{"id":12988,"date":"2026-08-13T08:00:28","date_gmt":"2026-08-13T06:00:28","guid":{"rendered":"https:\/\/promogen.cz\/?p=12988"},"modified":"2026-08-07T11:21:43","modified_gmt":"2026-08-07T09:21:43","slug":"valka-o-konverze-proc-vam-ecomail-a-jine-e-mailingove-nastroje-a-google-analytics-ukazuji-uplne-jina-cisla","status":"publish","type":"post","link":"https:\/\/promogen.cz\/en\/valka-o-konverze-proc-vam-ecomail-a-jine-e-mailingove-nastroje-a-google-analytics-ukazuji-uplne-jina-cisla\/","title":{"rendered":"V\u00e1lka o konverze: Pro\u010d v\u00e1m Ecomail (a jin\u00e9 e-mailingov\u00e9 n\u00e1stroje) a Google Analytics ukazuj\u00ed \u00fapln\u011b jin\u00e1 \u010d\u00edsla?"},"content":{"rendered":"
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\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
Email Marketing<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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V\u00e1lka o konverze: Pro\u010d v\u00e1m Ecomail (a jin\u00e9 e-mailingov\u00e9 n\u00e1stroje) a Google Analytics ukazuj\u00ed \u00fapln\u011b jin\u00e1 \u010d\u00edsla?<\/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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Otev\u0159ete sv\u016fj e-mailingov\u00fd n\u00e1stroj a vid\u00edte, \u017ee v\u00e1\u0161 posledn\u00ed newsletter p\u0159inesl tr\u017eby za tis\u00edce korun. Spokojen\u011b p\u0159ekliknete do Google Analytics a zjist\u00edte, \u017ee ten sam\u00fd e-mail m\u00e1 na kont\u011b sotva polovinu. Toto je klasick\u00fd sc\u00e9n\u00e1\u0159, ze kter\u00e9ho si nejeden majitel e-shopu trh\u00e1 vlasy.<\/span><\/p>\n

Kdo m\u00e1 pravdu? Kdo si vym\u00fd\u0161l\u00ed? A hlavn\u011b \u2013 podle jak\u00fdch dat se m\u00e1te re\u00e1ln\u011b rozhodovat?<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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P\u0159\u00edb\u011bh dvou sv\u011bt\u016f: Pro\u010d vznikaj\u00ed propastn\u00e9 rozd\u00edly?<\/h2>\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
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N\u00e1stroje v\u00e1m nel\u017eou. Jen se na chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f d\u00edvaj\u00ed p\u0159es \u00fapln\u011b jin\u00e9 br\u00fdle a ka\u017ed\u00fd z nich m\u00e1 vlastn\u00ed z\u00e1jmy.<\/span><\/p>\n

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  • E-mailingov\u00e9 n\u00e1stroje (Ecomail, Klaviyo apod.):<\/b> Jsou to tac\u00ed firemn\u00ed optimist\u00e9. Jejich c\u00edlem je uk\u00e1zat v\u00e1m, \u017ee se va\u0161e investice do e-mailingu vyplat\u00ed. Funguj\u00ed na velmi voln\u00fdch atribu\u010dn\u00edch oknech. Sta\u010d\u00ed, kdy\u017e z\u00e1kazn\u00edk v\u00e1\u0161 e-mail otev\u0159e nebo na n\u011bj klikne, a pokud do n\u011bkolika dn\u00ed nakoup\u00ed, n\u00e1stroj si tuto konverzi s radost\u00ed p\u0159ivlastn\u00ed celou. V\u016fbec ho nezaj\u00edm\u00e1, \u017ee z\u00e1kazn\u00edk v mezi\u010dase klikl i na reklamu na Facebooku.<\/span><\/li>\n<\/ul>\n

