{"id":944,"date":"2018-08-08T00:00:00","date_gmt":"2018-08-07T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2018\/08\/08\/event-tracking-z-google-tag-managerjem\/"},"modified":"2020-01-07T08:35:59","modified_gmt":"2020-01-07T07:35:59","slug":"event-tracking-z-google-tag-managerjem","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/event-tracking-z-google-tag-managerjem\/","title":{"rendered":"Event tracking z Google Tag Managerjem"},"content":{"rendered":"

V prej\u0161njem zapisu \u201cGoogle Tag Manager – Zakaj ga potrebujete in kako ga uporabljati\u201d<\/a> smo se posvetili osnovam Google Tag Managerja<\/strong> in pokazali kako implementirati osnovno Google Analytics kodo<\/strong>. A osnovno sledenje obiskovalcem va\u0161e spletne strani ni dovolj. Za popolnej\u0161o sliko morate spremljati interakcije oziroma dogodke<\/strong> na svoji spletni strani. Gre za t. i. event tracking<\/a>, kjer lahko sledimo klikom na gumbe (npr. gumb za dodajanje izdelkov v ko\u0161arico, klik za ogled filma, prenos pdf. vodi\u010da itd.), premikanju z mi\u0161ko nad dolo\u010deno sekcijo, scrollanju po strani navzdol in \u0161tevilnim drugim interakcijam, ki vam prinesejo pomembne informacije o vedenju uporabnikov in morebitnih pomankljivostih va\u0161ega spletnega mesta<\/a>.<\/strong> Na podlagi teh podatkov lahko pove\u010date stopnjo konverzije spletne strani in izbolj\u0161ate uporabni\u0161ko izku\u0161njo<\/a>. V nadaljevanju si preberite, kako z Google Tag Managerjem postaviti infrastrukturo za sledenje dogodkom na spletni strani.<\/span><\/p>\n

Kako slediti klikom na gumbe?<\/span><\/h2>\n

Ena izmed interakcij uporabnikov, ki jim moramo slediti, so kliki na gumbe<\/strong>. \u010ce na strani npr. ponujate kataloge, bro\u0161ure in podobno, verjetno \u017eelite vedeti ali si jih kdo prena\u0161a. Je vlo\u017een trud za njihovo pripravo popla\u010dan? So mogo\u010de ume\u0161\u010deni na sekcijo spletnega mesta<\/a>, kamor uporabniki ne zaidejo pogosto? Bi jih mogo\u010de bilo bolje izpostaviti na vrhu strani? Brez podatkov odgovorov na ta vpra\u0161anja ne morete dobiti. <\/span><\/p>\n

Pri prenosu dokumentov se praviloma uporabniku odpre okno za prenos ali pa se mu dokument odpre v novem zavihku na povezavi, kjer je ta nalo\u017een. Osnovno sledenje v Google Analytics<\/a> je osnovano na ogledu strani (Pageviews), zato se tovrstne interakcije ne bodo zabele\u017eile, \u010de jih ne konfigurirate sami. Tu nastopi event tracking.<\/strong><\/span>\"Lead<\/a>Predpostavimo, da imate na strani pdf dokument in \u017eelite bele\u017eiti prenose. Nekje na strani imate povezavo ali gumb, kjer se ob kliku prenese dokument. Va\u0161 cilj je meriti, koliko posameznikov klikne nanj<\/strong>. Te podakte boste na\u0161li v Google Analytics v poro\u010dilu Behaviour \u2192 Events \u2192 Top Events.<\/span><\/p>\n

Za\u010dnimo na za\u010detku. Vpi\u0161ite se v svoj Google Tag Manager ra\u010dun s klikom na povezavo: <\/span>https:\/\/tagmanager.google.com\/<\/span><\/a> in odprite \u201cContainer\u201d, ki je nalo\u017een na va\u0161i strani (kako postaviti GTM ra\u010dun smo pokazali v zadnjem blog zapisu). \u010ce ne veste, kateri container je pravi, lahko to preverite s Chrome vti\u010dnikom Tag Assistant.<\/span><\/p>\n

\"Tag<\/p>\n

Naslednji korak je postavitev spro\u017eilca<\/strong> (trigger), ki bo slu\u017eil kot t. i. Listener (poslu\u0161alec). Va\u0161 cilj bo iz vseh klikov na strani izlu\u0161\u010diti tistega, ki bo pravilno spro\u017eil dogodek, ki se bo v Google Analytics zabele\u017eil kot prenos dokumenta<\/strong>. Gre torej za neke vrste filtracijo, saj boste iz mno\u017eice mo\u017enih interakcij izbrali tisto, ki vas zanima. Najprej boste ustvarili generi\u010den spro\u017eilec. V meniju Triggers kliknite \u201cNew\u201d in izberite mo\u017enost \u201cClicks – All Elements<\/strong>\u201d. Obkljukajte pro\u017eenje ob vseh klikih – \u00a0All Clicks<\/strong>, kar pomeni, da se bo spro\u017eilec spro\u017eil ob vsakem kliku na strani.<\/span><\/p>\n

\"Google<\/p>\n

V naslednjem koraku morate ugotoviti, kako se gumb za prenos dokumenta lo\u010di od ostalih elementov na strani<\/strong>. To informacijo boste uporabili kot filter. V Google Tag Managerju odprite Preview in Debug konzolo (desno zgoraj kliknite na gumb PREVIEW). Odprite svojo spletno stran, kjer se vam bo na dnu prikazala konzola. Poskusite klikati po strani in opazili boste, da se pro\u017eijo splo\u0161ni gtm.click dogodki (to pomeni, da generi\u010dni spro\u017eilec pravilno deluje). <\/span><\/p>\n

