{"id":10779,"date":"2023-04-19T04:22:41","date_gmt":"2023-04-19T04:22:41","guid":{"rendered":"https:\/\/promoguy.nl\/data-analytics-on-ga4-dashboard-metrics-filters\/"},"modified":"2024-09-18T01:19:52","modified_gmt":"2024-09-18T01:19:52","slug":"data-analytics-on-ga4-dashboard-metrics-filters","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2023\/04\/19\/data-analytics-on-ga4-dashboard-metrics-filters\/","title":{"rendered":"An\u00e1lise de dados no GA4: Painel, m\u00e9tricas e filtros"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A an\u00e1lise de dados est\u00e1 no centro do marketing digital e o seu aproveitamento \u00e9 crucial para qualquer campanha online. A an\u00e1lise de dados \u00e9 um trabalho \u00e1rduo, mas temos uma s\u00e9rie de ferramentas que o tornam muito mais f\u00e1cil, como a SEMrush e (o assunto de hoje) <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/google\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/google\" >Google<\/a> An\u00e1lise. Vamos rever as no\u00e7\u00f5es b\u00e1sicas para que as suas opera\u00e7\u00f5es possam ser informadas por n\u00fameros no futuro.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A an\u00e1lise baseada em dados \u00e9 de interesse para as empresas porque elimina a adivinha\u00e7\u00e3o da aleatoriedade (muitas vezes dif\u00edcil de compreender) da Internet. Os conhecimentos comportamentais conferem \u00e0s empresas a capacidade de fazer valer as suas decis\u00f5es e de produzir resultados fi\u00e1veis. Acabaram-se os tiros no escuro.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A an\u00e1lise tamb\u00e9m fornece ideias para conte\u00fados, detecta nichos para capitalizar e \u00e9 essencial para a an\u00e1lise da concorr\u00eancia. Al\u00e9m disso, tamb\u00e9m permite definir KPIs, benchmarks e objectivos empresariais de forma realista.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">O que \u00e9 que a an\u00e1lise de dados inclui?<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A an\u00e1lise de dados implica o exame de conjuntos de dados para detetar tend\u00eancias e tirar conclus\u00f5es a partir deles. No marketing digital, a an\u00e1lise de dados consiste em avaliar a efici\u00eancia de <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/marketing\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/marketing\" >marketing<\/a> actividades com as m\u00e9tricas corretas e a sua an\u00e1lise.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>M\u00e9tricas do funil superior<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As m\u00e9tricas do topo do funil medem o grau de conhecimento que as pessoas t\u00eam da sua marca ou do seu s\u00edtio Web, bem como o grau de difus\u00e3o da sua audi\u00eancia. As m\u00e9tricas a que vale a pena prestar aten\u00e7\u00e3o incluem:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Visualiza\u00e7\u00f5es de p\u00e1gina<\/li>\r\n\r\n\r\n\r\n<li>P\u00e1ginas por sess\u00e3o<\/li>\r\n\r\n\r\n\r\n<li>Pesquisa de marca<\/li>\r\n\r\n\r\n\r\n<li>Tr\u00e1fego do s\u00edtio Web<\/li>\r\n\r\n\r\n\r\n<li>Taxa de rejei\u00e7\u00e3o<\/li>\r\n\r\n\r\n\r\n<li>Envolvimento direcionado<\/li>\r\n\r\n\r\n\r\n<li>Liga\u00e7\u00f5es de entrada<\/li>\r\n\r\n\r\n\r\n<li>Conhecimento da marca<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>M\u00e9tricas de funil inferior<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As m\u00e9tricas do funil inferior lidam com convers\u00f5es, vendas e medidas de ROI. Em termos de funil de vendas, isto acontece depois do interesse e nas fases em que a delibera\u00e7\u00e3o e a compra est\u00e3o prestes a acontecer.