{"id":31351,"date":"2022-12-20T11:08:54","date_gmt":"2022-12-20T10:08:54","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31351"},"modified":"2023-02-24T15:31:13","modified_gmt":"2023-02-24T14:31:13","slug":"ga4-katere-tipe-dogodkov-izbrati","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/ga4-katere-tipe-dogodkov-izbrati\/","title":{"rendered":"Google Analytics 4 (GA4): Razlike v podatkovnih modelih in vloga dogodkov"},"content":{"rendered":"\n<p>Google Analytics 4 (v nadaljevanju GA4) je v samem jedru druga\u010de zasnovana platforma od njene predhodnice Universal Analytics (v nadaljevanju GA3). GA3 je bila zasnovana na t. i. zadetkih (hits), ki so bili lahko zadetki strani (pageviews), zadetki, povezani z aktivnostmi v spletni trgovini, zadetki dogodkov (events) in ostali. V GA4 je <strong>podatkovni model osnovan izklju\u010dno na dogodkih<\/strong> (events), kjer so zajete vse vrste zadetkov, z njihovo pomo\u010djo pa se bele\u017ei vse interakcije uporabnikov na spletni strani.<\/p>\n\n\n\n<p>Dogodki imajo torej osrednjo vlogo v novi razli\u010dici Google Analytics. Spremenila se je njihova struktura, ki prina\u0161a ve\u010djo fleksibilnost, hkrati pa to vna\u0161a dodatno kompleksnost, saj implementacija merjenja dogodkov zahteva <strong>ve\u010d na\u010drtovanja in razmisleka<\/strong> \u2013 od poimenovanja dogodkov do izbora spremljajo\u010dih parametrov, ki predstavljajo dodatne informacije in kontekst aktivnosti uporabnikov na strani. Spomnimo, da je bila struktura dogodkov v GA3 rigidna, sestavljena iz 3 komponent (poleg vrednosti dogodka \u2013 Event Value):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Event Category (kategorija dogodka)<\/li>\n\n\n\n<li>Event Action (dejanje dogodka)<\/li>\n\n\n\n<li>Event Label (oznaka dogodka)<\/li>\n<\/ul>\n\n\n\n<p>GA4 to strukturo odpravlja in zgornje komponente nadome\u0161\u010da s parametri. Ob posameznem dogodku lahko po\u0161ljemo do 25 parametrov, kar nam dopu\u0161\u010da <strong>po\u0161iljanje ve\u010d podatkov in konteksta o dogodkih<\/strong>. Prav zato odsvetujemo, da pri migraciji sku\u0161ate \u201creplicirati\u201d staro strukturo dogodkov, saj s tem omejujete eno glavnih prednosti, ki jo prina\u0161a GA4.&nbsp;<\/p>\n\n\n\n<p>V nadaljevanju sledi pregled vrst dogodkov, ki so nam odslej na voljo in dodatni nasveti za uporabo spremljajo\u010dih parametrov.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vrste dogodkov v GA4<\/strong><\/h2>\n\n\n\n<p>Dogodke v GA4 lahko razdelimo v dve skupini. Prva predstavlja samodejno bele\u017eene dogodke, pri drugi skupini pa morajo uporabniki pri implementaciji dogodkov skozi dodatne korake.&nbsp;<\/p>\n\n\n\n<p>Kategorije dogodkov so:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>samodejno bele\u017eeni dogodki (Automatic Events) in<\/li>\n\n\n\n<li>dogodki za izbolj\u0161ano merjenje (Enhanced Measurement Events).<\/li>\n<\/ul>\n\n\n\n<p>V drugi skupini pa so dogodki, ki zahtevajo dodatno implementacijo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>priporo\u010deni dogodki (Recommended Events) in<\/li>\n\n\n\n<li>dogodki po meri (Custom Events).<\/li>\n<\/ul>\n\n\n\n<p>Kot \u017ee samo ime pove, so v prvem sklopu dogodki, ki se samodejno bele\u017eijo in so del jedrne funkcionalnosti platforme. Gre za <strong>osnovne dogodke<\/strong>, kot so first_visit (prvi obisk\/nov uporabnik), session_start (za\u010detek seje), page_view (ogled strani), user_engagement in ostali. Tu velja omeniti \u0161e \u0161tevilne dogodke za merjenje aktivnosti znotraj mobilnih aplikacij, kar je \u0161e ena od novosti, saj se je na tem podro\u010dju v preteklosti uporabljalo namensko analiti\u010dno platformo Firebase.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Dodatne prednosti, ki jih prina\u0161a GA4<\/strong><\/h3>\n\n\n\n<p>Poleg osnovnih dogodkov, vezanih na prikaze\/oglede strani, GA4 omogo\u010da tudi <strong>samodejno bele\u017eenje ostalih pogostih aktivnosti<\/strong>, pri \u010demer za njihovo implementacijo v ve\u010dini primerov ne potrebujete pomo\u010di razvijalca. Gre za merjenje premikanja po globini strani (scroll \u2013 kjer merimo koliko obiskovalcev si je ogledalo vsaj 90 % posamezne strani), klikov na povezave, ki vodijo na drugo domeno (outbound clicks), iskanj na spletni strani (site_search), interakcij z vstavljenimi YouTube videi, kjer je omogo\u010dena <a href=\"https:\/\/developers.google.com\/youtube\/player_parameters#enablejsapi\" target=\"_blank\" rel=\"noreferrer noopener\">API<\/a> podpora in interakcija z obrazci, ter prenosov datotek v najbolj pogostih formatih.