{"id":3148,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/atribucni-modely-na-facebooku\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"atribucni-modely-na-facebooku","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/atribucni-modely-na-facebooku\/","title":{"rendered":"Atribu\u010dn\u00ed modely na Facebooku"},"content":{"rendered":"<p>Atribu\u010dn\u00ed model ur\u010duje, kter\u00fd kan\u00e1l p\u0159ivedl z\u00e1kazn\u00edka ke konverzi a kter\u00fd kan\u00e1l byl pro kone\u010dn\u00fd n\u00e1kup rozhoduj\u00edc\u00ed. Z\u00e1kazn\u00edk p\u0159ijde v norm\u00e1ln\u00ed situaci ke kontaktu s Va\u0161\u00edm inzerovan\u00fdm produktem hned n\u011bkolikr\u00e1t. Klasick\u00e1 cesta m\u016f\u017ee vypadat nap\u0159\u00edklad takto: Instagramov\u00fd p\u0159\u00edsp\u011bvek \u2013 Newsletter \u2013 Reklama na Facebooku \u2013 Youtube reklama &#8211; Search \u2013 kone\u010dn\u00e9 veps\u00e1n\u00ed URL p\u0159\u00edmo do vyhled\u00e1va\u010de a teprve pot\u00e9 dokon\u010d\u00ed konverzi.<\/p>\n<p><\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:669px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"669px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5f5f179d61392539094ba7c9_Ak5qF83rx2fRJuU-eLW9W5P0nPMwYxdAMG0uodUTFcRqI3BDvPpHdVNoSQyIS1YpdMwNMs4vtIuR7Yh21B4pT40trIP5Ie9TlcMvEvabw-WoT2Wl9sB4QqSG2VkRXRWWUkX3rrKIZqbEEh0Tjg.png\" alt=\"Facebook Atribuce Webmium\"><\/div>\n<\/figure>\n<p>Atribu\u010dn\u00ed modely tedy ur\u010duj\u00ed, kter\u00e9mu z t\u011bchto kan\u00e1l\u016f ur\u010d\u00edte nejv\u011bt\u0161\u00ed pod\u00edl na z\u00edsk\u00e1n\u00ed z\u00e1kazn\u00edka a kolik do n\u011bho budete investovat.<\/p>\n<p>V z\u00e1kladn\u00edm nastaven\u00ed V Google Analytics jsou pou\u017e\u00edv\u00e1ny atribu\u010dn\u00ed modely jako posledn\u00ed nep\u0159\u00edm\u00fd proklik. Pod t\u00edm si lze p\u0159edstavit to, \u017ee posledn\u00ed kan\u00e1l, ze kter\u00e9ho z\u00e1kazn\u00edk p\u0159i\u0161el, z\u00edsk\u00e1 100% pod\u00edl na konverzi, pokud se nejednalo o p\u0159\u00edm\u00fd proklik (direct). Direct b\u00fdv\u00e1 v multichannelu ignorov\u00e1n a pokud je p\u0159i postupu u\u017eivatele posledn\u00ed, je konverze p\u0159ips\u00e1na p\u0159edchoz\u00edmu kan\u00e1lu. Velk\u00e1 v\u011bt\u0161ina u\u017eivatel\u016f ale bohu\u017eel nev\u00ed, \u017ee tento model je v Google Analytics nastaven, a proto vyhodnocuje kampan\u011b podle zkreslen\u00fdch dat. Oproti Google Analytics Facebook vyu\u017e\u00edv\u00e1 model, kdy m\u00e1 pod\u00edl na ka\u017ed\u00e9 konverzi, kter\u00e9 p\u0159edch\u00e1zel kontakt s Facebookovou reklamou. To ale v mnoha p\u0159\u00edpadech tak\u00e9 nen\u00ed optim\u00e1ln\u00ed.\u00a0<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:1024px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1024px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5f5f179e68eff63ff3cd5d7e_RAd7dE3tW3jtYyLExB3rkif_MFfiEsxPdZ588LXBVjIMqgre4MGD-cz1PiR0gYcX5kez2I4_sN90FL6MDbsQ8UtnmpWYMCH7Z6t3pXKRk-R92wuNjmj94VdKV3sEkZY_6bbDXQM5nKwNlkP79w.png\" alt=\"Facebook Atribude Webmium\"><\/div>\n<\/figure>\n<p>Kvalitn\u00ed data o tom, jak\u00e9 reklamy p\u0159ivedly z\u00e1kazn\u00edka ke konverzi, jsou d\u016fle\u017eitou informac\u00ed pro:<\/p>\n<ul>\n<li>maximalizaci rozpo\u010dtu a marketingov\u00e9 strategie<\/li>\n<li>optimalizaci um\u00edst\u011bn\u00ed reklamy<\/li>\n<li>optimalizaci obsahu<\/li>\n<li>optimalizaci okruhu u\u017eivatel\u016f<\/li>\n<li>pl\u00e1nov\u00e1n\u00ed a vyhodnocen\u00ed kampan\u00ed<\/li>\n<\/ul>\n<p>\u200d<\/p>\n<h3><strong>M\u011b\u0159en\u00ed a nastaven\u00ed<\/strong><\/h3>\n<p>Nastaven\u00ed Facebook Attribution je snadn\u00e9 a zdarma, p\u0159esto si jej projdeme krok po kroku:<\/p>\n<ol>\n<li>Otev\u0159ete si Business Manager, jd\u011bte na mo\u017enost P\u0159i\u0159azen\u00ed a vyberte mo\u017enost \u201dZa\u010d\u00edn\u00e1me\u201d.