{"id":814,"date":"2017-02-02T00:00:00","date_gmt":"2017-02-01T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2017\/02\/02\/event-tracking-kako-slediti-uporabnikom-svoje-spletne-strani\/"},"modified":"2023-04-28T09:07:53","modified_gmt":"2023-04-28T07:07:53","slug":"kako-slediti-uporabnikom-svoje-spletne-strani-z-event-trackingom","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/kako-slediti-uporabnikom-svoje-spletne-strani-z-event-trackingom\/","title":{"rendered":"Event tracking: kako slediti uporabnikom svoje spletne strani?"},"content":{"rendered":"<p>Ima va\u0161a spletna stran <a href=\"https:\/\/madwise.si\/kako-z-google-analytics-do-kakovostnih-podatkov-za-poslovne-odlocitve\/\">pravilno implementirano Google Analytics kodo<\/a>? Super. Potem lahko <strong>natan\u010dno spremljate interakcije obiskovalcev va\u0161e spletne strani &#8211;<\/strong> s katero vsebino se ukvarjajo, kaj jih navdu\u0161uje in kje se jim zatika.<strong>\u00a0<\/strong><br \/>\nZgolj podatek o obisku va\u0161e strani ne pove veliko. \u010ce veste, da je va\u0161o pristajalno stran ta mesec obiskalo 554 posameznikov, lahko izlu\u0161\u010dite le omejeno \u0161tevilo koristnih informacij in interpretacij. Zanima pa vas, <strong>kaj so va\u0161i potencialni kupci na strani po\u010deli.\u00a0<\/strong><\/p>\n<p>Z\u00a0event trackingom lahko <strong>merimo: <\/strong><\/p>\n<ul>\n<li><strong>prenose vodi\u010dev in dokumentov, <\/strong><\/li>\n<li><strong>izpolnjene forme za oddajo mnenj o izdelku, <\/strong><\/li>\n<li><strong>klike na telefonsko \u0161tevilko <\/strong><\/li>\n<li><strong>in \u0161e mnogo drugih, za vas relevantnih interakcij<\/strong>.<\/li>\n<\/ul>\n<p>Konec koncev va\u0161a spletna stran ni le vizitka, ampak dobro <a href=\"https:\/\/madwise.si\/zakaj-smo-prenovili-spletno-stran\/\">naoljena prodajna ma\u0161ina<\/a>. Ali pa\u010d?<\/p>\n<h2><span style=\"font-weight: 400;\">Spletna analitika: od merjenja obiska k sledenju dogodkom<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ko na va\u0161o stran implementirate Google Analytics kodo pravzaprav s spletno analitiko\u00a0<strong>merite posamezne oglede<\/strong> <strong>(pod)strani<\/strong> (<\/span><i><span style=\"font-weight: 400;\">angl. <\/span><\/i><span style=\"font-weight: 400;\">Pageviews). To je osnova funkcionalnost Analytics platforme, ki pa ponuja \u0161e mnogo ve\u010d. <strong>Ali ne bi bilo dobro vedeti, kje uporabniki klikajo, kako pogosto izpolnijo posamezne forme ali kako globoko proti dnu strani se premikajo?<\/strong> Vse to je mo\u017eno z nastavitvijo sledenja dogodkom oziroma t. i. <strong>event trackingom<\/strong>.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Video.png\" alt=\"Webpage\" width=\"860\" height=\"300\" \/><\/p>\n<p>Google Analytics ne meri klikov. Klik na posamezen link lahko nalo\u017ei novo podstran, kar\u00a0bo zabele\u017eeno le kot ogled strani. Kaj pa, ko klik ne nalo\u017ei nove strani?<\/p>\n<p>Najpogostej\u0161i primeri so <strong>\u201c<em>one-pager<\/em>\u201d spletna mesta in \u0161tevilne mobilne aplikacije<\/strong>, kjer se vse interakcije dogajajo znotraj ene same strani. V tem primeru vas re\u0161i sledenje dogodkom, ki da natan\u010den vpogled v obna\u0161anje obiskovalcev. In s temi podatki lahko <a href=\"https:\/\/madwise.si\/5-odgovorov-ki-jih-potrebuje-ucinkovita-prenova-spletne-strani\/\">spletno stran optimizirate<\/a> &#8211; da \u0161e bolje opravlja svoje poslovne cilje.<\/p>\n<p><strong>Event tracking pa pomaga spoznati obiskovalca na katerikoli spletni strani.