{"id":3891,"date":"2024-01-16T11:14:54","date_gmt":"2024-01-16T09:14:54","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=3891"},"modified":"2024-02-07T17:11:35","modified_gmt":"2024-02-07T15:11:35","slug":"nejcastejsi-chyby-pri-vyhodnocovani-online-kampani","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/nejcastejsi-chyby-pri-vyhodnocovani-online-kampani\/","title":{"rendered":"Nej\u010dast\u011bj\u0161\u00ed chyby p\u0159i vyhodnocov\u00e1n\u00ed online kampan\u00ed"},"content":{"rendered":"\r\n

Z\u00edr\u00e1te zoufale na klesaj\u00edc\u00ed po\u010det n\u00e1v\u0161t\u011bvn\u00edk\u016f na webu a m\u00e1te pocit, \u017ee va\u0161e kampa\u0148 selhala? A v\u00edte, \u017ee to m\u016f\u017ee b\u00fdt p\u0159esn\u011b naopak? Soust\u0159edit se na jedinou metriku b\u00fdv\u00e1 o\u0161idn\u00e9. V\u00a0n\u00e1sleduj\u00edc\u00edm textu zjist\u00edte pro\u010d. A zdaleka nejen to. <\/strong><\/p>\r\n\r\n

Abyste p\u0159i hodnocen\u00ed sv\u00fdch reklam ned\u011blali chybn\u00e1 rozhodnut\u00ed, sta\u010d\u00ed si uv\u011bdomit p\u00e1r jednoduch\u00fdch skute\u010dnost\u00ed:<\/p>\r\n\r\n\r\n\r\n

1. V\u00edc nemus\u00ed b\u00fdt v\u017edycky l\u00edp. Jde o to, co je opravdu d\u016fle\u017eit\u00e9<\/h3>\r\n\r\n\r\n\r\n

\u010cas na str\u00e1nce, vysok\u00fd engagement, po\u010det n\u00e1v\u0161t\u011bv nebo naopak ni\u017e\u0161\u00ed CPC (cena za kliknut\u00ed) jsou hodnoty, kter\u00e9 se snadno vyhodnocuj\u00ed. Kdy\u017e se ale pod\u00edv\u00e1me do detailu, m\u016f\u017eeme se pt\u00e1t \u2013 pot\u0159ebujeme v\u017edy, aby u\u017eivatel byl na str\u00e1nce 5 minut? Slou\u017e\u00ed n\u00e1m k n\u011b\u010demu 250 lajk\u016f u facebookov\u00e9ho postu? Co n\u00e1m opravdu pom\u00e1h\u00e1? Jeden nad\u0161en\u00fd klient po n\u00e1s cht\u011bl p\u0159idat v\u00edce pen\u011bz do sv\u00e9ho postu, kter\u00fd nasb\u00edral u\u017e p\u0159es 50 lajk\u016f. Prost\u0159edky cht\u011bl vz\u00edt z postu, kde byly pouze 2 lajky. Na\u0161t\u011bst\u00ed jsme ho zastavili. Druh\u00fd post toti\u017e z\u00edskal u\u017e 10 pot\u0159ebn\u00fdch lead\u016f. Prvn\u00ed post, i kdy\u017e na prvn\u00ed pohled p\u016fsobil jako zaj\u00edmav\u011bj\u0161\u00ed, ani jeden.<\/p>\r\n\r\n\r\n\r\n

2. N\u00e1zev metriky m\u016f\u017ee b\u00fdt zav\u00e1d\u011bj\u00edc\u00ed. A jedna metrika se m\u016f\u017ee m\u011b\u0159it r\u016fzn\u011b<\/h3>\r\n\r\n\r\n\r\n

