{"id":6542,"date":"2024-07-02T04:13:49","date_gmt":"2024-07-02T04:13:49","guid":{"rendered":"https:\/\/mediahouse.ee\/2024\/07\/02\/case-study-google-ads-conversions-vs-google-analytics-4-conversions\/"},"modified":"2026-03-27T07:53:31","modified_gmt":"2026-03-27T07:53:31","slug":"case-study-google-ads-conversions-vs-google-analytics-4-conversions","status":"publish","type":"post","link":"https:\/\/mediahouse.ee\/en\/2024\/07\/02\/case-study-google-ads-conversions-vs-google-analytics-4-conversions\/","title":{"rendered":"Case study: Google Ads conversions vs Google Analytics 4 conversions"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6542\" class=\"elementor elementor-6542 elementor-709\">\n\t\t\t\t\t\t<div class=\"elementor-section elementor-top-section elementor-element elementor-element-eaf6cf8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eaf6cf8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d81c71c\" data-id=\"d81c71c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-085aa89 elementor-widget elementor-widget-paragraph_slope\" data-id=\"085aa89\" data-element_type=\"widget\" data-widget_type=\"paragraph_slope.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t        <div class=\"paragraph dark-1\">\r\n          <p>Tihtipeale on arutelusid digiturundajate vahel, kas peaks seadistama kampaania \u00fcles Google Adsi konversioonidele v\u00f5i Google Analytics 4 konversioonidele. Viisime hiljuti l\u00e4bi kampaania, mille juures tegime eksperimendi, milles t\u00e4pselt eelnevalt mainitut katsetasime, et n\u00e4ha, kui suured on erinevused konversioonides kahel erineval meetodil.\u00a0<\/p><p>Enne kui jagame oma katse tulemusi vaatame \u00fcle Google Ads ja Google Analytics 4 konversioonimudelid. Suures pildis kasutavad platvormid erinevaid l\u00e4henemisi konversioonide kaardistamises. Suurimad erinevused kahe platvormi konversioonide optimeerimiste juures on andmekogumine ja atributsioon. Google Ads konversioonid keskenduvad ainult nende konversioonide trackimisele, mis on konkreetselt ja otseselt seotud Google Adsi reklaamist tulenevate klikkide ja kuvamiste arvudega. Seevastu Google Analytics 4 puhul on konversiooni trackimisel fookus laiap\u00f5hjalisem. J\u00e4lgitakse kasutaja interaktsioone veebilehtede\u00fcleselt, pakkudes sealjuures terviklikumat \u00fclevaadet kasutajate k\u00e4itumisest.\u00a0<\/p><p>Atributsioonimudeli osas kasutab Google Ads vaikimisi viimase kliki atributsiooni, kuid toetab ka teisi mudeleid (n\u00e4iteks esimene klikk, lineaarne, ajaline). Seevastu kasutab Google Analytics vaikimisi andmep\u00f5hist atributsioonimudelit, mis v\u00f5ib anda tehtud konversiooni mitmele erinevale puutepunktile klienditeekonnal.\u00a0<\/p><p>Google Adsi jaoks on konversioon konkreetne tegevus reklaami kaudu, olgu selleks siis ost, vormi t\u00e4itmine v\u00f5i telefonik\u00f5ne. Seevastu Google Analytics on paindlikum konversiooni seadistamise osas. Konversiooniks saab s\u00e4testada\u00a0<i>evente,\u00a0<\/i>ehk lehevaatamisi, lehel kerimist, video vaatamist, custom events jpt. Seega Google Ads on piiranud rohkem paindlikkust, mille osas nad kaardistavad konversiooni konkreetse tegevusena, mis tuleb otseliikluse kaudu reklaamist.