<\/li>\n<li>Uvid\u00edte pokyny, jak nastavit reklamu a zdroj dat.<\/li>\n<li>Vyberte konverzi, kterou chcete m\u011b\u0159it.<\/li>\n<li>Zvol\u00edte si atribu\u010dn\u00ed model, kter\u00fd chcete vyu\u017e\u00edt. Vyb\u00edrat m\u016f\u017eete z:<\/li>\n<\/ol>\n<ul>\n<li>rovnom\u011brn\u00e1 z\u00e1sluha<\/li>\n<li>posledn\u00ed kliknut\u00ed<\/li>\n<li>posledn\u00ed pou\u017eit\u00fd kan\u00e1l<\/li>\n<li>pozi\u010dn\u00ed 30%<\/li>\n<li>pozi\u010dn\u00ed 40%<\/li>\n<li>doba \u00fapadku 1 den<\/li>\n<li>doba \u00fapadku 7 dn\u00ed<\/li>\n<\/ul>\n<ol start=\"5\">\n<li>Nezapome\u0148te zvolit obdob\u00ed, kter\u00e9 chcete sledovat (maxim\u00e1ln\u011b 90 dn\u00ed).<\/li>\n<\/ol>\n<p>Po \u00fasp\u011b\u0161n\u00e9m nastaven\u00ed bude trvat n\u011bkolik dn\u00ed, ne\u017e se za\u010dnou na\u010d\u00edtat data a budete moci hodnotit prvn\u00ed v\u00fdsledky. Atribuce na Facebooku vyu\u017e\u00edvaj\u00ed strojov\u00e9 u\u010den\u00ed, proto \u010d\u00edm del\u0161\u00ed \u010das jim dop\u0159ejete, t\u00edm l\u00e9pe. Obecn\u011b doporu\u010dujeme po\u010dkat nejm\u00e9n\u011b m\u011bs\u00edc, ne\u017e na z\u00e1klad\u011b v\u00fdsledk\u016f za\u010dnete prov\u00e1d\u011bt zm\u011bny v kampan\u00edch.<\/p>\n<p>Inzerujete na Facebooku a st\u00e1le nedosahujete o\u010dek\u00e1van\u00fdch v\u00fdsledk\u016f? Chcete poradit s nastaven\u00edm kampan\u011b nebo to chcete nechat na n\u00e1s? Pak n\u00e1m napi\u0161te e-mail na <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a> nebo vypl\u0148te formul\u00e1\u0159 na na\u0161ich webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> a my se V\u00e1m co nejd\u0159\u00edve ozveme.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pro dohled\u00e1n\u00ed cesty z\u00e1kazn\u00edka je Facebook Atribuce jako stvo\u0159en\u00e1. Tento n\u00e1stroj V\u00e1m uk\u00e1\u017ee, co n\u00e1kupu p\u0159edch\u00e1zelo a na jak\u00fd obsah z\u00e1kazn\u00edk reagoval. V\u00edce si \u0159ekneme v dne\u0161n\u00edm \u010dl\u00e1nku.<\/p>\n","protected":false},"author":12,"featured_media":1861,"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":[5],"tags":[],"class_list":["post-3148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"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 na Facebooku<\/title>\n<meta name=\"description\" content=\"Pro dohled\u00e1n\u00ed cesty z\u00e1kazn\u00edka je Facebook Atribuce jako stvo\u0159en\u00e1. Tento n\u00e1stroj V\u00e1m uk\u00e1\u017ee, co n\u00e1kupu p\u0159edch\u00e1zelo a na jak\u00fd obsah z\u00e1kazn\u00edk reagoval. V\u00edce si \u0159ekneme v dne\u0161n\u00edm \u010dl\u00e1nku.\" \/>\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-na-facebooku\/\" \/>\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 na Facebooku\" \/>\n<meta property=\"og:description\" content=\"Pro dohled\u00e1n\u00ed cesty z\u00e1kazn\u00edka je Facebook Atribuce jako stvo\u0159en\u00e1. Tento n\u00e1stroj V\u00e1m uk\u00e1\u017ee, co n\u00e1kupu p\u0159edch\u00e1zelo a na jak\u00fd obsah z\u00e1kazn\u00edk reagoval. 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