{"id":1211,"date":"2021-03-04T17:03:55","date_gmt":"2021-03-04T17:03:55","guid":{"rendered":"https:\/\/blueglue.cz\/?p=1211"},"modified":"2021-06-17T12:04:39","modified_gmt":"2021-06-17T12:04:39","slug":"atribucni-modely-a-zdroje-navstevnosti-z-facebooku","status":"publish","type":"post","link":"https:\/\/blueglue.cz\/en\/atribucni-modely-a-zdroje-navstevnosti-z-facebooku\/","title":{"rendered":"ATRIBU\u010cN\u00cd MODELY A ZDROJE N\u00c1V\u0160T\u011aVNOSTI Z FACEBOOKU"},"content":{"rendered":"<p>Atribu\u010dn\u00ed modely jsou zp\u016fsob m\u011b\u0159en\u00ed dat v analytick\u00fdch n\u00e1stroj\u00edch, kter\u00fd v\u00e1m pom\u016f\u017ee spravedliv\u011bji hodnotit p\u0159\u00ednos jednotliv\u00fdch kan\u00e1l\u016f za uskute\u010dn\u011bnou konverzi. S jejich pomoc\u00ed p\u0159esn\u011bji vyhodnot\u00edte kampan\u011b a bl\u00ed\u017ee pochop\u00edte cestu z\u00e1kazn\u00edka. Na p\u0159\u00edkladu Facebook kampan\u011b v\u00e1m uk\u00e1\u017eeme, jak v\u00e1m tento zp\u016fsob vyhodnocen\u00ed otev\u0159e o\u010di.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">P\u0159ivedl v\u00e1m z\u00e1kazn\u00edka Facebook, nebo Google?<\/h2>\n\n\n\n<p>Bylo by skv\u011bl\u00e9, kdybychom mohli jednozna\u010dn\u011b ur\u010dit p\u0159\u00ednos ka\u017ed\u00e9ho marketingov\u00e9ho kan\u00e1lu. V praxi je ale velmi obt\u00ed\u017en\u00e9 rozpoznat, jak\u00fd kan\u00e1l p\u0159im\u011bl z\u00e1kazn\u00edka nakoupit&nbsp; zrovna ve va\u0161em e-shopu a ne u konkurence.&nbsp;<\/p>\n\n\n\n<p>Vzpome\u0148te si na n\u011bjak\u00fd v\u00e1\u0161 online n\u00e1kup. Vyhledali jste si produkt a kliknuli na&nbsp;<a href=\"https:\/\/blog.acomware.cz\/rubrika\/ppc-kampane\/\">Google reklamu<\/a>? Srovnali jste si cenu na Heurece? Nebo v\u00e1s inspirovala reklama na Facebooku a spont\u00e1nn\u011b jste si ud\u011blali radost?<\/p>\n\n\n\n<p>Abychom p\u0159\u00ednos online marketingov\u00fdch kan\u00e1l\u016f l\u00e9pe pochopili, pou\u017e\u00edv\u00e1me&nbsp;<strong>atribu\u010dn\u00ed modely<\/strong>. Nejvyu\u017e\u00edvan\u011bj\u0161\u00edm p\u0159\u00edstupem je&nbsp;<strong>Last Non-Direct Click model<\/strong>&nbsp;v Google Analytics. P\u0159i\u0159azuje 100% z\u00e1sluhu na konverzi posledn\u00edmu nep\u0159\u00edm\u00e9mu kan\u00e1lu, kter\u00fdm z\u00e1kazn\u00edk pro\u0161el a nakoupil. Bohu\u017eel nezohled\u0148uje p\u0159edchoz\u00ed kroky, kter\u00e9 z\u00e1kazn\u00edk uskute\u010dnil.<\/p>\n\n\n\n<p>P\u0159edstavte si to na p\u0159\u00edkladu hokeje. Podle Last Non-Direct Click modelu by za vst\u0159elen\u00e9 branky v\u017edy mohl pouze sk\u00f3ruj\u00edc\u00ed hr\u00e1\u010d. V\u016fbec by ale nezohled\u0148oval p\u0159ihr\u00e1vky od spoluhr\u00e1\u010d\u016f. P\u0159itom bez nich by se s\u00e1m \u00fato\u010dn\u00edk ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f v\u016fbec nedostal do situace, ze kter\u00e9 by sk\u00f3roval.