{"id":9131,"date":"2022-08-08T10:42:23","date_gmt":"2022-08-08T10:42:23","guid":{"rendered":"https:\/\/promoguy.nl\/smart-goals-marketing-analytics-with-google-101\/"},"modified":"2025-04-05T14:34:51","modified_gmt":"2025-04-05T14:34:51","slug":"smart-goals-marketing-analytics-with-google-101","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2022\/08\/08\/smart-goals-marketing-analytics-with-google-101\/","title":{"rendered":"Objectivos inteligentes e an\u00e1lise de marketing com o Google 101"},"content":{"rendered":"<p class=\"wp-block-paragraph\">O objetivo de qualquer marketing <a class=\"wl-entity-page-link\" title=\"Rede GMA\" href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/communication\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/communication\" >comunica\u00e7\u00e3o<\/a> \u00e9 fazer avan\u00e7ar a mensagem da marca. No entanto, \u00e9 mais f\u00e1cil falar do que fazer, uma vez que pode ser muito dif\u00edcil medir se os objectivos est\u00e3o a ser alcan\u00e7ados. \u00c9 a\u00ed que entram os sistemas de avalia\u00e7\u00e3o comparativa, como o Smart Goals do Google Analytics.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Este artigo abordar\u00e1:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Por que raz\u00e3o deve utiliz\u00e1-lo?<\/li>\r\n\r\n\r\n\r\n<li>Como decidir quais os objectivos a medir.<\/li>\r\n\r\n\r\n\r\n<li>Como utilizar as Metas Inteligentes e a defini\u00e7\u00e3o manual de objectivos.<\/li>\r\n\r\n\r\n\r\n<li>Que limita\u00e7\u00f5es cruciais tem no GA (e algumas alternativas)?<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Vamos ent\u00e3o rever o b\u00e1sico:<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">As vantagens dos objectivos inteligentes<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Os objectivos inteligentes s\u00e3o um sistema que permite <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> analisa as sess\u00f5es do seu s\u00edtio que registam o maior envolvimento e transforma-as automaticamente em \"objectivos\". Estes objectivos aplicam-se mesmo que n\u00e3o tenha um acompanhamento de convers\u00f5es ou qualquer forma de an\u00e1lise de desempenho do com\u00e9rcio eletr\u00f3nico. Como se pode imaginar, \u00e9 realmente \u00fatil se for um comerciante de com\u00e9rcio eletr\u00f3nico ou <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/digital\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/digital\" >digital<\/a> neg\u00f3cio.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Com a ajuda da aprendizagem autom\u00e1tica e de algoritmos complexos, o Google Analytics analisa uma parte do sinal de e para o seu <a class=\"wl-entity-page-link\" title=\"jannal ali\" href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/website\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/website\" >s\u00edtio Web<\/a> para determinar quais os que t\u00eam maior potencial de convers\u00e3o. Atribui uma pontua\u00e7\u00e3o a estes objectivos, permitindo aos utilizadores conhecer a sess\u00e3o dos visitantes <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/duration\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/duration\" >dura\u00e7\u00e3o<\/a>, p\u00e1ginas por sess\u00e3o, localiza\u00e7\u00e3o, dispositivo e tipo de browser.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ent\u00e3o, como \u00e9 que os an\u00fancios do Google o podem ajudar a avan\u00e7ar os seus objectivos comerciais com a ajuda dos Objectivos inteligentes? Defini\u00e7\u00e3o de objectivos, como refer\u00eancia <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/tool\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/tool\" >ferramenta<\/a>O sistema de an\u00e1lise de dados, coloca todos estes n\u00fameros em contexto e direciona-os adequadamente. O sistema de an\u00e1lise pode ajudar a identificar as \u00e1reas em que as suas campanhas s\u00e3o mais fortes e fornecer sugest\u00f5es de melhoria.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Como determinar objectivos para campanhas de marketing<\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9139\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/08\/browser-g437c7020b_1280-700x515.png\" alt=\"An\u00e1lise de objectivos inteligentes\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em termos mais gerais, pode estar a perguntar-se como decidir quais os objectivos a perseguir. Afinal de contas, \u00e9 importante saber exatamente como orientar a sua campanha. H\u00e1 muitas formas de definir objectivos, mas h\u00e1 4 etapas necess\u00e1rias para o processo: <strong>Analisar<\/strong> processos existentes para encontrar \u00e1reas