ECãµã€ãéå¶è ã«ãšã£ãŠã売äžæ¡å€§ã®éµã¯äœã§ããããïŒããŒã¿ã«åºã¥ããæ確ãªåæãšæŠç¥çãªææ決å®ãäžå¯æ¬ ã§ããããã§åœ¹ç«ã€ã®ãGoogle Analyticsã®æŽå¯åã§ãããã®ã¬ã€ãã§ã¯ãECãµã€ãã«ç¹åããGoogle Analyticsã®äœ¿ãæ¹ã培åºè§£èª¬ããŸããåºæ¬æ©èœããã»ããã¢ããæ¹æ³ãå®è·µçãªããŒã¿åæãããã©ãŒãã³ã¹æ¹åããããŠæŠç¥çãªææ決å®ã«è³ããŸã§ãããžãã¹ã®æé·ãä¿é²ããããã³ããæºèŒã§ããåå¿è ããäžçŽè ãŸã§ãããžãã¹ãå éãããããã®å ·äœçãªã¹ãããã玹ä»ããŸãã®ã§ããã²ãäžèªãã ããã
1. ECãµã€ãã®Google AnalyticsæŠèŠ
1.1 Google Analyticsãšã¯äœãïŒ
Google Analyticsã¯ãWebãµã€ãã®ãã©ãã£ãã¯ãåæãããã®ããŒã¿ãåºã«ãŠãŒã¶ãŒãšã³ã²ãŒãžã¡ã³ããæ·±ãç解ããããã®ããŒã«ã§ãããŠãŒã¶ãŒã®èšªåãã¿ãŒã³ãè¡åããã¢ã°ã©ãã£ãã¯æ å ±ãªã©ãå€å²ã«ãããåæãæäŸãããŠã§ããµã€ãéå¶è ãããŒã±ã¿ãŒã«æçãªæ å ±ããããããŸãã
ããžãã¹ã«ãããŠãWebãµã€ãã®ããã©ãŒãã³ã¹ãæ£ç¢ºã«ææ¡ããããšã¯æåã®éµã§ããGoogle Analyticsã¯ãé²èŠ§ããŒãžæ°ãã»ãã·ã§ã³æéãããŠã³ã¹çãªã©ããµã€ã蚪åè ã®è¡åã远跡ããŠè©³çŽ°ãªã¬ããŒããçæããŸãã
ããã«ããŠãŒã¶ãŒã«ã¹ã¿ãã€ãºãå¯èœã§ãç¹å®ã®ãã£ã³ããŒã³ãç®æšã«åãããã¬ããŒããäœæã§ãããããããŒã±ãã£ã³ã°æŠç¥ã®èŠçŽããããµã€ãæ¹åã«åœ¹ç«ãŠãããšãã§ããŸãã
1.2 ECãµã€ãã«ãããGoogle Analyticsã®éèŠæ§
ECãµã€ãéå¶ã«ãããŠGoogle Analyticsã¯äžå¯æ¬ ãªååšã§ãããªã³ã©ã€ã³ã§ã®è²©å£²ã¯ãçŸä»£ã®æ¶è²»è ã®è³Œè²·è¡åã«å¯æ¥ã«é¢ãã£ãŠããã蚪åè ã®ã·ã§ããã³ã°äœéšãæé©åããããšã売äžã䌞ã°ãããã®èŠãšãªããŸãã
Google Analyticsã䜿çšããŠECãµã€ãã®ããã©ãŒãã³ã¹ãå®éåãããŠãŒã¶ãŒãæãé¢å¿ãæã€è£œåãã«ããŽãªãç¹å®ã§ããŸãããã®ããŒã¿ã¯ãåšåº«ç®¡çãããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®èª¿æŽã«çŽæ¥çãªåœ±é¿ãäžããçµæçã«ã³ã³ããŒãžã§ã³çã®åäžã«å¯äžããŸãã