<\/strong>\u00a0Imate na vstopni strani predstavitveni video, povezave na socialna omre\u017eja ali galerijo va\u0161ih izdelkov? Mar ne bi bilo dobro vedeti, ali si kdo sploh ogleda va\u0161 video ali je to zgolj to\u010dka frikcije, ki uporabnika preusmeri stran od \u017eelene akcije. Do teh odgovorov lahko pridete z ustreznim sledenjem.<\/p>\n<h2><span style=\"font-weight: 400;\">Dogodek ni eden, dogodkov je ve\u010d<\/span><\/h2>\n<p>Prednosti event trackinga je torej veliko &#8211; a jih na mojo \u017ealost \u0161tevilna podjetja ne izkori\u0161\u010dajo.\u00a0<strong>Spletno analitiko vse preve\u010dkrat jemljejo za zgolj higienski dodatek, namesto da bi jo uporabili v vsej njeni zmogljivosti &#8211; kot klju\u010dni vir podatkov o potencialnih kupcih<\/strong>. Velika ve\u010dina svojo nakupno pot za\u010dne prav na spletu. Poglejmo le nekaj interakcij, ki jih z Google Analytics lahko merimo:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">kliki na zunanje linke (&#8220;outbound&#8221; povezave),<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">kliki na e-po\u0161tni naslov, ki odpre po\u0161tnega klienta kot je na primer Outlook (<em>mailto:<\/em>),<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">prenosi .pdf bro\u0161ur ali Powerpoint prezentacij,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">kliki na telefonsko \u0161tevilko,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">gibanje z mi\u0161ko nad posameznimi segmenti strani (npr. nad 360 stopinjskim prikazom izdelka),<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">premikanje po strani navzdol (<em>scrolling<\/em>), ki je uporabno za novi\u010darske portale ali sledenje anga\u017eiranosti bralcev va\u0161ih blog zapisov,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">izpolnjevanje form za oddajo podatkov,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">sledenje interakcijam uporabnikov v spletnih trgovinah, kjer se ne nalagajo novi URL naslovi v vsakem koraku, &#8230;\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ti podatki so klju\u010dni za oblikovanje odli\u010dne <a href=\"https:\/\/madwise.si\/vloga-spletne-uporabniske-izkusnje-pri-doseganju-poslovnih-ciljev\/\">uporabni\u0161ke izku\u0161nje<\/a> ter optimizacijo va\u0161e spletne strani. Lahko pa vam slu\u017eijo tudi kot izhodi\u0161\u010de za pripravo navodil izvajalcu, ki se bo lotil <a href=\"https:\/\/madwise.si\/vodici-po-digitalnem-marketingu\/30-nasvetov-za-prenovo-spletnega-mesta\/\">njene prenove<\/a>. <\/span><\/p>\n<h3><em><b>Geek-koti\u010dek za prista\u0161e google analitike<\/b><span style=\"font-weight: 400;\">: <\/span><\/em><\/h3>\n<p><em><span style=\"font-weight: 400;\">Jedro Google Analytics je skriptni programski jezik Javascript, pri sledenju dogodkom pa si pomagamo z DOM event listeners (DOM pro\u017eilci). Na voljo jih imamo ve\u010d:<\/span><\/em><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">onClick (klik na izbran element),<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">onSubmit (klik na gumb za oddajo podatkov, ko uporabnik izpolni polja),<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">onMouseover (uporabnik se z mi\u0161ko premakne na element, npr. sliko),<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">onScroll (premikanje po strani navzdol),<\/span><\/em><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">onFocus (klik na vnosno polje v formi) in ostali.<\/span><\/em><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Kje pa najdem podatke o dogodkih?