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Muitas vezes, os visitantes n\u00e3o est\u00e3o prontos para comprar na primeira descoberta. D\u00ea-lhes algum tempo para chegarem mais abaixo no funil. As m\u00e9tricas para esta parte do funil podem incluir:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Leads qualificados para vendas<\/li>\r\n\r\n\r\n\r\n<li>Receitas<\/li>\r\n\r\n\r\n\r\n<li>ROI<\/li>\r\n\r\n\r\n\r\n<li>Taxa de convers\u00e3o<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Pode transformar estas m\u00e9tricas em KPIs relevantes para a sua empresa:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Custos de aquisi\u00e7\u00e3o de clientes<\/li>\r\n\r\n\r\n\r\n<li>Qualidade dos contactos<\/li>\r\n\r\n\r\n\r\n<li>Reten\u00e7\u00e3o de clientes<\/li>\r\n\r\n\r\n\r\n<li>Valor do tempo de vida do cliente<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Como utilizar o painel de controlo do Google Analytics<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Vamos ver como usar um painel de an\u00e1lise de dados para obter informa\u00e7\u00f5es relevantes. Este artigo pressup\u00f5e que j\u00e1 configurou o seu Google Analytics, mas, caso n\u00e3o o tenha feito, saiba como o fazer no nosso <a href=\"https:\/\/promoguy.nl\/pt\/blog\/google-analytics-a-beginners-guide-to-setting-up\/\" target=\"_blank\" rel=\"noreferrer noopener\">artigo dedicado ao tema<\/a>.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Aqui est\u00e3o algumas coisas que pode fazer com o painel de controlo do GA:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Permite-lhe gerar gr\u00e1ficos.<\/li>\r\n\r\n\r\n\r\n<li>Pode alterar o nome de um Painel de Controlo clicando no t\u00edtulo do Painel de Controlo.<\/li>\r\n\r\n\r\n\r\n<li>Adicione widgets, partilhe, personalize ou remova o Dashboard utilizando a barra de a\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li>Adicionar ou remover segmentos do painel de controlo.<\/li>\r\n\r\n\r\n\r\n<li>Pode configurar intervalos de datas ou comparar intervalos com o seletor de datas.<\/li>\r\n\r\n\r\n\r\n<li>Pode reorganizar os widgets na p\u00e1gina arrastando-os pela barra de t\u00edtulo para novas localiza\u00e7\u00f5es. Existem tamb\u00e9m op\u00e7\u00f5es de edi\u00e7\u00e3o\/elimina\u00e7\u00e3o que aparecem quando o rato est\u00e1 acima da barra de t\u00edtulo do widget.<\/li>\r\n\r\n\r\n\r\n<li>Abra um relat\u00f3rio ligado clicando no t\u00edtulo do widget.<\/li>\r\n\r\n\r\n\r\n<li>A liga\u00e7\u00e3o Atualizar painel permite-lhe reajustar com dados actualizados.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">\u00c9 poss\u00edvel gerar todas as m\u00e9tricas listadas acima e utiliz\u00e1-las para obter informa\u00e7\u00f5es. No entanto, primeiro precisa de aprender a filtr\u00e1-las.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Quais s\u00e3o as op\u00e7\u00f5es de filtragem de dados no Google Analytics (tipos de filtros)?<\/h3>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Filtros predefinidos<\/strong>: Estas op\u00e7\u00f5es excluem\/incluem apenas o tr\u00e1fego do dom\u00ednio ISP. Esta op\u00e7\u00e3o permite categorizar e filtrar o tr\u00e1fego de um dom\u00ednio espec\u00edfico.<\/li>\r\n\r\n\r\n\r\n<li><strong>Excluir\/Incluir tr\u00e1fego com filtragem de endere\u00e7os IP<\/strong>: A utiliza\u00e7\u00e3o deste filtro exclui\/inclui apenas os cliques de um determinado endere\u00e7o IP. Filtre intervalos simples de endere\u00e7os utilizando os que come\u00e7am com ou que terminam com par\u00e2metros semelhantes.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para filtrar intervalos de endere\u00e7os mais complicados, aplique filtros personalizados, por exemplo, para Excluir\/Incluir utilizando endere\u00e7os IP ou especifique uma express\u00e3o regular como padr\u00e3o de filtro.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Excluir\/Incluir apenas o tr\u00e1fego para os subdirect\u00f3rios<\/strong>: Aplique este filtro para excluir\/incluir tr\u00e1fego apenas para um subdiret\u00f3rio espec\u00edfico (como \"\/about\" ou \"\/help\" ou subdirect\u00f3rios semelhantes).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Excluir\/Incluir apenas o tr\u00e1fego para o nome do anfitri\u00e3o<\/strong>: Este filtro exclui\/inclui o tr\u00e1fego apenas para um determinado nome de anfitri\u00e3o.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Filtragem personalizada<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Excluir<\/strong>: Um tipo de filtro que exclui as linhas do ficheiro de registo que correspondem ao \"Padr\u00e3o de Filtro\". Pode ent\u00e3o ignorar as correspond\u00eancias para produzir dados mais espec\u00edficos e relevantes.