{"id":1396,"date":"2026-01-31T09:21:39","date_gmt":"2026-01-31T09:21:39","guid":{"rendered":"https:\/\/vojtechaudy.cz\/clanky\/?p=1396"},"modified":"2026-01-31T10:10:52","modified_gmt":"2026-01-31T10:10:52","slug":"jak-zkrotit-chaos","status":"publish","type":"post","link":"https:\/\/vojtechaudy.cz\/clanky\/jak-zkrotit-chaos\/","title":{"rendered":"Jak zkrotit chaos ve zdroj\u00edch n\u00e1v\u0161t\u011bvnosti v GA4"},"content":{"rendered":"\n<p>Pokud si otev\u0159ete libovoln\u00fd report v Looker Studiu napojen\u00fd na Google Analytics 4, t\u00e9m\u011b\u0159 jist\u011b naraz\u00edte na tabulku <em>zdroj \/ m\u00e9dium<\/em>. Lidov\u011b \u0159e\u010deno: odkud p\u0159i\u0161la n\u00e1v\u0161t\u011bvnost na v\u00e1\u0161 web.<\/p>\n\n\n\n<p>Pro v\u011bt\u0161inu market\u00e9r\u016f, webov\u00fdch analytik\u016f a majitel\u016f web\u016f je to jeden ze z\u00e1kladn\u00edch pohled\u016f. Jen\u017ee pr\u00e1v\u011b tady \u010dasto vznik\u00e1 nen\u00e1padn\u00fd, ale z\u00e1sadn\u00ed probl\u00e9m: pokud toto nen\u00ed o\u0161et\u0159eno, tak <strong>jeden re\u00e1ln\u00fd zdroj n\u00e1v\u0161t\u011bvnosti se v datech rozpad\u00e1 do n\u011bkolika r\u016fzn\u00fdch polo\u017eek<\/strong>. A analyzovat cokoliv na takto rozpadl\u00fdch \u010d\u00edslech p\u0159est\u00e1v\u00e1 d\u00e1vat smysl.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook: jeden zdroj, p\u011bt r\u016fzn\u00fdch \u0159\u00e1dk\u016f v reportu<\/h3>\n\n\n\n<p>Dob\u0159e je to vid\u011bt nap\u0159\u00edklad na Facebooku. N\u00e1v\u0161t\u011bvnost z n\u011bj p\u0159ich\u00e1z\u00ed jak z organick\u00fdch p\u0159\u00edsp\u011bvk\u016f, tak z reklam. \u010clov\u011bk by logicky o\u010dek\u00e1val dv\u011b polo\u017eky. Realita je ale o n\u011bco chaoti\u010dt\u011bj\u0161\u00ed. Pokud se pod\u00edv\u00e1te na referral n\u00e1v\u0161t\u011bvnost zFacebooku, zjist\u00edte, \u017ee se neobjevuje jen jako facebook \/ referral, ale i pod dal\u0161\u00edmi variantami dom\u00e9n a subdom\u00e9n, kter\u00e9 se v datech tv\u00e1\u0159\u00ed jako samostatn\u00e9 zdroje:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>web.facebook.com<\/li>\n\n\n\n<li>m.facebook.com<\/li>\n\n\n\n<li>l.facebook.com<\/li>\n\n\n\n<li>lm.facebook.com<\/li>\n\n\n\n<li>fb.me<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Instagram a Pinterest: stejn\u00fd probl\u00e9m, jin\u00e1 forma chaosu<\/h3>\n\n\n\n<p>\u00dapln\u011b stejn\u00fd princip funguje i u dal\u0161\u00edch platforem, jako je <strong>Instagram<\/strong> nebo <strong>Pinterest<\/strong>. Pokud si projdete v\u0161echny zdroje do konce, tak nalezete instagram rozpadl\u00fd do:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>instagram.com<\/li>\n\n\n\n<li>l.instagram.com<\/li>\n\n\n\n<li>m.instagram.com<\/li>\n<\/ul>\n\n\n\n<p>U Pinterestu je tenhle