{"id":860,"date":"2022-05-07T15:09:00","date_gmt":"2022-05-07T15:09:00","guid":{"rendered":"https:\/\/davichoops.com\/site\/?p=860"},"modified":"2022-05-05T15:22:24","modified_gmt":"2022-05-05T15:22:24","slug":"google-analytics-4-ga4","status":"publish","type":"post","link":"https:\/\/davichoops.com\/site\/google-analytics-4-ga4\/","title":{"rendered":"Google Analytics 4\u00a0(GA4)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La herramienta base para medir las\u00a0<strong>estrategias de marketing<\/strong>\u00a0de cualquier empresa ya ha puesto fecha de migraci\u00f3n definitiva. A finales del 2020, Google cambi\u00f3 el nombre de sus propiedades de app y web a\u00a0<strong><em>Google Analytics 4<\/em>\u00a0(GA4)<\/strong>\u00a0realizando grandes modificaciones de funcionamiento y de interfaz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Actualmente las versiones de Universal Analytics (UA) y&nbsp;<em>Google Analytics 4<\/em>&nbsp;pueden convivir. Sin embargo,&nbsp;<strong>a partir del 01 de julio de 2023<\/strong>&nbsp;la versi\u00f3n antigua dejar\u00e1 de registrar datos. Si no est\u00e1s seguro de c\u00f3mo empezar y de c\u00f3mo repercutir\u00e1n esos cambios en los KPIs de tu empresa, sigue leyendo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00bfC\u00f3mo configurar Google Analytics 4?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si a\u00fan no tienes una propiedad y la quieres crear, Google lo har\u00e1 directamente con GA4. Si por el contrario tienes una propiedad de\u00a0<strong>Universal Analytics<\/strong>\u00a0y quieres migrar a la nueva versi\u00f3n deber\u00e1s seguir los siguientes pasos:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ingresa sesi\u00f3n con tu cuenta de Google Analytics<\/li><li>Ve a Administrador y en la propiedad selecciona<em>&nbsp;\u00abAsistente de configuraci\u00f3n de GA4\u00bb<\/em>.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" height=\"356\" width=\"640\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-2-1024x569.png?resize=640%2C356&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 2 1024x569\" class=\"wp-image-76571\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Despu\u00e9s, haz clic en el bot\u00f3n azul para iniciar la configuraci\u00f3n de la propiedad.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-3.png?w=640&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 3\" class=\"wp-image-76572\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El asistente de configuraci\u00f3n de GA4 funciona autom\u00e1ticamente con gtag.js. Si tu web est\u00e1 alojada con constructores como<strong>\u00a0WordPress, Wix<\/strong>\u00a0u otros tendr\u00e1s que a\u00f1adir la etiqueta de Analytics en\u00a0<strong>Google Tag Manager<\/strong>\u00a0de forma manual.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un vistazo r\u00e1pido a Google Analytics 4<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Despu\u00e9s de terminar la configuraci\u00f3n ya podr\u00e1s ver tu propiedad de GA4. El informe de la p\u00e1gina inicial no var\u00eda demasiado comparado con la propiedad de UA. Este informe responder\u00e1 preguntas como:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>De d\u00f3nde vienen los usuarios.<\/li><li>Cu\u00e1les son las campa\u00f1as con mejor comportamiento.<\/li><li>Qu\u00e9 fuentes atraen tr\u00e1fico a tu web.<\/li><li>Estad\u00edsticas que ayudar\u00e1n a mejorar tu estrategia.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-analytics-4-vs-universal-analytics-principales-cambios\">Google Analytics 4 vs Universal Analytics: principales cambios<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Con tu propiedad de<em>&nbsp;Google Analytics 4<\/em>&nbsp;ya podr\u00e1s empezar a recolectar informaci\u00f3n. Te contamos algunos cambios de la nueva herramienta:VIDEO<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00e9tricas b\u00e1sicas de negocio con Google Analytics<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-medicion-por-eventos\">Medici\u00f3n por eventos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un evento en GA4 no es m\u00e1s que&nbsp;<strong>una acci\u00f3n o interacci\u00f3n que un usuario tiene con tu sitio web o aplicaci\u00f3n&nbsp;<\/strong>y que se puede medir de forma independiente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En la versi\u00f3n UA, los eventos se pod\u00edan separar en acciones, categor\u00edas y etiquetas se que llenaban a trav\u00e9s de c\u00f3digo. El modelo de datos de&nbsp;<strong><em>Google Analytics 4<\/em>&nbsp;<\/strong>es mucho m\u00e1s flexible. Esto significa que&nbsp;<strong>hay menos restricciones<\/strong>&nbsp;y campos\/par\u00e1metros obligatorios en comparaci\u00f3n con la UA.