Je \u201ePr\u016fm\u011brn\u00e1 doba trv\u00e1n\u00ed relace\u201c opravdu pr\u016fm\u011brn\u00e1 doba trv\u00e1n\u00ed n\u00e1v\u0161t\u011bvy? Po\u010d\u00edt\u00e1 se CTR (m\u00edra prokliku) poka\u017ed\u00e9 stejn\u011b? Ur\u010dit\u011b ne. T\u0159eba pr\u00e1v\u011b CTR se vypo\u010d\u00edt\u00e1v\u00e1 r\u016fzn\u00fdmi zp\u016fsoby \u2013 n\u011bkdy z\u00a0po\u010dtu zobrazen\u00ed, jindy z\u00a0po\u010dtu u\u017eivatel\u016f. Pokud se post zobraz\u00ed jednomu \u010dlov\u011bku 10\u00d7 a jen jednou na n\u011bj klikne, tak v\u00a0jednom p\u0159\u00edpad\u011b je CTR 10 % a ve\u00a0druh\u00e9m 100 %. Je dobr\u00e9 v\u011bd\u011bt, kter\u00fd zp\u016fsob m\u011b\u0159en\u00ed na\u0161e analytika pou\u017e\u00edv\u00e1.<\/p>\r\n

V\u00a0minul\u00e9m roce skon\u010dila neplacen\u00e1 verze Google Analytics UA a klienti museli p\u0159ej\u00edt na nov\u011bj\u0161\u00ed Google Analytics 4. Nov\u00e1 verze p\u0159inesla mnoho zm\u011bn a my jsme jako obsahov\u00e1 agentura museli \u010dasto vysv\u011btlovat, pro\u010d se rapidn\u011b propadl \u010das str\u00e1ven\u00fd na webu (viz obr\u00e1zek). I tady hr\u00e1la roli metoda m\u011b\u0159en\u00ed nebo zpracov\u00e1n\u00ed dat.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Pozn\u00e1mka: Stejn\u00e9 obdob\u00ed, stejn\u00fd web a na prvn\u00ed pohled i stejn\u00e1 metrika.<\/em><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

3. To, o co n\u00e1m jde, je c\u00edl. Ale ne jeden<\/h3>\r\n\r\n\r\n\r\n

V m\u011b\u0159en\u00ed kampan\u00ed se nejedn\u00e1 jen o celkov\u00fd c\u00edl (prodej, zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed, z\u00edsk\u00e1n\u00ed lead\u016f), ale i o d\u00edl\u010d\u00ed c\u00edle jejich jednotliv\u00fdch \u010d\u00e1st\u00ed. V\u00a0\u00favodn\u00ed f\u00e1zi (\u010dasto ozna\u010dovan\u00e9 jako f\u00e1ze SEE) nap\u0159\u00edklad chceme, aby se o n\u00e1s v\u011bd\u011blo. C\u00edl\u00edme komunikaci tak, aby oslovila co nejv\u00edc potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Nen\u00ed tedy a\u017e tak d\u016fle\u017eit\u00fd proklik nebo konverze jako to, abychom se za n\u00edzkou cenu zobrazili co nejv\u00edc lidem v\u00a0na\u0161\u00ed c\u00edlov\u00e9 skupin\u011b. A\u017e v\u00a0n\u00e1sleduj\u00edc\u00edch f\u00e1z\u00edch se u t\u011bch, kte\u0159\u00ed projevili n\u011bjak\u00fd z\u00e1jem, zam\u011b\u0159ujeme na konverzi.<\/p>\r\n\r\n\r\n\r\n

