{"id":29389,"date":"2020-08-26T17:37:02","date_gmt":"2020-08-26T15:37:02","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29389"},"modified":"2023-04-28T09:07:50","modified_gmt":"2023-04-28T07:07:50","slug":"google-analytics-enhanced-ecommerce-za-spletne-trgovce","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/google-analytics-enhanced-ecommerce-za-spletne-trgovce\/","title":{"rendered":"Google Analytics: Enhanced Ecommerce za spletne trgovce"},"content":{"rendered":"<p>Implementacija <strong>Enhanced Ecommerce vti\u010dnika<\/strong> v Google Analytics je lahko zahtevna, vendar \u0161tevilne ecommerce platforme omogo\u010dajo enostavno integracijo z vti\u010dniki (npr. Magento, Woocommerce, Prestahop) ali pa \u017ee vsebujejo vso potrebno infrastrukturo za spremljanje ecommerce aktivnosti v spletni trgovini (npr. Shopify). <strong>Enhanced Ecommerce je primarno namenjen spletnim trgovcem<\/strong>, a ga lahko uporabimo tudi v druga\u010dnih kontekstih (npr. za sledenje <a href=\"https:\/\/www.simoahava.com\/analytics\/track-content-enhanced-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">branosti bloga<\/a>).<\/p>\n<p>V tokratnem zapisu se bomo posvetili spletnim trgovinam in prednostim, ki jih ta funkcionalnost prina\u0161a za prodajo na spletu.<\/p>\n<p>&nbsp;<\/p>\n<h2>Osnovno merjenje ecommerce aktivnosti<\/h2>\n<p>Veliko trgovcev (predvsem tisti z lastnimi platformami) se poslu\u017euje zgolj <strong>sledenju transakcijam v spletni trgovini<\/strong> z implemenetacijo dogodka (Purchase) ob nakupu (navodila najdete v <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/gtagjs\/ecommerce\" target=\"_blank\" rel=\"noopener noreferrer\">Googlovi dokumentaciji<\/a>).<\/p>\n<p>\u017de ta osnovna Ecommerce funkcionalnost odpre \u0161tevilna nova poro\u010dila, omogo\u010diti pa jo morate v <strong>nastavitvah na ravni pogleda<\/strong> (<em>angl.<\/em> View), kjer v zavihku Ecommerce Setting obkljukate gumb Enable Ecommerce.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1031\" height=\"508\" class=\"alignnone size-full wp-image-29408\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/image8.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/image8.png 1031w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/image8-300x148.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/image8-1024x505.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/image8-768x378.png 768w\" sizes=\"(max-width: 1031px) 100vw, 1031px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>V Google Analytics bodo na voljo dodatna poro\u010dila v segmentu <strong>Conversion \u2192 Ecommerce<\/strong>. \u010ce bo va\u0161 razvijalec <strong>pravilno nastavil pro\u017eenje dogodka ob nakupu<\/strong> in ustrezno <strong>uredil podatkovno plast<\/strong> (<em>angl.<\/em> DataLayer) \u2013 gre za JavaScript objekt, s katerim se v Google Analytics posredujejo podatki o kupljenih izdelkih, koli\u010dini, ceni &#8230; \u2013 se bodo po pribli\u017eno 24 urah \u017ee zabele\u017eile prve transakcije. Ta zamik morate pri analizi spletnih nakupov vedno upo\u0161tevati.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"271\" height=\"313\" class=\"alignnone size-full wp-image-29395\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise2.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise2.png 271w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise2-260x300.png 260w\" sizes=\"(max-width: 271px) 100vw, 271px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Klju\u010dne Ecommerce metrike<\/h2>\n<p>Z dodajanjem Ecommerce funkcionalnosti je na voljo tudi <strong>ve\u010d metrik, ki so pomembne za spletne trgovce<\/strong>, lahko pa <a href=\"https:\/\/support.google.com\/analytics\/answer\/2709828?