{"id":7736,"date":"2023-10-10T13:15:10","date_gmt":"2023-10-10T11:15:10","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=7736"},"modified":"2023-10-10T13:12:15","modified_gmt":"2023-10-10T11:12:15","slug":"pouziti-measurement-protokolu-v-ga4-vs-ua","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/pouziti-measurement-protokolu-v-ga4-vs-ua\/","title":{"rendered":"Pou\u017eit\u00ed measurement protokolu v GA4 vs. UA"},"content":{"rendered":"
<\/div>\n

Measurement protokol je skv\u011bl\u00fd a na pou\u017eit\u00ed jednoduch\u00fd n\u00e1stroj. Je vhodn\u00fd t\u0159eba v situac\u00edch, kdy pot\u0159ebujete do Google Analytics pos\u00edlat data jinak ne\u017e b\u011b\u017en\u011b p\u0159i zobrazov\u00e1n\u00ed v prohl\u00ed\u017ee\u010di jako n\u00e1v\u0161t\u011bvn\u00edk. M\u00e1 sice sv\u00e1 omezen\u00ed \u2013 nepo\u0161lete p\u0159es n\u011bj p\u0159\u00edmo geografick\u00e9 informace a data o za\u0159\u00edzen\u00ed, ale na druhou stranu jeho implementace ze strany backendu je velmi jednoduch\u00e1 a n\u00e1klady na provoz zanedbateln\u00e9.<\/p>\n

<\/p>\n

I my jsme se k takov\u00e9mu \u0159e\u0161en\u00ed uch\u00fdlili. O\u010dek\u00e1vali jsme toti\u017e, \u017ee \u010d\u00e1st webov\u00fdch str\u00e1nek, kter\u00e9 jsme vytvo\u0159ili pro Centr\u00e1lu cestovn\u00edho ruchu Jihomoravsk\u00e9ho kraje<\/a>, bude embedov\u00e1na do r\u016fzn\u00fdch web\u016f.<\/p>\n

N\u00e1\u0161 klient, Centr\u00e1la cestovn\u00edho ruchu Jihomoravsk\u00e9ho kraje (CCJRM), se zab\u00fdv\u00e1 rozvojem cestovn\u00edho ruchu a turistick\u00e9ho potenci\u00e1lu v kraji. A proto\u017ee se v Brn\u011b po\u0159\u00e1d n\u011bco d\u011bje, CCJRM cht\u011bli po\u0159adatel\u016fm nab\u00eddnout pomocnou ruku v tom, jak d\u00e1t v\u011bd\u011bt o akc\u00edch jednodu\u0161e a on\u2011line (bez let\u00e1k\u016f). Dali jsme hlavy dohromady a vytvo\u0159ili eventovou aplikaci.<\/p><\/blockquote>\n

Pod\u00edvejte se s n\u00e1mi, jak implementovat pos\u00edl\u00e1n\u00ed dat pomoc\u00ed measurement protokolu v Universal Analytics a GA4. Implementaci uk\u00e1\u017eeme na p\u0159\u00edkladech v PHP resp. Drupalu 9 \/ Symphony.<\/p>\n

Kdy to m\u016f\u017eete pot\u0159ebovat<\/h2>\n

Measurement protokol se v\u00e1m bude hodit, pokud vkl\u00e1d\u00e1te str\u00e1nku do jin\u00e9ho webu, kde nem\u00e1te p\u0159\u00edstup ke GTM. Zajist\u00ed, \u017ee budete m\u00edt ve\u0161ker\u00e1 data o n\u00e1v\u0161t\u011bvnosti, nikoliv jen n\u00e1hodn\u00fd p\u0159\u00edstup z directu.\u017de se dan\u00e1 str\u00e1nka p\u0159es embed zobrazuje, je ale v\u011bt\u0161inou u\u017eite\u010dn\u00e9 v\u011bd\u011bt. A pr\u00e1v\u011b v tom v\u00e1m measurement protokol dok\u00e1\u017ee pomoct.<\/p>\n

\u0158e\u0161en\u00edm by bylo tak\u00e9 s\u00e1hnout po server\u2011side GTM. Jde ale o pom\u011brn\u011b robustn\u00ed a n\u00e1kladn\u00fd n\u00e1stroj. V na\u0161em konkr\u00e9tn\u00edm p\u0159\u00edpad\u011b jsme pot\u0159ebovali pouze v\u011bd\u011bt, kter\u00e9 str\u00e1nky se zobrazuj\u00ed a kolikr\u00e1t. Implementace measurement protokolu tak byla vhodn\u011bj\u0161\u00edm krokem.<\/p>\n

