{"id":4616,"date":"2021-11-05T14:52:25","date_gmt":"2021-11-05T13:52:25","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=4616"},"modified":"2021-12-04T22:04:18","modified_gmt":"2021-12-04T21:04:18","slug":"retargeting-a-mereni-konverzi","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/retargeting-a-mereni-konverzi\/","title":{"rendered":"Zm\u011bny pro retargeting a m\u011b\u0159en\u00ed konverz\u00ed od ledna 2022"},"content":{"rendered":"<p><strong>Zaznamenali jste, \u017ee od ledna 2022 p\u0159ich\u00e1z\u00ed v platnost nov\u00fd z\u00e1kon o elektronick\u00fdch komunikac\u00edch? Tato novela p\u0159in\u00e1\u0161\u00ed povinnost z\u00edsk\u00e1vat souhlasy u\u017eivatel\u016f je\u0161t\u011b p\u0159ed spu\u0161t\u011bn\u00edm m\u011b\u0159ic\u00edch a marketingov\u00fdch k\u00f3d\u016f. Poj\u010fme se pod\u00edvat na to, jak\u00e9 dopady to bude m\u00edt na retargeting a m\u011b\u0159en\u00ed konverz\u00ed.<\/strong><\/p>\n<p>Majitel\u00e9 webov\u00fdch str\u00e1nek, e-shop\u016f a v\u0161ichni <a href=\"https:\/\/orangeacademy.cz\/clanky\/jak-se-stat-marketingovym-specialistou-vzdelani-plat-i-napln-prace\/\" target=\"_blank\" rel=\"noopener\">marke\u0165\u00e1ci<\/a>, kte\u0159\u00ed se pohybuj\u00ed ve sv\u011bt\u011b online reklamy, by se na zm\u011bny m\u011bli p\u0159ipravit ji\u017e nyn\u00ed. Jen tak zminimalizuj\u00ed dopady na m\u011b\u0159en\u00ed konverz\u00ed a retargeting.<\/p>\n<h2>Co \u0159e\u0161\u00ed novela o elektronick\u00fdch komunikac\u00edch?<\/h2>\n<p>P\u0159ijat\u00e1 novela z\u00e1sadn\u011b m\u011bn\u00ed ustanoven\u00ed podle \u00a7 89 odst. 3 z\u00e1kona o elektronick\u00fdch komunikac\u00edch \u010d. 127\/2005 Sb, kter\u00e9 v \u010cesk\u00e9 republice dosud \u0159e\u0161ilo problematiku ukl\u00e1d\u00e1n\u00ed cookies a dal\u0161\u00edch podobn\u00fdch soubor\u016f na za\u0159\u00edzen\u00ed u\u017eivatele. Z\u00e1kon byl d\u0159\u00edve koncipov\u00e1n na principu opt-out, nyn\u00ed plat\u00ed princip opt-in. To znamen\u00e1, \u017ee u\u017eivatel mus\u00ed souhlasit s ulo\u017een\u00edm souboru \u010di jin\u00fdch dat na jeho za\u0159\u00edzen\u00ed d\u0159\u00edve, ne\u017e tato situace nastane.<\/p>\n<blockquote><p>Zm\u011bny v novele se net\u00fdkaj\u00ed technick\u00fdch cookies. Ty jsou nezbytn\u00e9 pro fungov\u00e1n\u00ed slu\u017eby, nap\u0159. na e-shopu se ukl\u00e1daj\u00ed informace o vlo\u017een\u00ed zbo\u017e\u00ed do ko\u0161\u00edku apod.<\/p><\/blockquote>\n<h2>Jak upravit k\u00f3d pro retargeting v Skliku?<\/h2>\n<p>Nev\u00edte, jak spr\u00e1vn\u011b upravit k\u00f3d pro retargeting a jak doc\u00edlit p\u0159esn\u00e9ho m\u011b\u0159en\u00ed v Skliku? Konverzn\u00ed a retargetingov\u00e9 k\u00f3dy nov\u011b podporuj\u00ed parametr\u00a0<strong>consent. <\/strong>Ten d\u00e1v\u00e1 Seznamu informaci o tom, zda u\u017eivatel p\u0159edem souhlasil s c\u00edlenou reklamou a m\u011b\u0159en\u00edm konverz\u00ed. Jestli\u017ee d\u00e1 u\u017eivatel souhlas, je uvedena hodnota 1, pokud parametr chyb\u00ed, Seznam.cz data zpracuje stejn\u011b jako dosud, av\u0161ak s t\u00edm, \u017ee jsou data modelov\u00e1ny, tedy neukl\u00e1daj\u00ed se, ani se ne\u010dtou informace ze za\u0159\u00edzen\u00ed dan\u00e9ho u\u017eivatele. Parametr consent ur\u010dit\u011b pou\u017e\u00edvejte, pokud chcete zachovat co nejp\u0159esn\u011bj\u0161\u00ed m\u011b\u0159en\u00ed konverz\u00ed v Skliku, ale i ve Zbo\u017e\u00ed.cz.