{"id":3147,"date":"2021-09-15T14:31:38","date_gmt":"2021-09-15T12:31:38","guid":{"rendered":"http:\/\/wptest.nexum.cz\/atribucni-modely-2\/"},"modified":"2021-09-15T14:31:38","modified_gmt":"2021-09-15T12:31:38","slug":"atribucni-modely-2","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/atribucni-modely-2\/","title":{"rendered":"Atribu\u010dn\u00ed modely"},"content":{"rendered":"<p><strong>Atribuce n\u00e1m \u0159\u00edk\u00e1, jak velkou z\u00e1sluhu maj\u00ed jednotliv\u00e9 marketingov\u00e9 kan\u00e1ly na proveden\u00e9 konverzi. <\/strong>Z p\u0159edchoz\u00ed v\u011bty je z\u0159ejm\u00e9, \u017ee se nem\u016f\u017eeme omezovat pouze na reklamn\u00ed syst\u00e9m Google Ads, ale mus\u00edme zm\u00ednit i Google Analytics.<\/p>\n<p>Je\u00a0 pot\u0159eba si uv\u011bdomit, \u017ee rozhodovac\u00ed proces u z\u00e1kazn\u00edk\u016f v r\u00e1mci r\u016fzn\u00fdch odv\u011btv\u00ed trv\u00e1 r\u016fzn\u011b dlouhou dobu. Sami dob\u0159e v\u00edte, \u017ee ne\u017e se rozhodnete koupit si nap\u0159\u00edklad vysn\u011bnou televizi, tak v\u00fdb\u011br trv\u00e1 del\u0161\u00ed dobu a do dan\u00e9ho eshopu se vr\u00e1t\u00edte n\u011bkolikr\u00e1t, ne\u017e n\u00e1kup skute\u010dn\u011b provedete. Jen z\u0159\u00eddka je cesta z\u00e1kazn\u00edka k produktu tak p\u0159\u00edmo\u010dar\u00e1, \u017ee nakoup\u00ed (nebo provede jinou konverzi) p\u0159i prvn\u00ed n\u00e1v\u0161t\u011bv\u011b webu. S t\u00edm mus\u00edme v\u017edy po\u010d\u00edtat, a proto jsou tu atribu\u010dn\u00ed modely.<\/p>\n<h3><strong>Atribu\u010dn\u00ed modely v Google Analytics<\/strong><\/h3>\n<p>Pakli\u017ee z\u00e1kazn\u00edk nav\u0161t\u00edv\u00ed dan\u00fd eshop n\u011bkolikr\u00e1t, ne\u017e provede konverzi, je pak velmi obt\u00ed\u017en\u00e9 posoudit, za jak\u00fdch zdroj\u016f konverze poch\u00e1z\u00ed, respektive jak velk\u00fd vliv m\u00e1 na konverzi ten \u010di\u00a0 onen zdroj.\u00a0<\/p>\n<p>Uvedeme si v\u0161e na p\u0159\u00edkladu. Dejme tomu, \u017ee jsi jdete objednat vysn\u011bnou televizi. Va\u0161e cesta m\u016f\u017ee vypadat t\u0159eba takhle: Prvn\u00ed den se dostanete na eshop proklikem z reklamy na Google Ads, za dal\u0161\u00ed dva dny proklikem z reklamy na Skliku, dal\u0161\u00ed den p\u0159\u00edmou cestou zad\u00e1n\u00edm internetov\u00e9 adresy do vyhled\u00e1va\u010de a n\u00e1sledn\u011b proklikem z reklam na Facebooku. Pot\u00e9 provedete n\u00e1kup.