{"id":5154,"date":"2022-11-29T10:32:26","date_gmt":"2022-11-29T10:32:26","guid":{"rendered":"https:\/\/nuevawebadv.advertis.es\/?p=15518"},"modified":"2022-11-29T11:02:23","modified_gmt":"2022-11-29T11:02:23","slug":"migracio-a-google-analytics-4-ga4-el-que-no-sexplica-dels-informes","status":"publish","type":"post","link":"https:\/\/advertis.es\/ca\/migracio-a-google-analytics-4-ga4-el-que-no-sexplica-dels-informes\/","title":{"rendered":"Migraci\u00f3 a Google Analytics 4 (GA4): El que no s’explica dels informes"},"content":{"rendered":"\n

Universal Analytics (UA) deixar\u00e0 de processar dades l’1 de juliol de 2023 i qui desitgi monitoritzar el tr\u00e0nsit dels seus espais web amb Google haur\u00e0  de realitzar la migraci\u00f3 a Google Analytics 4 (GA4).  No hi ha marxa enrere.  Aquesta aplicaci\u00f3 porta molts mesos al mercat i las empreses haurien d’afrontar el canvi amb planificaci\u00f3. Pero com passa sovint amb el car\u00e0cter llat\u00ed, els temes no prioritaris es deixen de banda fins que es tornen urgents. Som aix\u00ed i el compte enrere ha comen\u00e7at.<\/p>\n\n\n\n

GA4 4 no \u00e9s una nova simple actualitzaci\u00f3 d’Universal Analytics (UA). Parlem d’una nova manera d’entendre el mesurament de dades i que Google est\u00e0 intentant per tots els mitjans fer-ho entendre als professionals. Les dades que es recullen a GA4 es processen de manera diferent, sense comptar amb les hist\u00f2riques cookies. S’aconsegueixen dades mitjan\u00e7ant esdeveniments configurats i amb intel\u00b7lig\u00e8ncia artificial, no com en l’actualitat a UA, on les visites de p\u00e0gina, esdeveniments, vendes de comer\u00e7 electr\u00f2nic, entre moltes d’altres m\u00e8triques, poden ser fruit de simples hits<\/em> (interaccions).<\/p>\n\n\n\n

Ara b\u00e9, a nivell pr\u00e0ctic, es pot dir que aquest \u00e9s el gran canvi en el nou producte de Google? No. El gran canvi \u00e9s un altre.<\/p>\n\n\n\n

On \u00e9s la meva r\u00e0tio de rebot? Difer\u00e8ncies entre GA4 i UA<\/h2>\n\n\n\n

No ens atabalem. Recentment, v\u00e0rem escoltar d’una professional la seva convicci\u00f3 que la taxa de rebot havia desaparegut de l’univers de Google. Deia que no existia a GA4. Fals. Aquesta m\u00e8trica continua existint. En realitat, GA4 inclou pr\u00e0cticament totes les m\u00e8triques que ja existeixen en UA. El que passa \u00e9s que ha canviat els seus criteris i ara no les mostra per defecte. <\/p>\n\n\n\n

A l’Universal Analytics de sempre, les dades s’han presentat en informes sota quatre categories denominades Audi\u00e8ncies<\/strong>, Adquisici\u00f3<\/strong>, Comportament<\/strong> i Coversions<\/strong>. En canvi, a GA4, ens presenta uns informes sota una col\u00b7lecci\u00f3 anomenada Life Cycle<\/strong>, dividida tamb\u00e9 en quatre apartats: Adquisici\u00f3<\/strong>, Interacci\u00f3<\/strong>, Monetitzaci\u00f3<\/strong> i Retenci\u00f3<\/strong>. Si tenim en compte que hi ha un altre apartat anomenat Usuaris<\/strong>, no se’ns pot escapar que, fonamentalment, Google est\u00e0 seguint un patr\u00f3 similar, per\u00f2 amb diferents noms.<\/p>\n\n\n\n

El segon suposat gran canvi entre les dues eines ha estat l’elecci\u00f3 de les m\u00e8triques <\/strong>que s’ incorporen a GA4 per defecte, les quals no han estat les mateixes d’ UA. Hem vist que han “amagat” la taxa de rebot<\/strong>, per\u00f2 en el seu lloc es mostra la m\u00e8trica de “sessions amb interacci\u00f3” i d’altra banda, han substitu\u00eft els antics “objectius” pels nous “esdeveniments”. En el fons, tot \u00e9s la mateixa filosofia, amb nous noms.<\/p>\n\n\n\n

Per tant, si l’arquitectura de la informaci\u00f3 \u00e9s molt similar i les m\u00e8triques continuen existint tamb\u00e9, On \u00e9s el gran canvi?<\/p>\n\n\n\n

Google Analytics 4 s’ha de configurar. No \u00e9s pulsar un bot\u00f3 i punt.<\/h2>\n\n\n\n