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">ustvarite tudi svoje<\/a>. Osnovni Ecommerce predogled vam ponuja grafi\u010dni prikaz stopnje konverzije v spletni trgovini. Prikazano metriko lahko spreminjate in spremljate njeno vrednost skozi \u010dasovno obdobje.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1111\" height=\"422\" class=\"alignnone size-full wp-image-29394\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise1.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise1.png 1111w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise1-300x114.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise1-1024x389.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise1-768x292.png 768w\" sizes=\"(max-width: 1111px) 100vw, 1111px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Prihodek <\/strong>( Revenue) je se\u0161tevek vrednosti prodanih izdelkov, davka in po\u0161tnine. Razvijalec lahko pri implementaciji kode iz metrike izklju\u010di davek in po\u0161tnino, pomembno pa je, da \u017ee na za\u010detku jasno definirate, kako \u017eelite meriti prihodek.<\/li>\n<li><strong>Stopnja konverzije<\/strong> v spletni trgovini ( Ecommerce Conversion rate) predstavlja odstotek sej, ki so imele zabele\u017eeno transakcijo. Meri se jo torej tako, da se \u0161tevilo transakcij deli s \u0161tevilom sej v izbranem obdobju. Povpre\u010dna stopnja konverzije se giblje malo nad 2 %, a ta se lahko drasti\u010dno razlikuje med razli\u010dnimi panogami in pri izdelkih z dalj\u0161imi nakupnimi potmi.<\/li>\n<li>Transakcije lahko enostavno interpretiramo kot oddano naro\u010dilo, medtem ko <strong>povpre\u010dna vrednost naro\u010dila<\/strong> ( Avg. Order Value) predstavlja povpre\u010dno vrednost ecommerce naro\u010dil.<\/li>\n<li>Na voljo je \u0161e podatek o <strong>unikatnih nakupih<\/strong>, ki pove, kolikokrat sta bila izdelek ali kategorija izdelkov vklju\u010dena v transakcijo (podatek ni enak <strong>koli\u010dini<\/strong> \u2013 Quantity, kar se pogosto zamenjuje).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Osnovna Ecommerce poro\u010dila<\/h2>\n<p>Z implementacijo Ecommerce funkcionalnosti lahko za\u010dnete uporabljati \u0161tiri dodatna poro\u010dila.<\/p>\n<p>&nbsp;<\/p>\n<h3>1. Product Performance poro\u010dilo<\/h3>\n<p>Prvo poro\u010dilo je <strong>Product Performance<\/strong> (<em>Conversions \u2192 Ecommerce \u2192 Product Performance<\/em>), kjer lahko izbirate med tremi primarnimi razse\u017enostmi (<em>angl.<\/em> Primary dimensions \u2013 <em>Product, SKU, Product Category<\/em>) in analizirate prodajo posameznih izdelkov ali kategorij izdelkov.<\/p>\n<p>To poro\u010dilo vam lahko slu\u017ei za izhodi\u0161\u010de pri oblikovanju skupkov izdelkov\/bundlov, saj lahko na primer ponudite paket izdelka, ki ga uporabniki kupujejo v ve\u010dji koli\u010dini. Na ta na\u010din lahko pove\u010date povpre\u010dno vrednost nakupa pri ve\u010djem \u0161tevilu (predvsem novih) kupcev (ve\u010d o trikih, kako to dose\u010di, boste izvedeli v prihodnjih zapisih).<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1412\" height=\"211\" class=\"alignnone size-full wp-image-29397\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise4.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise4.png 1412w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise4-300x45.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise4-1024x153.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise4-768x115.png 768w\" sizes=\"(max-width: 1412px) 100vw, 1412px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>2. Sales Performance poro\u010dilo<\/h3>\n<p>Drugo poro\u010dilo je <strong>Sales Performance<\/strong> (<em>Conversions \u2192 Ecommerce \u2192 Sales Performance<\/em>), kjer lahko spremljate skupne prihodke, stopnjo konverzije ali povpre\u010dno vrednost nakupov oziroma njihove kombinacije na posamezne dneve v izbranem obdobju.