{"id":7716,"date":"2022-07-27T08:01:00","date_gmt":"2022-07-27T06:01:00","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=7716"},"modified":"2024-04-22T16:30:40","modified_gmt":"2024-04-22T14:30:40","slug":"webova-analytika","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/weby-e-shopy\/webova-analytika\/","title":{"rendered":"Webov\u00e1 analytika: 5 bod\u016f, kter\u00e9 mus\u00edte v\u011bd\u011bt"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-mix-4p\/\" data-type=\"post\" data-id=\"2184\">Marketingov\u00e9<\/a> aktivity na internetu maj\u00ed velkou v\u00fdhodu v tom, \u017ee je mo\u017en\u00e9 je kvalitn\u011b vyhodnocovat. <strong>Webov\u00e1 analytika<\/strong> v\u00e1m pom\u016f\u017ee z va\u0161eho webu z\u00edskat hodnotn\u00e9 \u00fadaje, na jejich\u017e z\u00e1klad\u011b pak m\u016f\u017eete posuzovat sv\u00e9 podnik\u00e1n\u00ed, upravovat sv\u00e9 <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/wordpress-webove-stranky-pro-vsechny\/\">webov\u00e9 str\u00e1nky<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\" data-type=\"post\" data-id=\"824\">e-shopy<\/a> nebo t\u0159eba <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/landing-page-tipy\/\" data-type=\"post\" data-id=\"2077\">landing pages<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Digit\u00e1ln\u00ed webov\u00e1 analytika hraje kl\u00ed\u010dovou roli ve <strong><a href=\"https:\/\/www.cernovsky.cz\/marketing\/ppc-reklama\/\" data-type=\"post\" data-id=\"7574\">v\u00fdkonnostn\u00edm marketingu<\/a><\/strong> a v procesu anal\u00fdzy <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/zarovnani-textu-webove-stranky-eshopu\/\" data-type=\"post\" data-id=\"532\">webov\u00fdch str\u00e1nek<\/a>. Pomoc\u00ed shrom\u00e1\u017ed\u011bn\u00fdch dat lze jednodu\u0161e zjistit, kde m\u016f\u017eete u\u0161et\u0159it a jak vyd\u011blat v\u00edce. To v\u00e1m dod\u00e1 jasn\u00e9 podklady v rozhodovac\u00edm procesu nam\u00edsto <strong>pouh\u00fdch pocit\u016f<\/strong>, a\u017e budete rozd\u011blovat sv\u00e9 marketingov\u00e9 investice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"458\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-1024x458.png\" alt=\"Webov\u00e1 analytika je nutnost, kterou mus\u00ed alespo\u0148 do jist\u00e9 m\u00edry vyu\u017e\u00edvat ka\u017ed\u00fd projekt, kter\u00fd investuje do sv\u00e9 propagace. Pokud investuji do sv\u00e9 propagace, m\u011bl bych dom\u011b\u0159ovat, jak\u00fd dopad propagace m\u00e1.\" class=\"wp-image-7733\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-1024x458.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-300x134.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-768x344.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-1536x688.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika-2048x917.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Webov\u00e1 analytika je alfa a omega \u00fasp\u011bchu e-shop\u016f, online projekt\u016f, ale i v\u0161ech subjekt\u016f, kte\u0159\u00ed investuj\u00ed finance do sv\u00e9 propagace<\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1stroje pro webovou analytiku m\u016f\u017eete pou\u017e\u00edt jako z\u00e1klad pro <strong>m\u011b\u0159en\u00ed<\/strong> a <strong>optimalizaci<\/strong> <strong>va\u0161ich aktivit<\/strong> v digit\u00e1ln\u00edm sv\u011bt\u011b. Umo\u017en\u00ed v\u00e1m porozum\u011bt jednotliv\u00fdm f\u00e1z\u00edm cesty z\u00e1kazn\u00edka na internetu a zjistit, v \u010dem vynik\u00e1te a kde se naopak m\u016f\u017eete zlep\u0161it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Webov\u00e1 analytika m\u00e1 <strong>mnoho n\u00e1stroj\u016f<\/strong>, kter\u00e9 dok\u00e1\u017eou r\u016fzn\u00e9 v\u011bci.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak webov\u00e1 analytika funguje?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Od n\u00e1v\u0161t\u011bvn\u00edk\u016f va\u0161eho webu v\u017edy n\u011bco o\u010dek\u00e1v\u00e1te, nap\u0159\u00edklad <strong>zad\u00e1n\u00ed objedn\u00e1vky<\/strong>, <strong>zobrazen\u00ed trasy<\/strong> do va\u0161eho kamenn\u00e9ho obchodu nebo <strong>vypln\u011bn\u00ed kontaktn\u00edho formul\u00e1\u0159e<\/strong>. Tyto c\u00edle jsou zn\u00e1m\u00e9 jako <strong>konverze<\/strong>. <strong>Konverzn\u00ed pom\u011br<\/strong> pak vyjad\u0159uje, kolik z n\u00e1v\u0161t\u011bvn\u00edk\u016f webu n\u011bkter\u00fd z va\u0161ich c\u00edl\u016f naplnilo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1stroje webov\u00e9 analytiky jsou u\u017eite\u010dn\u00e9 t\u00edm, \u017ee n\u00e1m poskytuj\u00ed data o tom, <strong>jak se u\u017eivatel\u00e9 na na\u0161em webu chovaj\u00ed<\/strong>, a jak toto jejich chov\u00e1n\u00ed ovliv\u0148uje konverzn\u00ed pom\u011br. Tato data m\u016f\u017eeme rozd\u011blit do dvou kategori\u00ed: metriky a dimenze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Metriky<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Metrika m\u016f\u017ee b\u00fdt cokoliv, co se d\u00e1 <strong>po\u010d\u00edtat<\/strong>, nap\u0159\u00edklad po\u010det <strong>unik\u00e1tn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f<\/strong> nebo <strong>\u010das str\u00e1ven\u00fd<\/strong> na ur\u010dit\u00e9 str\u00e1nce. Pokud v\u00e1m na webu jde o prodej, m\u016f\u017eete m\u011b\u0159it, <strong>kolik pen\u011bz vyd\u011bl\u00e1v\u00e1te<\/strong> a kolik zbo\u017e\u00ed prod\u00e1v\u00e1te; pokud vedete obsahov\u00fd web, m\u016f\u017eete m\u011b\u0159it po\u010det p\u0159e\u010dten\u00ed blogov\u00e9ho p\u0159\u00edsp\u011bvku nebo dobu str\u00e1venou \u010dten\u00edm.