<\/li>\r\n\r\n\r\n\r\n<li><strong>Incluir<\/strong>: Este filtro faz o oposto do anterior, incluindo as linhas do ficheiro de registo que correspondem ao Padr\u00e3o de Filtro.<\/li>\r\n\r\n\r\n\r\n<li><strong>Mudan\u00e7a de caso<\/strong>: Converte o campo em caracteres mai\u00fasculos ou min\u00fasculos. Os filtros s\u00f3 afectam as letras, pelo que n\u00e3o interferem com caracteres especiais, s\u00edmbolos ou n\u00fameros.<\/li>\r\n\r\n\r\n\r\n<li><strong>Procurar e substituir<\/strong>: Um filtro simples que pode utilizar para procurar padr\u00f5es num campo e substitu\u00ed-los por formas alternativas.<\/li>\r\n\r\n\r\n\r\n<li><strong>Filtragem avan\u00e7ada<\/strong>: Esta op\u00e7\u00e3o permite-lhe construir um campo a partir de outros, aplicando campos Extract aos campos selecionados e, em seguida, construindo um terceiro campo utilizando o Construtor.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Utiliza\u00e7\u00f5es para filtros<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Os filtros podem ser utilizados de v\u00e1rias formas:<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Excluir tr\u00e1fego interno<\/strong>: Para filtrar o tr\u00e1fego interno de um relat\u00f3rio, defina uma defini\u00e7\u00e3o de filtro que detecte todos os endere\u00e7os IP de que n\u00e3o necessita.<br \/><strong>Relat\u00f3rio sobre a atividade em diret\u00f3rios espec\u00edficos<\/strong>: Do mesmo modo, para especificar um diret\u00f3rio, utilize um \"filtro de inclus\u00e3o\" que identifique apenas esse diret\u00f3rio para o incluir.<br \/><strong>Acompanhar subdom\u00ednios em vistas separadas<\/strong>: Se pretender acompanhar www.example.com, bem como o seu subdiret\u00f3rio, help.example.com e info.example.com, pode criar vistas separadas para cada um deles.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Por que ordem \u00e9 que o Google Analytics filtra os dados<\/strong>?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Nas defini\u00e7\u00f5es predefinidas, o Google Analytics filtrar\u00e1 pela ordem em que os filtros foram adicionados.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Obten\u00e7\u00e3o de informa\u00e7\u00f5es sobre a an\u00e1lise de dados<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Eis o que pode obter dos dados que recebe do GA4 ou de um software de an\u00e1lise semelhante:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Utilizadores<\/strong>: Se o n\u00famero de utilizadores for baixo em compara\u00e7\u00e3o com os gastos em publicidade, isso significa que a sua publicidade n\u00e3o est\u00e1 a atingir o p\u00fablico-alvo.<\/li>\r\n\r\n\r\n\r\n<li><strong>Taxa de rejei\u00e7\u00e3o\/Taxa de sa\u00edda<\/strong>: Uma taxa de rejei\u00e7\u00e3o ou de sa\u00edda elevada n\u00e3o \u00e9 necessariamente uma coisa m\u00e1, mas pode ser indicativa de uma falta de interesse no resto do s\u00edtio Web. Isto depende muito do objetivo da p\u00e1gina (por exemplo, n\u00e3o faz mal que um post de blogue \u00fanico tenha uma taxa de rejei\u00e7\u00e3o elevada se n\u00e3o for concebido para redirecionar o tr\u00e1fego). Da mesma forma, \u00e9 bom que as taxas de sa\u00edda estejam no s\u00edtio certo. N\u00f3s <a href=\"https:\/\/promoguy.nl\/pt\/blog\/bounce-rate-optimisation-tips-for-business-websites\/\" target=\"_blank\" rel=\"noreferrer noopener\">abordou este assunto com mais pormenor<\/a>, anteriormente.<\/li>\r\n\r\n\r\n\r\n<li><strong>P\u00e1ginas por sess\u00e3o<\/strong>: Se precisar de utilizar a sua p\u00e1gina de destino para fazer com que os visitantes cliquem no s\u00edtio Web e o explorem, deve procurar otimizar as p\u00e1ginas por sess\u00e3o. Para o efeito, adicione CTAs e ofertas ou tenha um fluxo de design claro.