de melhoria, <strong>determinar<\/strong> quais as m\u00e9tricas necess\u00e1rias para o sucesso, <strong>quantificar<\/strong> eles, e <strong>avaliar<\/strong> o sucesso de quaisquer altera\u00e7\u00f5es implementadas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Cada passo move o objetivo do geral para o espec\u00edfico. Eis um exemplo:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Problema: necessidade de obter mais clientes B2B<\/li>\r\n\r\n\r\n\r\n<li>An\u00e1lise: embora o s\u00edtio Web tenha visitantes acima da m\u00e9dia, estes n\u00e3o est\u00e3o a converter-se em clientes a um ritmo suficientemente r\u00e1pido. Uma an\u00e1lise mais aprofundada indica que os visitantes n\u00e3o s\u00e3o o grupo-alvo pretendido<\/li>\r\n\r\n\r\n\r\n<li>M\u00e9trica determinada e quantificada: aumentar a taxa de convers\u00e3o em 20% para otimizar o ROA do marketing<\/li>\r\n\r\n\r\n\r\n<li>Estrat\u00e9gia aplicada: Melhorar a experi\u00eancia do utilizador, oferecer descontos, adicionar estudos de casos para atrair clientes, mudar para o marketing direto para se concentrar na segmenta\u00e7\u00e3o precisa, melhorar a SEO e adicionar uma caixa de subscri\u00e7\u00e3o de correio eletr\u00f3nico<\/li>\r\n\r\n\r\n\r\n<li>Resultados: Aumento de 18% nas convers\u00f5es de leads. Para atingir os n\u00fameros pretendidos, poder\u00e3o ser necess\u00e1rias altera\u00e7\u00f5es adicionais. Regressar \u00e0 an\u00e1lise e recome\u00e7ar o processo<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A efic\u00e1cia dos seus objectivos depende da forma como os mede e o sistema de Objectivos no Google Analytics \u00e9 uma parte crucial do processo de medi\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Como definir objectivos inteligentes no Google Analytics<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Existem 2 grandes tipos de objectivos no GA: objectivos e objectivos inteligentes. A diferen\u00e7a \u00e9 que os objectivos inteligentes s\u00e3o autom\u00e1ticos, mas tamb\u00e9m limitados. Os outros tipos de objectivos s\u00e3o manuais e pode configurar 20 deles para medir diferentes m\u00e9tricas.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\r\n<div class=\"wp-block-embed__wrapper\">https:\/\/youtu.be\/2Ke3-0Jsl-I<\/div>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em primeiro lugar, alguns pr\u00e9-requisitos para os objectivos autom\u00e1ticos. Para utilizar as Metas inteligentes, \u00e9 necess\u00e1rio:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>Para <a href=\"https:\/\/support.google.com\/analytics\/analytics\/answer\/1033961\">associar as suas contas do Analytics e do Google Ads<\/a>.<\/li>\r\n\r\n\r\n\r\n<li>As contas de an\u00fancios tamb\u00e9m precisam de enviar tr\u00e1fego suficiente para o seu Web site para uma an\u00e1lise adequada. Os cliques no Google Ads devem abranger mais de 500 sess\u00f5es do Analytics no m\u00eas anterior para que as Metas inteligentes fiquem dispon\u00edveis. Quando uma conta fica com menos de 250 sess\u00f5es nesse per\u00edodo de tempo para a vista selecionada, as Metas inteligentes s\u00e3o desactivadas. Isto s\u00f3 acontece at\u00e9 existirem 500 ou mais sess\u00f5es dispon\u00edveis para monitoriza\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li>Do mesmo modo, existe um limite m\u00e1ximo para a vista de relat\u00f3rio. Esta n\u00e3o pode receber mais de 10 milh\u00f5es de sess\u00f5es em 30 dias.<\/li>\r\n\r\n\r\n\r\n<li>Tamb\u00e9m \u00e9 necess\u00e1rio ativar a defini\u00e7\u00e3o de Partilha de dados do Google Analytics em\u00a0<strong>Produtos e servi\u00e7os Google<\/strong>.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para al\u00e9m dos Objectivos inteligentes, existe tamb\u00e9m uma s\u00e9rie de outros objectivos manuais que pode definir. Aqui est\u00e1 uma lista dos objectivos dispon\u00edveis no Google Analytics:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-table is-style-stripes\">\r\n<table>\r\n<tbody>\r\n<tr>\r\n<th>Tipo de objetivo<\/th>\r\n<th>Descri\u00e7\u00e3o<\/th>\r\n<th>Exemplo<\/th>\r\n<\/tr>\r\n<tr>\r\n<td>Destino<\/td>\r\n<td>O utilizador acede a uma p\u00e1gina ou local espec\u00edfico no s\u00edtio Web<\/td>\r\n<td><em>Obrigado por se registar!