ãŸããæŸæ£ãããã«ãŒãã®åæã顧客ã®è³Œå ¥ãã¿ãŒã³ã®è¿œè·¡ãªã©ãããŸããŸãªã«ã¹ã¿ã ã¬ããŒããECãµã€ãéå¶è ã«äŸ¡å€ããæŽå¯ãæäŸããæŠç¥çãªææ決å®ãæ¯æŽããŸãã
1.3 Google Analyticsã®åºæ¬æ©èœ
Google Analyticsã«ã¯æ§ã ãªåºæ¬æ©èœãæèŒãããŠãããå©çšè ã¯ããããéããŠãŠã§ããµã€ãã®ææã枬å®ã§ããŸãããªã¢ã«ã¿ã€ã ã¬ããŒãã¯ãŠã§ããµã€ãã«çŸåšèšªããŠãããŠãŒã¶ãŒæ°ã衚瀺ããããã«ããææ°ã®ãã¬ã³ããå³åº§ã«ææ¡ããããšãå¯èœã§ãã
ãŸãããã©ãã£ãã¯ã®ãœãŒã¹ãåæããããšã§ã蚪åè ãã©ã®çµè·¯ãããµã€ãã«æ¥ãã®ããç解ããããšãã§ããSEOãåºåæŠç¥ã粟æ»ããäžã§ã®è²ŽéãªããŒã¿ãæäŸããŸãããªãŒãã£ãšã³ã¹ã¬ããŒãã¯ãã¢ã°ã©ãã£ãã¯æ å ±ãèå³é¢å¿ã«ããŽãªãªã©ã®ãŠãŒã¶ãŒå±æ§ã«é¢ããæŽå¯ãæäŸããŸãã
ããã«ãã³ã³ããŒãžã§ã³ãã©ããã³ã°æ©èœã䜿ãã°ããŠã§ããµã€ãã®ç®æšéæç¶æ³ã远跡ããã©ã®ããŒã±ãã£ã³ã°æŠç¥ãææããããããŠããããææ¡ããããšãå¯èœã§ãã
1.4 Google Analyticsãå©çšããã¡ãªãã
Google Analyticsãå©çšããæ倧ã®ã¡ãªããã¯ã培åºããããŒã¿ã«åºã¥ãææ決å®ãã§ããããšã§ããçŽæãæšæž¬ã§ã¯ãªããå®éã®æ°å€ãçšããŠãŠã§ããµã€ãã®æé©åãããŒã±ãã£ã³ã°æŠç¥ãç·Žãããšãã§ããŸãã
ãŸãããŠãŒã¶ãŒè¡åã®è©³çŽ°ãªåæã«ãã£ãŠãæ¹åç¹ãç¹å®ãããŠãŒã¶ãŒäœéšãåäžãããããšãã§ããŸããããã«ããããµã€ã蚪åè ãç¶ç¶çãªé¡§å®¢ãžãšå€æããçãé«ããããšã«ã€ãªãããŸãã
çµæãšããŠãã³ã¹ãå¹çã®è¯ãããŒã±ãã£ã³ã°ãåºåã®æé©åã売äžã®å¢å ãªã©ããžãã¹ç®æšã®éæã«è²¢ç®ããããšãæåŸ ãããŸããããã¯ãç¹ã«ç«¶äºãæ¿ããECãµã€ãåžå Žã«ãããŠéèŠãªã¢ããã³ããŒãžãšãªããŸãã
2. Google Analyticsã®ã»ããã¢ãã
2.1 ã¢ã«ãŠã³ãã®äœæãšèšå®æ¹æ³
Google AnalyticsãECãµã€ãã«å°å ¥ããã«ã¯ãŸããGoogleã¢ã«ãŠã³ãã䜿çšããŠAnalyticsã¢ã«ãŠã³ããäœæããå¿ èŠããããŸããå ¬åŒãµã€ããžã¢ã¯ã»ã¹ãããç¡æã§ã¹ã¿ãŒãããã¿ã³ãã¯ãªãã¯ãå¿ èŠãªæ å ±ãå ¥åããŠã¢ã«ãŠã³ããèšå®ããŸããåæèšå®ã§ã¯ãåœãé貚ãªã©ã®åºæ¬æ å ±ãéžæãããµãŒãã¹èŠçŽã«åæããå¿ èŠããããŸãã