4. Jablka se nedaj\u00ed srovn\u00e1vat s\u00a0hru\u0161kami. Nekoukejte na ostatn\u00ed<\/h3>\r\n\r\n\r\n\r\n

Benchmark je dobr\u00fd sluha, ale zl\u00fd p\u00e1n. Porovn\u00e1v\u00e1n\u00ed proklik\u016f u banneru propaguj\u00edc\u00edho p\u0159\u00edsp\u011bvek na hubnut\u00ed a\u00a0banneru na vylep\u0161en\u00fd \u0161estn\u00e1ctiamp\u00e9rov\u00fd jisti\u010d nen\u00ed \u00fapln\u011b spr\u00e1vn\u00e1 cesta. Nejen \u017ee jde o \u00fapln\u011b jin\u00fd produkt, ale i o jinou c\u00edlovku. \u2028A co stejn\u00fd produkt a stejn\u00e1 c\u00edlovka? I toto\u017en\u00fd \u010dl\u00e1nek m\u016f\u017ee m\u00edt rozd\u00edlnou dobu \u010dten\u00ed na r\u016fzn\u00fdch webech (rozhoduje velikost p\u00edsma, grafika, drobn\u00e9 rozd\u00edly v\u00a0metod\u011b m\u011b\u0159en\u00ed). Proto se sna\u017eme prim\u00e1rn\u011b porovn\u00e1vat stejn\u00e9 produkty na stejn\u00fdch platform\u00e1ch se stejnou c\u00edlovou skupinou. A i tak mohou existovat r\u016fzn\u00e9 faktory, kter\u00e9 porovn\u00e1van\u00e9 kampan\u011b ovliv\u0148uj\u00ed.<\/p>\r\n

Doned\u00e1vna nap\u0159\u00edklad fungovala v Google Analytics metrika M\u00edra okam\u017eit\u00e9ho opu\u0161t\u011bn\u00ed (bounce rate). Lid\u00e9 byli b\u011b\u017en\u011b nau\u010deni, \u017ee ni\u017e\u0161\u00ed m\u00edra je v\u017edy lep\u0161\u00ed, proto byli \u010dasto p\u0159ekvapeni, kdy\u017e jsme u jednoho klienta \u0159\u00edkali na hodnotu 85 % \u201esuper\u201c a u dal\u0161\u00edho na hodnotu 75 % \u201evelk\u00fd \u0161patn\u00fd\u201c. A u posledn\u00edho jsme dokonce pova\u017eovali sledov\u00e1n\u00ed t\u00e9to metriky za nesmysl. V\u0161echno z\u00e1vis\u00ed na okolnostech a c\u00edlech komunikace. Chceme, aby se u\u017eivatel kouknul na v\u0161echny na\u0161e produkty a proklikal si jednotliv\u00e9 str\u00e1nky, nebo n\u00e1m jde jen o to, aby si p\u0159e\u010detl \u010dl\u00e1nek a zavolal n\u00e1m? V prvn\u00edm p\u0159\u00edpad\u011b pro n\u00e1s bude bounce rate d\u016fle\u017eit\u00e1, ve druh\u00e9m nikoli.<\/p>\r\n\r\n\r\n\r\n

5. Vn\u011bj\u0161\u00ed vlivy hraj\u00ed velkou roli. I ty nesouvisej\u00edc\u00ed<\/h3>\r\n\r\n\r\n\r\n

V\u00e1lka na Ukrajin\u011b nebo covid pat\u0159\u00ed k\u00a0v\u011bcem, kter\u00e9 ovliv\u0148uj\u00ed reklamu a cel\u00fd byznys. N\u011bkdy m\u016f\u017ee ale ovlivnit v\u00fdsledek kampan\u011b i to, jestli venku zrovna sv\u00edtilo slunce nebo \u017ee ve V\u00fdm\u011bn\u011b man\u017eelek n\u011bkdo n\u011bkomu s\u00e1hl na hada. Opravdu. Srovn\u00e1v\u00e1n\u00ed v\u00fdsledk\u016f je alchymie a m\u011bli bychom v\u017edycky zn\u00e1t co nejv\u00edce faktor\u016f, kter\u00e9 mohou \u010d\u00edsla ovlivnit.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

6. Hodnocen\u00ed mus\u00ed b\u00fdt komplexn\u00ed<\/h3>\r\n\r\n\r\n\r\n

V\u0161echny p\u0159edchoz\u00ed body bychom mohli schovat pod tenhle titulek. Pozornost \u00fazce zam\u011b\u0159en\u00e1 na jednu metriku vede obvykle do pekel. V\u017edycky je t\u0159eba koukat na komunikaci v kontextu. Hodnotit c\u00edle, z\u00e1m\u011bry, c\u00edlovou skupinu, relevantn\u00ed metriky a vn\u011bj\u0161\u00ed okolnosti.<\/p>\r\n