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    • Google Analytics (GA4):<\/b> Toto je p\u0159\u00edsn\u00fd auditor. Vyu\u017e\u00edv\u00e1 takzvanou <\/span>daty \u0159\u00edzenou (data-driven) atribuci<\/span><\/i>. Vid\u00ed celou, \u010dasto po\u0159\u00e1dn\u011b zamotanou cestu z\u00e1kazn\u00edka a algoritmicky rozd\u011bluje z\u00e1sluhy za n\u00e1kup mezi v\u0161echny kan\u00e1ly. Nav\u00edc \u010dasto nar\u00e1\u017e\u00ed na ztr\u00e1tu cookies a blok\u00e1tory reklam. Proto je na e-mailing p\u0159irozen\u011b mnohem p\u0159\u00edsn\u011bj\u0161\u00ed.<\/span><\/li>\n<\/ul>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>
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      Je GA4 skute\u010dn\u011b nestrann\u00fd soudce?<\/h2>\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
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      Zde se dost\u00e1v\u00e1me k \u010dast\u00e9mu a opr\u00e1vn\u011bn\u00e9mu pocitu e-mailov\u00fdch specialist\u016f: <\/span>GA4 nadr\u017euje jin\u00fdm kan\u00e1l\u016fm.<\/span><\/i> Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee GA4 je produktem Googlu. P\u0159irozen\u011b tak nejl\u00e9pe a nejp\u0159esn\u011bji vid\u00ed do vlastn\u00edho ekosyst\u00e9mu \u2013 tedy do Google Ads a organick\u00e9ho vyhled\u00e1v\u00e1n\u00ed (SEO). E-mailing ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f funguje jako fantastick\u00e1 asistence. Z\u00e1kazn\u00edk si p\u0159e\u010dte v\u00e1\u0161 newsletter, zaujme ho produkt, ale nenakoup\u00ed hned. Pozd\u011bji si n\u00e1zev e-shopu vy\u0165uk\u00e1 do Googlu a nakoup\u00ed. GA4 obvykle p\u0159id\u011bl\u00ed lv\u00ed pod\u00edl na konverzi pr\u00e1v\u011b organice nebo brandov\u00e9mu PPC, zat\u00edmco e-mail z\u016fstane t\u00e9m\u011b\u0159 bez odm\u011bny, p\u0159esto\u017ee to cel\u00e9 odstartoval.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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      P\u0159\u00edklad z praxe: Jak jeden n\u00e1kup vid\u00ed dva n\u00e1stroje<\/h2>\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
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      P\u0159edstavte si \u00fapln\u011b b\u011b\u017enou cestu va\u0161eho z\u00e1kazn\u00edka:<\/span><\/p>\n

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      1. V pond\u011bl\u00ed klikne na reklamu na Facebooku a p\u0159ihl\u00e1s\u00ed se k odb\u011bru novinek.<\/span><\/li>\n
      2. V \u00fater\u00fd mu po\u0161lete par\u00e1dn\u00ed welcome e-mail se slevov\u00fdm k\u00f3dem, kter\u00fd si p\u0159e\u010dte a proklikne z n\u011bj na web cestou v autobuse (p\u0159es mobil).<\/span><\/li>\n
      3. Ve \u010dtvrtek ve\u010der si sedne k notebooku, vygoogl\u00ed v\u00e1\u0161 e-shop, vlo\u017e\u00ed k\u00f3d a nakoup\u00ed.<\/span><\/li>\n<\/ol>\n

        Jak to uvid\u00ed Ecomail?<\/b> P\u0159ip\u00ed\u0161e si 100 % tr\u017eeb. Z\u00e1kazn\u00edk p\u0159ece klikl na e-mail a do p\u00e1r dn\u00ed nakoupil. <\/span>Jak to uvid\u00ed GA4?<\/b> E-mailu d\u00e1 jen zlomek (nebo v\u016fbec nic), Facebooku p\u0159ip\u00ed\u0161e malou asistenci a jako hlavn\u00edho hrdinu ozna\u010d\u00ed organick\u00e9 vyhled\u00e1v\u00e1n\u00ed na desktopu.<\/span><\/p>\n

        Co z toho vypl\u00fdv\u00e1?<\/b> Pokud se pod\u00edv\u00e1te jen do jednoho n\u00e1stroje, vid\u00edte pouze polovinu pravdy a d\u011bl\u00e1te zkreslen\u00e9 z\u00e1v\u011bry. E-mail v tomto p\u0159\u00edb\u011bhu zafungoval jako dokonal\u00fd „nahr\u00e1va\u010d“, bez kter\u00e9ho by k fin\u00e1ln\u00edmu n\u00e1kupu (g\u00f3lu) v\u016fbec nemuselo doj\u00edt. Proto je kriticky d\u016fle\u017eit\u00e9 nehodnotit marketingov\u00e9 kan\u00e1ly izolovan\u011b, ale vn\u00edmat je jako jeden spolupracuj\u00edc\u00ed t\u00fdm.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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        Technick\u00fd stra\u0161\u00e1k a pro\u010d Open Rate um\u00edr\u00e1<\/h2>\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
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        Aby toho nebylo m\u00e1lo, do hry vstupuje technika. Od zaveden\u00ed Apple Mail Privacy Protection (MPP) si e-mailov\u00ed klienti od Applu stahuj\u00ed obsah e-mail\u016f na pozad\u00ed automaticky. Pro v\u00e1\u0161 e-mailingov\u00fd n\u00e1stroj to vypad\u00e1, \u017ee e-mail byl otev\u0159en, i kdy\u017e ho u\u017eivatel nikdy nevid\u011bl.<\/span><\/p>\n