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Dimenze<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Obecn\u011b je dimenze jak\u00fdkoli druh \u00fadaj\u016f, kter\u00fd <strong>slovn\u011b popisuje to<\/strong>, co sledujete, nap\u0159\u00edklad typ za\u0159\u00edzen\u00ed, prohl\u00ed\u017ee\u010d, kter\u00fd n\u00e1v\u0161t\u011bvn\u00edk pou\u017e\u00edv\u00e1, geografickou oblast a podobn\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u0161echny metriky se analyzuj\u00ed pomoc\u00ed dimenz\u00ed. Kdy\u017e v\u0161echny metriky roz\u010dlen\u00edte pomoc\u00ed dimenz\u00ed, m\u016f\u017eete tak <strong>z\u00edskat velmi konkr\u00e9tn\u00ed data<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"489\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-1024x489.png\" alt=\"Pojem webov\u00e1 analytika pro drtivou v\u011bt\u0161inu podnik\u016f znamen\u00e1 Google Analytics, co\u017e je n\u00e1stroj od Google, kter\u00fd poskytuje webovou analytiku, kter\u00e1 je pro v\u011bt\u0161inu firem a jedinc\u016f dosta\u010duj\u00edc\u00ed.\" class=\"wp-image-7730\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-1024x489.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-300x143.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-768x367.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-1536x733.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Dimenze_Metriky_min-2048x978.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Webov\u00e1 analytika pro v\u011bt\u0161inu projekt\u016f znamen\u00e1 Google Analytics<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u016f\u017eete nap\u0159\u00edklad zjistit, <strong>na kter\u00fdch za\u0159\u00edzen\u00edch<\/strong> je nejsnaz\u0161\u00ed prov\u00e9st n\u011bkterou z va\u0161ich c\u00edlen\u00fdch konverz\u00ed, a podle toho pak m\u016f\u017eete d\u00e1le optimalizovat webov\u00e9 rozhran\u00ed pro ostatn\u00ed za\u0159\u00edzen\u00ed, aby bylo u\u017eivatelsky p\u0159\u00edjemn\u011bj\u0161\u00ed. Pokud budete cht\u00edt zjistit, kter\u00e9 marketingov\u00e9 kampan\u011b v\u00e1m generuj\u00ed nejvy\u0161\u0161\u00ed prodeje, vezmete metriku konverze a roz\u010dlen\u00edte ji podle dimenze kampan\u00ed, kter\u00e9 z\u00e1kazn\u00edky na va\u0161e str\u00e1nky p\u0159ivedly. Z anal\u00fdzy dat se dozv\u00edte i to, zda se k v\u00e1m z\u00e1kazn\u00edci vracej\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Podrobn\u011bj\u0161\u00edm studiem p\u0159ehled\u016f<\/strong> v analytick\u00e9m n\u00e1stroji postupn\u011b pozn\u00e1te, kter\u00e9 metriky a dimenze se m\u011b\u0159\u00ed, nau\u010d\u00edte se je kombinovat, \u010dlenit a pou\u017e\u00edvat tak, abyste z nich zjistili informace, kter\u00e9 jsou pro v\u00e1\u0161 byznys d\u016fle\u017eit\u00e9.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Webov\u00e1 analytika: n\u00e1stroje a jak je pou\u017e\u00edvat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud webovou analytiku je\u0161t\u011b nepou\u017e\u00edv\u00e1te, budete si na ni pot\u0159ebovat opat\u0159it n\u011bjak\u00fd <strong>n\u00e1stroj<\/strong>. Pou\u017e\u00edv\u00e1n\u00ed v\u011bt\u0161iny analytick\u00fdch n\u00e1stroj\u016f je podobn\u00e9: nejprve mus\u00edte <strong>nakop\u00edrovat speci\u00e1ln\u00ed k\u00f3d<\/strong> a vlo\u017eit jej na sv\u00e9 webov\u00e9 str\u00e1nky, n\u00e1stroj pro webovou analytiku pak za\u010dne kontrolovat spoustu v\u011bc\u00ed s\u00e1m. M\u016f\u017eete jej ale nakonfigurovat tak, aby sb\u00edral konkr\u00e9tn\u00ed data, kter\u00e1 jsou d\u016fle\u017eit\u00e1 pro va\u0161i firmu a va\u0161e c\u00edle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jste ji\u017e na sv\u00e9m webu n\u011bjak\u00e9 analytick\u00e9 n\u00e1stroje implementovali, nesta\u010d\u00ed se spokojit s t\u00edm, \u017ee se n\u011bco m\u011b\u0159\u00ed &#8211; d\u016fle\u017eit\u00e9 je z nam\u011b\u0159en\u00fdch \u010d\u00edsel <strong>vyvozovat spr\u00e1vn\u00e9 z\u00e1v\u011bry<\/strong>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tyto vybran\u00e9 n\u00e1stroje lze vyu\u017e\u00edt pro zlep\u0161ov\u00e1n\u00ed v\u00fdsledk\u016f a zefektivn\u011bn\u00ed pr\u00e1ce na online projektech r\u016fzn\u00e9ho typu.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Google Analytics<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> je n\u00e1stroj vyu\u017e\u00edvan\u00fd <strong>v\u011bt\u0161inou online market\u00e9r\u016f<\/strong>. Pro z\u00e1kladn\u00ed i pokro\u010dilou webovou analytiku je tento voln\u011b dostupn\u00fd n\u00e1stroj od Googlu naprosto dosta\u010duj\u00edc\u00ed. Teprve tehdy, kdy\u017e za\u010dnete nar\u00e1\u017eet na jeho limity byste m\u011bli zv\u00e1\u017eit p\u0159echod na placen\u00e9 n\u00e1stroje (nap\u0159. <a href=\"https:\/\/business.adobe.com\/products\/analytics\/adobe-analytics.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adobe Analytics<\/a>, <a href=\"https:\/\/www.pereion.com\/ibm-digital-analytics#:~:text=IBM%20Digital%20Analytics%20is%20a,converting%20visitors%20into%20loyal%20customers.\" target=\"_blank\" rel=\"noreferrer noopener\">IBM Digital Analytics<\/a>, nebo <a href=\"https:\/\/www.webtrends.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Webtrends Analytics<\/a>). Spole\u010dnost <a href=\"https:\/\/www.