probl\u00e9m je\u0161t\u011b viditeln\u011bj\u0161\u00ed. Platforma pou\u017e\u00edv\u00e1 lokalizovan\u00e9 dom\u00e9ny podle jednotliv\u00fdch zem\u00ed, tak\u017ee se v GA4 a Looker Studiu setk\u00e1te s celou \u0159adou variant, nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>at.pinterest.com<\/li>\n\n\n\n<li>ch.pinterest.com<\/li>\n\n\n\n<li>cl.pinterest.com<\/li>\n\n\n\n<li>co.pinterest.com<\/li>\n\n\n\n<li>dk.pinterest.com<\/li>\n\n\n\n<li>es.pinterest.com<\/li>\n\n\n\n<li>hu.pinterest.com<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Heureka v GA4: v\u00fdkon rozh\u00e1zen\u00fd nap\u0159\u00ed\u010d subdom\u00e9nami<\/h3>\n\n\n\n<p>Nebo \u010desk\u00fd srovn\u00e1va\u010de produkt\u016f Heureka. Ta krom\u011b logick\u00e9ho heureka.cz \/ refferer pos\u00edl\u00e1 n\u00e1v\u0161t\u011bvnost podle jednotliv\u00fdch kategori\u00ed Heureky. A tak v GA4 m\u016f\u017eete vid\u011bt n\u011bco podobn\u00e9ho:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>domov.heureka.cz \/ referral<\/li>\n\n\n\n<li>zahrada.heureka.cz \/ referral<\/li>\n\n\n\n<li>nacini.heureka.cz \/ referral<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook Ads: paid, cpc, paid_social\u2026 a nikdo nev\u00ed pro\u010d<\/h3>\n\n\n\n<p>To jsme se zat\u00edm v\u011bnovali neplacen\u00e9 n\u00e1v\u0161t\u011bvnosti, tak poj\u010fme se kouknout na moje obl\u00edben\u00e9 zna\u010dkov\u00e1n\u00ed Facebookov\u00fdch reklam. Zde nen\u00ed ustanoven\u00fd obecn\u00fd vzor pro UTM parametry a proto zde \u010dlov\u011bk m\u016f\u017ee v\u00edd\u011bt spoustu r\u016fzn\u00fdch variant. Ob\u010das to p\u0159ech\u00e1z\u00ed do extr\u00e9mu, kdy v r\u00e1mci jednoho \u00fa\u010dtu b\u011b\u017e\u00ed n\u011bkolik kampan\u00ed s r\u016fzn\u00fdm zna\u010dkov\u00e1n\u00edm.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>facebook \/ paid<\/li>\n\n\n\n<li>facebook \/ cpc<\/li>\n\n\n\n<li>fb \/ cpc<\/li>\n\n\n\n<li>facebook \/ paid_social<\/li>\n\n\n\n<li>facebook \/ reklama<\/li>\n\n\n\n<li>meta \/ cpc<\/li>\n<\/ul>\n\n\n\n<p>Nebo kdy\u017e firma zm\u011bn\u00ed Facebook specialistu a nov\u00fd FB specialista rovnou rozjede sv\u016fj vlastn\u00ed styl zna\u010dkov\u00e1n\u00ed kampan\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Case sensitivity: jeden newsletter rozpadl\u00fd na t\u0159i kan\u00e1ly<\/h3>\n\n\n\n<p>Dal\u0161\u00edm typick\u00fdm p\u0159\u00edkladem je case sensitivity v Google Analytics 4. Lidov\u011b \u0159e\u010deno: mal\u00e1 a velk\u00e1 p\u00edsmena nejsou tot\u00e9\u017e. A pr\u00e1v\u011b u UTM parametr\u016f se tak m\u016f\u017ee st\u00e1t, \u017ee v\u00e1m do GA4 doraz\u00ed n\u00e1sleduj\u00edc\u00ed varianty zdroj\u016f n\u00e1v\u0161t\u011bvnosti:<\/p>\n\n\n\n<p>email \/ newsletter<br>email \/ Newsletter<br>email \/ NEWSLETTER<\/p>\n\n\n\n<p>V\u0161echno