Dal\u0161\u00ed u\u017eite\u010dn\u00fd use case je p\u0159\u00edpad, kdy nen\u00ed mo\u017en\u00e9 data poslat b\u011b\u017enou cestou. T\u0159eba
\nv mobiln\u00ed aplikaci, kter\u00e1 se d\u00e1 pou\u017e\u00edt i offline, a \u00fadaje se tak odes\u00edlaj\u00ed a\u017e ve chv\u00edli, kdy je u\u017eivatel op\u011bt online. Nebo se m\u016f\u017ee jednat o za\u0159\u00edzen\u00ed, kter\u00e9 sb\u011br a pr\u00e1ci s daty v\u016fbec neumo\u017e\u0148uje (nap\u0159. hodinky).<\/p>\n

Implementace do UA a GA4<\/h2>\n

Abychom partner\u016fm CCRJM zjednodu\u0161ili embedov\u00e1n\u00ed obsahu, zobrazujeme p\u0159\u00edmo k\u00f3d pro vlo\u017een\u00ed na\u0161\u00ed str\u00e1nky do jejich webu a p\u0159id\u00e1v\u00e1me si do URL parametr s hodnotou embed. D\u00edky parametru a jeho hodnot\u011b n\u00e1sledn\u011b aplikace p\u0159i zobrazen\u00ed str\u00e1nky pos\u00edl\u00e1 data do Google Analytics pomoc\u00ed measurement protokolu.<\/p>\n

<\/a>K\u00f3d pro embedov\u00e1n\u00ed obsahu<\/em><\/p>\n

Pos\u00edl\u00e1me data na backendu<\/h2>\n

Jak pro UA, tak pro GA4 pou\u017e\u00edv\u00e1me measurement protokol p\u0159es backend. V obou p\u0159\u00edpadech je t\u0159eba vytvo\u0159it a poslat HTTP POST po\u017eadavek na endpoint pro GA. Data pak lze poslat v podstat\u011b v jak\u00e9mkoliv programovac\u00edm jazyce, kter\u00fd umo\u017en\u00ed sestaven\u00ed a odesl\u00e1n\u00ed tohoto po\u017eadavku. V na\u0161em p\u0159\u00edpad\u011b se jednalo o PHP, kde je mo\u017en\u00e9 instalovat pomoc\u00ed composeru konkr\u00e9tn\u00ed knihovny, pracuj\u00edc\u00ed p\u0159\u00edmo s measurement protokolem. Nen\u00ed to ale nutnost, sta\u010d\u00ed n\u00e1m k tomu i nativn\u00ed metody.<\/p>\n

Pos\u00edl\u00e1me data do UA<\/h3>\n

V Drupalu m\u016f\u017eeme pou\u017e\u00edt Guzzle HTTP klienta, kter\u00fd je v podstat\u011b jen obalen\u00fd do \\<\/span>Drupal<\/span>::<\/span>httpClient<\/span>()<\/span>;<\/span><\/span><\/p>\n

\u010c\u00e1st k\u00f3du pro zasl\u00e1n\u00ed po\u017eadavku do Google Analytics by mohl vypadat n\u00e1sledovn\u011b:<\/p>\n