        Open Rate se tak stal um\u011ble nafouknutou metrikou, kter\u00e9 se u\u017e ned\u00e1 stoprocentn\u011b v\u011b\u0159it. Jedin\u00fdm skute\u010dn\u011b pevn\u00fdm bodem p\u0159\u00edmo v e-mailech z\u016fst\u00e1v\u00e1 m\u00edra prokliku (Click Rate) a re\u00e1ln\u00e1 n\u00e1v\u0161t\u011bvnost, kterou e-mail na web p\u0159ivede.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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        \u010c\u00edsla nevid\u00ed v\u0161echno: E-mail jako budov\u00e1n\u00ed vztahu<\/h2>\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
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        Data a analytika tvo\u0159\u00ed nutn\u00fd z\u00e1klad, ale zapom\u00ednaj\u00ed na to podstatn\u00e9. Skv\u011ble zvl\u00e1dnut\u00fd copywriting a vizu\u00e1ln\u00ed str\u00e1nka newsletter\u016f d\u011blaj\u00ed n\u011bco, co Google Analytics zm\u011b\u0159it nedok\u00e1\u017ee \u2013 buduj\u00ed dlouhodob\u00fd vztah se zna\u010dkou.<\/span><\/p>\n

        Kdy\u017e z\u00e1kazn\u00edka bav\u00ed \u010d\u00edst va\u0161e e-maily, usm\u011bje se nad vtipn\u00fdm p\u0159edm\u011btem nebo si d\u00edky dobr\u00e9mu textu zapamatuje v\u00e1\u0161 produkt, je to obrovsk\u00e1 v\u00fdhra. I kdy\u017e z dan\u00e9ho e-mailu p\u0159\u00edmo nenakoup\u00ed a konverze se pozd\u011bji p\u0159ip\u00ed\u0161e n\u011b\u010demu jin\u00e9mu, pr\u00e1v\u011b ten kreativn\u00ed obsah byl d\u016fvodem, pro\u010d si na v\u00e1s pozd\u011bji vzpomn\u011bl. Pokud se majitel e-shopu d\u00edv\u00e1 jen do GA4, m\u016f\u017ee snadno nab\u00fdt pocitu, \u017ee e-mailing nefunguje, p\u0159itom pr\u00e1v\u011b d\u00edky n\u011bmu u n\u011bj z\u00e1kazn\u00edci nakupuj\u00ed opakovan\u011b.<\/span><\/p>\n\t\t<\/div>\n\t\t

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        Jak z toho ven a jak e-mailing re\u00e1ln\u011b m\u011b\u0159it?<\/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
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        Kl\u00ed\u010dem k \u00fasp\u011bchu nen\u00ed h\u00e1dat se s n\u00e1stroji, ale pochopit jejich roli. Jak na to v praxi?<\/span><\/p>\n

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        1. Dohodn\u011bte se na jednom arbitrovi pro tr\u017eby:<\/b> Ur\u010dete si jeden n\u00e1stroj pro sledov\u00e1n\u00ed celkov\u00e9ho v\u00fdkonu (v\u011bt\u0161inou Analytics). E-mailing nem\u00e1 za \u00fakol kr\u00e1st konverze PPC kampan\u00edm, m\u00e1 fungovat synergicky a pom\u00e1hat celkov\u00e9mu r\u016fstu.<\/span><\/li>\n
        2. Rozd\u011blte n\u00e1stroj\u016fm \u00fakoly:<\/b>\n
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          • E-mailingov\u00fd n\u00e1stroj<\/b> vyu\u017e\u00edvejte pro <\/span>mikro-optimalizaci<\/span><\/i> a lad\u011bn\u00ed kreativ. Zam\u011b\u0159te se na Click Rate, testujte, jak\u00e9 texty funguj\u00ed a jak\u00e9 vizu\u00e1ly vyvol\u00e1vaj\u00ed akci.<\/span><\/li>\n
          • GA4<\/b> pou\u017e\u00edvejte pro <\/span>makro-vyhodnocov\u00e1n\u00ed<\/span><\/i>. Sledujte nejen p\u0159\u00edm\u00e9 tr\u017eby, ale hlavn\u011b to, jak e-mail asistoval jin\u00fdm kan\u00e1l\u016fm.<\/span><\/li>\n<\/ul>\n<\/li>\n
          • Nastavte nepr\u016fst\u0159eln\u00e9 UTM parametry:<\/b> Je to sice technick\u00e1 nuda, ale bez spr\u00e1vn\u011b nastaven\u00fdch UTM tag\u016f za ka\u017ed\u00fdm jedn\u00edm tla\u010d\u00edtkem se analytika nem\u00e1 o co op\u0159\u00edt a va\u0161e snaha spadne do kategorie \u201eUnassigned\u201c.<\/span><\/li>\n
          • Sledujte trendy, ne absolutn\u00ed \u010d\u00edsla:<\/b> Nehledejte ztracen\u00e9 stokoruny v rozd\u00edlech mezi Ecomailem a Analytics. Pokud v\u00e1m oba n\u00e1stroje z m\u011bs\u00edce na m\u011bs\u00edc ukazuj\u00ed rostouc\u00ed trend v\u00fdkonnosti e-mailingu, va\u0161e strategie funguje spr\u00e1vn\u011b.<\/span><\/li>\n<\/ol>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>
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            Z\u00e1v\u011br: Smi\u0159te se s nedokonalost\u00ed a sledujte celkov\u00fd obraz<\/h2>\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
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            Honba za jedinou a absolutn\u00ed pravdou v analytice je p\u0159edem prohran\u00fd boj. Rozd\u00edly mezi e-mailingov\u00fdmi n\u00e1stroji a Google Analytics tu byly, jsou a budou. Kl\u00ed\u010dem k \u00fasp\u011b\u0161n\u00e9mu e-mail marketingu nen\u00ed zoufale hledat ztracen\u00e9 konverze a h\u00e1dat se o to, kter\u00fd kan\u00e1l p\u0159inesl v\u00edce korun.<\/span><\/p>\n