NASVET<\/b><\/p>\n

Ko boste klikali na gumbe ali povezave ob kliku dr\u017eite \u201cCtrl\u201d oziroma \u201ccmd\u201d na Mac-u, da se vam povezave odprejo v novih zavihkih.<\/span><\/p><\/blockquote>\n

V prej\u0161njem koraku smo postavili generi\u010dni spro\u017eilec. Sedaj pa morate omogo\u010diti \u0161e vse prednastavljene spremenljivke v Google Tag Managerju<\/strong>. Na ta na\u010din boste v konzoli videli podatke, ki vam bodo pomagali ustrezno nastaviti specifi\u010den spro\u017eilec ob kliku na gumb za prenos dokumenta. V meniju Variables<\/strong> v levem stolpcu kliknite na rde\u010d gumb \u201cConfigure<\/strong>\u201d in izberite \u017eelene spremenljivke (v na\u0161em primeru nas zanimajo spremenljivke v segmentu Clicks, lahko pa izberete vse).<\/span><\/p>\n

\"Google<\/p>\n

Uredili smo vse, kar potrebujemo za ustrezno konfiguracijo spro\u017eilca. Osve\u017eite Preview in Debug konzolo s klikom na Refresh in ponovno odprite svojo spletno stran<\/strong>. Na strani kliknite na gumb za prenos dokumenta (uporabite ctrl oziroma cmd + klik, da se vam odpre v novem zavihku). Opazili boste, da se je zopet pojavil dogodek gtm.click<\/strong>. Kliknite nanj in v konzoli izberite zavihek Variables<\/strong>. Poglejte kak\u0161ne vrednosti (values) imajo spremenljivke v skupini Clicks (npr. Click Classes, Click Text \u2026 ). Izberite spremenljivko z unikatno vrednostjo<\/strong>, ki je lastna gumbu za prenos dokumenta (naprimer nek CSS selector).<\/span><\/p>\n

\"Google<\/p>\n

Sedaj imate podatek s katerim lahko nastavite ustrezen filter na spro\u017eilcu. V zavihku Triggers ustvarite nov spro\u017eilec<\/strong> (Clicks – All Elements). Nato izberete mo\u017enost \u201cSome Clicks<\/strong>\u201d, kjer boste dolo\u010dili filter spro\u017eilca – npr. Click Classes equals + vrednost, ki ste jo na\u0161li v prej\u0161njem koraku. Spro\u017eilec poimenujte in shranite.<\/span><\/p>\n

\"Google<\/p>\n

Postavitev oznake za bele\u017eenje eventov v Google Analytics<\/span><\/h2>\n

Za spremljanje dogodkov oziroma eventov v Google Analytics morate v Google Tag Managerju ustvariti ustrezno oznako (Tag)<\/a>. V zavihku Tags dodajte novo oznako, jo ustrezno poimenujte (npr. GA Event – prenos dokumenta) in izberite prvi tip oznake – Universal Analytics<\/strong>. Ker bomo v tem primeru sledili dogodku, izberete v meniju Track Type mo\u017enost \u201cEvent\u201d.<\/strong> Ustrezno morate poimenovati Event Category, Action in Label (ve\u010d o event trackingu v Google Analytics<\/a>).<\/span><\/p>\n

\"GTM<\/p>\n

Ostaneta vam \u0161e dva enostavna koraka. Najprej izberite ustrezno spremenljivko v okencu Google Analytics Settings<\/strong> (ve\u010d o tem v prej\u0161njem zapisu o osnovah Tag Managerja). Sledi \u0161e izbira spro\u017eilca, ki ste ga ustvarili v prej\u0161njih korakih<\/strong>. Preden event objavite, vam priporo\u010dam, da v Preview & Debug konzoli preverite ali se spro\u017ei ob kliku na gumb<\/strong>. Po objavi oznake (Publish) vam svetujem, da isto preverite tudi v Google Analytics v razdelku Real-Time reports \u2192 Events.<\/strong><\/span><\/p>\n

\"GTM<\/p>\n

Pri implementaciji dogodkov Google Tag Manager precej olaj\u0161a delo in pohitri procese. Marketinga\u0161em omogo\u010da, da sami postavijo infrastrukturo za spremljanje obiskovalcev spletne strani. Ta jim lahko slu\u017ei za postavljanje naprednej\u0161ega remarketinga<\/a>,\u00a0 pomaga pri iskanju frikcijskih to\u010dk v uporabni\u0161ki izku\u0161nji in omogo\u010da bolj preudarno odlo\u010danje o vseh marketin\u0161kih aktivnostih.<\/span><\/p>\n

\u010ce imate izzive pri uporabi Google Tag Managerja, nam pi\u0161ite!<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Veste, kaj uporabniki po\u010dnejo na va\u0161i spletni strani? Spoznajte event tracking, ki vam omogo\u010da, da s spletno analitiko natan\u010dneje spremljate svoje uporabnike. V \u010dlanku vas \u010dakajo prakti\u010dni napotki za nastavitve v Google Tag Managerju, da za\u010dnete spremljati klju\u010dne dogodke na va\u0161i spletni strani.<\/p>\n","protected":false},"author":3,"featured_media":1264,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spletna-analitika","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nEvent tracking z Google Tag Managerjem<\/title>\n<meta name=\"description\" content=\"Preberite si, kako z Google Tag Managerjem postaviti event tracking za merjenje interakcij obiskovalcev spletne strani v Google Analytics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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