PPC kampan\u00ed na ni\u017e\u0161\u00ed investici, zam\u011b\u0159ili jsme se na segmentaci kampan\u00ed Performance Max (PMAX). D\u00edky podrobn\u00e9 segmentaci jsme dos\u00e1hli p\u0159i sn\u00ed\u017een\u00ed investice do PMAX kampan\u00ed o 24,8 % stejn\u00e9 hodnoty konverze. Samotn\u00e9 konverze n\u00e1m narostly o 17 %.<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
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      • \u00daprava investice do META kampan\u00ed<\/b>: Na z\u00e1klad\u011b anal\u00fdzy dlouhodob\u00e9ho trendu investic do Meta kampan\u00ed jsme sn\u00ed\u017eili rozpo\u010det na PPC\u00a0 ve prosp\u011bch META kampan\u00ed. Jeliko\u017e se u klienta vyskytuje i velik\u00fd ROPO efekt, je pro n\u011bj d\u016fle\u017eit\u00e9 sledovat krom\u011b samotn\u00fdch konverz\u00ed tak\u00e9:<\/span><\/li>\n<\/ul>\n
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        • Interakce s\u00a0p\u0159\u00edsp\u011bvky a n\u00e1v\u0161t\u011bvnost webu<\/b><\/li>\n<\/ul>\n
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          • Pov\u011bdom\u00ed o brandu<\/b>\u00a0<\/span><\/li>\n<\/ul>\n

            <\/b>
            \n<\/span><\/p>\n

            V\u00fdsledky:<\/b><\/h2>\n

            D\u00edky segmentaci PMAX kampan\u00ed a \u00faprav\u011b investic mezi PPC a Meta jsme dos\u00e1hli p\u0159i stejn\u00fdch n\u00e1kladech <\/span>11% r\u016fst meziro\u010dn\u00edho obratu<\/b>.<\/span><\/p>\n

            \u00a0<\/span><\/p>\n

            Z\u00e1v\u011br:<\/b><\/h2>\n

            Tento p\u0159\u00edpad ukazuje, \u017ee pro efektivn\u00ed vyhodnocov\u00e1n\u00ed v\u00fdkonnostn\u00edch kampan\u00ed je d\u016fle\u017eit\u00e9 zam\u011b\u0159it se na celkov\u00e1 re\u00e1ln\u00e1 \u010d\u00edsla a trendy, nikoliv pouze na data z GA4.\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t

            <\/span><\/span><\/span><\/span>\n<\/div><\/div><\/div><\/div><\/div>\n\t\t\t
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            \n\t\t\t\t\t\tAutor \u010dl\u00e1nku:\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
            \n\t\t\t\t\t\t\"\"\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

            \n\t\t\t\t\t\tVojt\u011bch Nekoranec\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/div><\/div><\/div><\/div>
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            - Jsme tu pro v\u00e1s -<\/div>\n\t\t\t\n\t\t\t
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            <\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t
            P\u0159in\u00e1\u0161\u00edme v\u00e1m best practices a tipy, kter\u00e9 n\u00e1m v kampan\u00edch fungovaly! Pokud byste cht\u011bli poradit i s va\u0161\u00edm nastaven\u00edm kampan\u00edm a zv\u00fd\u0161it jejich efektivitu, kontaktujte n\u00e1s. R\u00e1di se pod\u00edv\u00e1me na nastaven\u00ed va\u0161ich kampan\u00ed a pom\u016f\u017eeme v\u00e1m je optimalizovat \u010di spravovat.<\/p>\n

            PromoGEN
            \nGENerujeme \u00fasp\u011bch.<\/div>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t