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a> tak\u00e9 prov\u00e1d\u00ed certifikaci odborn\u00edk\u016f\/analytik\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-1024x512.png\" alt=\"Google Analytics v\u00e1m poskytnou z\u00e1kladn\u00ed webovou analytiku, d\u00edky kter\u00e9 budete schopni zlep\u0161it va\u0161e webov\u00e9 str\u00e1nky nebo tak\u00e9 zoptimalizovat va\u0161i placenou propagaci.\" class=\"wp-image-7728\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-1024x512.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-300x150.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-768x384.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-1536x769.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_min-2048x1025.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Google Analytics a webov\u00e1 analytika, z\u00e1kladn\u00ed p\u0159ehled m\u016f\u017ee vypadat n\u011bjak takto<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e1ce s <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> m\u016f\u017ee prob\u00edhat na r\u016fzn\u00fdch \u00farovn\u00edch. M\u016f\u017eete si zvolit, jestli v\u00e1s zaj\u00edm\u00e1 jednoduch\u00fd p\u0159ehled po\u010dtu n\u00e1v\u0161t\u011bv nebo slo\u017eit\u00e9 anal\u00fdzy. Skv\u011blou vlastnost\u00ed Analytics je mo\u017enost <strong>p\u0159izp\u016fsoben\u00ed jejich vzhledu<\/strong> p\u0159esn\u011b na m\u00edru dle pot\u0159eb u\u017eivatel\u016f a nastaven\u00ed r\u016fzn\u00fdch p\u0159ehled\u016f a metrik p\u0159esn\u011b podle va\u0161ich pot\u0159eb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Implementace<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Jak u\u017e bylo zm\u00edn\u011bno, na ka\u017ed\u00e9 str\u00e1nce, kterou chcete v r\u00e1mci webu sledovat, je zapot\u0159eb\u00ed m\u00edt sledovac\u00ed k\u00f3d. Sledovac\u00ed k\u00f3d umo\u017en\u00ed <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> ze str\u00e1nky sb\u00edrat data, kter\u00e1 pak syst\u00e9m p\u0159ehledn\u011b interpretuje. Implementace k\u00f3du na str\u00e1nky je velmi snadn\u00e1. Sta\u010d\u00ed se jen p\u0159ihl\u00e1sit do Google Analytics, vygenerovat si m\u011b\u0159ic\u00ed k\u00f3d a ten jednodu\u0161e vlo\u017eit do webu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"783\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-1024x783.png\" alt=\"Google Analytics sledovac\u00ed k\u00f3d je unik\u00e1tn\u00ed k\u00f3d, kter\u00fd je unik\u00e1tn\u00ed pro ka\u017ed\u00fd \u00fa\u010det. D\u00edky tomuto k\u00f3du budete schopni propojit va\u0161e Google Analytics s va\u0161\u00ed webovou str\u00e1nkou.\" class=\"wp-image-7724\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-1024x783.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-300x229.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-768x587.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-1536x1174.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Analytics_merici_kod-2048x1565.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Zde najdete v\u00e1\u0161 sledovac\u00ed k\u00f3d z Google Analytics<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te web postaven\u00fd na technologii <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/wordpress-webove-stranky-pro-vsechny\/\" data-type=\"post\" data-id=\"2199\">WordPress<\/a>, k\u00f3d lze vlo\u017eit do str\u00e1nek pomoc\u00ed n\u011bkter\u00e9ho z mnoha plugin\u016f, jako t\u0159eba <a href=\"https:\/\/www.monsterinsights.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics od Monster Insights.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"853\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Monsterinsights_Google_Analytics_min-853x1024.png\" alt=\"Monster Insights je jeden z mnoha WordPress plugin\u016f, kter\u00fd slou\u017e\u00ed pro propojen\u00ed Google Analytics do va\u0161eho WordPress webu.\" class=\"wp-image-7726\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Monsterinsights_Google_Analytics_min-853x1024.png 853w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Monsterinsights_Google_Analytics_min-250x300.png 250w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Monsterinsights_Google_Analytics_min-768x922.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Monsterinsights_Google_Analytics_min.png 1077w\" sizes=\"(max-width: 853px) 100vw, 853px\" \/><figcaption class=\"wp-element-caption\">WordPress plugin Monster Insights pro dom\u011b\u0159ov\u00e1n\u00ed skrze Google Analytics<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Co lze s Google Analytics sledovat?