\u00a0<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:640px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"640px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/6141f7a668c3e31d175cdc23_ScmsUpG2jjyVOLVsuI-NDYeRXmTir8qbVC9atHlUtMUzJAZar6Foy-TJTCFwIgEKd0jOn6f-orWIzDtoY5hAwxoaS3g2O6w0f_nd-zbBfLDB39Q-lHE5cU5tjx4dBJaDmgysYSdv%3Ds0.jpeg\" width=\"auto\" height=\"auto\" loading=\"auto\" alt=\"atribu\u010dn\u00ed modely\"><\/div>\n<\/figure>\n<p><\/p>\n<p>Pak nast\u00e1v\u00e1 ot\u00e1zka, komu p\u0159ipsat z\u00e1sluhu za provedenou konverzi. V defaultn\u00edm nastaven\u00ed Google Analytics je nastaven model \u201cposledn\u00ed nep\u0159\u00edm\u00fd proklik\u201d (p\u0159\u00edm\u00e1 n\u00e1v\u0161t\u011bvnost se zde nebere v potaz), dle kter\u00e9ho by z\u00e1sluhy za konverzi u uveden\u00e9ho p\u0159\u00edkladu byly p\u0159ipsan\u00e9 reklamn\u00edmu syst\u00e9mu na Facebooku. Asi sami tu\u0161\u00edte, \u017ee p\u0159\u00edli\u0161 spravedliv\u00e9 to nen\u00ed. Jak\u00e9 jsou dal\u0161\u00ed atribu\u010dn\u00ed modely v Google Analytics?<\/p>\n<p><\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:423px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"423px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/6141f7a626b466734801236b_c_CprxrhReOv2XxNF5PZr9YRRxqj4g--4WQKsLVfDQF3KU94z4JJkho44ZydnONPXJjg1hcuEEN8pw1oK-V4-_nsWLzQ_o2VKkEQkJreISlG-WDAN9XKew70rGmZoOAKtm8qitU7%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\" alt=\"atribu\u010dn\u00ed modely\"><\/div>\n<\/figure>\n<ul>\n<li><strong>Posledn\u00ed interakce <\/strong>(neboli Last Click) &#8211; z\u00e1sluhu na konverzi z\u00edsk\u00e1 posledn\u00ed zdroj p\u0159\u00edstupu. Jak ji\u017e bylo \u0159e\u010deno, jedn\u00e1 se o defaultn\u00ed nastaven\u00ed v Google Analytics. Metaforicky \u0159e\u010deno. Ve\u0161ker\u00e9 z\u00e1sluhy jsou p\u0159ips\u00e1ny tomu, kdo st\u00e1l na konci cel\u00e9 akce, i kdy\u017e mohou b\u00fdt jeho z\u00e1sluhy minim\u00e1ln\u00ed. Klade d\u016fraz na posledn\u00ed zdroj.<\/li>\n<li><strong>Posledn\u00ed nep\u0159\u00edm\u00fd zdroj<\/strong> &#8211; stejn\u00fd jako v p\u0159edchoz\u00edm p\u0159\u00edpad\u011b, ale v tomto modelu nejsou br\u00e1ny v \u00favahu p\u0159\u00edm\u00e9 zdroje.<\/li>\n<li><strong>Posledn\u00ed proklik v Google ads<\/strong>. Zde by byla ve\u0161ker\u00e1 z\u00e1sluha p\u0159ips\u00e1na posledn\u00edmu prokliku v syst\u00e9mu Google Ads.<\/li>\n<\/ul>\n<ul>\n<li><strong>Prvn\u00ed interakce<\/strong> je opakem p\u0159edchoz\u00edho a ve\u0161ker\u00e9 z\u00e1sluhy p\u0159ipisuje prvn\u00edmu zdroji. Op\u011bt p\u0159evedeno do \u0159e\u010di metafory \u201cnadr\u017euje t\u011bm, co celou akci za\u010dali\u201d. To se V\u00e1m m\u016f\u017ee hodit nap\u0159\u00edklad v p\u0159\u00edpad\u011b brandov\u00fdch kampan\u00ed, kdy pot\u0159ebujete v\u011bd\u011bt, z jak\u00e9ho zdroje se o V\u00e1s z\u00e1kazn\u00edk dozv\u011bd\u011bl poprv\u00e9<\/li>\n<li><strong>Model line\u00e1rn\u00ed<\/strong>. Z\u00e1sluhy na z\u00edsk\u00e1n\u00ed konverze jsou rovnom\u011brn\u011b rozd\u011bleny mezi dostupn\u00e9 zdroje.