je to jeden ozna\u010den\u00fd zdroj pomoci UTM parametr\u016f, ale kv\u016fli tomu, \u017ee dan\u00fd \u010dlov\u011bk pou\u017eil (\u010dasto v dobr\u00e9 v\u00ed\u0159e) r\u016fznou velikost p\u00edsmen, tak je Google rozd\u011blil do r\u016fzn\u00fdch zdroj\u016f. To m\u00e1 z\u00e1 n\u00e1sledek rozpad v\u00fdkon\u016f newsletter\u016f do 2+ kan\u00e1l\u016f a bez spojen\u00ed zase ned\u00e1me dan\u00e1 \u010d\u00edsla dohromady.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak z chaosu ve zdroj\u00edch ud\u011blat po\u0159\u00e1dek<\/h2>\n\n\n\n<p>Probl\u00e9m jsme si popsali, te\u010f p\u0159ich\u00e1z\u00ed ta lep\u0161\u00ed \u010d\u00e1st \u2014 \u0159e\u0161en\u00ed. A to je p\u0159ekvapiv\u011b jednoduch\u00e9. Sta\u010d\u00ed s\u00e1hnout po vypo\u010d\u00edtan\u00e9m poli (ano, ten \u010desk\u00fd p\u0159eklad calculated field nen\u00ed dobr\u00fd) a jednotliv\u00e9 rozpadl\u00e9 kan\u00e1ly si spoj\u00edme dohromady.<\/p>\n\n\n\n<p>P\u0159elo\u017eeno do \u0159e\u010di webov\u00fdch analytik\u016f: data normalizujeme \/ o\u010di\u0161\u0165ujeme.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"336\" height=\"389\" src=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2026\/01\/image-8.png\" alt=\"\" class=\"wp-image-1397\" style=\"width:257px;height:auto\" srcset=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2026\/01\/image-8.png 336w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2026\/01\/image-8-259x300.png 259w\" sizes=\"auto, (max-width: 336px) 100vw, 336px\" \/><\/figure>\n\n\n\n<p>Proto p\u0159\u00ed\u0161t\u011b m\u00edsto s\u00e1hnut\u00ed po metrice session source \/ medium zvol\u00edme vypo\u010d\u00edtan\u00e9 pole (calculated field) a za\u010dneme do n\u011bj ps\u00e1t SQL v\u00fdraz podle pot\u0159eby.<\/p>\n\n\n\n<p>Ten m\u016f\u017ee vypadat nap\u0159\u00edklad takto. Z\u00e1klad v\u017edy tvo\u0159\u00ed konstrukce CASE, na kterou navazuj\u00ed jednotliv\u00e9 podm\u00ednky WHEN \u2026 THEN. V p\u0159ekladu: <em>pokud se zdroj \/ m\u00e9dium rovn\u00e1 ur\u010dit\u00e9 hodnot\u011b, p\u0159epi\u0161 ho na jinou<\/em>. Na konci je dobr\u00e9 doplnit i podm\u00ednku ELSE, kter\u00e1 ur\u010duje, co m\u00e1 Looker Studio ud\u011blat s hodnotami, kter\u00e9 nespln\u00ed \u017e\u00e1dnou z p\u0159edchoz\u00edch podm\u00ednek. Nej\u010dast\u011bji se jednodu\u0161e ponechaj\u00ed beze zm\u011bny.<\/p>\n\n\n\n<p>Kv\u016fli case sensitivit\u011b doporu\u010duji pou\u017e\u00edvat funkci LOWER(), kter\u00e1 p\u0159evede v\u0161echna p\u00edsmena na mal\u00e1. Sou\u010d\u00e1st\u00ed v\u00fdrazu je tak\u00e9 regex, co\u017e je stra\u0161\u00e1k pro spoustu lid\u00ed, ale ve skute\u010dnosti nen\u00ed \u010deho se b\u00e1t. S pomoc\u00ed ChatGPT se dnes d\u00e1 zvl\u00e1dnout velmi slu\u0161n\u011b, i kdy\u017e i tak doporu\u010duji na\u010d\u00edst si alespo\u0148 z\u00e1klady. Budou se hodit \u010dast\u011bji, ne\u017e se m\u016f\u017ee zd\u00e1t.