<\/p>\n\n\n\n<p>Mnoho na\u0161ich klient\u016f vyu\u017e\u00edv\u00e1 k vyhodnocov\u00e1n\u00ed kampan\u00ed pr\u00e1v\u011b Google Analytics v Last Non-Direct Click modelu. A to moc nehraje do karet nap\u0159\u00edklad&nbsp;<a href=\"https:\/\/www.acomware.cz\/sluzby\/social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">reklam\u00e1m na Facebooku<\/a>, kter\u00e9 jsou v\u00edce o z\u00edsk\u00e1n\u00ed pozornosti nov\u00fdch z\u00e1kazn\u00edk\u016f a stoj\u00ed v\u011bt\u0161inou na za\u010d\u00e1tku rozhodnut\u00ed o n\u00e1kupu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ide\u00e1ln\u00ed model pro m\u011b\u0159en\u00ed efektivity reklam nap\u0159\u00ed\u010d kan\u00e1ly neexistuje&nbsp;<\/h2>\n\n\n\n<p><strong>Zkoumejte p\u0159\u00ednos dan\u00fdch kan\u00e1l\u016f z v\u00edce \u00fahl\u016f<\/strong>. Pro Facebook reklamy doporu\u010dujeme vyu\u017e\u00edvat dostupn\u00fdch n\u00e1stroj\u016f v Business Manageru. Pouze upravte konverzn\u00ed okno.<\/p>\n\n\n\n<p>V z\u00e1kladn\u00edm nastaven\u00ed je konverzn\u00ed okno 28 dn\u00ed po kliknut\u00ed a 1 den po zobrazen\u00ed. Facebook si bohu\u017eel v takov\u00e9m p\u0159\u00edpad\u011b p\u0159isuzuje v\u0161echny konverze, kde n\u011bjak p\u016fsobil. Co\u017e zkresluje v\u00fdsledky.&nbsp;<\/p>\n\n\n\n<p><strong>Vyu\u017e\u00edvejte pouze konverzn\u00ed okna po kliknut\u00ed.<\/strong>&nbsp;V nab\u00eddce jsou 3 mo\u017enosti:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>1 den \u2013 Zbo\u017e\u00ed, kter\u00e9 lid\u00e9 nakupuj\u00ed bez rozmy\u0161len\u00ed. Nap\u0159\u00edklad sortiment v\u00fdprodeji.<\/li><li>7 dn\u00ed \u2013 Zbo\u017e\u00ed, u kter\u00e9ho lid\u00e9 n\u00e1kup zva\u017euj\u00ed. Nap\u0159\u00edklad n\u011bkter\u00e9 typ oble\u010den\u00ed.&nbsp;<\/li><li>28 dn\u00ed \u2013 Dra\u017e\u0161\u00ed zbo\u017e\u00ed, u kter\u00e9ho lid\u00e9 p\u0159em\u00fd\u0161l\u00ed o koupi del\u0161\u00ed dobu. Nap\u0159\u00edklad telefon nebo notebook.<\/li><\/ul>\n\n\n\n<p>Nelze obecn\u011b \u0159\u00edct, jak\u00e9 okno je nejvhodn\u011bj\u0161\u00ed. Velmi z\u00e1le\u017e\u00ed na sortimentu e-shopu. Jin\u00e9 konverzn\u00ed okno budou m\u00edt produkty kupovan\u00e9 \u010dasto, kde si n\u00e1kup \u010dlov\u011bk neprom\u00fd\u0161l\u00ed a jin\u00e9 bude u dra\u017e\u0161\u00edch produkt\u016f, kde je t\u0159eba si n\u00e1kup velmi rozmyslet.