Vysok\u00e9 CPC (cost-per-click) nap\u0159\u00edklad nemus\u00ed nutn\u011b znamenat \u0161patnou kreativu. Clickbaitov\u00fd p\u0159\u00edsp\u011bvek m\u016f\u017ee b\u00fdt levn\u011bj\u0161\u00ed a m\u00edt vy\u0161\u0161\u00ed CTR, ale nemus\u00ed p\u0159in\u00e9st \u017e\u00e1dnou konverzi (lead, prodej). Poka\u017ed\u00e9 je pot\u0159eba si uv\u011bdomit, co je opravdu c\u00edlem komunikace. \u0160patn\u00e9 d\u00edl\u010d\u00ed v\u00fdsledky m\u016f\u017eeme zlep\u0161ovat, ale m\u011bli bychom myslet na to, aby n\u00e1m nezhor\u0161ily kl\u00ed\u010dov\u00e9 metriky. Roztomil\u00e1 ko\u0165\u00e1tka n\u00e1m sice zlep\u0161\u00ed CTR, ale nejsp\u00ed\u0161 nezv\u00fd\u0161\u00ed prodej p\u0159\u00edklepov\u00fdch vrta\u010dek.<\/p>\r\n\r\n\r\n\r\n

7. Pr\u016fb\u011b\u017en\u00e9 hodnocen\u00ed je z\u00e1klad<\/h3>\r\n\r\n\r\n\r\n

Pokud vyhodnot\u00edme kampa\u0148 a\u017e po jej\u00edm skon\u010den\u00ed, je to pozd\u011b. M\u016f\u017eeme si vz\u00edt ponau\u010den\u00ed do budoucna, ale ukon\u010den\u00e9 kampani to nepom\u016f\u017ee. Je tedy dobr\u00e9 pracovat s\u00a0anal\u00fdzou hned od za\u010d\u00e1tku. M\u00edt nastaven\u00e9 pr\u016fb\u011b\u017en\u00e9 c\u00edle a p\u0159\u00edpadn\u011b hned flexibiln\u011b reagovat. A samoz\u0159ejm\u011b v\u017edy je pot\u0159eba pracovat s\u00a0dostate\u010dn\u00fdm mno\u017estv\u00edm dat.<\/p>\r\n\r\n\r\n\r\n

8. Anal\u00fdza bez doporu\u010den\u00ed je k ni\u010demu<\/h3>\r\n\r\n\r\n\r\n

Vyhodnocen\u00ed kampan\u011b by nem\u011bl b\u00fdt jen v\u00fd\u010det \u010d\u00edsel a v\u011bty typu \u201epo\u010det zobrazen\u00ed rostl\u201c. M\u011blo by obsahovat pohled analytika a market\u00e9ra, jeho zji\u0161t\u011bn\u00ed a konkr\u00e9tn\u00ed doporu\u010den\u00ed \u2013 pro\u010d kampa\u0148 dopadla dob\u0159e\/\u0161patn\u011b. Co fungovalo, co nikoli a pro\u010d. A hlavn\u011b co a jak by se m\u011blo zm\u011bnit, abychom z\u00edskali lep\u0161\u00ed v\u00fdsledky.<\/p>\r\n

V Boomerangu se sna\u017e\u00edme na v\u0161echny uveden\u00e9 body myslet a kampan\u011b klient\u016f po\u0159\u00e1d zlep\u0161ovat. Vyu\u017e\u00edv\u00e1me sv\u00e9 zku\u0161enosti, testujeme o sto \u0161est a zkou\u0161\u00edme nov\u00e9 v\u011bci. To, co fungovalo v\u010dera, nemus\u00ed fungovat z\u00edtra. Proto s hodnocen\u00edm kampan\u00ed pracujeme ka\u017ed\u00fd den.<\/p>\r\n\r\n\r\n\r\n

