{"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\/pt\/google-analytics\/defining-your-kpis-in-google-analytics\/","title":{"rendered":"Definindo seus KPIs no 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>O Google Analytics oferece uma plataforma intuitiva, mas que por sua vez pode ser um tanto opressora para novos usu\u00e1rios, j\u00e1 que podemos acessar todos os tipos de relat\u00f3rios, seja para descobrir de onde vem o tr\u00e1fego, quais p\u00e1ginas s\u00e3o mais visualizadas, qual \u00e9 a convers\u00e3o percentual, etc.<\/p>\n<p><span style=\"font-weight: 400;\">Neste artigo veremos 4 dicas que o ajudar\u00e3o a definir seus KPIs (principais indicadores de desempenho) no Analytics e evitar\u00e3o que voc\u00ea perca tempo analisando dados que n\u00e3o s\u00e3o relevantes para o seu neg\u00f3cio.<\/span><\/p>\n<p><strong>1) Defina o objetivo<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Assim como um bom plano de neg\u00f3cios tem objetivos quantific\u00e1veis, mensur\u00e1veis e alcan\u00e7\u00e1veis, da mesma forma devemos ser muito claros sobre para que usaremos o Google Analytics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Desejo medir minhas transa\u00e7\u00f5es de com\u00e9rcio eletr\u00f4nico?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quero entender o fluxo de visitantes do meu site?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Eu preciso disso para avaliar o desempenho de minhas campanhas publicit\u00e1rias?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Estou procurando uma estadia mais longa para meus usu\u00e1rios?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Devemos lembrar que o Google Analytics \u00e9 uma ferramenta que nos ajudar\u00e1 a medir nossos objetivos, por\u00e9m cabe a n\u00f3s determinar os principais indicadores aos quais daremos mais aten\u00e7\u00e3o.<\/span><\/p>\n<p><b>2) Desenvolver um plano com convers\u00f5es micro e macro<\/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-convers\u00e3o-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>Depois de concluir a primeira etapa, \u00e9 hora de identificar quais ser\u00e3o nossas convers\u00f5es micro e macro. Por exemplo:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objetivo: aumentar o n\u00famero de transa\u00e7\u00f5es em 50% durante o m\u00eas de dezembro<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Macroconvers\u00e3o: % de transa\u00e7\u00f5es recebidas em meu site <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Microconvers\u00e3o: % de usu\u00e1rios que adicionaram itens ao carrinho de compras, % de usu\u00e1rios que acessaram a forma de pagamento, etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ao definir esses fatores, teremos uma vis\u00e3o mais clara dos pontos onde devemos colocar mais \u00eanfase ao analisar os dados do Google Analytics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais informa\u00e7\u00f5es sobre macro e microconvers\u00f5es em: <\/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) Definir KPIs (principais indicadores de desempenho)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Muito bem! J\u00e1 definimos nossos objetivos e convers\u00f5es macro e micro. Agora \u00e9 a hora de explicar como iremos medir cada um deles. Vejamos exemplos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objetivo: aumentar o n\u00famero de transa\u00e7\u00f5es 50%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">KPI: N\u00famero de transa\u00e7\u00f5es em com\u00e9rcio eletr\u00f4nico<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Objetivo: Reduzir o abandono em meu site em 8%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">KPI: taxa de rejei\u00e7\u00e3o<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">O mesmo objetivo nos dar\u00e1 uma pista muito precisa sobre quais KPIs devemos usar para medir o desempenho de nossos esfor\u00e7os online. <\/span><\/p>\n<p><b>4) Salve um hist\u00f3rico com o progresso<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Embora o Google Analytics nos permita fazer compara\u00e7\u00f5es nos per\u00edodos de tempo que determinamos, \u00e9 muito importante ter um backup com o andamento do monitoramento. Para isso, \u00e9 aconselh\u00e1vel ter planilhas (Excel, Google Spreadsheets, etc.) com os indicadores a serem medidos e seu desempenho di\u00e1rio, mensal, trimestral, semestral, anual, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dessa forma, teremos uma prote\u00e7\u00e3o caso tenhamos um problema com nossa conta do Google Analytics no futuro.<\/span><\/p>\n<p><b>IMPORTANTE!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">O Google Analytics foi desenvolvido para fornecer a voc\u00ea os dados necess\u00e1rios que lhe permitam realizar a\u00e7\u00f5es voltadas para a melhoria cont\u00ednua, n\u00e3o se complique por querer medir tudo, foque apenas no que \u00e9 mais valioso para o seu neg\u00f3cio, interprete os dados e melhore o desempenho de suas a\u00e7\u00f5es de 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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