<\/li>\n<li><strong>Model \u201czalo\u017eeno na pozici\u201d<\/strong> &#8211; jedn\u00e1 se o takov\u00fd model, kdy nejv\u011bt\u0161\u00ed v\u00e1ha je p\u0159isuzov\u00e1na prvn\u00edmu a posledn\u00edmu prokliku. Zbytek je rozd\u011blen mezi ostatn\u00ed zdroje rovn\u00fdm d\u00edlem. Tento model udr\u017euje rovnost prvn\u00edho a posledn\u00edho prokliku.<\/li>\n<li><strong>Model \u201cs n\u00e1r\u016fstem v \u010dase\u201d<\/strong>. Jedn\u00e1 se o model, kdy se z\u00e1sluhy za z\u00edsk\u00e1n\u00ed konverze zvy\u0161uj\u00ed v \u010dase. Jinak \u0159e\u010deno, ka\u017ed\u00fd nov\u00fd zdroj n\u00e1v\u0161t\u011bvnosti m\u00e1 vy\u0161\u0161\u00ed z\u00e1sluhu na z\u00edsk\u00e1n\u00ed konverze, ne\u017e zdroj p\u0159edchoz\u00ed. \u00a0Nejv\u011bt\u0161\u00ed z\u00e1sluhu maj\u00ed kontaktn\u00ed body, kter\u00e9 jsou \u010dasov\u011b nejbli\u017e\u0161\u00ed prodeji nebo konverzi.\u00a0<\/li>\n<\/ul>\n<h3><strong>Atribu\u010dn\u00ed modely v Google Ads<\/strong><\/h3>\n<p>V Google ads jsou atribu\u010dn\u00ed modely velmi podobn\u00e9. Pro lep\u0161\u00ed pochopen\u00ed atribu\u010dn\u00edch model\u016f si z\u00e1sluhy, kter\u00e9 si p\u0159ipisuj\u00ed, uvedeme na konkr\u00e9tn\u00edm p\u0159\u00edkladu. Dejme tomu, \u017ee z\u00e1kazn\u00edk n\u00e1\u0161 eshop nav\u0161t\u00edv\u00ed 4x, ne\u017e se rozhodne pro koupi. V tom p\u0159\u00edpad\u011b by z\u00e1sluhy u jednotliv\u00fdch\u00a0 atribu\u010dn\u00edch model\u016f byly rozd\u011bleny takto:<\/p>\n<ul>\n<li><strong>Posledn\u00ed proklik<\/strong> &#8211; 100 % z\u00e1sluh za z\u00edsk\u00e1n\u00ed konverze je p\u0159ips\u00e1no posledn\u00edmu prokliku.<\/li>\n<li><strong>Prvn\u00ed proklik<\/strong> &#8211; 100 % z\u00e1sluh za z\u00edsk\u00e1n\u00ed konverze je p\u0159ips\u00e1no prvn\u00edmu prokliku.<\/li>\n<li><strong>Line\u00e1rn\u00ed <\/strong>&#8211; ka\u017ed\u00e9 ze \u010dty\u0159 n\u00e1v\u0161t\u011bv jsou p\u0159ips\u00e1ny rovnom\u011brn\u00e9 z\u00e1sluhy, tedy 25 %.<\/li>\n<li><strong>Zalo\u017eeno na pozici<\/strong>. Prvn\u00ed a posledn\u00ed n\u00e1v\u0161t\u011bva dostanou 40 %, mezi zbyl\u00e9 dv\u011b n\u00e1v\u0161t\u011bvy je rovnom\u011brn\u011b rozd\u011bleno 20 %, tedy ka\u017ed\u00e1 dostane 10 %.