Poslovna izobraževanja

15% popust

za prijave

do 18. novembra 2026

Prijava na webinar

Webinar: Google Analytics 4 (GA4) v praksi

Kako pravilno meriti obisk, ugotoviti, kateri kanali prinašajo rezultate, in iz podatkov pripraviti uporabna poročila?

Vaša spletna stran ima obiskovalce, oglasi dosegajo klike, toda ali veste, kateri kanali prinašajo največ povpraševanj in nakupov? Kje izgubljate obiskovalce, zakaj se podatki med oglaševalskimi platformami razlikujejo in koliko obiska prihaja iz ChatGPT ter drugih AI-orodij?

Google Analytics 4 (GA4) ponuja odgovore, če so podatki pravilno zbrani in jih znate interpretirati.

Na praktičnem webinarju boste spoznali, kako preveriti nastavitve GA4, analizirati uspešnost kampanj, spremljati vedenje obiskovalcev in pripraviti uporabna poročila. Spoznali boste tudi novosti v GA4 in najpogostejše napake, zaradi katerih podjetja sprejemajo napačne marketinške odločitve.

PODROČJE
Digitalni marketing
TERMIN
20.11.2026
ČAS TRAJANJA
10:00 – 12:00
OBLIKA PREDAVANJA
Webinar

Podrobnejši program delavnice

1. Google Analytics 4: ali pravilno zbirate podatke?

Najprej bomo preverili, kako GA4 deluje in katere nastavitve vplivajo na kakovost podatkov.

  • Kako GA4 zbira podatke in kako deluje njegov podatkovni model, ki temelji na dogodkih (Events).
  • Razlika med Google Analytics 4, Google Tag in Google Tag Manager ter kdaj uporabiti posamezno orodje.
  • Kako razumeti najpomembnejše meritve: uporabniki, seje, vključenost, dogodki, stopnje pomembnih dogodkov in prihodki.
  • Katere dogodke GA4 spremlja samodejno in katere je treba nastaviti posebej.
  • Kako preveriti pravilnost zbiranja podatkov z orodjema Realtime in DebugView.
  • Kako pravilno nastaviti notranji promet, neželene napotitve in spremljanje uporabnikov med različnimi domenami.
  • Katere nastavitve trajanja sej in hrambe podatkov je smiselno preveriti ter kako vplivajo na analize.
  • Google Consent Mode v2: kako privolitve za piškotke vplivajo na zbiranje podatkov, merjenje in oglaševanje.

2. Merjenje dogodkov in konverzij: kaj obiskovalci v resnici počnejo?

Obisk spletne strani še ne pomeni poslovnega rezultata. Pomembno je spremljati dejanja, ki kažejo zanimanje uporabnikov in prispevajo k zastavljenim ciljem.

  • Kako spremljati klike na gumbe, oddajo obrazcev, prenose dokumentov, oglede videov in druge interakcije.
  • Kako nastaviti dogodke po meri (Custom Events) in z dodatnimi parametri pridobiti podrobnejše podatke.
  • Kako določiti pomembne dogodke (Key Events), na primer oddano povpraševanje, prijavo na izobraževanje ali nakup.
  • Kakšna je razlika med pomembnimi dogodki v GA4 in konverzijami, ki jih uporabljamo za merjenje ter optimizacijo oglaševanja.
  • Kako spremljati nakupni proces v spletni trgovini, od ogleda izdelka in dodajanja v košarico do zaključka nakupa.
  • Kako ugotoviti, na katerem koraku nakupnega ali prijavnega postopka izgubite največ obiskovalcev.
  • Kako preveriti, ali se dogodki beležijo pravilno, brez izpuščenih ali podvojenih konverzij.

3. Analiza virov obiska: kateri marketinški kanali prinašajo rezultate?

Ena najpomembnejših nalog GA4 je ugotoviti, od kod prihajajo obiskovalci in kaj posamezni kanali prispevajo k poslovnim ciljem.