<\/p>\n<p>Poro\u010dilo je zelo priro\u010dno za iskanje trendov, analizo posameznih akcij, spremljanje delovanja spletne trgovine in ve\u010d.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1140\" height=\"507\" class=\"alignnone size-full wp-image-29398\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise5.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise5.png 1140w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise5-300x133.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise5-1024x455.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise5-768x342.png 768w\" sizes=\"(max-width: 1140px) 100vw, 1140px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>3. Transactions poro\u010dilo<\/h3>\n<p>Poro\u010dilo <strong>Transactions<\/strong> (<em>Conversions \u2192 Ecommerce \u2192 Transactions<\/em>) omogo\u010da merjenje vrednosti, koli\u010din, davka in po\u0161tnine pri posameznih transakcijah (pod pogojem, da razvijalec v kodi uredi zajemanje vseh podatkov).<\/p>\n<p>Poro\u010dilo je \u0161e posebej uporabno pri testiranju pravilnosti sledenja transakcijam. Z rabo sekundarnih razse\u017enosti (<em>angl.<\/em> Secondary Dimensions) pa lahko i\u0161\u010demo tudi nakupne vzorce, ki nam pomagajo pri cross-sellu in up-sellu izdelkov.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1412\" height=\"273\" class=\"alignnone size-full wp-image-29399\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise6.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise6.png 1412w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise6-300x58.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise6-1024x198.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise6-768x148.png 768w\" sizes=\"(max-width: 1412px) 100vw, 1412px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>4. Time to Purchase poro\u010dilo<\/h3>\n<p>Omenimo \u0161e zadnje poro\u010dilo <strong>Time to Purchase<\/strong>, kjer lahko analiziramo, koliko \u010dasa v povpre\u010dju pote\u010de, da obiskovalec opravi nakup (lahko spremljamo dneve ali \u0161tevilo sej).<\/p>\n<p>Z implementacijo Enhanced Ecommerce vti\u010dnika se nabor poro\u010dil spremeni oziroma vidimo \u0161tevilne dodatne metrike, ki nam dajo bolj poglobljen vpogled v ecommerce aktivnosti. V nadaljevanju si poglejmo, kako ga implementiramo in katera dodatna poro\u010dila so nam na voljo.<\/p>\n<p>&nbsp;<\/p>\n<h2>Implementacija Enhanced Ecommerce vti\u010dnika<\/h2>\n<p>Enhanced Ecommerce zahteva <strong>precej ve\u010d dela za razvijalce<\/strong>, saj morajo kodo spletne trgovine <strong>opremiti z dogodki in ustrezno oblikovati podatkovno plast<\/strong> (DataLayer) po natan\u010dnih navodilih iz <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/gtagjs\/enhanced-ecommerce\" target=\"_blank\" rel=\"noopener noreferrer\">Googlove dokumentacije<\/a>. \u010ce ta del ni ustrezno urejen, se podatki ne bodo pravilno bele\u017eili.<\/p>\n<p>Dodatno si lahko pomagate s primerom <a href=\"https:\/\/ga-dev-tools.appspot.com\/enhanced-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">Googlove demo trgovine<\/a>, kjer je prikazano, kako mora biti koda prilagojena za pravilno merjenje ecommerce akcij. Po ureditvi kode moramo na ravni pogleda v Google Analytics omogo\u010diti Enhanced Ecommerce vti\u010dnik.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1265\" height=\"574\" class=\"alignnone size-full wp-image-29400\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise7.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise7.png 1265w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise7-300x136.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise7-1024x465.