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Co si z\u00a0 \u010dl\u00e1nku odn\u00e9st? <\/strong><\/p>\r\n\r\n\r\n\r\n

    \r\n
  • Koukejme se na v\u00fdsledky kampan\u011b komplexn\u011b a po\u010d\u00edtejme s\u00a0v\u00edce faktory ovliv\u0148uj\u00edc\u00edmi v\u00fdsledek.<\/li>\r\n
  • Nesna\u017eme se jen srovn\u00e1vat s ostatn\u00edmi. Sp\u00ed\u0161 se zam\u011b\u0159me na vlastn\u00ed c\u00edle a jinde hledejme inspiraci.<\/li>\r\n
  • P\u00e1trejme po p\u0159\u00ed\u010din\u00e1ch \u00fasp\u011bchu i ne\u00fasp\u011bchu a pracujme s doporu\u010den\u00edmi.<\/li>\r\n
  • Hl\u00eddejme si, co jednotliv\u00e9 metriky opravdu znamenaj\u00ed.<\/li>\r\n<\/ul>\r\n<\/div><\/div>\r\n<\/div>\r\n<\/div>","protected":false},"excerpt":{"rendered":"

    Z\u00edr\u00e1te zoufale na klesaj\u00edc\u00ed po\u010det n\u00e1v\u0161t\u011bvn\u00edk\u016f na webu a m\u00e1te pocit, \u017ee va\u0161e kampa\u0148 selhala? A v\u00edte, \u017ee to m\u016f\u017ee b\u00fdt p\u0159esn\u011b naopak? Soust\u0159edit se na jedinou metriku b\u00fdv\u00e1 o\u0161idn\u00e9. V\u00a0n\u00e1sleduj\u00edc\u00edm textu zjist\u00edte pro\u010d. A zdaleka nejen to. Abyste p\u0159i hodnocen\u00ed sv\u00fdch reklam ned\u011blali chybn\u00e1 rozhodnut\u00ed, sta\u010d\u00ed si uv\u011bdomit p\u00e1r jednoduch\u00fdch skute\u010dnost\u00ed: 1. V\u00edc nemus\u00ed b\u00fdt v\u017edycky l\u00edp. […]<\/p>\n","protected":false},"featured_media":3892,"menu_order":0,"template":"","serial":[],"class_list":["post-3891","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nNej\u010dast\u011bj\u0161\u00ed chyby p\u0159i vyhodnocov\u00e1n\u00ed online kampan\u00ed - Boomerang Communication<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/nejcastejsi-chyby-pri-vyhodnocovani-online-kampani\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nej\u010dast\u011bj\u0161\u00ed chyby p\u0159i vyhodnocov\u00e1n\u00ed online kampan\u00ed - Boomerang Communication\" \/>\n<meta property=\"og:description\" content=\"Z\u00edr\u00e1te zoufale na klesaj\u00edc\u00ed po\u010det n\u00e1v\u0161t\u011bvn\u00edk\u016f na webu a m\u00e1te pocit, \u017ee va\u0161e kampa\u0148 selhala? A v\u00edte, \u017ee to m\u016f\u017ee b\u00fdt p\u0159esn\u011b naopak? Soust\u0159edit se na jedinou metriku b\u00fdv\u00e1 o\u0161idn\u00e9. V\u00a0n\u00e1sleduj\u00edc\u00edm textu zjist\u00edte pro\u010d. A zdaleka nejen to. Abyste p\u0159i hodnocen\u00ed sv\u00fdch reklam ned\u011blali chybn\u00e1 rozhodnut\u00ed, sta\u010d\u00ed si uv\u011bdomit p\u00e1r jednoduch\u00fdch skute\u010dnost\u00ed: 1. V\u00edc nemus\u00ed b\u00fdt v\u017edycky l\u00edp. 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