            Skute\u010dn\u00fdm mistrovstv\u00edm je pochopit, jakou roli hraje e-mail ve va\u0161em konkr\u00e9tn\u00edm n\u00e1kupn\u00edm cyklu. Vyu\u017e\u00edvejte data jako pevn\u00fd z\u00e1klad pro lep\u0161\u00ed rozhodov\u00e1n\u00ed, ale nezapom\u00ednejte na vizu\u00e1l a obsah, kter\u00fd lidi bav\u00ed. Sledujte dlouhodob\u00e9 trendy a pamatujte, \u017ee na konci dne je nejd\u016fle\u017eit\u011bj\u0161\u00ed metrikou z\u00e1kazn\u00edk, kter\u00fd va\u0161i zna\u010dku vn\u00edm\u00e1 pozitivn\u011b a r\u00e1d se k v\u00e1m vr\u00e1t\u00ed \u2013 bez ohledu na to, jak\u00fd n\u00e1stroj si tuto z\u00e1sluhu ve fin\u00e1le p\u0159ip\u00ed\u0161e.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"E-mail Marketing V\u00e1lka o konverze: Pro\u010d v\u00e1m Ecomail (a jin\u00e9 e-mailingov\u00e9 n\u00e1stroje) a Google Analytics ukazuj\u00ed \u00fapln\u011b jin\u00e1 \u010d\u00edsla? Otev\u0159ete","protected":false},"author":21,"featured_media":13183,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[76,86,101,77,88],"tags":[93,73,110,102],"class_list":["post-12988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktuality","category-e-mailing","category-marketing","category-newsletter","category-vykonnostni-reklama","tag-aktuality","tag-e-mailing","tag-newsletter","tag-performance-marketing"],"yoast_head":"\nEmail marketing pod lupou | PromoGEN<\/title>\n<meta name=\"description\" content=\"E-mailing v \u010cesku m\u00e1 jasn\u00e1 pravidla \u2013 od spr\u00e1vn\u00e9ho z\u00edsk\u00e1n\u00ed souhlasu a\u017e po vyu\u017eit\u00ed opr\u00e1vn\u011bn\u00e9ho z\u00e1jmu. Zjist\u011bte, jak nastavit leg\u00e1ln\u00ed a efektivn\u00ed e-mail marketing bez rizika pokut. Praktick\u00fd pr\u016fvodce GDPR, z\u00e1kaznickou v\u00fdjimkou i nej\u010dast\u011bj\u0161\u00edmi chybami.Pro\u010d Ecomail a Google Analytics ukazuj\u00ed u e-mailingu rozd\u00edln\u00e9 tr\u017eby? Vysv\u011btlujeme atribuci konverz\u00ed, UTM parametry, Open Rate i spr\u00e1vn\u00e9 vyhodnocov\u00e1n\u00ed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promogen.cz\/en\/valka-o-konverze-proc-vam-ecomail-a-jine-e-mailingove-nastroje-a-google-analytics-ukazuji-uplne-jina-cisla\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email marketing pod lupou | PromoGEN\" \/>\n<meta property=\"og:description\" content=\"E-mailing v \u010cesku m\u00e1 jasn\u00e1 pravidla \u2013 od spr\u00e1vn\u00e9ho z\u00edsk\u00e1n\u00ed souhlasu a\u017e po vyu\u017eit\u00ed opr\u00e1vn\u011bn\u00e9ho z\u00e1jmu. Zjist\u011bte, jak nastavit leg\u00e1ln\u00ed a efektivn\u00ed e-mail marketing bez rizika pokut. 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