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise7-768x348.png 768w\" sizes=\"(max-width: 1265px) 100vw, 1265px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>V zavihku Ecommerce Settings obkljukamo gumb pod <strong>Enable Enhanced Ecommerce Reporting<\/strong>. Pod tem gumbom se nahaj razdelek z imenom <strong>Checkout Labeling<\/strong>, kjer lahko poimenujemo posamezne korake v ko\u0161arici. Pri tem je pomembno upo\u0161tevati ve\u010d dejavnikov. Razvijalec mora jasno <strong>definirati posamezne korake v Checkoutu<\/strong>, kjer upo\u0161teva <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/gtagjs\/enhanced-ecommerce#measure_checkouts\" target=\"_blank\" rel=\"noopener noreferrer\">Googlova navodila<\/a>.<\/p>\n<p>S spremenljivko checkout_step definira posamezne korake v zaklju\u010dku nakupa (npr. pregled ko\u0161arice, prijava, podatki o dostavi, na\u010din pla\u010dila, potrditev naro\u010dila). Poimenovanje teh korakov je pomembno za uporabo Checkout Behaviour poro\u010dila (ve\u010d o tem v nadaljevanju), kjer so druga\u010de koraki poimenovani z generi\u010dnimi imeni step 1, step 2 itd.<\/p>\n<p>Omeniti velja \u0161e, da tu <strong>ne dodajamo zadnjega koraka oziroma nakupa<\/strong>, saj je to samodejno dodano prek \u201cpurchase\u201d dogodka. Dodajanje zadnjega koraka tako vodi le do podvajanja istega dogodka. Tudi samega \u201cadd to cart\u201d eventa ne dodajamo.<\/p>\n<p>&nbsp;<\/p>\n<h2>Dodatna Enhanced Ecommerce poro\u010dila<\/h2>\n<p>Z Enhanced Ecommerce vti\u010dnikom se <strong>pove\u010da \u0161tevilo poro\u010dil, ki so nam na voljo<\/strong>, obstoje\u010da pa vsebujejo dodatne metrike. Dodan je celoten segment \u201c<strong>Marketing<\/strong>\u201d, ki ga v tokratnem zapisu ne bomo podrobneje predstavili, saj se bomo osredoto\u010dili na poro\u010dila o nakupnem obna\u0161anju in zaklju\u010dku nakupa.<\/p>\n<p>\u010ce hitro povzamemo, vsebuje Marketing zavihek poro\u010dila on <strong>internih promocijah<\/strong> na spletni strani (npr. izpostavitev izdelka v akciji nekje v spletni trgovini), poro\u010dila <strong>o uporabljenih kuponih<\/strong> za posamezne izdelke ali kategorije izdelkov in poro\u010dila za spremljanje<strong> transakcij prek partnerskih programov<\/strong> na drugih spletnih straneh.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"275\" height=\"475\" class=\"alignnone size-full wp-image-29401\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise8.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise8.png 275w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise8-174x300.png 174w\" sizes=\"(max-width: 275px) 100vw, 275px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Vstopni <strong>Ecommerce predogled <\/strong>(<em>Conversions \u2192 Ecommerce \u2192 Overview) <\/em>vsebuje klju\u010dne ecommerce metrike in dodatno poro\u010dilo iz segmenta Marketing. Podobno kot pri osnovnem Ecommerce poro\u010dilu, lahko vidimo tudi, kateri so najbolje prodajani produkti oziroma kategorije.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1115\" height=\"489\" class=\"alignnone size-full wp-image-29402\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise9.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise9.png 1115w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise9-300x132.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise9-1024x449.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise9-768x337.png 768w\" sizes=\"(max-width: 1115px) 100vw, 1115px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Shopping Behaviour in Checkout Behaviour poro\u010dili<\/h2>\n<p>Zelo uporabno poro\u010dilo za spletne trgovce je<strong> Shopping Behaviour<\/strong> (<em>Conversions \u2192 Ecommerce \u2192 Shopping Behaviour<\/em>), ki prikazuje korake v nakupnem procesu oziroma lijaku, kjer lahko vidimo, kako se uporabniki <strong>premikajo iz enega koraka v naslednjega.