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La clasificaci\u00f3n de eventos en Google Analaytics 4 es de la siguiente manera:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Eventos autom\u00e1ticos:<\/strong>&nbsp;Estos&nbsp;<strong>se activan cuando se producen interacciones b\u00e1sicas<\/strong>&nbsp;en la aplicaci\u00f3n o en el sitio web como la visita a la p\u00e1gina, la primera vez de ingreso al sitio, la cantidad de clics que llevan a un dominio externo, entre otros.<\/li><li><strong>De medici\u00f3n mejorada<\/strong>: Si se activa la funci\u00f3n de medici\u00f3n mejorada,&nbsp;<em>Google Analytics 4&nbsp;<\/em>medir\u00e1 los eventos mencionados en el punto uno junto con<strong>&nbsp;eventos como la descarga de archivos<\/strong>, la interacci\u00f3n de v\u00eddeos y b\u00fasquedas en el sitio.<\/li><li><strong>Eventos recomendados<\/strong>: Sirven para medir funciones y comportamientos adicionales y que ayudan atener un informe m\u00e1s \u00fatil. Puedes medir eventos como un inicio de sesi\u00f3n, una compra finalizada, cuando un usuario comparte tu contenido, empieza o finaliza un v\u00eddeo.<\/li><li><strong>Eventos personalizados:&nbsp;<\/strong>Estos eventos, como su nombre lo dice, son creados por el propietario de la cuenta para&nbsp;<strong>medir acciones que los otros eventos no puedan medir<\/strong>. Un ejemplo de ello puede ser la medici\u00f3n de env\u00edo de formularios o formularios de contacto.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">GA4 da mucha flexibilidad en este aspecto. Las \u00fanicas limitaciones tienen que ver con la longitud del nombre del evento y la&nbsp;<strong>cantidad de eventos \u00fanicos<\/strong>&nbsp;que se pueden crear (500). Esto es un factor muy importante a tener en cuenta ya que&nbsp;<strong>los eventos una vez creados no se pueden eliminar.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" height=\"390\" width=\"640\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-4-1024x624.png?resize=640%2C390&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 4 1024x624\" class=\"wp-image-76596\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">\u00bfD\u00d3NDE PUEDO VER EL REPORTE DE LOS EVENTOS EN GA4?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Hay diferentes formas de ver la medici\u00f3n de tus eventos. La primera es desplegando el men\u00fa de la izquierda, en la parte de \u00abconfigurar\u00bb y ah\u00ed te aparece la lista de eventos como la imagen de arriba.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para verlo de forma gr\u00e1fica podr\u00e1s ir a&nbsp;<em>Informes &gt; Interacci\u00f3n &gt; Eventos:<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" height=\"353\" width=\"640\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-5-1024x565.png?resize=640%2C353&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 5 1024x565\" class=\"wp-image-76597\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-informes-de-ui\">Informes de UI<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Con la nueva propiedad de&nbsp;<em>Google Analytics 4<\/em>&nbsp;es m\u00e1s f\u00e1cil identificar a los usuarios en cada etapa de su proceso de compra o en su avance dentro de la web. Esto, gracias a que los informes de GA4 trabajan con&nbsp;<strong>Machine learning<\/strong>&nbsp;para ofrecer conocimientos significativos y permitir que el an\u00e1lisis se centre en la investigaci\u00f3n, en vez de la elaboraci\u00f3n de informes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En la parte lateral izquierda se puede ver un apartado llamado \u00ab<em>Life cycle<\/em>\u00bb que divide los datos seg\u00fan la etapa del funnel en que se encuentre el usuario:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Adquisici\u00f3n:<\/strong>\u00a0Datos sobre las fuentes que generar tr\u00e1fico y por las cu\u00e1les llegan a la web o a la app<\/li><li><strong>Interacci\u00f3n:<\/strong>\u00a0Datos que reflejan c\u00f3mo interact\u00faa el usuario con la plataforma divididos en eventos, p\u00e1ginas o pantallas vistas.