<\/em>\u00a0p\u00e1gina web ou aplica\u00e7\u00e3o <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/screen\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/screen\" >ecr\u00e3<\/a><\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Dura\u00e7\u00e3o<\/td>\r\n<td>Sess\u00f5es que duram um determinado per\u00edodo de tempo ou mais<\/td>\r\n<td>10 minutos ou mais passados num s\u00edtio de apoio<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>P\u00e1ginas\/ecr\u00e3s por sess\u00e3o<\/td>\r\n<td>Um utilizador visualiza um n\u00famero espec\u00edfico de p\u00e1ginas ou ecr\u00e3s<\/td>\r\n<td>Foram carregadas 5 p\u00e1ginas ou ecr\u00e3s<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Evento<\/td>\r\n<td>Uma a\u00e7\u00e3o \u00e9 definida como um evento que \u00e9 acionado<\/td>\r\n<td>Recomenda\u00e7\u00e3o social, reprodu\u00e7\u00e3o de v\u00eddeo, clique no an\u00fancio<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Uma carater\u00edstica muito \u00fatil destes objectivos \u00e9 que pode atribuir um valor monet\u00e1rio a cada convers\u00e3o. Desta forma, pode adicionar c\u00e1lculos monet\u00e1rios a coisas como visualiza\u00e7\u00f5es e reprodu\u00e7\u00f5es de v\u00eddeo ou ROI de publicidade. Os destinos dos objectivos do Google Analytics tamb\u00e9m podem acompanhar as visitas a v\u00e1rias \u00e1reas para avaliar o interesse, especialmente no caso das p\u00e1ginas informativas.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Limita\u00e7\u00f5es e servi\u00e7os digitais alternativos\/complementares<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9140\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/08\/google-g40fb07dc9_1920-700x369.jpg\" alt=\"Objectivos inteligentes Google Analytics\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Embora o Google Analytics seja essencial para todos os esfor\u00e7os de marketing, tem as suas limita\u00e7\u00f5es.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>As Metas Inteligentes n\u00e3o podem ser configuradas ou personalizadas.<\/li>\r\n\r\n\r\n\r\n<li>Os objectivos inteligentes est\u00e3o limitados a um por visualiza\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li>Podem utilizar 1 dos 20 espa\u00e7os de golo dispon\u00edveis.<\/li>\r\n\r\n\r\n\r\n<li>O sistema n\u00e3o pode ser utilizado para visualiza\u00e7\u00f5es de aplica\u00e7\u00f5es m\u00f3veis.<\/li>\r\n\r\n\r\n\r\n<li>Tamb\u00e9m t\u00eam limita\u00e7\u00f5es para as visualiza\u00e7\u00f5es que recebem mais de 1 milh\u00e3o de visitas por dia.<\/li>\r\n\r\n\r\n\r\n<li>As Metas Inteligentes n\u00e3o suportam o View-Through <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/conversions\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/conversions\" >Convers\u00f5es<\/a> (VTCs) ou convers\u00f5es entre dispositivos no Google Ads.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Ent\u00e3o, que dados \u00e9 que os objectivos do Google Analytics n\u00e3o conseguem acompanhar? Tudo o que n\u00e3o seja a dura\u00e7\u00e3o da sess\u00e3o, as p\u00e1ginas por sess\u00e3o, a localiza\u00e7\u00e3o, o dispositivo e o tipo de browser, desde a nossa \u00faltima verifica\u00e7\u00e3o. Isso deixa de fora alguns pontos de refer\u00eancia cruciais, como taxas de rejei\u00e7\u00e3o, a\u00e7\u00f5es espec\u00edficas na p\u00e1gina e muito mais.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, embora o GA seja muito bom para medir estat\u00edsticas internas, recomendamos a utiliza\u00e7\u00e3o do SEMrush ou do Ahrefs para an\u00e1lises externas de coisas como visualiza\u00e7\u00f5es e taxas de rejei\u00e7\u00e3o. Para produzir refer\u00eancias que reflictam estat\u00edsticas comparativas, estes outros programas podem ser melhores para an\u00e1lises da concorr\u00eancia.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Se est\u00e1 \u00e0 procura de servi\u00e7os de an\u00e1lise de marketing ou de consultoria de an\u00e1lise de marketing, est\u00e1 no s\u00edtio certo. A Promoguy oferece ambos e uma s\u00e9rie de outros servi\u00e7os de marketing digital. <a href=\"https:\/\/promoguy.nl\/pt\/about\/#services\" target=\"_blank\" rel=\"noreferrer noopener\">Clique aqui para saber mais<\/a>.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>O objetivo de qualquer comunica\u00e7\u00e3o de marketing \u00e9 fazer avan\u00e7ar a mensagem da marca. Por isso, vamos rever os princ\u00edpios b\u00e1sicos.<\/p>","protected":false},"author":1,"featured_media":12853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[11,13],"tags":[252,32,251,250],"wl_entity_type":[47,54],"class_list":["post-9131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-online-marketing-en","tag-digital-services","tag-google-analytics","tag-marketing-analytics","tag-smart-goals","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>Smart Goals &amp; Marketing Analytics with Google 101 - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Google Analytics Smart Goals system can help you benchmark your marketing campaigns and activities. 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