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Poro\u010dila o dogodkih se nahajajo v mapi <strong>Behavior \u2192 Events \u2192 Top Events<\/strong>. Osnovna razse\u017enost (<\/span><i><span style=\"font-weight: 400;\">angl. <\/span><\/i><span style=\"font-weight: 400;\"><em>dimension<\/em>), ki jo Google Analytics prikazuje, je kategorija dogodka (<em>Event Category<\/em>). Tu seveda lahko dodajate sekundarne razse\u017enosti in podatke dodatno segmentirate. Na tej to\u010dki ne smemo pozabiti razlike med razse\u017enostmi\u00a0<strong>Total in Unique Events<\/strong>. Slednja meri \u0161tevilo sej, kjer se je posamezen dogodek zgodil vsaj enkrat, medtem kot prva meri vse. \u010ce si uporabnik na primer ogleda va\u0161 video dvakrat v isti seji, bo zabele\u017een en unikaten dogodek oziroma dva dogodka v razse\u017enosti \u201cVsi dogodki\u201d. Spodnja slika vsebuje primer poro\u010dila o dogodkih:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-01-at-22.28.26.png\" alt=\"Google Analytics Event tracking\" width=\"861\" height=\"306\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Dogodke v Google Analytics <strong>moramo poimenovati sami<\/strong>. To lahko storimo v treh stopnjah, kjer je vsaka razse\u017enost bolj granularna. Poglejmo si jih.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Event Category (nujna)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Event Action (nujna)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Event Label (poljubna)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kategorija je glavna razse\u017enost, s katero opi\u0161emo kategorijo elementa, na primer pdf. Event Action se lahko nana\u0161a na neko dejanje (klik, prenos), Event Label pa lahko opi\u0161e, za kateri pdf. dokument gre (npr. katalog). \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vse, kar moramo storiti, je (to je najbolje prepustiti va\u0161emu programerju ali uporabljati Googlovo orodje Tag Manager), da na povezavo dodate prej omenjeni DOM-pro\u017eilec s spodnjo kodo:<\/span><\/p>\n<p><b><i>onClick=\u201dga (\u2018send\u2019 , \u2018event\u2019 , \u2018event category\u2019 , \u2018event action\u2019 , \u2018event label\u2019);\u201d<\/i><\/b><\/p>\n<p>\u010ce vzamemo primer na\u0161ega pdf. dokumenta, bi koda izgledala takole:<\/p>\n<p><i><span style=\"font-weight: 400;\">onClick=\u201dga (\u2018send\u2019 , \u2018event\u2019 , \u2018pdf\u2019 , \u2018prenos\u2019 , \u2018katalog\u2019);\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Pri poimenovanju posameznih eventov morate zelo paziti na <strong>konsistentno poimenovanje<\/strong>, saj so druga\u010de poro\u010dila precej nejasna. \u010ce boste pri sorodnih elementih uporabljali druga\u010dno zaporedje ali poimenovanja, na primer <\/span><i><span style=\"font-weight: 400;\">ga (\u2018send\u2019 , \u2018event\u2019 , \u2018prenos\u2019 , \u2018pdf\u2019 , \u2018katalog2\u2019)<\/span><\/i><span style=\"font-weight: 400;\">, bodo dimenzije v poro\u010dilih pome\u0161ane in poro\u010danje ote\u017eeno.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kje za\u010deti in kak\u0161ne so dobre prakse spletne analitike?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V tej to\u010dki, kjer se bli\u017eamo \u00be bloga, se bo v mojem \u201cscroll-tracking\u201d poro\u010dilu zabele\u017eilo precej manj bralcev, kot vas je bilo na za\u010detku. Nekateri so \u017ee obupali pri branju odstavka o skriptah in DOM-pro\u017eilcih, tisti, ki ste ostali, pa najverjetneje \u017ee veselo razmi\u0161ljate, <strong>\u010demu boste sledili na svoji spletni strani<\/strong>. Vsekakor vas spodbujam, da preizkusite razli\u010dne mo\u017enosti, a vseeno morate paziti, da ne sledite vsemu. \u0160tevilo podatkov (hits), ki jih Google Analytics bele\u017ei, <strong>ni neomejeno, hkrati pa boste va\u0161a poro\u010dila napolnili s podatki, ki niso pomembni.