<\/p>\n\n\n\n<p>Dal\u0161\u00ed mo\u017enost\u00ed je&nbsp;<strong>sledovat i dal\u0161\u00ed zdroje facebookov\u00e9 n\u00e1v\u0161t\u011bvnosti<\/strong>&nbsp;v Google Analytics Konkr\u00e9tn\u011b tyto:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>facebook \/ cpc<\/li><li>facebook \/ social&nbsp;<\/li><li>facebook \/ refferal&nbsp;<\/li><li>a podobn\u00e9<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak atribuce a \u00faprava konverzn\u00edho okna zm\u011bnila pohled na v\u00fdkonnost kampan\u011b<\/h2>\n\n\n\n<p>Jednomu z na\u0161ich klient\u016f jsme doporu\u010dili nav\u00fd\u0161it rozpo\u010dty do Facebook reklamy, kde data nazna\u010dovala potenci\u00e1l r\u016fstu p\u0159i zachov\u00e1n\u00ed efektivity kampan\u00ed. Klient souhlasil s nav\u00fd\u0161en\u00edm a otestov\u00e1n\u00edm po dobu 2 m\u011bs\u00edc\u016f.<\/p>\n\n\n\n<p>P\u016fvodn\u00ed rozpo\u010dty ve v\u00fd\u0161i ni\u017e\u0161\u00edch statis\u00edc\u016f jsme nav\u00fd\u0161ili o 137 %. To zv\u00fd\u0161ilo obrat v Google Analytics o 121 % oproti p\u0159edchoz\u00edmu obdob\u00ed. Tento obrat byl p\u0159i\u0159azen zdroji facebook \/ cpc, kter\u00fd m\u011b\u0159\u00ed p\u0159\u00edm\u00e9 prokliky z reklam. Efektivita kampan\u00ed m\u00edrn\u011b klesla, ale st\u00e1le jsme dodr\u017eeli stanoven\u00e1 KPI \u2013 PNO do 20 %.&nbsp;<\/p>\n\n\n\n<p>Po detailn\u011bj\u0161\u00ed anal\u00fdze zdroj\u016f tr\u017eeb jsme zjistili, \u017ee n\u00e1r\u016fst obratu nezaznamenal pouze zdroj facebook \/ cpc, ale i dal\u0161\u00ed. Konkr\u00e9tn\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>m.facebook.com \/ referal \u2013 o 103 %<\/li><li>l.facebook.com \/ refferal \u2013 o 127 %<\/li><li>mobile.facebook.com \/ refferal \u2013 o 173 %<\/li><\/ul>\n\n\n\n<p>Tyto zdroje m\u011b\u0159\u00ed i jin\u00e9 ne\u017e jen reklamn\u00ed prokliky. U\u017eivatel\u00e9 pravd\u011bpodobn\u011b v t\u011bchto situac\u00edch p\u0159e\u0161li z reklamy na firemn\u00ed Facebook str\u00e1nku a a\u017e z n\u00ed provedli n\u00e1kup. Z toho jednozna\u010dn\u011b vypl\u00fdv\u00e1, \u017ee&nbsp;<strong>reklama ovliv\u0148uje tak\u00e9 n\u00e1kupy z ostatn\u00edch zdroj\u016f n\u00e1v\u0161t\u011bvnosti<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Celkov\u011b se tyto zdroje pod\u00edlely na 34 % obratu z Facebooku, jeho\u017e celkov\u00e1 v\u00fd\u0161e dos\u00e1hla 4 miliony. Syst\u00e9m samoz\u0159ejm\u011b zapo\u010d\u00edt\u00e1v\u00e1 tak\u00e9 u\u017eivatele, kte\u0159\u00ed p\u0159i\u0161li na firemn\u00ed Facebook str\u00e1nku organicky z p\u0159\u00edsp\u011bvk\u016f nebo hled\u00e1n\u00ed na Facebooku.&nbsp;<\/p>\n\n\n\n<p>Pokud se pod\u00edv\u00e1me na efektivitu t\u011bchto kampan\u00ed p\u0159i konverzn\u00edm okn\u011b 7 dn\u00ed po kliknut\u00ed, kter\u00e9 u tohoto segmentu nejl\u00e9pe odpov\u00eddalo z\u00e1kaznick\u00e9mu chov\u00e1n\u00ed,&nbsp;<strong>dosahoval obrat 6,9 milionu<\/strong>.