<\/p>\n<p>Specifikace k\u00f3du jsou k dispozici v <a href=\"https:\/\/napoveda.sklik.cz\/mereni-uspesnosti\/konverze\/konverzni-kod\/\" target=\"_blank\" rel=\"noreferrer noopener\">n\u00e1pov\u011bd\u011b Skliku<\/a>\u00a0a\u00a0<a href=\"https:\/\/github.com\/seznam\/zbozi-konverze\" target=\"_blank\" rel=\"noreferrer noopener\">Githubu Zbo\u017e\u00ed.cz<\/a>. V n\u00e1pov\u011bd\u011b najdete uk\u00e1zku retargetingov\u00e9ho k\u00f3du Skliku v\u010detn\u011b nov\u00e9ho parametru. Technick\u00e1 pozn\u00e1mka \u2013 p\u016fvodn\u00ed podoba konverzn\u00edho a retargetingov\u00e9ho k\u00f3du tak\u00e9 parametr consent podporuje, k\u00f3dy nen\u00ed zapot\u0159eb\u00ed upravovat s pomoc\u00ed JavaScriptu.<\/p>\n<div class=\"wp-block-seznam-alert is-style-danger\">\n<blockquote>\n<h3>Co je retargeting?<\/h3>\n<p>Na za\u010d\u00e1tek si ujasn\u00edme, co je to retargeting. V \u010desk\u00e9m p\u0159ekladu se jedn\u00e1 o znovuzac\u00edlen\u00ed na u\u017eivatele, kte\u0159\u00ed u\u017e s n\u00e1mi byli v kontaktu, nav\u0161t\u00edvili n\u00e1\u0161 web, nebo na n\u00e1s n\u011bjak\u00fdm zp\u016fsobem reagovali. Nap\u0159. shl\u00e9dli reklamu, vid\u011bli video apod. Tento term\u00edn se v digit\u00e1ln\u00edm \u010di online marketingu b\u011b\u017en\u011b pou\u017e\u00edv\u00e1 pro zac\u00edlen\u00ed v PPC a RTB reklam\u00e1ch. Podobn\u00fd n\u00e1zev je remarketing.<\/p><\/blockquote>\n<\/div>\n<p><iframe loading=\"lazy\" title=\"4 tipy, jak v\u00e1m online marketing nastartuje podnik\u00e1n\u00ed v dob\u011b koronaviru! | Orange Academy\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/dr9HzICxzHA?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h2>Jak na spr\u00e1vn\u00e9 m\u011b\u0159en\u00ed? Existuj\u00ed 3 \u0159e\u0161en\u00ed<\/h2>\n<h3><strong>1) E-shopov\u00e9 platformy\u00a0<\/strong><\/h3>\n<p>Jestli\u017ee pou\u017e\u00edv\u00e1te e-shopov\u00e9 krabicov\u00e9 \u0159e\u0161en\u00ed, jako jsou Shoptet nebo E-shop-rychle.cz, tak ty se zav\u00e1zaly k tomu, \u017ee budou k 1. lednu 2022 parametry pro Sklik i Zbo\u017e\u00ed.cz podporovat. Bli\u017e\u0161\u00ed informace najdete v n\u00e1pov\u011bd\u011b Zbo\u017e\u00ed.cz.<\/p>\n<p><strong>Tip! Chcete se um\u011bt vyznat v marketingu? Vyzkou\u0161ejte n\u00e1\u0161 komplexn\u00ed kurz <a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\/rekvalifikacni-kurz-online-marketing\" target=\"_blank\" rel=\"noopener\">Online marketing<\/a>.<\/strong><\/p>\n<div class=\"wp-block-seznam-alert\">\n<p><strong style=\"color: #333333; font-size: 22px;\">2) Google Tag Manager<\/strong><\/p>\n<\/div>\n<p>V p\u0159\u00edpad\u011b, \u017ee b\u011b\u017en\u011b pracujete s Google Tag Managerem, nastav\u00edte si hodnotu parametru <em>consent<\/em> v konverzn\u00edm a retargetingov\u00e9m k\u00f3du p\u0159\u00edmo v n\u011bm tak, aby zvolen\u00e1 cookie li\u0161ta dok\u00e1zala p\u0159ed\u00e1vat informaci o stavu souhlasu u\u017eivatele do Google Tag Manageru. Vyu\u017e\u00edt m\u016f\u017eete ji\u017e p\u0159edp\u0159ipraven\u00e9 <a href=\"https:\/\/tagmanager.google.com\/gallery\/#\/?filter=sklik\" target=\"_blank\" rel=\"noreferrer noopener\">GTM \u0161ablony<\/a>, kter\u00e9 ji\u017e nov\u00fd parametr\u00a0<em>consent\u00a0<\/em>pro Sklik a Zbo\u017e\u00ed.cz podporuj\u00ed.