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"405\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-1024x405.png\" alt=\"\" class=\"wp-image-31356\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-1024x405.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-300x119.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-768x304.png 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-1536x607.png 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28-1568x620.png 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-10.58.28.png 1948w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>To je zelo dobrodo\u0161la funkcionalnost, ki tudi manj ve\u0161\u010dim uporabnikom omogo\u010da merjenje ve\u010djega \u0161tevilo dogodkov brez pomo\u010di razvijalca. Seveda pa vse ni tako preprosto in enozna\u010dno. Razli\u010dne platforme spletnih strani, poslovni kontekst in potreba po specifi\u010dnih podatkih zahtevajo konfiguracijo dogodkov in spremljajo\u010dih parametrov po meri. Temu se bomo posvetili v nadaljevanju.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Priporo\u010deni dogodki (Recommended Events) in dogodki po meri (Custom Events)<\/strong><\/h2>\n\n\n\n<p>Ko za\u010dnemo z na\u010drtovanjem dogodkov, ki jih \u017eelimo bele\u017eiti na spletni strani ali v spletni trgovini, moramo najprej preveriti, ali so \u017ee vklju\u010deni v sklop Enhanced measurement dogodkov oziroma ali se nahajajo na Googlovem seznamu priporo\u010denih dogodkov (<a href=\"https:\/\/support.google.com\/analytics\/answer\/9267735?hl=en&amp;ref_topic=9756175\" target=\"_blank\" rel=\"noreferrer noopener\">Recommended Events<\/a>). Ti so razvr\u0161\u010deni v tri sklope \u2013 <em>generi\u010dni dogodki<\/em> za vse znamke, dogodki, namenjeni <em>spletnim trgovinam<\/em> in dogodki za merjenje <em>interakcij v igrah<\/em>.&nbsp;<\/p>\n\n\n\n<p>Vsak priporo\u010den dogodek vklju\u010duje tudi pripadajo\u010de parametre, ki pa jim lahko dodate tudi svoje (ponavljamo, da dogodku lahko dodate do 25 parametrov). Svetujemo vam, da <strong>v \u010dim ve\u010dji meri uporabljate priporo\u010dene dogodke<\/strong>, saj se bodo skupaj s pripadajo\u010dimi parametri prikazovali v privzetih poro\u010dilih, po vsej verjetnosti pa boste la\u017eje izkori\u0161\u010dali prednosti in nove funkcionalnosti, ki skoraj dnevno dopolnjujejo platformo GA4.<\/p>\n\n\n\n<p>\u010ce \u017eelite meriti dogodek, ki ni med samodejno bele\u017eenimi, izbolj\u0161animi dogodki ali priporo\u010denimi dogodki, lahko ustvarite <strong>dogodek po meri<\/strong> (Custom Event). Tu pride \u0161e dodatno do izraza fleksibilnost platforme GA4, saj lahko oblikujete poljuben dogodek z imenom po va\u0161em izboru in parametri po meri. Pri tem morate upo\u0161tevati omejitve, kot je \u0161tevilo znakov za poimenovanje dogodka (dol\u017eina do 40 znakov, enako velja tudi za parametre) in <a href=\"https:\/\/support.google.com\/analytics\/answer\/9267744?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">\u0161tevilne druge<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u0160tevilo dogodkov po meri, ki jih lahko ustvarite, ni omejeno. Omejeno pa je \u0161tevilo dogodkov, ki jih lahko ozna\u010dite kot konverzije (v \u010dasu pisanja tega \u010dlanka 30). Predlagamo, da preverite nabor vseh <a href=\"https:\/\/support.google.com\/analytics\/answer\/12229528?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">omejitev pri konfiguraciji GA4<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kako meriti dogodek v GA4?