<\/strong><\/p>\n<p>Poro\u010dilo je razdeljeno na 5 korakov, ki se za\u010dnejo z vstopom uporabnika v spletno trgovino, ogledom produkta, dodajanjem v ko\u0161arico, premikom v zaklju\u010dek nakupa (pla\u010dilo, dostava) in samo transakcijo. Pri vsakem stolpcu na spodnjem grafu lahko vidimo odstotek obiskovalcev, ki se premakne v naslednjo fazo oziroma \u0161tevilo\/dele\u017e upada v vsakem koraku, ki je prikazan pod rde\u010do pu\u0161\u010dico.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"1123\" height=\"679\" class=\"alignnone size-full wp-image-29403\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise10.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise10.png 1123w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise10-300x181.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise10-1024x619.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise10-768x464.png 768w\" sizes=\"(max-width: 1123px) 100vw, 1123px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Lahko se tudi zgodi, da uporabnik <strong>ponovno vstopi v lijak v novi seji in kasneje opravi eno od akcij v lijaku<\/strong>. To je v zgornjem poro\u010dilu prikazano kot dodaten segment v modrem stolpcu v posameznem koraku. Gre za povsem normalno nakupno obna\u0161anje, razen ko gre za prevelika odstopanja. V takih primerih se je treba poglobiti v obna\u0161anje obiskovalcev spletne trgovine oziroma preveriti, ali je morda pri\u0161lo do napake v implementaciji Enhanced Ecommerca.<\/p>\n<p>Poro\u010dilo je zelo uporabno za <strong>analizo virov prometa.<\/strong> \u010ce imamo na primer veliko \u0161tevilo sej, a malo vstopov v nakupni lijak, lahko to pomeni slabo delujo\u010de kampanje ali kake druge te\u017eave, velik upad na ravni dodajanja izdelkov v ko\u0161arico lahko osvetli tehni\u010dno te\u017eavo (slab UX, nedelujo\u010d gumb za dodajanje v ko\u0161arico, dolgo nalaganje &#8230;).<\/p>\n<p>Enako velja za fazo dodajanja pla\u010dilnega sredstva in same transakcije. Te\u017eave se lahko pojavijo tudi pri uporabi t. i. <strong>External payment gateways<\/strong> oziroma pla\u010dilnih modulov, kjer se pla\u010dilo opravi na zunanji platformi. Tu je treba postaviti povratno zanko (callback) in dodati domene ponudnikov v <strong>Referral Exclusion List<\/strong> v nastavitvah znamke v Google Analytics.<\/p>\n<p>Poleg Shopping Behaviour omenimo \u0161e <strong>Checkout Behaviour<\/strong> poro\u010dilo (<em>Conversions \u2192 Ecommerce \u2192 Checkout Behaviour<\/em>). Poudarili smo \u017ee pomen ustrezne konfiguracije korakov s strani razvijalca in pravilnega poimenovanja korakov v nastavitvah na ravni pogleda.\u00a0 Checkout Behaviour se osredoto\u010da na <strong>korake v ko\u0161arici<\/strong> in nudi \u0161e bolj podroben vpogled v lijak. Poro\u010dilo ima podoben prikaz podatkov kot Shopping Behaviour poro\u010dilo, kjer lahko vidimo premikanje skozi posamezne korake v ko\u0161arici oziroma upad. Podatke lahko \u0161e dodatno segmentiramo glede na <strong>nove ali obstoje\u010de uporabnike<\/strong> skozi metriko\/razse\u017enost sej ali upada (<em>angl<\/em>. Abandonements). Iz vsakega koraka lahko v obeh poro\u010dilih ustvarjamo segmente, ki nam slu\u017eijo pri analizi uporabnikov ali kot remarketing ob\u010dinstva, ki jih lahko uvozimo v Google Ads.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" width=\"945\" height=\"697\" class=\"alignnone size-full wp-image-29404\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise11.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise11.png 945w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise11-300x221.