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">1. N\u00e1v\u0161t\u011bva, n\u00e1v\u0161t\u011bvn\u00edk, po\u010det zhl\u00e9dnut\u00ed str\u00e1nek &#8211; jeden n\u00e1v\u0161t\u011bvn\u00edk m\u016f\u017ee vykonat na webu n\u011bkolik n\u00e1v\u0161t\u011bv. N\u00e1v\u0161t\u011bvn\u00edk m\u016f\u017ee jednu str\u00e1nku zobrazit v\u00edcekr\u00e1t za jednu n\u00e1v\u0161t\u011bvu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Doba trv\u00e1n\u00ed n\u00e1v\u0161t\u011bvy &#8211; n\u00e1v\u0161t\u011bva m\u016f\u017ee trvat vte\u0159iny i hodiny, ale po 30 minut\u00e1ch ne\u010dinnosti automaticky kon\u010d\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. M\u00edra okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed &#8211; m\u00edra okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed n\u00e1s informuje o tom, jak\u00fd procentu\u00e1ln\u00ed pod\u00edl n\u00e1v\u0161t\u011bv opustil web po zobrazen\u00ed pouze jedin\u00e9 str\u00e1nky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. Zdroje n\u00e1v\u0161t\u011bvnosti &#8211; webov\u00e1 analytika opakovan\u011b dokazuje, \u017ee byste se nem\u011bli spol\u00e9hat pouze na jeden zdroj n\u00e1v\u0161t\u011bvnosti. M\u011bli byste se pokusit web budovat tak, aby n\u00e1v\u0161t\u011bvy sm\u011b\u0159ovaly z r\u016fzn\u00fdch kan\u00e1l\u016f. Pokud z n\u011bjak\u00e9ho d\u016fvodu poklesnou n\u00e1v\u0161t\u011bvy z jednoho zdroje, st\u00e1le budete m\u00edt k dispozici dal\u0161\u00ed, kter\u00e9 na web p\u0159ivedou potenci\u00e1ln\u00ed z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za hlavn\u00ed zdroje n\u00e1v\u0161t\u011bvnosti str\u00e1nek pova\u017eujeme tyto:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Direct (p\u0159\u00edm\u00e1 n\u00e1v\u0161t\u011bvnost): pokud n\u00e1v\u0161t\u011bvn\u00edk p\u0159\u00edmo zadal URL str\u00e1nky v prohl\u00ed\u017ee\u010di<\/li>\n\n\n\n<li>Referral (odkazuj\u00edc\u00ed str\u00e1nky): n\u00e1v\u0161t\u011bvn\u00edk p\u0159i\u0161el z odkazu n\u011bkde na internetu<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-na-seo\/\" data-type=\"post\" data-id=\"2474\">Organic<\/a> (p\u0159irozen\u00e1 n\u00e1v\u0161t\u011bvnost): n\u00e1v\u0161t\u011bvn\u00edk p\u0159i\u0161el z vyhled\u00e1va\u010de (<a href=\"https:\/\/www.seznam.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Seznam<\/a>, <a href=\"https:\/\/www.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Goog<\/a><a href=\"https:\/\/www.google.com\/\" target=\"_blank\" rel=\"noopener\">le<\/a> aj.).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud realizujete kampan\u011b, p\u0159id\u00e1vaj\u00ed se i dal\u0161\u00ed zdroje n\u00e1v\u0161t\u011bvnosti:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.cernovsky.cz\/marketing\/ppc-reklama\/\" data-type=\"post\" data-id=\"7574\">Paid search<\/a> (reklama ve vyhled\u00e1va\u010d\u00edch)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\" data-type=\"post\" data-id=\"910\">Display<\/a> (bannerov\u00e1 reklama)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cernovsky.cz\/marketing\/email-marketing\/\" data-type=\"post\" data-id=\"2386\">E-mail<\/a> (zdrojem je e-mail)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\" data-type=\"post\" data-id=\"1912\">Social<\/a> (<a href=\"https:\/\/www.cernovsky.cz\/marketing\/top-10-socialni-site\/\" data-type=\"post\" data-id=\"2227\">soci\u00e1ln\u00ed m\u00e9dia<\/a>): tento zdroj hraje v online marketingu \u010d\u00edm d\u00e1l t\u00edm d\u016fle\u017eit\u011bj\u0161\u00ed roli<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je d\u016fle\u017eit\u00e9 sledovat, jak se m\u011bn\u00ed jednotliv\u00e9 parametry chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f webu dle zdroj\u016f&nbsp;n\u00e1v\u0161t\u011bvnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5. Konverze &#8211; c\u00edlov\u00e1 akce, kterou m\u00e1 n\u00e1v\u0161t\u011bvn\u00edk vykonat, mohou nab\u00fdvat rozli\u010dn\u00fdch podob. M\u016f\u017ee j\u00edt o n\u00e1kup, sta\u017een\u00ed aplikace nebo registrace k odb\u011bru e-mailov\u00e9ho newsletteru. Konverze se v <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> nastavuj\u00ed jako tzv. c\u00edle na kart\u011b Spr\u00e1vce. Nastaven\u00ed je jednoduch\u00e9 a intuitivn\u00ed, a webov\u00e1 analytika d\u00edky tomu ihned dostane \u00fapln\u011b nov\u00fd rozm\u011br. Je mo\u017en\u00e9 nastavit i posloupnost krok\u016f, kter\u00e9 maj\u00ed k c\u00edlov\u00e9 konverzi v\u00e9st, co\u017e v\u00e1m umo\u017en\u00ed sledovat, v jak\u00e9 f\u00e1zi konverzn\u00edho procesu lid\u00e9 \u201evypad\u00e1vaj\u00ed\u201c (nap\u0159\u00edklad: prohl\u00e9dnut\u00ed zbo\u017e\u00ed, jeho vlo\u017een\u00ed do ko\u0161\u00edku, zad\u00e1n\u00ed dodac\u00edch \u00fadaj\u016f a potvrzen\u00ed objedn\u00e1vky). Na konverze lze pohl\u00ed\u017eet v absolutn\u00edch i relativn\u00edch \u010d\u00edslech.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">6. Hodnota konverze &#8211; ke konverz\u00edm je vhodn\u00e9 doplnit i \u00fadaje o jejich hodnot\u011b, d\u00edky tomu pak m\u016f\u017eete snadn\u011bji analyzovat n\u00e1vratnost jednotliv\u00fdch online aktivit. V oblasti elektronick\u00e9ho obchodu se v Google Analytics aktivuje modul Elektronick\u00fd obchod, kter\u00fd se napoj\u00ed na k\u00f3d va\u0161eho e-shopu (v oblasti elektronick\u00e9ho obchodu se doporu\u010duje p\u0159i nastavov\u00e1n\u00ed hodnotu prodan\u00e9ho zbo\u017e\u00ed odd\u011blit od dan\u011b z p\u0159idan\u00e9 hodnoty a n\u00e1klad\u016f na dopravu). U ostatn\u00edch konverz\u00ed je zapot\u0159eb\u00ed vych\u00e1zet z v\u00edce \u010di m\u00e9n\u011b aproximovan\u00fdch dat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">7. Konverzn\u00ed pom\u011br &#8211; konverzn\u00ed pom\u011br ur\u010duje, jak\u00fd je pod\u00edl uskute\u010dn\u011bn\u00fdch konverz\u00ed vzhledem k celkov\u00e9mu po\u010dtu n\u00e1v\u0161t\u011bv webu.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Druhy soci\u00e1ln\u00edch s\u00edt\u00ed v roce 2026 | Tom\u00e1\u0161 \u010cernovsk\u00fd\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"2552\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Google Tag Manager<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tagmanager.