<\/strong><\/h2>\n\n\n\n<p>Dogodke lahko implementirate v obliki skripte na ustreznem mestu v kodi spletne strani ali prek Google Tag Managerja. Sintaksa GA4 eventa je enostavna in vklju\u010duje gtag funkcijo z dogodkom (event), ki Googlu sporo\u010da, da po\u0161iljamo dogodek, ime dogodka in nabor parametrov s pripadajo\u010dimi vrednostmi, ki jih po\u0161iljamo. Na primer:<\/p>\n\n\n\n<p><em>gtag(&#8216;event&#8217;, &#8216;generate_lead&#8217;, {<\/em><\/p>\n\n\n\n<p><em>&nbsp;&nbsp;&#8216;ime_obrazca&#8217;: &#8216;povprasevanje&#8217;,<\/em><\/p>\n\n\n\n<p><em>&nbsp;&nbsp;&#8216;storitev&#8217;: &#8216;izdelava_strani&#8217;<\/em><\/p>\n\n\n\n<p><em>});<\/em><\/p>\n\n\n\n<p>Za ve\u010djo hitrost in fleksibilnost vam priporo\u010damo, da dogodke implementirate z Google Tag Managerjem. Predpostavimo, da ste trgovec z vozili, ki \u017eeli meriti izpolnjene obrazce za povpra\u0161evanje, testne vo\u017enje ipd. (pred tem morate urediti kodo za sledenje \u2013 preverite <a href=\"https:\/\/support.google.com\/analytics\/answer\/9744165?hl=en&amp;ref_topic=9303319#zippy=%2Cin-this-article%2Cuse-the-google-tag-found-on-your-website-recommended%2Cinstall-a-google-tag\" target=\"_blank\" rel=\"noreferrer noopener\">osnovne korake implementacije GA4<\/a>).&nbsp;<\/p>\n\n\n\n<p>V Google Tag Managerju postavite novo zna\u010dko (Tag), kjer izberete predlogo <strong><em>Google Analytics: GA4 Event<\/em><\/strong>. V polje Configuration Tag vnesite t. i. Measurement ID oziroma identifikacijsko \u0161tevilko va\u0161e GA4 zna\u010dke oziroma vira podatkov (Data Stream). V polje Event Name vnesite ime dogodka. Pri tem ne pozabite preveriti, ali je ta tip dogodka naveden v seznamu priporo\u010denih dogodkov. V na\u0161em primeru smo izbrali priporo\u010den dogodek <em>generate_lead<\/em>.&nbsp;<\/p>\n\n\n\n<p>Sledi \u0161e korak definiranja parametrov, ki jih \u017eelite po\u0161iljati s samim dogodkom. Zopet preverite Googlovo dokumentacijo, kateri parametri so privzeti pri izbranem dogodku, lahko pa seveda oblikujete svoje. Definirati morate vrednosti parametrov (ali bodo te dinami\u010dne ali fiksne) in postaviti ustrezen spro\u017eilec (Trigger).&nbsp;<\/p>\n\n\n\n<p>Opozorimo \u0161e, da boste morali nove parametre <a href=\"https:\/\/support.google.com\/analytics\/answer\/10075209?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">registrirati kot dimenzije oziroma metrike po meri<\/a>. O tem ve\u010d v katerem od prihodnjih zapisov.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"608\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-1024x608.png\" alt=\"\" class=\"wp-image-31357\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-1024x608.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-300x178.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-768x456.png 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-1536x913.png 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-2048x1217.png 2048w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2022\/12\/Screenshot-2022-12-15-at-13.17.45-1568x932.png 1568w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ne \u010dakajte z implementacijo GA4<\/strong><\/h2>\n\n\n\n<p>Hiter oris vrste dogodkov v GA4 vam daje vedeti, da je fleksibilnost GA4 v primerjavi s predhodno verzijo ena glavnih prednosti. To pa prina\u0161a druga\u010dne izzive in dodatno kompleksnost, ki bo predstavljala izziv za \u0161tevilna podjetja.&nbsp;<\/p>\n\n\n\n<p>\u010ce boste pri tem potrebovali nasvete in pomo\u010d, <a href=\"https:\/\/madwise.si\/kontakt\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>se obrnite na nas<\/strong><\/a> in pohitite z integracijo, ki bo do julija 2023 ne le priporo\u010dljiva, ampak tudi obvezna.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dogodki so jedro GA4 in omogo\u010dajo merjenje interakcij uporabnikov s spletnimi stranmi in aplikacijami. Osvetlili bomo vrste dogodkov \u2013 od samodejno bele\u017eenih (Automatic Events) do dogodkov po meri (Custom Events). Preverite, kateri so najustreznej\u0161i za va\u0161o spletno stran.<\/p>\n","protected":false},"author":3,"featured_media":31362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-31351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pregled vrst dogodkov v Google Analytics 4 (GA4)<\/title>\n<meta name=\"description\" content=\"GA4 uporablja nov podatkovni model, osnovan na dogodkih (eventih). 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