Una de les m\u00e9s importants \u00e9s com ser\u00e0 l\u2019atribuci\u00f3 de la publicitat a Google Analytics 4.<\/strong><\/p>\n\n\n\nHan passat de la importaci\u00f3 de clics no directes de GA4 a Google Ads a la importaci\u00f3 completa de conversions cross-channel.<\/p>\n\n\n\n
Els diferents models d\u2019atribuci\u00f3 sempre han estat un maldecap per als marketers. Saber quines campanyes converteixen i fins a quin punt influeixen en la compra \u00e9s vital per poder optimitzar els diferents canals (Google Ads, Social Media\u2026) i prendre decisions.<\/p>\n\n\n\n
Difer\u00e8ncia entre l\u2019atribuci\u00f3 \u201cLast Click\u201d i \u201cCross Channel\u201d<\/h2>\n\n\n\n
Qu\u00e8 vol dir tot aix\u00f2? En aquest post t\u2019ho expliquem. Imaginem un cas hipot\u00e8tic de compra.<\/p>\n\n\n\n
El dia 1, un client fa una cerca a Google Shopping, fa clic per comprar i veu el producte, per\u00f2 no el compra.<\/p>\n\n\n\n
El dia 3, el mateix client fa clic en un anunci de retargeting de Facebook i fa una compra.<\/p>\n\n\n\n
Atribuci\u00f3 Last Click<\/h3>\n\n\n\n
Com funcionava la importaci\u00f3 de l\u2019\u00faltim clic no directe de Google Analytics 4 (abans):<\/p>\n\n\n\n
Com que Google Analytics feia servir un model d\u2019atribuci\u00f3 d\u2019\u00faltim clic no directe, s\u2019atribu\u00efa a Facebook el 100% del valor de la conversi\u00f3<\/strong>, perqu\u00e8 va ser l\u2019\u00faltim clic abans de la conversi\u00f3. En importar conversions de Google Analytics a Google Ads, aquesta conversi\u00f3 no apareixia a Google Ads, ja que no era l\u2019\u201c\u00faltim clic no directe\u201d de Google Analytics.<\/p>\n\n\n\nAtribuci\u00f3 Cross-Channel<\/h3>\n\n\n\n
Com ser\u00e0 a partir d\u2019ara: importaci\u00f3 completa dels cr\u00e8dits de conversi\u00f3 entre canals de Google Analytics 4 (encara s\u2019ha d\u2019implementar):<\/p>\n\n\n\n
Amb aquesta actualitzaci\u00f3, el valor complet de conversi\u00f3 cross-channel s\u2019importar\u00e0 ara a Google Ads (encara que l\u2019\u00faltim clic no directe no fos a la publicitat de Google). Aix\u00f2 vol dir que ara Google Ads pot obtenir una fracci\u00f3 del valor i de la conversi\u00f3 atribu\u00efda a Google Ads<\/strong>: si, per exemple, fas servir un model lineal, Google obtindr\u00e0 0,5 conversions i el 50% del valor de conversi\u00f3 d\u2019aquest recorregut.<\/p>\n\n\n\n\u00c9s dif\u00edcil calibrar l\u2019impacte exacte fins que no vegem com apareix a Google Analytics 4 i a Google Ads; tanmateix, la nova importaci\u00f3 cross-channel \u00e9s molt valuosa per elaborar informes, i et donar\u00e0 una representaci\u00f3 m\u00e9s precisa del valor de conversi\u00f3 quan inclogui l\u2019impacte d\u2019altres canals. Tamb\u00e9 permetr\u00e0 identificar grans difer\u00e8ncies entre els valors registrats per Google Ads i els dels productes\/anuncis multicanal de GA4, i ajustar les licitacions o els canvis en conseq\u00fc\u00e8ncia.<\/p>\n\n\n\n
Limitacions del tracking de Google Analytics 4<\/h2>\n\n\n\n
Dit aix\u00f2, el seguiment de GA4 continua tenint mancances en comparaci\u00f3 amb el de Google Ads. Aquestes s\u00f3n algunes difer\u00e8ncies:<\/p>\n\n\n\n
GA4: no registra els view-throughs de xarxes com Display o YouTube, mentre que el seguiment de Google Ads s\u00ed que pot.<\/p>\n\n\n\n
GA4 no t\u00e9 identificaci\u00f3 multidispositiu integrada, de manera que necessita IDs d\u2019usuari, mentre que el seguiment de Google Ads fa servir les dades d\u2019usuaris connectats per identificar-los entre dispositius i, a m\u00e9s, t\u00e9 conversions millorades per fer el seguiment dels usuaris identificats entre dispositius amb dades pr\u00f2pies amb hash.<\/p>\n\n\n\n
GA4 no pot oferir un seguiment complet del costat del servidor tret que s\u2019executi un script, mentre que Google Ads ofereix un seguiment complet del costat del servidor amb la importaci\u00f3 de clics de conversions offline, que evita els bloquejadors d\u2019anuncis i es recopila a nivell de servidor.<\/p>\n\n\n\n
Aquests factors tenen un paper fonamental en l\u2019optimitzaci\u00f3 del rendiment, perqu\u00e8 determinen quines dades reben els algoritmes de licitaci\u00f3 de Google Ads. Aix\u00f2 vol dir que el seguiment de Google Ads continuar\u00e0 sent la nostra opci\u00f3 preferida per licitar (prim\u00e0ria), per\u00f2 la importaci\u00f3 de GA4 ser\u00e0 la nostra opci\u00f3 preferida per als informes.<\/p>\n","protected":false},"excerpt":{"rendered":"
Arriben novetats a Google! T\u2019expliquem com influiran en les teves campanyes. Google acaba d\u2019anunciar un dels canvis m\u00e9s significatius en molt de temps. Com tots sabem, el juliol de 2023 Google Universal Analytics deixar\u00e0 de recollir dades i haurem de migrar a Google Analytics 4. Aquest canvi encara deixa moltes inc\u00f2gnites a l\u2019aire. Una de […]<\/p>\n","protected":false},"author":2,"featured_media":16178,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"\n
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