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Tag Manager<\/a> slou\u017e\u00ed pro spr\u00e1vu v\u0161ech m\u011b\u0159\u00edc\u00edch, remarketingov\u00fdch, konverzn\u00edch a jin\u00fdch k\u00f3d\u016f na webu. Na ka\u017edou str\u00e1nku webu vlo\u017e\u00edte pouze k\u00f3d <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6102821?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Tag Manageru<\/a>, a k\u00f3d <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> a dal\u0161\u00ed m\u011b\u0159\u00edc\u00ed k\u00f3dy u\u017e vkl\u00e1d\u00e1te p\u0159es rozhran\u00ed Tag Manageru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"368\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-1024x368.png\" alt=\"Webov\u00e1 analytika nebyla nikdy jednodu\u0161\u0161\u00ed, Google Tag Manager je skv\u011bl\u00fd n\u00e1stroj, kter\u00fd v\u00e1m bude hl\u00eddat historii v\u0161ech k\u00f3d\u016f a tak\u00e9 se budete moct v\u017edycky vr\u00e1tit k p\u0159edchoz\u00ed verzi.\" class=\"wp-image-7722\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-1024x368.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-300x108.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-768x276.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-1536x553.png 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Google_Tag_Manager-2048x737.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Google Tag Manager je poveden\u00fd n\u00e1stroj z d\u00edlny Google pro spr\u00e1vu v\u0161ech marketingov\u00fdch a analytick\u00fdch k\u00f3d\u016f, kter\u00e9 byste cht\u011bli implementovat na va\u0161e webov\u00e9 str\u00e1nky<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00ed v\u00fdhodou Tag Manageru je <strong>jednodu\u0161\u0161\u00ed a rychlej\u0161\u00ed spr\u00e1va m\u011b\u0159\u00edc\u00edch k\u00f3d\u016f<\/strong> a <strong>skript\u016f<\/strong> &#8211; d\u00edky tomuto n\u00e1stroji nemus\u00edte p\u0159i ka\u017ed\u00e9 zm\u011bn\u011b zasahovat do zdrojov\u00e9ho k\u00f3du va\u0161eho webu nebo \u010dekat na sv\u00e9ho program\u00e1tora). <a href=\"https:\/\/tagmanager.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Tag Manager<\/a> tak\u00e9 nab\u00edz\u00ed lep\u0161\u00ed p\u0159ehled a kontrolu nad spou\u0161t\u011bn\u00edm m\u011b\u0159\u00edc\u00edch k\u00f3d\u016f, mo\u017enost p\u0159en\u00e1\u0161et nastaven\u00ed mezi jin\u00fdmi \u00fa\u010dty web\u016f a rychlej\u0161\u00ed na\u010d\u00edt\u00e1n\u00ed va\u0161ich str\u00e1nek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Google Attribution<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Analytick\u00fd n\u00e1stroj pro pr\u00e1ci s atribu\u010dn\u00edmi modely a cestami z\u00e1kazn\u00edk\u016f ke konverz\u00edm. Pokud jste mal\u00fd projekt, kter\u00fd m\u00e1 t\u00fddn\u011b jednotky konverz\u00ed, tak pak pro v\u00e1s tento n\u00e1stroj z\u0159ejm\u011b nebude. Pro v\u011bt\u0161\u00ed projekty se stovkami a tis\u00edcovkami konverz\u00ed t\u00fddn\u011b to m\u016f\u017ee b\u00fdt zaj\u00edmav\u00fd n\u00e1stroj, kter\u00fd v\u00e1m m\u016f\u017ee pomoct poodhalit, kter\u00e9 reklamn\u00ed kan\u00e1ly za v\u00e1s d\u00e1vaj\u00ed smysl a jak\u00e9 investice byste tam m\u011bli alokovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">UTM parametry a webov\u00e1 analytika<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">UTM parametry se pou\u017e\u00edvaj\u00ed pro spr\u00e1vn\u00e9 m\u011b\u0159en\u00ed v\u00fdsledk\u016f kampan\u00ed v <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a>.&nbsp;Webov\u00e1 analytika a vyhodnocov\u00e1n\u00ed va\u0161\u00ed propagace stoj\u00ed na spr\u00e1vnosti UTM parametr\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V praxi to b\u011b\u017en\u011b vypad\u00e1 tak, \u017ee z\u00e1rove\u0148 realizujete mnoho online aktivit &#8211; <a href=\"https:\/\/www.cernovsky.cz\/marketing\/ppc-reklama\/\" data-type=\"post\" data-id=\"7574\">kampan\u011b ve vyhled\u00e1va\u010d\u00edch<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/email-marketing\/\" data-type=\"post\" data-id=\"2386\">e-mail marketing<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\" data-type=\"post\" data-id=\"910\">bannerov\u00e1 reklama<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\" data-type=\"post\" data-id=\"1912\">placen\u00e9 kampan\u011b na Facebooku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\" data-type=\"post\" data-id=\"2243\">reklama na TikToku<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/linkedin-reklama-moznosti-cileni\/\" data-type=\"post\" data-id=\"582\">LinkedIn kampan\u011b<\/a>, nebo t\u0159eba <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-na-twitteru\/\" data-type=\"post\" data-id=\"2338\">Twitter reklama<\/a>\u2026 UTM parametry v\u00e1m pomohou se zorientovat v tom, jak je kter\u00e1 va\u0161e kampa\u0148 \u00fasp\u011b\u0161n\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e p\u0159ijde n\u00e1v\u0161t\u011bvn\u00edk na v\u00e1\u0161 web, <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> se mu v\u017edy pokus\u00ed p\u0159i\u0159adit zdroj n\u00e1v\u0161t\u011bvy. V prvn\u00edm kroku zkontroluj\u00ed, zda nep\u0159i\u0161el z <a href=\"https:\/\/www.cernovsky.cz\/stitek\/google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads reklamy<\/a>. Pokud ne, ve druh\u00e9m kroku v URL hledaj\u00ed m\u011b\u0159\u00edc\u00ed parametry, mezi nimi i UTM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parametry jsou p\u0159id\u00e1ny k c\u00edlov\u00e9mu URL odkazu. Zpravidla maj\u00ed tento tvar: utm_parametr=hodnota. Od URL se odd\u011bluj\u00ed znakem \u201e?