<\/li><li><strong>Monetizaci\u00f3n:<\/strong>\u00a0Muestra el valor de los ingresos generados por canal. Ya sea un\u00a0comercio electr\u00f3nico\u00a0o una aplicaci\u00f3n.<\/li><li><strong>Retenci\u00f3n:\u00a0<\/strong>Muestra la informaci\u00f3n de usuarios nuevos y recurrentes por cohortes.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-medicion-de-app-y-web-unificadas\">Medici\u00f3n de app y web unificadas<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">U<em>niversal Analytics<\/em>&nbsp;ofrec\u00eda la posibilidad de unirse con Firebase (herramienta de medici\u00f3n de aplicaciones). Sin embargo,&nbsp;<strong><em>Google Analytics 4<\/em>&nbsp;ya lo tiene implementado<\/strong>, midiendo los datos de ambos sistemas de la misma forma en categor\u00edas separadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta informaci\u00f3n te aparecer\u00e1 en el desplegable de la izquierda, arriba del ciclo de vida solo si tienes una aplicaci\u00f3n. Si no, no ver\u00e1s este apartado.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" height=\"201\" width=\"640\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-12-1024x322.png?resize=640%2C201&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 12 1024x322\" class=\"wp-image-76610\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-los-goals-ahora-son-conversiones\">Los Goals ahora son conversiones<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Aquellos que hayan trabajado con la propiedad de Universal Analytics estar\u00e1n familiarizados con el t\u00e9rmino \u00abObjetivo\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pues bien,&nbsp;<strong>con la aparici\u00f3n de GA4, este concepto desaparece.<\/strong>&nbsp;Ahora, las interacciones m\u00e1s importantes se llaman conversiones y traen algunos cambios:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Antes los objetivos se med\u00edan en funci\u00f3n de duraci\u00f3n, destino, eventos o una configuraci\u00f3n personalizada. Ahora todo estos factores se medir\u00e1n en eventos y estos deber\u00e1n marcarse como conversiones.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-22.png?w=640&#038;ssl=1\" alt=\"Google Analytics 4: Todo lo que tienes que saber - image 22\" class=\"wp-image-76622\" title=\"Google Analytics 4: Todo lo que tienes que saber\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Vista personalizada<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Google Analytics 4&nbsp;<\/em>incorpora la nueva herramienta&nbsp;<em>Exploraciones&nbsp;<\/em>que p<strong>ermite personalizar la forma en que vez tus datos<\/strong>&nbsp;arrastrando y soltando las variables de tu inter\u00e9s. Una vez configurado, puedes compartirlo con terceros, exportar los datos o migrarlos a herramientas como Google Data Studio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Espacios de identidad<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque GA4 sigue midiendo las sesiones a trav\u00e9s del ID del dispositivo, ha creado dos\u00a0<strong>espacios de identidad adicionales<\/strong>\u00a0para recolectar informaci\u00f3n de los usuarios. Esta acci\u00f3n se hace con el objetivo de adaptarse a un mundo\u00a0<strong><em>cookieless\u00a0<\/em><\/strong>y sacarle provecho a tecnolog\u00edas como la inteligencia artificial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los espacios adicionales son los siguientes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>ID de usuario:&nbsp;<\/strong>Es posible crear ID propios de usuario para aquellos que inicien sesi\u00f3n. Estos datos se pueden importat y utilizar para mejorar los informes entre dispositivos.