<\/p>\n\n\n\n<p>Je tak\u00e9 dobr\u00e9 m\u00edt na pam\u011bti, \u017ee Looker Studio v\u017edy pou\u017eije prvn\u00ed podm\u00ednku, kter\u00e1 vyhov\u00ed, a dal\u0161\u00ed u\u017e nevyhodnocuje. Toho se d\u00e1 p\u0159i n\u00e1vrhu SQL v\u00fdrazu dob\u0159e vyu\u017e\u00edt a m\u00edt nad logikou sjednocov\u00e1n\u00ed plnou kontrolu.<\/p>\n\n\n\n<p>A je\u0161t\u011b drobn\u00e1 pozn\u00e1mka k z\u00e1pisu: &#8212; slou\u017e\u00ed k p\u0159id\u00e1v\u00e1n\u00ed <strong>koment\u00e1\u0159\u016f<\/strong> k jednotliv\u00fdm \u010d\u00e1stem v\u00fdrazu, co\u017e se hod\u00ed hlavn\u011b u slo\u017eit\u011bj\u0161\u00edch CASE struktur.<\/p>\n\n\n\n<pre class=\"wp-block-code has-contrast-color has-neutral-background-color has-text-color has-background has-link-color wp-elements-a22e802073be89c41cf4304a07c64422\"><code>CASE\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00ed \u0161patn\u011b zna\u010den\u00e9 Facebook \/ Meta kampan\u011b\n\nWHEN `session source \/ medium` IN (\n  \"facebook \/ cpc_paid\",\n  \"facebook \/ paid\",\n  \"fb \/ cpc\",\n  \"meta \/ cpc\"\n) THEN \"facebook \/ cpc\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00ed Facebook referreru\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(^|\\\\.)facebook\\\\.com.*referral\"\n)\nTHEN \"facebook \/ referral\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00ed Instagram referreru\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(^|\\\\.)instagram\\\\.com.*referral\"\n)\nTHEN \"instagram \/ referral\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00ed Pinterest referreru\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(^|\\\\.)pinterest\\\\.com.*referral\"\n)\nTHEN \"pinterest \/ referral\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00ed Heureka referreru\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(^|\\\\.)heureka\\\\.cz.*referral\"\n)\nTHEN \"heureka \/ referral\"\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(^|\\\\.)heureka\\\\.cz.*cpc\"\n)\nTHEN \"heureka \/ cpc\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00e9ho e-mailingu\n\nWHEN REGEXP_CONTAINS(\n  LOWER(`session source \/ medium`),\n  \"(email|newsletter|mailchimp|ecomail|sendgrid)\"\n) THEN \"email \/ newsletter\"\n\n-- uk\u00e1zka o\u010di\u0161t\u011bn\u00e9ho (not set)\n\nWHEN `session source \/ medium` IN (\n  \"(direct) \/ (none)\",\n  \"(not set) \/ (not set)\"\n) THEN \"(direct) \/ (none)\"\n\n-- pravidlo pro zb\u00fdvaj\u00edc\u00ed kan\u00e1ly\n\nELSE LOWER(`session source \/ medium`)\nEND<\/code><\/pre>\n\n\n\n<p>V uveden\u00e9m SQL v\u00fdrazu pou\u017e\u00edv\u00e1m jen n\u011bkolik obecn\u00fdch p\u0159\u00edklad\u016f. V