<\/li>\n<li><strong>S n\u00e1r\u016fstem v \u010dase<\/strong> &#8211; prvn\u00ed n\u00e1v\u0161t\u011bva by obdr\u017eela 10 %, druh\u00e1 20 %, t\u0159et\u00ed 30 % a \u010dtvrt\u00e1 40 %.<\/li>\n<\/ul>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1156px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1156px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/6141f7a5b892549dd8e087f0_lVCMIfjPNRFXVo_hC4uNZgLvKEF1JBwcOUzC4JuWarItZOfY-xFJehWwoqACSJYKXZTm3xKjZ_DXBAVWFVNoqWz6e6yh3GzV4sPXMdw6IY7HXiKTuSq52E8MbDYSrn8LLotTDB1F%3Ds0.png\" width=\"auto\" height=\"auto\" loading=\"auto\" alt=\"atribu\u010dn\u00ed modely\"><\/div>\n<\/figure>\n<p>U n\u011bkter\u00fdch \u00fa\u010dt\u016f je zp\u0159\u00edstupn\u011bna mo\u017enost atribuce na z\u00e1klad\u011b dat. Aby tato atribuce byla dostupn\u00e1, mus\u00ed m\u00edt dostatek dat. Rozd\u011bl\u00ed z\u00e1sluhy podle dosavadn\u00edch dat p\u0159\u00edslu\u0161n\u00e9 konverzn\u00ed akce. P\u0159\u00edslu\u0161n\u00e9 z\u00e1sluhy na konverzi jsou po\u010d\u00edt\u00e1ny na z\u00e1klad\u011b dat z Va\u0161eho \u00fa\u010dtu.<\/p>\n<h3><strong>D\u016fvod, pro\u010d je d\u016fle\u017eit\u00e9 se atribucemi zab\u00fdvat<\/strong><\/h3>\n<p>Pokud m\u00e1me detailn\u00ed p\u0159ehled o tom, jak se jednotliv\u00e9 kampan\u011b pod\u00edlej\u00ed na konverz\u00edch, m\u016f\u017eeme l\u00e9pe rozhodovat o tom, do kter\u00fdch kampan\u00ed investovat. Pomohou n\u00e1m zhodnotit (ne)efektivitu jednotliv\u00fdch kampan\u00ed.<\/p>\n<h3><strong>Kdy vyu\u017e\u00edt jak\u00fd atribu\u010dn\u00ed model<\/strong><\/h3>\n<ul>\n<li><strong>Posledn\u00ed proklik<\/strong> &#8211; kr\u00e1tk\u00fd n\u00e1kupn\u00ed proces, mal\u00e1 konkurence, n\u00edzkon\u00e1kladov\u00e9 produkty, sp\u00ed\u0161e konzervativn\u00ed strategie.<\/li>\n<li><strong>Prvn\u00ed proklik<\/strong> &#8211; dlouh\u00fd n\u00e1kupn\u00ed proces, vysok\u00e1 konkurence, vysokon\u00e1kladov\u00e9 produkty, sp\u00ed\u0161e agresivn\u00ed strategie.<\/li>\n<li><strong>Line\u00e1rn\u00ed <\/strong>&#8211; vhodn\u00e9 pro kampan\u011b, kter\u00e9 jsou navr\u017eeny pro kontakt se z\u00e1kazn\u00edkem po celou dobu n\u00e1kupn\u00edho procesu.<\/li>\n<li><strong>Zalo\u017eeno na pozici<\/strong> &#8211; ide\u00e1ln\u00ed v p\u0159\u00edpad\u011b, kdy je prvn\u00ed (zah\u00e1jen\u00ed) a posledn\u00ed (ukon\u010den\u00ed) kontaktn\u00ed bod nejd\u016fle\u017eit\u011bj\u0161\u00ed (vedl k objedn\u00e1vce \u010di popt\u00e1vce).<\/li>\n<li><strong>S n\u00e1r\u016fstem v \u010dase<\/strong> &#8211; vhodn\u00fd sp\u00ed\u0161e pro kr\u00e1tkodob\u011bj\u0161\u00ed, agresivn\u00ed kampan\u011b s krat\u0161\u00edm n\u00e1kupn\u00edm procesem.