<\/li><li><strong>Google Signals:<\/strong>&nbsp;Sirve para aprovechar la informaci\u00f3n del inicio de sesi\u00f3n en otros productos de Google como Youtube, Gmail, entre otros. Esto es de gran ayuda para asociar los datos recopilados con un usuario en particular en nuestro sitio.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Beneficios de implementar Google Analytics 4<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Viendo los diferentes cambios que ha realizado Google en su herramienta de an\u00e1lisis se pueden ver algunos beneficios:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>La<strong>\u00a0implementaci\u00f3n del aprendizaje autom\u00e1tico<\/strong>\u00a0cubre cubre las brechas en los datos observados en las plataformas anteriores debido a las restricciones de cookies de terceros.\u00a0Esto significa que la herramienta obtiene informaci\u00f3n m\u00e1s inteligente en todos los dispositivos y plataformas que representan con mayor precisi\u00f3n a sus clientes y respaldan sus objetivos de marketing.<\/li><li>Los informes son\u00a0<strong>menos abrumadores y m\u00e1s intuitivos<\/strong>, por lo que es f\u00e1cil encontrar informaci\u00f3n por etapa del\u00a0<em><strong>customer journey<\/strong><\/em>\u00a0en todos los dispositivos y plataformas.<\/li><li>Podr\u00e1s medir tu\u00a0<strong>aplicaci\u00f3n y tu web en un solo lugar<\/strong>. De esta forma podr\u00e1s controlar mejor las acciones de marketing que realices en cada etapa y para cada dispositivo.<\/li><li><strong>La privacidad pasa a un primer plano<\/strong>\u00a0con la creaci\u00f3n de nuevas formas de medir el tr\u00e1fico y los intereses del cliente potencial que no involucran como forma \u00fanica el uso de cookies.<\/li><li>Es de gran utilidad para negocios como el<em><strong>\u00a0ecommerce\u00a0<\/strong><\/em>ya que permite tener m\u00e9tricas m\u00e1s exactas relacionadas con el sector como la monetizaci\u00f3n y el proceso de compra.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">No esperes m\u00e1s y c\u00e1mbiate a&nbsp;<strong><em>Google Analytics 4.<\/em>&nbsp;<\/strong>Es una herramienta que est\u00e1 pensada para proporcionar una mayor flexibilidad y una medici\u00f3n m\u00e1s exacta del comportamiento de los usuarios al tiempo que se mantiene la privacidad de los mismos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fuente Original: https:\/\/www.iebschool.com\/<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La herramienta base para medir las\u00a0estrategias de marketing\u00a0de cualquier empresa ya ha puesto fecha de migraci\u00f3n definitiva. A finales del 2020, Google cambi\u00f3 el nombre de sus propiedades de app y web a\u00a0Google Analytics 4\u00a0(GA4)\u00a0realizando grandes modificaciones de funcionamiento y de interfaz. Actualmente las versiones de Universal Analytics (UA) y&nbsp;Google Analytics 4&nbsp;pueden convivir. Sin embargo,&nbsp;a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"La nueva Google Analytics 4 (GA4)","bgseo_description":"Google Analytics 4 (GA4) \r\nLa herramienta base para medir las\u00a0estrategias de marketing\u00a0de cualquier empresa ya ha puesto fecha de migraci\u00f3n definitiva.","bgseo_robots_index":"index","bgseo_robots_follow":"follow","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,25],"tags":[137,164,165,31,166,167,168,43],"class_list":["post-860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conectividad","category-knowhow","tag-137","tag-analytics","tag-ga4","tag-google","tag-google-analytics","tag-innovacion-tecnologia","tag-marketing-digital","tag-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La nueva Google Analytics 4 (GA4)<\/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:\/\/davichoops.com\/site\/google-analytics-4-ga4\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Analytics 4\u00a0(GA4) - Davichoops.com\" \/>\n<meta property=\"og:description\" content=\"La herramienta base para medir las\u00a0estrategias de marketing\u00a0de cualquier empresa ya ha puesto fecha de migraci\u00f3n definitiva. 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