Sonke siyazi, sike savakashela, noma sezwa ngakho I-Google, injini yokusesha enamandlaNgokuhamba kwesikhathi, uhlelo lwayo lwemvelo luye lwakhula lwaba amathuluzi ayisihluthulelo empilo yedijithali yansuku zonkeI-imeyili, amamephu, amakhalenda, isitoreji samafu, ukuhlaziywa kwewebhu, futhi-ke, enye yamapulatifomu amakhulu kakhulu ukukhangisa ku-inthanethi nokumaketha yomhlaba. Ngaphakathi kwalesi simo, i-Google ithuthukise izixazululo ezithile zokusiza abakhangisi ukuthi baqonde kangcono ukubaluleka kombono ngamunye wokukhangisa, ngokuba I-Google Attribution enye yezinto ezibaluleke kakhulu.
Kumongo we ukumaketha onlineI-Google yembule uhlelo "I-Google Attribution", ithuluzi ledijithali Leli thuluzi lilandelela futhi lilinganise ukusebenza kahle kwemikhankaso eyahlukene yokumaketha eku-inthanethi. Lihlose ukuphendula umbuzo omkhulu kunayo yonke kunoma yimuphi umkhangisi: "Ingabe imizamo yami yokumaketha iyasebenza?"okukuvumela ukuthi uhlaziye ukuthi izikhangiso neziteshi ezahlukene zithonya kanjani ukuguqulwa nokuthengisa, futhi kunikeze izincomo zokuthuthukisa imikhankaso, ikakhulukazi kumasayithi e-commerce namabhizinisi asafufusa.
Iyini i-Google Attribution futhi kungani ibaluleke kangaka?
I-Google Attribution Kuyithuluzi elenzelwe linganisa umthelela wendawo ngayinye yokuxhumana (izikhangiso, ukuchofoza, imibono, iziteshi, namadivayisi) ngaphakathi kohambo lomsebenzisi ngaphambi kokuba athathe isinyathelo esibalulekile, njengokuthenga, ukubhalisa, noma ukulanda uhlelo lokusebenza. Ngokwesiko, amabhizinisi amaningi asebenzisa imodeli ye ukuchofoza kokugcinaenikeza lonke inani lokuguqulwa esikhangisweni sokugcina noma isiteshi umsebenzisi asebenzisane naso. Kodwa-ke, le ndlela ayinaki izinyathelo eziningi zangaphambilini ezithinta isinqumo sokugcina.
I-Google Attribution yethula indlela ethuthuke kakhulu esekelwa yi amamodeli okunikeza ulwazi asekelwe kudathaezisabalalisa inani lokuguqulwa phakathi kwezindawo zokuthinta ezahlukene ngokuya ngomnikelo wangempela wento ngayinye. Ngale ndlela, kungenzeka ukuqonda kangcono uhambo oluphelele lwabathengi futhi benze izinqumo zokutshala imali ezinembile kakhulu.
Indlela i-Google Attribution esebenza ngayo nokuthi yimaphi amamodeli okunikeza amandla asetshenziswayo
Esinye sezici ezinamandla kakhulu ze-Google Attribution yindlela ihlola imizila yokuguqulaEsikhundleni sokugxila kuphela ekuchofozeni kokugcina, ithuluzi lihlaziya ukusebenzisana kwangaphambilini komsebenzisi bese liqhathanisa phakathi kwalabo abaguqulayo nalabo abangaguquki. Ukuze lenze lokhu, lithembele kuma-algorithms e- ukufunda imishini okwazi ukufunda izinkulungwane zemizila ehlukene nokuthola amaphethini.
Ngaphakathi kwe-ecosystem ye-Google, kunezindlela ezintathu eziyinhloko ezisetshenziswa emibikweni yokunikeza i-Google Analytics kanye nezenzo zokuguqulwa kwezikhangiso ze-Google:
- Ukwabiwa okusekelwe kudatha, esabalalisa inani lokuguqulwa ngokuya ngomnikelo wangempela wokuxhumana ngakunye.
- Ukuchofoza kokugcina eziteshini ezikhokhelwayo nezingokwemvelo, okunikeza u-100% wokuguqulwa kube yisiteshi sokugcina (ngaphandle kwethrafikhi eqondile).
- Ukuchofoza kokugcina eziteshini ezikhokhelwayo ze-Google, okubeka phambili ukuchofoza kokugcina ku-Google Ads kunezinye iziteshi.