<\/p>\n<h3><strong>3) Ostatn\u00ed \u0159e\u0161en\u00ed<\/strong><\/h3>\n<p>Jako posledn\u00ed \u0159e\u0161en\u00ed si m\u016f\u017eete spr\u00e1vn\u00e9 vkl\u00e1d\u00e1n\u00ed k\u00f3du zajistit sami vlastn\u00edmi silami. Obra\u0165te se na provozovatele sv\u00e9ho webu. Pokud ale je\u0161t\u011b nevyu\u017e\u00edv\u00e1te\u00a0Google Tag Manager, pop\u0159em\u00fd\u0161lejte o jeho vyu\u017eit\u00ed.<\/p>\n<p>P\u0159ipravujeme nej\u010dast\u011bj\u0161\u00ed dotazy k ud\u011blen\u00ed souhlasu od p\u0159\u00ed\u0161t\u00edho roku. Ji\u017e brzy je dopln\u00edme na n\u00e1\u0161 blog, p\u0159\u00edpadn\u011b zde ke \u010dl\u00e1nku. Tak n\u00e1s sledujte i nad\u00e1le.<\/p>\n<p><em>Zdroj: Sklik, Zbo\u017e\u00ed.cz, Wikipedie<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zaznamenali jste, \u017ee od ledna 2022 p\u0159ich\u00e1z\u00ed v platnost nov\u00fd z\u00e1kon o elektronick\u00fdch komunikac\u00edch? Tato novela p\u0159in\u00e1\u0161\u00ed povinnost z\u00edsk\u00e1vat souhlasy u\u017eivatel\u016f je\u0161t\u011b p\u0159ed spu\u0161t\u011bn\u00edm m\u011b\u0159ic\u00edch a marketingov\u00fdch k\u00f3d\u016f. Poj\u010fme se pod\u00edvat na to, jak\u00e9 dopady to bude m\u00edt na retargeting a m\u011b\u0159en\u00ed konverz\u00ed. Majitel\u00e9 webov\u00fdch str\u00e1nek, e-shop\u016f a v\u0161ichni marke\u0165\u00e1ci, kte\u0159\u00ed se pohybuj\u00ed ve sv\u011bt\u011b [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":4617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[65,18,66,26],"class_list":["post-4616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-navody","tag-online-marketing","tag-vysvetleni-zakonu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zm\u011bny pro retargeting a m\u011b\u0159en\u00ed konverz\u00ed od ledna 2022<\/title>\n<meta name=\"description\" content=\"Od ledna 2022 plat\u00ed nov\u00fd z\u00e1kon o elektronick\u00fdch komunikac\u00edch. 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Poj\u010fme se pod\u00edvat, jak\u00e9 dopady to bude m\u00edt na retargeting a m\u011b\u0159en\u00ed konverz\u00ed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/orangeacademy.cz\/clanky\/retargeting-a-mereni-konverzi\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Orange Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrangeAcademy.sro\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-05T13:52:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-04T21:04:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2021\/12\/co-je-retargeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Zuzana Kl\u00edmov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zuzana Kl\u00edmov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuty\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Zm\u011bny pro retargeting a m\u011b\u0159en\u00ed konverz\u00ed od ledna 2022","description":"Od ledna 2022 plat\u00ed nov\u00fd z\u00e1kon o elektronick\u00fdch komunikac\u00edch. 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