<\/li>\n<\/ul>\n<p>Univerz\u00e1ln\u00ed n\u00e1vod, jak\u00fd atribu\u010dn\u00ed model zvolit neexistuje. Jako v\u017edy z\u00e1le\u017e\u00ed na c\u00edli, kter\u00fd sledujete. Nicm\u00e9n\u011b, aby bylo spravedlnosti u\u010din\u011bno za dost, tak bych se p\u0159i v\u00fdb\u011bru rad\u011bji orientoval na posledn\u00ed t\u0159i atribu\u010dn\u00ed typy, kter\u00e9 spravedliv\u011bji p\u0159ipisuj\u00ed z\u00e1sluhy za konverze. Prvn\u00ed a posledn\u00ed proklik p\u0159ipisuje z\u00e1sluhy za konverzi m\u00e9n\u011b spravedliv\u011b, ne\u017e ostatn\u00ed typy atribuce.<\/p>\n<p>My v\u00edme, jak\u00e9 atribu\u010dn\u00ed modely jsou pro V\u00e1s vhodn\u00e9. Pokud pot\u0159ebujete pomoc s Va\u0161imi kampan\u011bmi, obra\u0165te se na n\u00e1s. M\u016f\u017eete n\u00e1m napsat e-mail na <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a>. D\u00e1le n\u00e1s m\u016f\u017eete kontaktovat pomoc\u00ed formul\u00e1\u0159e na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> nebo na telefonn\u00edm \u010d\u00edsle na\u0161\u00ed podpory<a href=\"https:\/\/www.webmium.cz\/kontakt\"> +420 605 99 44 66<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u011bt\u0161ina z V\u00e1s, kte\u0159\u00ed se pohybuj\u00ed ve sv\u011bt\u011b online kampan\u00ed term\u00edn \u201catribuce\u201d jist\u011b znaj\u00ed (a jist\u011b nejen oni, proto\u017ee tento term\u00edn se nevztahuje pouze k marketingu). Pro ty ostatn\u00ed si term\u00edn objasn\u00edme a uk\u00e1\u017eeme si, kdy je vhodn\u00e9 pou\u017e\u00edt jak\u00fd model.<\/p>\n","protected":false},"author":7,"featured_media":1859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atribu\u010dn\u00ed modely<\/title>\n<meta name=\"description\" content=\"V\u011bt\u0161ina z V\u00e1s, kte\u0159\u00ed se pohybuj\u00ed ve sv\u011bt\u011b online kampan\u00ed term\u00edn \u201catribuce\u201d jist\u011b znaj\u00ed (a jist\u011b nejen oni, proto\u017ee tento term\u00edn se nevztahuje pouze k marketingu). Pro ty ostatn\u00ed si term\u00edn objasn\u00edme a uk\u00e1\u017eeme si, kdy je vhodn\u00e9 pou\u017e\u00edt jak\u00fd model.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webmium.cz\/blog\/atribucni-modely-2\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Atribu\u010dn\u00ed modely\" \/>\n<meta property=\"og:description\" content=\"V\u011bt\u0161ina z V\u00e1s, kte\u0159\u00ed se pohybuj\u00ed ve sv\u011bt\u011b online kampan\u00ed term\u00edn \u201catribuce\u201d jist\u011b znaj\u00ed (a jist\u011b nejen oni, proto\u017ee tento term\u00edn se nevztahuje pouze k marketingu). 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