ã¢ã«ãŠã³ããäœæããåŸã«ã¯ãçµç¹ã®æ§é ãReflectããŠãµã€ãã«æé©ãªããŒã¿åéãå¯èœã«ããŸãããããžã§ã¯ããããŒã ããšã«ã¢ã«ãŠã³ããåããããšãå¯èœã§ãããè€æ°ã®ãµã€ãã管çããå Žåã«ã¯ãããããã«é©ããã»ããã¢ãããéèŠãšãªããŸãã
ãã©ã€ãã·ãŒããªã·ãŒãšããŒã¿å ±æèšå®ãèŠéããªããã€ã³ãã§ãããŠãŒã¶ãŒã®ãã©ã€ãã·ãŒãšé¢é£ããæ³åŸãå°éããªãããããŒã¿ã®æŽ»çšåºŠãé«ããããã®èšå®ãè¡ããŸãããã
2.2 ãã©ããã³ã°ã³ãŒãã®å°å ¥
ã¢ã«ãŠã³ãã®äœæãå®äºãããšãGoogleãããã©ããã³ã°ã³ãŒããæäŸãããŸãããã®ã³ãŒãã¯ãECãµã€ãã®åããŒãžã«æ£ããå°å ¥ããããšã§ã蚪åè ã®è¡åã远跡ããããšãå¯èœã«ãªããŸãããã®ã³ãŒãããµã€ãã®ã¿ã°ã«çŽåã«å ¥ããããšãäžè¬çã§ãããé©åãªèšçœ®ãè¡ãããªããã°ããŒã¿ã®åéã¯éå§ãããŸããã
å°å ¥ã«ããã£ãŠã¯ãCMSã䜿çšããŠããå Žåã«ã¯ãã®ãã©ãããã©ãŒã ã«å¿ããæ¹æ³ãéžæããã¹ãã§ããäŸãã°ãWordPressãªããã©ã°ã€ã³ãçšããããšãã§ããã«ã¹ã¿ãã€ãºã容æã«ãªããŸããæåã§è¡ãå Žåã«ã¯ãHTMLã®ã³ãŒãã£ã³ã°ç¥èãå¿ èŠã§ãã
ãŸããã³ãŒããé©åã«æ©èœããŠãããã¯ããªã¢ã«ã¿ã€ã ã¬ããŒããããã©ããã³ã°ã³ãŒãã®ã¹ããŒã¿ã¹ãã確èªããããšã§æ€èšŒã§ããŸããäœãåé¡ãããå Žåãéããã«å¯Ÿå¿ããããšãèå¿ã§ãã
2.3 ãã¥ãŒ(View)ãšããããã£(Property)ã®æ§æ
Google Analyticså ã§ããŒã¿ãæŽç管çããéã«éèŠãªã®ãããã¥ãŒãšããããã£ã®æŠå¿µã§ããããããã£ã¯ã枬å®ããããŠã§ããµã€ããã¢ããªãç»é²ããå Žæã§ããããã¥ãŒã¯ãã®ããããã£å ã®ããŒã¿ãç¹å®ã®æ¹æ³ã§è¡šç€ºããèšå®ã§ãã
è€æ°ã®ããããã£ãäœæããããšã§ãç°ãªããµã€ããã¢ããªã®ããŒã¿ãåããŠç®¡çã§ããŸãããã¥ãŒãããŸãèšå®ããããšã§ãç¹å®ã®ãŠãŒã¶ãŒã°ã«ãŒãããã©ãã£ãã¯æºããŸãã¯ç¹å®ã®ãã£ã³ããŒã³ã®ããŒã¿åæãã¹ã ãŒãºã«ãªããŸãã
ãã¥ãŒã®ãã£ã«ã¿ãèšå®ããããšã§ãå éšãã©ãã£ãã¯ã®é€å€ãç¹å®ã®IPã¢ãã¬ã¹ã ããåæãããªã©ããã粟緻ãªããŒã¿åæãå¯èœãšãªããŸããããã«ãããECãµã€ãéå¶ã«ãšã£ãŠç¡é¢ä¿ãªããŒã¿ãã¬ããŒãã«åœ±é¿ãäžããªãããã«å¶åŸ¡ã§ããŸãã