  • Razlika med poročiloma User Acquisition in Traffic Acquisition ter zakaj prikazujeta različne podatke.
  • Kako analizirati promet iz Googla, družbenih omrežij, e-poštnih kampanj in drugih virov.
  • Kako pravilno uporabljati parametre UTM za spremljanje posameznih kampanj.
  • Kako primerjati vire prometa glede na vključenost obiskovalcev, pomembne dogodke, povpraševanja in nakupe.
  • Novost 2026: kako GA4 prepoznava obisk iz ChatGPT, Gemini, Claude in drugih AI-orodij ter kje spremljati te podatke.
  • Kako povezati GA4 z Google Ads in Google Search Console ter katere podatke pridobimo s povezavama.
  • Zakaj se podatki o rezultatih kampanj razlikujejo med GA4 in oglaševalskimi platformami ter kako jih pravilno interpretirati.
  • Kako uporabiti podatke o stroških oglaševanja iz drugih platform, na primer Meta Ads in TikTok Ads, za primerjavo uspešnosti kampanj.

4. Poročila in analize v GA4: od podatkov do poslovnih odločitev

GA4 omogoča prilagajanje poročil glede na potrebe podjetja. Pokazali bomo, kako izbrati uporabne podatke in jih prikazati v razumljivi obliki.

  • Kako uporabljati standardna poročila in izbrati ustrezne razsežnosti (Dimensions) ter meritve (Metrics).
  • Kako pripraviti lastna poročila in jih prilagoditi spremljanju prodaje, marketinga ali uspešnosti spletnega mesta.
  • Kako uporabljati filtre, primerjave in segmente za analizo različnih skupin obiskovalcev.
  • Kako z raziskovalnimi analizami (Explorations) spremljati poti uporabnikov ter prepoznati ovire v nakupnem ali prijavnem procesu.
  • Novost 2026: uporaba novih nadzornih plošč (Dashboards) za spremljanje najpomembnejših kazalnikov na enem mestu.
  • Kako uporabiti Looker Studio za pripravo poročil, namenjenih sodelavcem, vodstvu ali naročnikom.
  • Kako prepoznati nepravilnosti v poročilih, kot so (not set), Unassigned, (other) in manjkajoči podatki.
  • Kako uporabiti samodejne vpoglede in opozorila za spremljanje pomembnih sprememb v podatkih.

5. Praktični prikaz: analiza podatkov v Google Analytics 4

Na primeru Googlovega demonstracijskega računa Google Merchandise Store bomo prikazali uporabo GA4 pri konkretnih poslovnih nalogah.

  • Kako ugotoviti, kateri viri prinašajo obiskovalce, ki opravijo nakup ali drugo pomembno dejanje.
  • Kako prepoznati pristajalne strani, ki dosegajo najboljše rezultate, in tiste, ki jih je smiselno izboljšati.
  • Kako analizirati pot uporabnika od prvega obiska do nakupa ter ugotoviti, kje prihaja do opuščanja nakupa.
  • Kako s filtri in primerjavami analizirati uspešnost posamezne marketinške kampanje.
  • Kako pripraviti uporabno poročilo za spremljanje izbranih poslovnih kazalnikov.
  • Katere nastavitve in meritve je smiselno preveriti v lastnem računu GA4.

6. Odgovori na vprašanja udeležencev

Zadnji del izobraževanja bomo namenili konkretnim primerom in težavam, s katerimi se srečujete pri uporabi GA4.

Prijava na webinar

Cilji izobraževanja

Po izobraževanju boste:

  • razumeli delovanje GA4 in znali preveriti, ali pravilno zbira pomembne podatke,
  • poznali nastavitve, ki najbolj vplivajo na kakovost merjenja in zanesljivost poročil,
  • znali določiti, katere dogodke in konverzije je smiselno spremljati glede na cilje podjetja,
  • razumeli, kako analizirati vire prometa, vedenje obiskovalcev in rezultate kampanj,
  • znali poiskati vzroke za pogoste razlike in nepravilnosti v podatkih,
  • poznali možnosti priprave prilagojenih poročil, raziskovalnih analiz in nadzornih plošč,
  • znali prepoznati, kateri podatki vam pomagajo pri odločitvah o oglaševanju, vsebinah in izboljšavah spletnega mesta.