\u201c a mezi jednotliv\u00e9 parametry se vkl\u00e1d\u00e1 znak \u201e&amp;\u201c. Existuje p\u011bt druh\u016f UTM parametr\u016f:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. utm_source (povinn\u00fd) \u2013 ur\u010duje zdroj, ze kter\u00e9ho n\u00e1v\u0161t\u011bvn\u00edci p\u0159i\u0161li (nap\u0159\u00edklad <a href=\"https:\/\/www.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a>, <a href=\"https:\/\/www.seznam.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Seznam<\/a>, idnes.cz, e-mail).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. utm_medium (povinn\u00fd) \u2013 ur\u010duje zp\u016fsob zobrazen\u00ed odkazu (nap\u0159\u00edklad <em>utm_medium=banner<\/em> pro ur\u010den\u00ed, \u017ee jsme pou\u017eili banner). Nicm\u00e9n\u011b v drtiv\u00e9 v\u011bt\u0161ina placen\u00fdhc kampan\u00ed se pou\u017e\u00edv\u00e1 slov\u00ed\u010dko &#8220;cpc&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. utm_campaign \u2013 pom\u00e1h\u00e1 odli\u0161it jednotliv\u00e9 marketingov\u00e9 kampan\u011b. Osv\u011bd\u010duje se uv\u00e1d\u011bt rok, n\u00e1zev klienta, propagovan\u00fd produkt a zp\u016fsob c\u00edlen\u00ed kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. utm_term \u2013 kl\u00ed\u010dov\u00e9 slovo &#8211; pro vyhled\u00e1vac\u00ed kampan\u011b, kdy je mo\u017en\u00e9 kl\u00ed\u010dov\u00e9 slovo ur\u010dit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5. utm_content \u2013 obsah marketingov\u00e9 kampan\u011b (nap\u0159\u00edklad varianta banneru, verze textov\u00e9ho inzer\u00e1tu apod.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nej\u010dast\u011bji v\u00e1m budou sta\u010dit jen povinn\u00e9 \u00fadaje v UTM: URL, zdroj (Campaign Source), m\u00e9dium (Campaign Medium) a kampa\u0148 (Campaign Name). P\u0159ipojen\u00ed v\u0161ech po\u017eadovan\u00fdch parametr\u016f do odkazu m\u016f\u017ee b\u00fdt \u010dasov\u011b docela n\u00e1ro\u010dn\u00e9, proto existuj\u00ed automatick\u00e9 n\u00e1stroje, kter\u00e9 dok\u00e1\u017e\u00ed UTM parametry vytvo\u0159it na z\u00e1klad\u011b zadan\u00fdch krit\u00e9ri\u00ed, t\u0159eba <a href=\"https:\/\/ga-dev-tools.web.app\/campaign-url-builder\/\" target=\"_blank\" rel=\"noreferrer noopener\">na t\u00e9to str\u00e1nce<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"948\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-948x1024.png\" alt=\"U ka\u017ed\u00e9 reklamn\u00ed kampan\u011b v ka\u017ed\u00e9m syst\u00e9mu v\u00e1m doporu\u010duji vypl\u0148ovat UTM parametry. D\u00edky nim budete schopni rozli\u0161it z jak\u00e9 kampan\u011b p\u0159i\u0161la konkr\u00e9tn\u00ed n\u00e1v\u0161t\u011bva, zdali uskute\u010dnila pr\u00e1v\u011b skrze tento kan\u00e1l konverzi a tak\u00e9 jak dlouho na webu nebo e-shopu z\u016fstala a jak\u00fd byl bounce rate. P\u0159\u00edpadn\u011b budete schopni vyhodnocovat i flow toho, jak se u\u017eivatel\u00e9 z konkr\u00e9tn\u00edch reklamn\u00edch kan\u00e1l\u016f pohybuj\u00ed po webu.\" class=\"wp-image-7720\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-948x1024.png 948w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-278x300.png 278w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-768x830.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-1422x1536.png 1422w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_UTM_parametry-1896x2048.png 1896w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><figcaption class=\"wp-element-caption\">Spr\u00e1vnost UTM parametr\u016f v ka\u017ed\u00e9m reklamn\u00edm syst\u00e9mu, kter\u00fd vyu\u017e\u00edv\u00e1te, je pot\u0159eba pro spr\u00e1vn\u00e9 dom\u011b\u0159en\u00ed kampan\u00ed<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Takto m\u016f\u017ee vypadat <strong>fin\u00e1ln\u00ed link<\/strong>, kter\u00fd budu umis\u0165ovat do reklamn\u00edho syst\u00e9mu k samotn\u00e9 reklam\u011b, jako p\u0159\u00edklad jsem si zvolil <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\" data-type=\"post\" data-id=\"1912\">Facebook reklamu<\/a>: <em>https:\/\/www.cernovsky.cz\/?utm_source=facebook&amp;utm_medium=cpc&amp;utm_campaign=case_study_client&amp;utm_content=carousel_v2<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data sebran\u00e1 pomoc\u00ed UTM parametr\u016f si v <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> m\u016f\u017eete prohl\u00e9dnout v menu pod kolonkou \u201eAkvizice\u201c.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Druhy soci\u00e1ln\u00edch s\u00edt\u00ed v roce 2026 | Tom\u00e1\u0161 \u010cernovsk\u00fd\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"2552\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Webov\u00e1 analytika nov\u00e9 generace: heatmapy a clickmapy, n\u00e1stroj Smartlook<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Webov\u00e1 analytika se s \u010desk\u00fdm <a href=\"https:\/\/www.smartlook.