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/08\/enhanced_ecommerce_google_analytics_madwise11-768x566.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Dodatni nasveti pri implementaciji Enhanced Ecommerce<\/h2>\n<p>Urejanje <strong>Enhanced Ecommerce funkcionalnosti prina\u0161a veliko izzivov<\/strong>. Tu velja opozoriti na dva, ki se pogosto pojavljata. Eden je, kaj storiti pri t.i. <strong>Single-page checkoutih<\/strong>. Velikokrat se posameznih korakov niti ne spremlja, ker se celoten zaklju\u010dek nakupa zgodi na eni strani. A kljub temu je mo\u017eno korake meriti prek <strong>interakcije z posameznimi polji v obrazcih ali uporabi t. i. virtualnih ogledov strani<\/strong> (<em>angl<\/em>. Virtual pageviews). To sicer ni enako natan\u010dno kot v primerih, ko so posamezni koraki na lo\u010denih podstraneh, a kljub temu lahko dobimo pomemben uvid v morebitne te\u017eave, ki jih uporabniki imajo v posameznem koraku (npr. dostava, pla\u010dilno sredstvo).<\/p>\n<p>Druga te\u017eava se lahko pojavi v primerih, ko je <strong>nakupnih poti ve\u010d<\/strong> (npr. \u010de je uporabnik prijavljen ali ne, pri enkratnem nakupu ali subscription modelih, prodaji razli\u010dnih izdelkov, kjer je prodajni lijak druga\u010den \u2026 ). V takih primerih se lahko zgodi, da uporabnik presko\u010di enega izmed korakov v nakupnem procesu, kar lahko v dolo\u010denih primerih vodi do tega, da se ta korak ne zabele\u017ei v Checkout Behaviour poro\u010dilu oziroma bele\u017eimo ve\u010d vstopov v korake ni\u017eje v lijaku. Univerzalne re\u0161itve ni in se vsaki\u010d re\u0161uje v skladu z danostjo platforme. Omeniti pa velja mo\u017enost uporabe <strong>virtual pageviews metode<\/strong>, <strong>oblikovanja metrik oziroma razse\u017enosti po meri<\/strong> (<em>angl.<\/em> Custom Dimensions &amp; Custom Metrics), kjer lahko v poro\u010dilih segmentiramo razli\u010dne uporabnike. Dodatne ideje lahko najdete v uradni Googlovi dokumentaciji, dober vir pa je tudi <a href=\"https:\/\/www.simoahava.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog Sima Ahave<\/a>, ki je sicer bolj osredoto\u010den na implementacijo Enhanced Ecommerce prek Google Tag Managerja.<\/p>\n<p>&nbsp;<\/p>\n<h2>Merjenje nakupnega obna\u0161anja je \u0161ele za\u010detek<\/h2>\n<p>Google Analytics z Enhanced Ecommerce ponuja zelo <strong>napredno platformo za spremljanje nakupnega obna\u0161anja<\/strong>. Pri tem si lahko pomagate s \u0161tevilnimi dodatnimi orodji, ki so specializirana za spletne trgovine, a so v veliki meri pla\u010dljiva (npr. Mixpanel). Ne glede na orodje in na\u010din merjenja nakupnega vedenja je \u0161e ve\u010dji izziv <strong>pravilna interpretacija pridobljenih podatkov<\/strong>. \u010ce podatke uparite z ustrezno UX analizo lahko identificirate te\u017eave, ki vam od\u017eirajo veliko prihodkov. Kljub temu ne pozabite na intuicijo, ki pa mora izhajati iz izku\u0161enj in ne sme biti zaverovana zase.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Platforma Google Analytics ponuja napredno funkcionalnost Enhanced Ecommerce, ki spletnim trgovcem omogo\u010da spremljanje in analizo obna\u0161anja obiskovalcev spletne trgovine oziroma njihovo premikanje skozi nakupni lijak. V tem zapisu izveste, kak\u0161ne so zahteve za implementacijo orodja in klju\u010dna poro\u010dila, ki so na voljo v platformi.<\/p>\n","protected":false},"author":3,"featured_media":29390,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-29389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Analytics: Enhanced Ecommerce za spletne trgovce<\/title>\n<meta name=\"description\" content=\"Google Analytics ponuja napredno funkcionalnost Enhanced Ecommerce, ki je nujna za vse resne spletne trgovce. 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