Cilj webinarja je, da GA4 začnete uporabljati kot orodje za spremljanje poslovnih rezultatov in ne zgolj kot statistiko obiskanosti spletne strani.

Prijava na webinar

Komu je namenjeno izobraževanje

Izobraževanje priporočamo:

  • zaposlenim v marketingu in digitalnem marketingu, ki spremljajo kampanje, pripravljajo poročila in odločajo o oglaševalskih proračunih,
  • vodjem marketinga, ki želijo bolje razumeti rezultate digitalnih aktivnosti,
  • upravljavcem spletnih strani in spletnih trgovin, ki želijo spremljati vedenje obiskovalcev ter izboljšati število povpraševanj in nakupov,
  • strokovnjakom za spletno oglaševanje, ki uporabljajo Google Ads, Meta Ads in druge platforme,
  • analitikom in skrbnikom digitalnih orodij, ki sodelujejo pri nastavitvah merjenja in pripravi poročil,
  • podjetnikom in vodjem podjetij, ki želijo razumeti, kaj jim spletna prisotnost in oglaševanje dejansko prinašata.

Izobraževanje je primerno za uporabnike, ki GA4 že uporabljajo in želijo bolje izkoristiti njegove funkcije, ter za tiste, ki se z njim šele spoznavajo.

Predhodno znanje programiranja ni potrebno.

Prijava na webinar

Način izvedbe

Način izvedbe in prednosti posnetka

Webinar bo zasnovan praktično, s prikazi v Google Analytics 4 in analizo podatkov iz Googlovega demonstracijskega računa.

Predavatelj bo postopke prikazal po korakih, pojasnil pomembne nastavitve, pripravo poročil in najpogostejše napake pri uporabi GA4.

Ker izobraževanje vključuje veliko konkretnih postopkov in nastavitev, je posnetek webinarja še posebej dragocen. Omogoča vam, da se k posameznim prikazom vrnete, jih spremljate v svojem tempu in postopke ponovite neposredno v svojem računu GA4.

Posnetek in gradivo vam bosta na voljo časovno neomejeno, zato ju boste uporabljali tudi pozneje, ko boste pripravljali poročila, preverjali nastavitve ali uvajali nove sodelavce.

Prijava na webinar

Cena izobraževanja s popusti

15 % popust do 18. novembra

Redna cena webinarja znaša 197 EUR (DDV ni vključen).
Če se prijavite do vključno 18. novembra vam pripada 15 % popust za zgodnjo prijavo.
Kotizacija s popustom tako znaša 167,45 EUR (DDV ni vključen).

Če se webinarja ne boste mogli udeležiti, vam bo na voljo posnetek predavanja.

Prijava vključuje:

  • izvedbo webinarja,
  • posnetek webinarja ter gradivo za prenos znanja v podjetju (prejmete po koncu webinarja),
  • odgovore na vaša konkretna vprašanja.

Izobraževanje bo potekalo:

Kdaj: v petek, 20. novembra 2026, od 10.00 do 12.00.
Kje: preko platforme Zoom (ob prijavi in plačilu boste prejeli povezavo do webinarja).

Prijava na webinar
Prijava na webinar

Izjave udeležencev

Predavatelj

Aljoša Todorovič

Aljoša je uspešen diplomant naše prve generacije študentov programa Diploma iz digitalnega marketinga.