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">n\u00e1strojem Smartlook<\/a> dost\u00e1v\u00e1 na novou \u00farove\u0148. Je to ide\u00e1ln\u00ed n\u00e1stroj pro sledov\u00e1n\u00ed z\u00e1jmu o obsah ka\u017ed\u00e9 str\u00e1nky va\u0161eho webu. Heatmapy a cklickmapy skv\u011ble dopl\u0148uj\u00ed n\u00e1stroje typu <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Google Analytics<\/em><\/a> a pomohou v\u00e1m naj\u00edt obl\u00edben\u00e1 m\u00edsta va\u0161ich n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1021\" height=\"1024\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min-1021x1024.png\" alt=\"Smartlook je skv\u011bl\u00fd n\u00e1stroj pro vizualizaci dat, kter\u00e1 Google Analytics nejsou schopn\u00e1 posb\u00edrat. Jedn\u00e1 se prim\u00e1rn\u011b o heatmapy nebo clickmapy. \" class=\"wp-image-7740\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min-1021x1024.png 1021w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min-300x300.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min-150x150.png 150w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min-768x770.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_min.png 1174w\" sizes=\"(max-width: 1021px) 100vw, 1021px\" \/><figcaption class=\"wp-element-caption\">Webov\u00e1 analytika se posouv\u00e1 m\u00edlov\u00fdmi kroky, Smartlook v\u00e1m usnadn\u00ed vizualizaci analytick\u00fdch dat<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"926\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_2_min-1024x926.png\" alt=\"\" class=\"wp-image-7742\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_2_min-1024x926.png 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_2_min-300x271.png 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_2_min-768x694.png 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Webova_Analytika_Smartlook_2_min.png 1355w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Smartlook um\u00ed i anal\u00fdzu behavior flow nebo funnels<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Webov\u00e1 analytika s Contentsquare<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00edm pom\u011brn\u011b dostupn\u00fdm a p\u0159edev\u0161\u00edm velmi u\u017eite\u010dn\u00fdm n\u00e1strojem pro webovou analytiku je Contentsquare, d\u0159\u00edve zn\u00e1m\u00fd jako <em>ClickTale<\/em>. <a href=\"https:\/\/contentsquare.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Contentsquare<\/a> je analytick\u00e1 aplikace, kter\u00e1 umo\u017e\u0148uje nahr\u00e1vat a sledovat chov\u00e1n\u00ed u\u017eivatele webov\u00fdch str\u00e1nek. Pomoc\u00ed aplikace Contentsquare m\u016f\u017eete testovat a vyhodnocovat pou\u017eitelnost va\u0161eho webu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kolik stoj\u00ed webov\u00e1 analytika?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e1stroj Google Analytics je sice <strong>zdarma<\/strong>, ale slou\u017e\u00ed pouze ke sb\u011bru a sledov\u00e1n\u00ed dat. Tato sebran\u00e1 data je ale t\u0159eba <strong>vyhodnotit<\/strong>, spr\u00e1vn\u011b je <strong>interpretovat<\/strong> a na tomto z\u00e1klad\u011b je v\u011bt\u0161inou nutn\u00e9 <strong>investovat do spr\u00e1vn\u00fdch \u00faprav na va\u0161em webu<\/strong>. To v\u0161e vy\u017eaduje ur\u010dit\u00e9 prost\u0159edky. Obnos prost\u0159edk\u016f pak z\u00e1vis\u00ed na tom, jak d\u016fle\u017eitou roli hraje v\u00e1\u0161 web ve va\u0161em podnik\u00e1n\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u011bs\u00ed\u010dn\u011b investujete do <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-na-seo\/\" data-type=\"post\" data-id=\"2474\">optimalizace pro vyhled\u00e1va\u010de<\/a> \u010di do <a href=\"https:\/\/www.cernovsky.cz\/marketing\/ppc-reklama\/\" data-type=\"post\" data-id=\"7574\">PPC reklamy v Google Ads<\/a> des\u00edtky tis\u00edc korun, je vhodn\u00e9 se na webovou analytiku zam\u011b\u0159it. D\u00edky webov\u00e9 analytice pak m\u016f\u017eete u\u0161et\u0159it prost\u0159edky, kter\u00e9 d\u00e1v\u00e1te do reklamy a <strong>vyd\u011blat na zv\u00fd\u0161en\u00ed v\u00fdkonnosti va\u0161eho webu<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud nev\u00edte, kde za\u010d\u00edt, m\u016f\u017eete si na proveden\u00ed webov\u00e9 analytiky najmout odborn\u00edka. Marketingov\u00fd analytik analyzuje mo\u017enosti trhu a pomoc\u00ed t\u011bchto anal\u00fdz um\u00ed naj\u00edt a oslovit nov\u00e9 klienty. Analyzuje po\u017eadavky a pot\u0159eby z\u00e1kazn\u00edk\u016f z pohledu vhodn\u00e9 c\u00edlov\u00e9 skupiny. Stejn\u011b tak sleduje i postaven\u00ed spole\u010dnosti na trhu v porovn\u00e1n\u00ed s konkurenc\u00ed a poskytuje vstupy pro konkr\u00e9tn\u00ed firemn\u00ed strategie. Ceny za jednor\u00e1zovou anal\u00fdzu n\u00e1v\u0161t\u011bvnosti webu za\u010d\u00ednaj\u00ed kolem <strong>jednotek tis\u00edc<\/strong> korun \u010desk\u00fdch, ale v\u011bt\u0161inou se mohou vy\u0161plhat k <strong>des\u00edtk\u00e1m<\/strong> a u v\u011bt\u0161\u00edch projekt\u016f i <strong>stovk\u00e1m tis\u00edc korun<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u017e\u00edv\u00e1n\u00ed slu\u017eby Smartlook je zdarma do ur\u010dit\u00e9ho mno\u017estv\u00ed dat. Po jej\u00edm napln\u011bn\u00ed je t\u0159eba platit m\u011bs\u00ed\u010dn\u00ed poplatek, abyste m\u011bli i nad\u00e1le p\u0159\u00edstup k t\u011bmto dat\u016fm.