\u00a0<\/p><p>Optimeerides seega Google Adsi konversioonidele, on fookus otseses seoses reklaamiga seotud tegevustes ja tulemuslikkuses Google Adsi \u00f6kos\u00fcsteemis. Seevastu GA4 konversioonid pakuvad holistilisemat vaadet kasutaja puutepunktidele mitme erineva puutepunkti v\u00e4ltel ning platvormide\u00fcleselt. Ei saa \u00f6elda, et \u00fcks optimeerimine on parem v\u00f5i halvem. M\u00f5lemal optimeerimismudelil on omad head ja vead ning selleks, et maksimeerida tulemusi v\u00f5iks proovida integreerida neid m\u00f5lemaid, saavutades seega terviklik strateegia konversioonide maksimeerimiseks ja \u00fcldise turundustegevuse parandamiseks.\u00a0<\/p><p>\u2014<\/p><p>Klient, kellega katse l\u00e4bi viisime,\u00a0 tegutseb restorani valdkonnas ning ost on tellimuse edastamine. Kampaania periood oli m\u00f5lemal optimeerimisel 3 n\u00e4dalat. Kampaaniates oli eelarve samas suuruses ning jooksvalt ei teinud kampaania \u00fclesehituses muudatusi. Ainus erinevus oli konversioon, mille peale optimeerisime \u2013 toidu ostmine\/tellimine Google Adsi ning GA4 konversioonina. R\u00f5hutame siinkohal, et oleme teadlikud, et antud eksperimenti ei saa v\u00f5tta kui veatut projekti. Kuna kampaania ise juba t\u00f6\u00f6tas erinevatel perioodidel (3 + 3 n\u00e4dalat) ning esines kindlasti ka muid erinevaid muutujaid, mis tulemusi v\u00f5ivad \u00fchel v\u00f5i teisel moel m\u00f5jutada. Siinjuures me ei pretendeeri teaduslikule t\u00f5endusp\u00f5hisusele, vaid soovisime n\u00e4ha, kas on mingeid v\u00e4ga selgeid trende.\u00a0<\/p><p>Google Ads konversioonidele optimeerimine t\u00f6\u00f6tas paremini v\u00f5rreldes GA4-le optimeerimisega. Vaadates Google Analytics 4\u2019st tulemusi, siis konversioone tuli l\u00e4bi Google Adsi konversioonidele optimeerimisele 290 tehingut ning GA4 konversioonidele optimeerimise kaudu tehti 202 tehingut. Seega v\u00f5ib tulemusi vaadates teha j\u00e4relduse, et Google Adsi konversioonid t\u00f6\u00f6tavad paremini, kuna nende p\u00f5hifookus on maksimeerida seadistatud primaarset konversiooni.\u202f\u00a0<br \/>\u00a0<br \/>Vaadates t\u00e4psemalt trende, siis n\u00e4ha on, et n\u00e4dala l\u00f5pus t\u00f5usis tellimuste arv. Lisaks on n\u00e4ha kanalite l\u00f5ikes, et paid search on toonud sellel perioodil rohkem liiklust kui teised kanalid. Seadmete p\u00f5hiselt on enim tellimusi tehtud l\u00e4bi mobiilse seadme. Vaadates kanalite l\u00f5ikes, mis kanal on enim toonud key evente, ehk selle j\u00e4rgi n\u00e4eme, et Paid search kanal on toonud enim otseliikluse kaudu oste, sellele j\u00e4rgneb alles otseliiklus ja kolmekordne orgaaniline search.\u202f\u00a0<br \/>\u00a0<br \/>Selle j\u00e4rgi saab teha j\u00e4relduse, et makstud reklaam antud kliendile on olnud kasumlik ning t\u00f5stnud m\u00fc\u00fckide arvu ning kanal on enda efektiivsust t\u00f5estanud. Soovitasime kampaaniaid hoida \u00fcleval ka tulevikus ning optimeerida Google Adsi konversiooni eventidele.\u202f\u00a0<\/p>        <\/div>\r\n    \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Tihtipeale on arutelusid digiturundajate vahel, kas peaks seadistama kampaania \u00fcles Google Adsi konversioonidele v\u00f5i Google Analytics 4 konversioonidele&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":6400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,21],"tags":[],"class_list":["post-6542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-en","category-development-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case study: Google Ads conversions vs Google Analytics 4 conversions - 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