L’hist\u00f2ric Universal Analytics ens va regalar durant molts anys una experi\u00e8ncia, en general, molt acomodada ja que ens oferia informaci\u00f3 de forma f\u00e0cil, amb un men\u00fa fix d’informaci\u00f3<\/strong> inacabable i molt complet. Utilitzava m\u00e9s de 75 informes la qual cosa ens donava molta sensaci\u00f3 de control i seguretat. Les dades les ten\u00edem all\u00e0 mateix, a la vista. A m\u00e9s, es mantenia una mateixa estrat\u00e8gia d’ informaci\u00f3 mostrant sempre nou m\u00e8triques per a la majoria de les dimensions, vinculades al perfil d’ usuari, el seu comportament i els resultats comercials, en forma de leads o de vendes. I si vol\u00edem dades extra, configur\u00e0vem alguns Objectius.<\/p>\n\n\n\n

Tot molt bonic i f\u00e0cil. Per\u00f2 amb GA4, aix\u00f2 s’ha acabat. La configuraci\u00f3 per defecte que es mostra despr\u00e9s d’activar l’eina, ens ofereix un pobre men\u00fa d’informes. No \u00e9s que no registrin dades, sin\u00f3 que no es mostra a ning\u00fa. Per\u00f2, a m\u00e9s, GA4 tampoc pot donar per defecte les dades m\u00e9s rellevants (els nostres volguts KPI’s) com s\u00f3n les desc\u00e0rregues d’arxius, els registres al lloc web o les vendes, per posar uns exemples.  Per a aix\u00f2, cal configurar Esdeveniments i alguns, convertir-los a Conversions per obtenir informaci\u00f3 realment rellevant.  \u00c9s tot un proc\u00e9s que requereix criteri propi.<\/p>\n\n\n\n

Heus aqu\u00ed el gran canvi<\/strong>. GA4 requereix un esfor\u00e7 de configuraci\u00f3 com no existia abans. \u00c9s cert que abans es podian crear informes personalitzats i vistes<\/strong> diferents, per\u00f2 no permetia configurar ni modificar el men\u00fa dels informes<\/strong> a la nostra voluntat. Per aix\u00f2, avui a GA4, ha desaparegut la possibilitat de crear Vistes. Tot aix\u00f2 pot crear frustraci\u00f3 si volem fer servir GA4 com l’Universal Analytics de sempre.<\/p>\n\n\n\n

Creiem que Google ha detectat la situaci\u00f3 de resist\u00e8ncia al canvi per part de tots. D’anunciants, ag\u00e8ncies i professionals en general. Els canvis sempre s\u00f3n complicats i molts professionals ho estan deixant per a \u00faltima hora. La ra\u00f3 \u00e9s que cal dedicar temps per entendre i configurar l’eina, simplement i planerament. I no \u00e9s f\u00e0cil.<\/p>\n\n\n\n

Per qu\u00e8 no cal deixar-ho fins a l’\u00faltim moment?<\/h2>\n\n\n\n

Hi ha motius de pes per afrontar ara la migraci\u00f3 a Google Analytics 4 i no deixar-lo per al dia que s’apaguin els llums a UA. El principal argument de Google \u00e9s la necessitat de poder contrastar a l’un\u00edson els resultats en les dues eines (UA i GA4) per verificar la correcta configuraci\u00f3 d’aquesta \u00faltima. Si les dades difereixen, alguna cosa pot estar fallant. Si es produeix aquesta situaci\u00f3, hi haur\u00e0 temps de treballar GA4 per rectificar i adquirir la confian\u00e7a en la fiabilitat de la configuraci\u00f3.<\/p>\n\n\n\n

Advertis proposa una configuraci\u00f3 de GA4 adaptada a l’esquema d’UA<\/h2>\n\n\n\n

Des d’Advertis hem arribat a la conclusi\u00f3 que, posats a configurar la nova eina, val la pena mantenir l’esquema d’informes d’Universal Analytics que sempre ha donat resultats a les empreses. Aqu\u00ed pots veure un v\u00eddeo demostratiu<\/a><\/strong>.<\/p>\n\n\n\n

Google ens ha convidat a fer-ho i hem agafat el testimoni. Si necessites suport per configurar el teu GA4, contacta’ns<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Universal Analytics (UA) deixar\u00e0 de processar dades l’1 de juliol de 2023 i qui desitgi monitoritzar el tr\u00e0nsit dels seus espais web amb Google haur\u00e0  de realitzar la migraci\u00f3 a Google Analytics 4 (GA4).  No hi ha marxa enrere.  Aquesta aplicaci\u00f3 porta molts mesos al mercat i las empreses haurien d’afrontar el canvi amb planificaci\u00f3. […]<\/p>\n","protected":false},"author":4,"featured_media":2068,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[125,116,23],"tags":[],"class_list":["post-5154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-digital","category-estrategia-digital-i-gestio-online","category-estrategia-digital-y-gestion-online"],"acf":[],"yoast_head":"\nMigraci\u00f3 a Google Analytics 4 (GA4): El que no s'explica dels informes<\/title>\n<meta name=\"description\" content=\"Migraci\u00f3 a Google Analytics 4 (GA4). Si vols con\u00e8ixer la gran diferencia entre UA i GA4 entra. 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