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Webov\u00e1 analytika v\u00e1m pom\u016f\u017ee z va\u0161eho webu z\u00edskat <strong>hodnotn\u00e9 \u00fadaje<\/strong>, na jejich\u017e z\u00e1klad\u011b pak m\u016f\u017eete <strong>posuzovat sv\u00e9 podnik\u00e1n\u00ed<\/strong>, a dok\u00e1\u017ee tak <strong>zv\u00fd\u0161it v\u00e1\u0161 zisk<\/strong>. Pomoc\u00ed n\u00e1stroj\u016f webov\u00e9 analytiky m\u016f\u017eete sledovat u\u017eivatele, kter\u00e9 oslovuje va\u0161e <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">reklama<\/a>, n\u00e1sledn\u011b pak n\u00e1v\u0161t\u011bvn\u00edky va\u0161ich str\u00e1nek a jejich chov\u00e1n\u00ed. Na z\u00e1klad\u011b t\u011bchto informac\u00ed pak m\u016f\u017eete vyladit sv\u016fj <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/weby-e-shopy\/\">web<\/a> i reklamn\u00ed kampan\u011b tak, abyste sn\u00ed\u017eili n\u00e1klady a zv\u00fd\u0161ili zisk.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro z\u00e1kladn\u00ed i pokro\u010dilou webovou analytiku naprosto dosta\u010duj\u00edc\u00ed n\u00e1stroj <a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a>, kter\u00fd je dostupn\u00fd <strong>zdarma<\/strong>, je p\u0159ehledn\u00fd a snadno nastaviteln\u00fd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data, kter\u00e1 v\u00e1mi zvolen\u00e9 n\u00e1stroje sesb\u00edraj\u00ed je pak t\u0159eba vyhodnotit, spr\u00e1vn\u011b je interpretovat a na tomto z\u00e1klad\u011b je n\u00e1sledn\u011b nutn\u00e9 investovat do spr\u00e1vn\u00fdch \u00faprav na va\u0161em webu. Pokud nev\u00edte, kde za\u010d\u00edt, m\u016f\u017eete si na proveden\u00ed webov\u00e9 analytiky najmout odborn\u00edka.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na&nbsp;sv\u016fj&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>&nbsp;profil a na&nbsp;<a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a>. Na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noreferrer noopener\">pracovn\u00edm Instagramu<\/a>&nbsp;najdete dal\u0161\u00ed tipy pro va\u0161i reklamu a na&nbsp;<a href=\"https:\/\/www.instagram.com\/cernovsky_tomas\/\" target=\"_blank\" rel=\"noreferrer noopener\">osobn\u00edm Instagramu<\/a>&nbsp;najdete i st\u0159\u00edpky z&nbsp;m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se analyticky!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na&nbsp;str\u00e1nce&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/o-mne\/\">O mn\u011b<\/a>, m\u00e9 hodnoty naleznete na&nbsp;stejn\u00e9 str\u00e1nce a m\u00e9 slu\u017eby najdete na&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/specializace\/\">str\u00e1nce specializace zde<\/a>. Pokud byste si cht\u011bli ov\u011b\u0159it kvalitu m\u00e9 pr\u00e1ce,&nbsp;<a href=\"https:\/\/www.cernovsky.cz\/reference\/\">mrkn\u011bte tady<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/learndigital.withgoogle.com\/link\/191861xh6gw\" target=\"_blank\" rel=\"noopener\">https:\/\/learndigital.withgoogle.com\/link\/191861xh6gw<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.optimal-marketing.cz\/webova-analytika\" target=\"_blank\" rel=\"noopener\">https:\/\/www.optimal-marketing.cz\/webova-analytika<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/paveldrabek.com\/blog\/nastroje-online-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/paveldrabek.com\/blog\/nastroje-online-marketing\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.prace.cz\/encyklopedie-profesi\/m\/marketingovy-analytik\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.prace.cz\/encyklopedie-profesi\/m\/marketingovy-analytik\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.marketingmind.cz\/webova-analytika\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.marketingmind.cz\/webova-analytika\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.marketingppc.cz\/ppc\/co-to-jsou-utm-parametry-a-k-cemu-slouzi\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.marketingppc.cz\/ppc\/co-to-jsou-utm-parametry-a-k-cemu-slouzi\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mladypodnikatel.cz\/jak-pouzivat-utm-parametry-t16014\" target=\"_blank\" rel=\"noopener\">https:\/\/mladypodnikatel.cz\/jak-pouzivat-utm-parametry-t16014<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00e9 aktivity na internetu maj\u00ed velkou v\u00fdhodu v tom, \u017ee je mo\u017en\u00e9 je kvalitn\u011b vyhodnocovat. Webov\u00e1 analytika v\u00e1m pom\u016f\u017ee z va\u0161eho webu z\u00edskat hodnotn\u00e9 \u00fadaje, na jejich\u017e z\u00e1klad\u011b pak m\u016f\u017eete posuzovat sv\u00e9 podnik\u00e1n\u00ed, upravovat sv\u00e9 webov\u00e9 str\u00e1nky, e-shopy nebo t\u0159eba landing pages. Digit\u00e1ln\u00ed webov\u00e1 analytika hraje kl\u00ed\u010dovou roli ve v\u00fdkonnostn\u00edm marketingu a v procesu anal\u00fdzy [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7728,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"webov\u00e1 analytika","footnotes":""},"categories":[12],"tags":[14,37,98],"class_list":["post-7716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-weby-e-shopy","tag-analytika","tag-marketing","tag-webova-analytika"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7716","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=7716"}],"version-history":[{"count":5,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7716\/revisions"}],"predecessor-version":[{"id":9881,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/7716\/revisions\/9881"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/7728"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=7716"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=7716"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=7716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}