<\/p>\n\n\n\n<p><strong>Shrnut\u00ed&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>facebook \/ cpc \u2013 2,6 milionu<\/li><li>facebook \/ v\u0161e \u2013 4 miliony<\/li><li>Business Manager, 7 dn\u00ed po kliknut\u00ed \u2013 6,9 milionu<\/li><\/ul>\n\n\n\n<p>Pokud bychom zdroj facebook\/ cpc vyhodnotili pouze z pohledu modelu Last Non-Direct Click v Google Analytics, zaznamenali bychom pouze \u2153 obratu z Facebook reklam.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co si z toho odn\u00e9st?<\/h2>\n\n\n\n<p><a href=\"https:\/\/support.google.com\/analytics\/answer\/1662518?hl=cs\" target=\"_blank\" rel=\"noreferrer noopener\">Atribu\u010dn\u00ed modely<\/a>&nbsp;v\u00e1m zlep\u0161\u00ed p\u0159ehled, kter\u00e9 marketingov\u00e9 kan\u00e1ly funguj\u00ed l\u00e9pe a kter\u00e9 h\u016f\u0159e. To poslou\u017e\u00ed jako cenn\u00e1 informace pro \u00fapravy rozpo\u010dt\u016f, zlep\u0161en\u00ed webu nebo otestov\u00e1n\u00ed a n\u00e1sledn\u00e9 vyhodnocen\u00ed nov\u00fdch zdroj\u016f n\u00e1v\u0161t\u011bvnosti.<\/p>\n\n\n\n<p>Pamatujte ov\u0161em, abyste konkr\u00e9tn\u00ed atribu\u010dn\u00ed model vyb\u00edrali podle c\u00edl\u016f, kter\u00fdch chcete dos\u00e1hnout. Pokud nap\u0159\u00edklad chcete kampan\u011bmi zv\u00fd\u0161it po\u010d\u00e1te\u010dn\u00ed pov\u011bdom\u00ed, vol\u00edte zcela jin\u00fd pohled ne\u017e p\u0159i&nbsp;<a href=\"https:\/\/blog.acomware.cz\/komentar-jak-vyhodnocujete-kampane-a-delate-to-spravne\/\">vyhodnocov\u00e1n\u00ed kampan\u00ed<\/a>, kter\u00e9 c\u00edl\u00ed na u\u017eivatele ve f\u00e1zi rozhodov\u00e1n\u00ed o n\u00e1kupu.<\/p>","protected":false},"excerpt":{"rendered":"<p>Atribu\u010dn\u00ed modely jsou zp\u016fsob m\u011b\u0159en\u00ed dat v analytick\u00fdch n\u00e1stroj\u00edch, kter\u00fd v\u00e1m pom\u016f\u017ee spravedliv\u011bji hodnotit p\u0159\u00ednos jednotliv\u00fdch kan\u00e1l\u016f za uskute\u010dn\u011bnou konverzi. S jejich pomoc\u00ed p\u0159esn\u011bji vyhodnot\u00edte kampan\u011b a bl\u00ed\u017ee pochop\u00edte cestu z\u00e1kazn\u00edka. Na p\u0159\u00edkladu Facebook kampan\u011b v\u00e1m uk\u00e1\u017eeme, jak v\u00e1m tento zp\u016fsob vyhodnocen\u00ed otev\u0159e o\u010di. P\u0159ivedl v\u00e1m z\u00e1kazn\u00edka Facebook, nebo Google? Bylo by skv\u011bl\u00e9, kdybychom mohli [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[17,15],"tags":[],"class_list":["post-1211","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atribu\u010dn\u00ed modely \ud83d\udcca n\u00e1v\u0161t\u011bvnost z Facebooku | Blueglue.cz<\/title>\n<meta name=\"description\" content=\"Vyhodnocov\u00e1n\u00ed facebookov\u00fdch kampan\u00ed pomoc\u00ed atribu\u010dn\u00edch model\u016f \ud83d\udc49 sami uvid\u00edte, jak v\u00e1m tento zp\u016fsob n\u00e1hledu na kampan\u011b otev\u0159e o\u010di \ud83d\ude2f!\" \/>\n<meta name=\"robots\" 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