{"id":3444,"date":"2023-05-28T21:18:15","date_gmt":"2023-05-28T18:18:15","guid":{"rendered":"https:\/\/webanalyst.ro\/?p=3444"},"modified":"2023-05-28T21:18:16","modified_gmt":"2023-05-28T18:18:16","slug":"ga4-modele-atribuire","status":"publish","type":"post","link":"https:\/\/webanalyst.ro\/blog\/2023\/ga4-modele-atribuire\/","title":{"rendered":"Mai pu\u021bine modele de atribuire a conversiilor \u00een Google Analytics 4"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">\u00cenaintea S\u0103rb\u0103torilor Pascale, \u00eentr-o perioad\u0103 \u00een care utilizatorii erau mai pu\u021bin aten\u021bi la \u0219tiri, Google a anun\u021bat c\u0103 va oferi mai pu\u021bine informa\u021bii prin atribuirea coversiilor \u00een Google Analytics 4.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cum era o perioad\u0103 \u00een care oamenii erau mai pu\u021bin interesa\u021bi de nout\u0103\u021bi din analytics, am preferat s\u0103 scriu \u0219tiri despre <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/noutati-google-cloud-bigquery-looker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Cloud<\/a>, <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/pandas-2-0-0\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pandas<\/a>, <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/r-4-3-0\/\" target=\"_blank\" rel=\"noreferrer noopener\">R<\/a>, <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/looker-studio-sankey-sparkline\/\" target=\"_blank\" rel=\"noreferrer noopener\">Looker Studio<\/a>, <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/noi-date-ga4-in-bigquery\/\" target=\"_blank\" rel=\"noreferrer noopener\">BigQuery<\/a> \u0219i chiar despre <a href=\"https:\/\/webanalyst.ro\/blog\/2023\/user-purchase-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">rapoarte noi \u00een GA4<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Weekendul acesta, mi-am actulizat prezent\u0103rile pentru trainingul de Google Analytics, a\u0219a c\u0103 am ajuns la modele de atribuire a conversiilor. Voi face un rezumat cu nout\u0103\u021bile \u0219i \u00een acest articol.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Ini\u021bial, Google Analytics 4 a oferit acelea\u0219i modele de atribuire a conversiilor ca \u0219i Universal Analytics, mai exact: <em>Last Click<\/em>, <em>Time Decay<\/em>, <em>Linear<\/em>, <em>Position-Based<\/em> \u0219i <em>First Click<\/em>. \u00cen urm\u0103 cu un an, au ad\u0103ugat \u0219i <em><a href=\"https:\/\/webanalyst.ro\/blog\/2022\/ga4-atribuirea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data-Driven<\/a><\/em>, un model de atribuire care anterior era disponibil doar utilizatorilor versiunii premium (Google Analytics 360).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Surpriza a ap\u0103rut luna trecut\u0103, c\u00e2nd Google a anun\u021bat c\u0103 va p\u0103stra doar dou\u0103 modele de atribuire \u00een Google Analytics 4, pe care le voi detalia mai jos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vor disp\u0103rea modelele <em>First Click<\/em>, <em>Linear<\/em>, <em>Time decay<\/em> \u0219i <em>Position-based<\/em>. Problema cea mai mare este la cei care foloseau unul dintre aceste modele de atribuire \u0219i \u00een Google Ads!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Argumentul Google este c\u0103 majoritatea clien\u021bilor nu foloseau aceste modele, a\u0219a c\u0103 le vor retrage. Totu\u0219i, Google a setat implicit modelul Data-Driven \u00een Google Ads \u00een septembrie 2021, deci e normal ca acesta s\u0103 apar\u0103 \u00een majoritatea conturilor de advertiseri&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Schimbarea are loc la propriet\u0103\u021bile de analytics nou create chiar de luna aceasta, iar la cele mai vechi din luna septembrie a acestui an.