{"id":3514,"date":"2015-11-23T19:25:35","date_gmt":"2015-11-23T22:25:35","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=3514"},"modified":"2015-11-24T10:16:08","modified_gmt":"2015-11-24T13:16:08","slug":"definiendo-tus-kpis-en-google-analytics","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/google-analytics\/definir-votre-kpis-dans-google-analytics\/","title":{"rendered":"D\u00e9finir vos KPI dans Google Analytics"},"content":{"rendered":"<p><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3515 size-medium\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da-300x165.png\" alt=\"logo-a93117e2c950341d153767cd097a40da\" width=\"300\" height=\"165\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da-300x165.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da-600x330.png 600w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da-660x363.png 660w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/logo-a93117e2c950341d153767cd097a40da.png 720w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>Google Analytics propose une plate-forme intuitive mais qui \u00e0 son tour peut \u00eatre un peu \u00e9crasante pour les nouveaux utilisateurs, car nous pouvons acc\u00e9der \u00e0 toutes sortes de rapports, soit pour savoir d&#039;o\u00f9 vient le trafic, quelles pages sont les plus vues, quel est le pourcentage de conversion, etc.<\/p>\n<p><span style=\"font-weight: 400;\">Dans cet article, nous allons voir 4 conseils qui vous aideront \u00e0 d\u00e9finir vos KPI (principaux indicateurs de performance) dans Analytics et vous \u00e9viteront de perdre du temps \u00e0 analyser des donn\u00e9es qui ne sont pas pertinentes pour votre entreprise.<\/span><\/p>\n<p><strong>1) D\u00e9finir l&#039;objectif<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Tout comme un bon plan d&#039;affaires a des objectifs quantifiables, mesurables et r\u00e9alisables, de la m\u00eame mani\u00e8re, nous devons \u00eatre tr\u00e8s clairs sur l&#039;utilisation de Google Analytics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Est-ce que je souhaite mesurer mes transactions e-commerce?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Est-ce que je veux comprendre le flux de visiteurs sur mon site Web?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dois-je en avoir besoin pour \u00e9valuer les performances de mes campagnes publicitaires?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Suis-je \u00e0 la recherche d&#039;un s\u00e9jour plus long pour mes utilisateurs?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Il ne faut pas oublier que Google Analytics est un outil qui va nous aider \u00e0 mesurer nos objectifs, mais c&#039;est \u00e0 nous de d\u00e9terminer les principaux indicateurs auxquels nous porterons le plus d&#039;attention.<\/span><\/p>\n<p><b>2) D\u00e9velopper un plan avec des micro et macro conversions<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3518 size-medium\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535-300x157.jpg\" alt=\"micro-macro-conversion-1024x535\" width=\"300\" height=\"157\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535-300x157.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535-820x428.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535.jpg 1024w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2015\/11\/micro-macro-conversion-1024x535-660x345.jpg 660w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>Une fois que nous avons termin\u00e9 la premi\u00e8re \u00e9tape, il est temps d&#039;identifier ce que seront nos micro et macro conversions. Par exemple:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objectif: augmenter le num\u00e9ro de transaction de 50% au cours du mois de d\u00e9cembre<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Macroconversion: % de transactions re\u00e7ues sur mon site <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Microconversion: % d&#039;utilisateurs ayant ajout\u00e9 des articles au panier, % d&#039;utilisateurs ayant acc\u00e9d\u00e9 au formulaire de paiement, etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">En d\u00e9finissant ces facteurs, nous aurons une vision plus claire des points sur lesquels nous devrions mettre davantage l&#039;accent lors de l&#039;analyse des donn\u00e9es de Google Analytics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus d&#039;informations sur les macro et microconversions sur: <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/6080732?hl=es\"><span style=\"font-weight: 400;\">https:\/\/support.google.com\/analytics\/answer\/6080732?hl=es<\/span><\/a><\/p>\n<p><b>3) D\u00e9finir les KPI (principaux indicateurs de performance)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u00e8s bien! Nous avons d\u00e9j\u00e0 d\u00e9fini nos objectifs et nos conversions macro et micro. Il est maintenant temps d&#039;expliquer comment nous allons mesurer chacun d&#039;eux. Voyons des exemples:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objectif: augmenter le nombre de transactions 50%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">KPI: nombre de transactions dans le commerce \u00e9lectronique<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objectif: r\u00e9duire les abandons sur mon site Web de 8%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">KPI: taux de rebond<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Le m\u00eame objectif nous donnera un indice tr\u00e8s pr\u00e9cis sur les KPI que nous devrions utiliser pour mesurer la performance de nos efforts en ligne. <\/span><\/p>\n<p><b>4) Enregistrer un historique avec la progression<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bien que Google Analytics nous permette de faire des comparaisons dans les p\u00e9riodes que nous d\u00e9terminons, il est tr\u00e8s important d&#039;avoir une sauvegarde avec l&#039;avancement du suivi. Pour cela, il est conseill\u00e9 de disposer de tableurs (Excel, Google Spreadsheets, etc.) avec les indicateurs \u00e0 mesurer et leurs performances quotidiennes, mensuelles, trimestrielles, semestrielles, annuelles, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De cette fa\u00e7on, nous aurons une protection en cas de probl\u00e8me avec notre compte Google Analytics \u00e0 l&#039;avenir.<\/span><\/p>\n<p><b>IMPORTANT!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Google Analytics est con\u00e7u pour vous fournir les donn\u00e9es n\u00e9cessaires qui vous permettent de prendre des mesures visant l&#039;am\u00e9lioration continue, ne vous compliquez pas en voulant tout mesurer, concentrez-vous uniquement sur ce qui est le plus pr\u00e9cieux pour votre entreprise, interpr\u00e9tez les donn\u00e9es et am\u00e9liorez les performances. de vos actions Marketing.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Google Analytics ofrece una plataforma intuitiva pero que a su vez puede resultar algo abrumadora a nuevos usuarios, ya que podemos acceder a todo tipo de informes, ya sea para averiguar de d\u00f3nde viene el tr\u00e1fico, qu\u00e9 p\u00e1ginas son las m\u00e1s vistas, cu\u00e1l es el porcentaje de conversi\u00f3n, etc. En este art\u00edculo vamos a ver&hellip;<\/p>","protected":false},"author":1,"featured_media":3515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[139,140],"class_list":["post-3514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-analytics","tag-google-analytics","tag-kpi"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - 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