Endabeni ukunikezwa okusekelwe kudathaImodeli ihlaziya izinto ezifana nokuthi isikhathi sadlula kwaze kwaba yilapho kuguqulwa, the uhlobo lwedivayisi, the inani lokusebenzisana, the ukuhleleka kokubonakala kwezikhangiso kanye nohlobo lobuciko olusetshenziswayo. Ngale ndlela, uhlelo luqhathanisa okwenzekile nalokho kungenzeka ukuthi kwenzeke, ukunquma ukuthi yiziphi izindawo zokuthinta okungenzeka kakhulu ukuthi zikhiqize umcimbi obalulekile bese ziwabela inani elilinganayo.
Njengamanje, leli thuluzi ekuqaleni lalihloselwe amabhizinisi amancane futhi, kwezinye izimo, lalingekho ngokugcwele kubo bonke abakhangisi. Noma kunjalo, ukufika kwalo kumelela iwindi lethuba ukuthola impendulo ewusizo okusiza ukwakhiwa komkhankaso kanye nokwenza izinqumo ezisekelwe kudatha.
Ukuhlanganiswa nezikhangiso ze-Google, i-Analytics, namanye amathuluzi
I-Google Attribution ihlangana ne-Google Ads, i-Google Analytics, kanye nezinye izinkundla zokumaketha ze-Google ezifana ne-Search Ads 360 kanye ne-Display & Video 360, okwenza kube lula ukuhlanganisa idatha yokubona, yokuchofoza, kanye neyokuguqulwa endaweni eyodwa. Ku-Google Ads, i-attribution eqhutshwa yidatha yiyo imodeli enconyiwe ukuze uthuthukise amabhidi futhi uthole ukuthi yimaphi amagama angukhiye, izikhangiso, amaqembu ezikhangiso, kanye nemikhankaso enikela kakhulu emigomweni yebhizinisi.
Ku-Google Analytics, imibiko yokunikeza (esigabeni Sokukhangisa) sikuvumela ukuthi uthintane ne- amamodeli okunikeza futhi i imizila yokuguqula, okwenza kube lula ukuqonda ukuthi i-SEO, i-SEM, izinkundla zokuxhumana, ukumaketha nge-imeyili noma ithrafikhi eqondile kuhlangana kanjani enkambisweni yokwenza izinqumo zomsebenzisi.
Ngaphezu kwalokho, i-Google imemezele isici esisha se-AdWords (esigabeni se-beta) enikeza ulwazi ngamagama asetshenziswa kakhulu kanye nezitayela zokusesha, usizo oluwusizo lokuqala nokulungisa imikhankaso ngokusekelwe kudatha yangempela.
Izinzuzo ze-e-commerce kanye namabhizinisi amancane
Uma izinkampani ezintsha zingaluthola usizo oluningi ukuze zizenze zaziwe, kuba ngcono uma kubhekwa ukuthi kunezinkampani ezingazi ngalolu hlobo lokumaketha online. I-Google Attribution kanye namamodeli okunikeza izikhangiso ze-Google kanye ne-Google Analytics anikeza indlela ecacile yokwenza kanjalo linganisa ukuthi yiziphi iziteshi ezikhiqiza imiphumela yangempelaukugwema izinqumo ezisekelwe ekuqondeni noma idatha engaphelele.
Phakathi kwezinzuzo eziphawuleka kakhulu zamabhizinisi e-commerce kanye namaphrojekthi edijithali yilezi:
- Umbono ophelele wohambo lwamakhasimendekusukela ekusebenzisaneni kokuqala kuya ekuguqulweni.
- Ukuthuthukisa ukutshalwa kwezimali kokukhangisaukwabela isabelomali eziteshini ezinikela kakhulu.
- Ukuqonda kangcono indima ye-SEO, i-SEM, nezinye iziteshi ngaphakathi kwe-funnel yokuguqula.
- Ukwenza izinqumo ngokusheshangenxa yemibiko ehlanganisiwe nefinyeleleka kalula.
Kuhle ukuthi izinkampani ezinkulu ezifana ne-Google zikhuthaza izixazululo ze- ukunikezwa okusekelwe kudatha okwenza umsebenzi ube lula kokubili kochwepheshe bokumaketha kanye namabhizinisi amancane aqala ukutshala imali ekukhangiseni kwedijithali.
Ukuqonda kahle i-Google Attribution, kanye namamodeli okunikeza izikhangiso ze-Google kanye ne-Google Analytics, sekuyinto ehlukanisayo yanoma yiliphi isu. ukuthengiswa kwe-inthanethiLokhu kukuvumela ukuthi uqonde ngokunembile ukuthi yiziphi izinhlanganisela zeziteshi nemiyalezo ezisheshisa ukuguqulwa kanye nalapho kunganconywa khona ukuqinisa imizamo yokukhulisa ibhizinisi le-e-commerce noma yimuphi umsebenzi wedijithali.