praxi je v\u017edy dobr\u00e9 si je p\u0159izp\u016fsobit vlastn\u00edm pot\u0159eb\u00e1m a konkr\u00e9tn\u00edm dat\u016fm. Pokud si s t\u00edm nechcete l\u00e1mat hlavu, klidn\u011b mi napi\u0161te, r\u00e1d pom\u016f\u017eu nejen s t\u00edmto konkr\u00e9tn\u00edm v\u00fdrazem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Slova na z\u00e1v\u011br<\/h2>\n\n\n\n<p>Jakmile si zdroje n\u00e1v\u0161t\u011bvnosti t\u00edmto zp\u016fsobem o\u010dist\u00edme, m\u016f\u017eeme se kone\u010dn\u011b soust\u0159edit na to podstatn\u00e9 \u2014 samotnou anal\u00fdzu. Budeme m\u00edt jistotu, \u017ee Facebook se v p\u0159ehledech neobjevuje t\u0159ikr\u00e1t pod r\u016fzn\u00fdmi n\u00e1zvy a \u017ee Heureka je sjednocen\u00e1 bez ohledu na pou\u017eit\u00e9 subdom\u00e9ny.<\/p>\n\n\n\n<p>Na z\u00e1v\u011br jeden praktick\u00fd tip: doporu\u010duji m\u00edt na skryt\u00e9m listu (nebo mimo hlavn\u00ed zobrazovanou \u010d\u00e1st reportu) jednoduch\u00fd p\u0159ehledov\u00fd graf s p\u016fvodn\u00edmi zdroji n\u00e1v\u0161t\u011bvnosti a jejich o\u010di\u0161t\u011bnou variantou. Sta\u010d\u00ed ho \u010das od \u010dasu zkontrolovat a rychle tak ov\u011b\u0159it, \u017ee v\u0161echno funguje p\u0159esn\u011b tak, jak m\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokud si otev\u0159ete libovoln\u00fd report v Looker Studiu napojen\u00fd na Google Analytics 4, t\u00e9m\u011b\u0159 jist\u011b naraz\u00edte na tabulku zdroj \/ m\u00e9dium. Lidov\u011b \u0159e\u010deno: odkud p\u0159i\u0161la n\u00e1v\u0161t\u011bvnost na v\u00e1\u0161 web. Pro v\u011bt\u0161inu market\u00e9r\u016f, webov\u00fdch analytik\u016f a majitel\u016f web\u016f je to jeden ze z\u00e1kladn\u00edch pohled\u016f. Jen\u017ee pr\u00e1v\u011b tady \u010dasto vznik\u00e1 nen\u00e1padn\u00fd, ale z\u00e1sadn\u00ed probl\u00e9m: pokud toto nen\u00ed [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1404,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak zkrotit chaos ve zdroj\u00edch n\u00e1v\u0161t\u011bvnosti v GA4 - Vojt\u011bch Audy<\/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:\/\/vojtechaudy.cz\/clanky\/jak-zkrotit-chaos\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak zkrotit chaos ve zdroj\u00edch n\u00e1v\u0161t\u011bvnosti v GA4 - Vojt\u011bch Audy\" \/>\n<meta property=\"og:description\" content=\"Pokud si otev\u0159ete libovoln\u00fd report v Looker Studiu napojen\u00fd na Google Analytics 4, t\u00e9m\u011b\u0159 jist\u011b naraz\u00edte na tabulku zdroj \/ m\u00e9dium. Lidov\u011b \u0159e\u010deno: odkud p\u0159i\u0161la n\u00e1v\u0161t\u011bvnost na v\u00e1\u0161 web. Pro v\u011bt\u0161inu market\u00e9r\u016f, webov\u00fdch analytik\u016f a majitel\u016f web\u016f je to jeden ze z\u00e1kladn\u00edch pohled\u016f. 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