<\/li>\r\n\r\n\r\n\r\n<li><strong>Dura\u00e7\u00e3o m\u00e9dia da sess\u00e3o<\/strong>: A baixa dura\u00e7\u00e3o das sess\u00f5es nem sempre \u00e9 um fator negativo. Se o tempo de leitura de uma p\u00e1gina for muito baixo, ela est\u00e1 a cumprir a sua fun\u00e7\u00e3o. No entanto, se a p\u00e1gina tiver muitas informa\u00e7\u00f5es necess\u00e1rias e as dura\u00e7\u00f5es das sess\u00f5es n\u00e3o corresponderem ou se se destinar a conduzir a uma venda, algo na p\u00e1gina n\u00e3o est\u00e1 a ter impacto no seu p\u00fablico. Poder\u00e1 querer ver se est\u00e1 a visar o p\u00fablico certo, se a informa\u00e7\u00e3o \u00e9 clara ou se a velocidade\/UX da p\u00e1gina est\u00e1 a incomodar a sua demonstra\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li><strong>Visualiza\u00e7\u00f5es de p\u00e1gina<\/strong>: A diminui\u00e7\u00e3o do tr\u00e1fego, dependendo da dimens\u00e3o do seu p\u00fablico-alvo, pode ser um fator negativo. No entanto, isto tamb\u00e9m depende do grau de relev\u00e2ncia dos utilizadores.<\/li>\r\n\r\n\r\n\r\n<li><strong>Convers\u00f5es<\/strong>: As convers\u00f5es s\u00e3o inferiores \u00e0 taxa de que necessita para obter lucro? Encontre os obst\u00e1culos \u00e0 convers\u00e3o, melhore a experi\u00eancia do utilizador, renove o seu design gr\u00e1fico, inclua ofertas e tenha uma linguagem clara que o distinga da concorr\u00eancia.<\/li>\r\n\r\n\r\n\r\n<li><strong>Custo por convers\u00e3o<\/strong>: Um CPC elevado significa que pode estar a pagar demasiado pelos seus an\u00fancios e, nesse caso, as suas op\u00e7\u00f5es s\u00e3o escolher novas palavras-chave ou redirecionar os seus esfor\u00e7os de marketing para um m\u00e9todo de custo mais baixo.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Dica<\/strong>: Active a an\u00e1lise de dados em tempo real, activando a op\u00e7\u00e3o Tempo real. Isto actualizar\u00e1 continuamente o seu GA com as visitas frequentes \u00e0 medida que estas chegam.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Limita\u00e7\u00f5es<\/strong> do Google Analytics<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Determinados dados est\u00e3o fora dos limites de recolha e seguimento. Os dados que os objectivos do Google Analytics n\u00e3o podem seguir s\u00e3o v\u00e1rios tipos de \"informa\u00e7\u00f5es pessoais identific\u00e1veis\" (por uma boa raz\u00e3o). Os dados que o Google Analytics pro\u00edbe de recolher s\u00e3o aqueles que permitem a identifica\u00e7\u00e3o pessoal, tal como indicado nos termos de servi\u00e7o, incluindo o nome de uma pessoa, o endere\u00e7o de fatura\u00e7\u00e3o, o endere\u00e7o de correio eletr\u00f3nico, etc.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">No que diz respeito aos invent\u00e1rios offline, o Google Analytics n\u00e3o pode recolher dados destes sistemas por predefini\u00e7\u00e3o, mas pode utilizar a op\u00e7\u00e3o de importa\u00e7\u00e3o de dados para estas tarefas. Isto pode ser feito carregando ficheiros CSV (como uma folha de Excel) de um CRM ou pacote de software semelhante.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Da mesma forma, a capacidade da GA4 de operar em certas regi\u00f5es pode estar sujeita a pol\u00edticas de cookies. As regi\u00f5es com o RGPD podem ter barreiras sist\u00e9micas em vigor. A vers\u00e3o gratuita do GA tamb\u00e9m pode ser um campo minado, oferecendo informa\u00e7\u00f5es limitadas ou imprecisas.<\/p>","protected":false},"excerpt":{"rendered":"<p>A an\u00e1lise de dados est\u00e1 no centro do marketing digital e a sua utiliza\u00e7\u00e3o \u00e9 crucial para qualquer campanha em linha. A an\u00e1lise de dados \u00e9 de interesse para as empresas porque elimina a adivinha\u00e7\u00e3o da aleatoriedade (muitas vezes dif\u00edcil de compreender) da Internet.<\/p>","protected":false},"author":1,"featured_media":12744,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[11,13],"tags":[31,155,32],"wl_entity_type":[47,54],"class_list":["post-10779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-online-marketing-en","tag-data-analytics","tag-ga4","tag-google-analytics","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Data Analytics on GA4: Dashboard, Metrics, &amp; Filters - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Data analytics are at the core of digital marketing and leveraging them is crucial for any online campaign. 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