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vor r\u0103m\u00e2ne urm\u0103toarele modele de atribuire:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Data-driven<\/strong> &#8211; modelul bazat pe date statistice, recomandat oricum de Google \u0219i care era \u0219i modelul setat implicit \u00eentr-o proprietate<\/li>\n\n\n\n<li><strong>Last click<\/strong> &#8211; atribuie conversia c\u0103tre ultima surs\u0103 de trafic, dac\u0103 aceasta nu este traficu direct (caz \u00een care va atribui la sursa anterioar\u0103)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizatorii care foloseau raportul de <em><strong>Traffic acquisition<\/strong><\/em> la nivel de <em>Session<\/em> trebuie s\u0103 \u0219tie c\u0103 nimic nu se va schimba pentru ei. Acest raport a fost bazat \u00eentotdeauna pe atribuirea de tip <em>Last click<\/em>, indiferent de set\u0103rile efectuate \u00een cont. \u0218tiu c\u0103 majoritatea utilizatorilor folosesc acest raport, pentru c\u0103 este asem\u0103n\u0103tor \u0219i cu rapoartele de achizi\u021bie din Universal Analytics sau din alte instrumente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Din p\u0103cate, vom pierde compara\u021bia \u00eentre modelele de atribuire din sec\u021biunea <em>Advertising<\/em>. Nu era un raport \u00een care s\u0103 te ui\u021bi zilnic, dar era util s\u0103 te ui\u021bi periodic pentru a vedea diferen\u021be \u00eentre diverse rapoarte \u0219i a \u00een\u021belege mai bine proprii utilizatori.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00centr-un moment \u00een care ne preg\u0103tim pentru \u00eenchiderea Universal Analytics, ne-am fi a\u0219teptat ca Google s\u0103 vin\u0103 cu tot mai multe argumente s\u0103 folosim GA4 \u0219i chiar s\u0103 ne dea motive \u00een plus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen schimb, cu aproximativ o lun\u0103 \u00eenainte, \u00eenc\u0103 exist\u0103 rapoarte din Universal Analytics care \u00eenc\u0103 nu au ap\u0103rut \u00een Google Analytics 4 (cel pu\u021bin la rapoartele standard), exist\u0103 \u0219i date din UA care nu sunt \u00een GA4, iar Google vedem c\u0103 taie din informa\u021biile pe care le aveam deja \u00een GA4.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poate c\u0103 datele de acolo nu erau \u00eentotdeauna utile (a se vedea \u0219i compara\u021bia pentru blogul meu, \u00een imaginea de la \u00eenceputul articolului). Totu\u0219i, odat\u0103 cu aceast\u0103 \u0219tire, Google pare a fi \u00eentre cei mul\u021bi care vin cu argumente \u00eempotriva trecerii la Google Analytics 4.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00cenaintea S\u0103rb\u0103torilor Pascale, \u00eentr-o perioad\u0103 \u00een care utilizatorii erau mai pu\u021bin aten\u021bi la \u0219tiri, Google a anun\u021bat c\u0103 va oferi mai pu\u021bine informa\u021bii prin atribuirea coversiilor \u00een Google Analytics 4. Cum era o perioad\u0103 \u00een care oamenii erau mai pu\u021bin interesa\u021bi de nout\u0103\u021bi din analytics, am preferat s\u0103 scriu \u0219tiri despre Google Cloud, Pandas, R, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3445,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,11],"tags":[584,583,439,925,897],"class_list":["post-3444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-analytics","category-noutati","tag-atribuirea-conversilor","tag-attribution-modeling","tag-conversii","tag-ga4","tag-gaaw"],"_links":{"self":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/3444","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/comments?post=3444"}],"version-history":[{"count":5,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/3444\/revisions"}],"predecessor-version":[{"id":3450,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/3444\/revisions\/3450"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media\/3445"}],"wp:attachment":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media?parent=3444"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/categories?post=3444"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/tags?post=3444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}