Je vodja performance marketing oddelka v digitalni agenciji Madwise, kjer z dolgoletnimi izkušnjami v B2C in B2B okolju skrbi za uspešno vodenje visoko učinkovitih oglaševalskih kampanj ter razvoj digitalnih marketinških strategij. Njegov fokus zajema širok nabor področij, med drugim digitalno analitiko, spletno oglaševanje, marketinško avtomatizacijo in optimizacijo uporabniške izkušnje ter konverzij.

PODROBNO

Prijava na webinar Google Analytics 4 (GA4) v praksi

    Podatki o udeležencu

    We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners.
    Cookies settings
    Accept
    Privacy & Cookie policy
    Privacy & Cookies policy
    Cookies list
    Cookie nameActive

    Privacy Policy

    What information do we collect?

    We collect information from you when you register on our site or place an order.When ordering or registering on our site, as appropriate, you may be asked to enter your: name, e-mail address or mailing address.

    What do we use your information for?

    Any of the information we collect from you may be used in one of the following ways:To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs)To process transactions Your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested.To administer a contest, promotion, survey or other site featureTo send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order.

    How do we protect your information?

    We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information.We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to?keep the information confidential.After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be kept on file for more than 60 days.

    Do we use cookies?

    Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain informationWe use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.If you prefer, you can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies via your browser settings. Like most websites, if you turn your cookies off, some of our services may not function properly. However, you can still place orders by contacting customer service.Google AnalyticsWe use Google Analytics on our sites for anonymous reporting of site usage and for advertising on the site. If you would like to opt-out of Google Analytics monitoring your behaviour on our sites please use this link (https://tools.google.com/dlpage/gaoptout/)

    Do we disclose any information to outside parties?

    We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

    Registration

    The minimum information we need to register you is your name, email address and a password. We will ask you more questions for different services, including sales promotions. Unless we say otherwise, you have to answer all the registration questions.We may also ask some other, voluntary questions during registration for certain services (for example, professional networks) so we can gain a clearer understanding of who you are. This also allows us to personalise services for you.To assist us in our marketing, in addition to the data that you provide to us if you register, we may also obtain data from trusted third parties to help us understand what you might be interested in. This ‘profiling’ information is produced from a variety of sources, including publicly available data (such as the electoral roll) or from sources such as surveys and polls where you have given your permission for your data to be shared. You can choose not to have such data shared with the Guardian from these sources by logging into your account and changing the settings in the privacy section.After you have registered, and with your permission, we may send you emails we think may interest you. Newsletters may be personalised based on what you have been reading on theguardian.com. At any time you can decide not to receive these emails and will be able to ‘unsubscribe’.Logging in using social networking credentialsIf you log-in to our sites using a Facebook log-in, you are granting permission to Facebook to share your user details with us. This will include your name, email address, date of birth and location which will then be used to form a Guardian identity. You can also use your picture from Facebook as part of your profile. This will also allow us and Facebook to share your, networks, user ID and any other information you choose to share according to your Facebook account settings. If you remove the Guardian app from your Facebook settings, we will no longer have access to this information.If you log-in to our sites using a Google log-in, you grant permission to Google to share your user details with us. This will include your name, email address, date of birth, sex and location which we will then use to form a Guardian identity. You may use your picture from Google as part of your profile. This also allows us to share your networks, user ID and any other information you choose to share according to your Google account settings. If you remove the Guardian from your Google settings, we will no longer have access to this information.If you log-in to our sites using a twitter log-in, we receive your avatar (the small picture that appears next to your tweets) and twitter username.

    Children’s Online Privacy Protection Act Compliance

    We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

    Updating your personal information

    We offer a ‘My details’ page (also known as Dashboard), where you can update your personal information at any time, and change your marketing preferences. You can get to this page from most pages on the site – simply click on the ‘My details’ link at the top of the screen when you are signed in.

    Online Privacy Policy Only

    This online privacy policy applies only to information collected through our website and not to information collected offline.

    Your Consent

    By using our site, you consent to our privacy policy.

    Changes to our Privacy Policy

    If we decide to change our privacy policy, we will post those changes on this page.
    Save settings
    Cookies settings