<\/strong> Vedno imejte pred seboj cilj, kaj vam bodo zbrani podatki sporo\u010dali in kako vam bodo pomagali pri sprejemanju pravih poslovnih odlo\u010ditev. Za\u010dnite torej s klju\u010dnimi podatki in najpomembnej\u0161e dogodke <strong>oblikujte v cilje<\/strong> (<\/span><i><span style=\"font-weight: 400;\">angl. <\/span><\/i><span style=\"font-weight: 400;\"><em>Goals<\/em>). To storite zelo enostavno v administrativnem zavihku:<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-01-at-22.57.58.png\" alt=\"Google Analytics Event tracking\" width=\"725\" height=\"689\" \/><\/p>\n<p style=\"text-align: center;\"><em>\u00a0Tu imate na voljo vnaprej pripravljene predloge, v ve\u010dini primerov pa boste izbrali mo\u017enost &#8220;Custom&#8221;.<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-02-at-09.05.45.png\" alt=\"Google Analytics Goals\" width=\"684\" height=\"460\" \/><em>\u00a0<\/em><em>Poimenovati morate svoj cilj in izbrati kategorijo &#8220;Event&#8221;<\/em><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"size-medium aligncenter\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-02-at-09.07.16.png\" alt=\"Google Analytics Goal Naming\" width=\"672\" height=\"597\" \/><em><br \/>\nV tej fazi vstavite razse\u017enosti Event Category, Action in Label.<\/em><\/p>\n<p><span style=\"font-weight: 400;\">Za merjenje \u0161tevilnih interakcij obstajajo tudi <strong>druga, pla\u010dljiva orodja, ki jih lahko uporabljate v kombinaciji z event trackingom<\/strong>. Orodja, kot so <strong>Hotjar, CrazyEgg<\/strong> in ostala, nam v obliki toplotnih in klik map ter posnetkov sej uporabnikov pomagajo bolje razumeti njihovo vedenje na spletni strani. Na voljo so vam tudi t. i. In-Page poro\u010dila v Google Analytics, ki pa pogosto ne delujejo. V vsakem primeru je od vas odvisno, kak\u0161ne interpretacije boste izlu\u0161\u010dili, tu pa pridejo v po\u0161tev izku\u0161nje in brainstorming z ostalimi \u010dlani ekipe.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2017\/02\/Screen-Shot-2017-02-02-at-09.00.47-2.png\" width=\"1093\" height=\"652\" \/><\/p>\n<p>Se vam je zdel zapis preve\u010d tehni\u010den? Kar navadite se. <strong>Danes se od marketinga (upravi\u010deno) pri\u010dakuje<\/strong> <a href=\"https:\/\/madwise.si\/najuspesnejsa-podjetja-obvladajo-splet\/\">razumevanje potencialnega kupca<\/a>.\u00a0Za pridobivanje informacij, pomembnih za posel, ne smete biti odvisni od programerja.<\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/madwise.si\/digitalni-marketing-je-kot-hisa-brez-dobrega-temelja-se-podre\/\">Uspeh podjetij je danes vezan na splet<\/a> in le u\u010dinkovita spletna stran, kjer poznamo obna\u0161anje obiskovalcev, lahko podjetju pomaga <strong>pre\u017eiveti in se <\/strong><a href=\"https:\/\/madwise.si\/kaj-ima-digitalna-transformacija-z-marketingom\/\">prilagajati spremembam v digitalnem okolju<\/a>. Dosegli smo 90 % bloga. \u010ce ste tu, vam \u010destitam, saj ste med 5 % posameznikov, ki so zapis prebrali do konca in spadate med tiste, k gredo korak dlje v \u017eelji po uspehu. Do naslednji\u010d! \ud83d\ude42<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Odkrijte, kako lahko z event trackingom nadgradite uvide iz Google analitike. Poleg \u0161tevila obiskovalcev in seznama obiskanih strani lahko izveste, kaj so potencialni kupci po\u010deli na va\u0161i spletni strani. Kot boste videli v \u010dlanku, merite lahko tudi klike, prenose, oddane obrazce &#8230;<\/p>\n","protected":false},"author":3,"featured_media":1161,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"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>Event tracking: Kako slediti uporabnikom svoje spletne strani?<\/title>\n<meta name=\"description\" content=\"Uspe\u0161na podjetja vedo, kaj po\u010dnejo obiskovalci spletnih strani. 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