$client = \\Drupal::httpClient();\n$ua = 'UA-XXXXXXXXXX-X';\ntry {\n  $response = $client->post('www.google-analytics.com\/collect?v=1&t=pageview&tid=' . $ua . '&cid=' . $client_id . '&dp=' . urlencode(\\Drupal::request()->getRequestUri()));\n  $data = $response->getBody();\n} catch (RequestException $e) {\n  watchdog_exception('http - UA measurement protocol', $e->getMessage());\n}<\/pre>\n
Do GA pos\u00edl\u00e1me ID na\u0161ich Universal Analytics, typ p\u0159\u00edstupu jako pageview, id klienta a nakonec URL adresu v\u010detn\u011b parametr\u016f. Endpoint od GA nevrac\u00ed po zasl\u00e1n\u00ed po\u017eadavku \u017e\u00e1dnou zp\u011btnou vazbu. Dejte si tak\u00e9 pozor na spr\u00e1vnou syntaxi dotazu a v\u0161e pod konkr\u00e9tn\u00edm \u00fa\u010dtem v GA otestujte a ov\u011b\u0159te, \u017ee se v\u00e1m data propisuj\u00ed.<\/p>\n
Dal\u0161\u00ed mo\u017enosti vyu\u017eit\u00ed s v\u00fdpisem mo\u017en\u00fdch parametr\u016f si p\u0159e\u010dt\u011bte v n\u00e1vodu.<\/p>\n
Pos\u00edl\u00e1me data do GA4<\/h3>\n
Logiku pos\u00edl\u00e1n\u00ed dat do GA4 vid\u00edte v diagramu:<\/p>\n
<\/a><\/p>\n
Zdroj: Measurement Protocol (Google Analytics 4)<\/a><\/em><\/p>\n
Samotn\u00e9 sestaven\u00ed po\u017eadavku pro GA4 se od toho pro UA moc neli\u0161\u00ed. P\u0159ibylo hlavn\u011b api_secret<\/code> a measuremnt_id<\/code>. Ob\u00e9 najdete ve spr\u00e1v\u011b konkr\u00e9tn\u00edho GA4. api_secret<\/code> si budete muset vygenerovat.<\/p>\n
V UA bylo mo\u017en\u00e9 pos\u00edlat i hity nenav\u00e1zan\u00e9 na n\u00e1v\u0161t\u011bvu. V GA4 se p\u0159es measurement protokol daj\u00ed pos\u00edlat jen eventy, kter\u00e9 n\u00e1v\u0161t\u011bvu obsahuj\u00ed.<\/p><\/blockquote>\n
A takto vypadaj\u00ed eventy, do kter\u00fdch m\u016f\u017eete poslat parametry pro vyhodnocov\u00e1n\u00ed m\u011b\u0159en\u00ed:<\/p>\n
\/\/ga4\n$measurement_id = 'G-XXXXXXXXXX';\n$api_secret = 'AZZZZZZZZZZZZZZZZZZZ';\n$url = \"https:\/\/www.google-analytics.com\/mp\/collect?measurement_id=\" . $measurement_id . \"&api_secret=\" . $api_secret;\n$data = [\n    'client_id' => $client_id,\n    'events' => [\n        [\n            'name' => 'page_view',\n            'params' => [\n                'page_location' => urlencode(\\Drupal::request()->getRequestUri()),\n                'page_title' => $variables['node']->get('title')->value,\n                'tags' => 'embed',\n            ],\n        ],\n    ],\n];\n$options = [\n    'http' => [\n        'header' => \"Content-type: application\/json\",\n        'method' => 'POST',\n        'content' => json_encode($data),\n    ],\n];\n$context = stream_context_create($options);\n$resp = file_get_contents($url, false, $context);\n<\/pre>\n
V na\u0161em p\u0159\u00edpad\u011b si pos\u00edl\u00e1me k eventu page_view<\/code> informaci o URL adrese, titulku str\u00e1nky a o tom, \u017ee \u0161lo o p\u0159\u00edstup z embedovan\u00e9 str\u00e1nky.<\/p>\n
Nezbytn\u00fdm parametrem pro odesl\u00e1n\u00ed dat je tedy krom measurement_id<\/code> a api_secret<\/code> tak\u00e9 json pole, kter\u00e9 se po\u0161le jako content po\u017eadavku. Toto pole potom obsahuje parametry a data, kter\u00e1 chceme pos\u00edlat. Minim\u00e1ln\u011b mus\u00edme poslat client_id<\/code> \u2013 kdy se jedn\u00e1 o unik\u00e1tn\u00ed identifik\u00e1tor klienta a n\u00e1zev eventu.<\/p>\n
Dal\u0161\u00ed mo\u017enosti a omezen\u00ed najdete tady<\/a>.<\/p>\n
P\u0159ehledn\u00fd v\u00fdpis event\u016f a jejich parametr\u016f pak zde<\/a>.<\/p>\n
Z\u00e1v\u011brem<\/h2>\n
Implementace dom\u011b\u0159en\u00ed n\u011bkter\u00fdch dat pomoc\u00ed measurement protokolu na \u00farovni backendu nen\u00ed nikterak n\u00e1ro\u010dn\u00e1. N\u00e1sledn\u00fd provoz je zanedbateln\u00fd v re\u017eii chodu aplikace. Je tedy trochu \u0161koda tento n\u00e1stroj v n\u011bkter\u00fdch konkr\u00e9tn\u00edch p\u0159\u00edpadech nevyu\u017e\u00edt. A\u0165 u\u017e je to jen pro konkretizaci n\u011bkter\u00fdch dat. V\u017edy bychom ale m\u011bli v\u011bd\u011bt, pro\u010d dan\u00e9 m\u011b\u0159en\u00ed nastavujeme a jak\u00fdm zp\u016fsobem budeme nasb\u00edran\u00e1 data vyhodnocovat.<\/p>\n
Pokud bychom \u0161li cestou server\u2011side GTM, budeme pot\u0159ebovat hodiny seniorn\u00edho analytika a provoz GTM serveru n\u00e1s bude st\u00e1t tis\u00edce korun m\u011bs\u00ed\u010dn\u011b. Jakou cestou se p\u0159i sb\u011bru va\u0161ich dat vyd\u00e1te, je samoz\u0159ejm\u011b dan\u00e9 va\u0161imi pot\u0159ebami a m\u011b\u0159\u00edc\u00edm pl\u00e1nem.<\/p>\n\n\t\t