2.4 ECãµã€ãç¹æã®èšå®èŠçŽ
ECãµã€ãã§ã¯ãGoogle Analyticsã®æšæºæ©èœã«å ããŠããã©ã³ã¶ã¯ã·ã§ã³ãååã®å£²äžããŒã¿ãªã©ã远跡ããããã®ç¹æã®èšå®ãå¿ èŠã§ããããã«ã¯ECãµã€ãã®èšå®ãæå¹åããå ·äœçãªååæ å ±ã売äžããŒã¿ãGoogle Analyticsã§è¿œè·¡ã§ããããã«ããå¿ èŠããããŸãã
Eã³ããŒã¹èšå®ã¯åæã«éåžžã«éèŠã§ããååã販売ã®ããã©ãŒãã³ã¹ãæ£ç¢ºã«ç解ããããã«ã¯ãè³Œå ¥ãã³ãã«ãèšå®ãããã§ãã¯ã¢ãŠãããã»ã¹äžã®åã¹ãããã远跡ããŸãããã®ããŒã¿ãå©çšããã°ã顧客ã®è³Œå ¥ããã»ã¹ãæé©åããã³ã³ããŒãžã§ã³çãé«ããæŠç¥ãç·Žãããšãã§ããã§ãããã
ãŸããååãã«ããŽãªã«ã¯ç¬èªã®ã©ãã«ãä»ããããããã®ããã©ãŒãã³ã¹ã枬å®ããŸããåšåº«ç®¡çãããŒã±ãã£ã³ã°æŠç¥ã®çå®ã«åœ¹ç«ã€è²ŽéãªããŒã¿ãæäŸããŠãããŸããã¬ããŒãã£ã³ã°ãã¢ã©ãŒãæ©èœãå©çšããŠãéèŠãªå€åããã¬ã³ããèŠéããªãããã«ããŸãããã
3. ããŒã¿åæã®åºç€
å¹æçãªECãµã€ãã®éå¶ã«ã¯ãããŒã¿åæãæ¬ ãããŸãããGoogle Analyticsã¯åŒ·åãªããŒã«ãšããŠç¥ãããŠãããWebãµã€ãã®ãã©ãã£ãã¯ãã顧客è¡åãŸã§å€å²ã«ãããããŒã¿ãæäŸããŠãããŸããããã§ã¯ãããŒã¿ã®åºæ¬ã«ã€ããŠåŠã³ãããè³¢ãããŒã¿ã䜿çšããæ¹æ³ãæ¢æ±ããŠãããŸãã
ããŒã¿ã®åéã¯ããã å€ãã®æ å ±ãéããããšã ããç®çã§ã¯ãããŸãããæãéèŠãªã®ã¯ãã®ããŒã¿ããæå³ããæŽå¯ãåŸãããšã§ãããã®ããã«ã¯ãããŒã¿ã®ã»ã°ã¡ã³ãåãéèŠã§ããGoogle Analyticsãå©çšããŠããŒã¿ã»ã°ã¡ã³ããäœæããããŸããŸãªãŠãŒã¶ãŒã°ã«ãŒãã®æ¯ãèããåæããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ã§ããŸãã
ãŸããããŒã¿åæã«ã¯æ£ããæ¹æ³ããããGoogle Analyticsã掻çšããäžã§ãããŒã¿åæã®åºç€ãç解ããããšã¯ãã¯ããªãã·ã§ã³ã§ã¯ãããŸãããããŒã¿ã®æ£ç¢ºæ§ãç¶æããããã«ãããã£ã«ã¿ãŒãèšå®ãé©åã«æ§æãããã©ããã³ã°ã³ãŒãã®å°å ¥ã«èª€ãããªããå®æçã«ãã§ãã¯ããããšã倧åã§ãã
3.1 ããŒã¿ã®ç解ãšã»ã°ã¡ã³ããŒã·ã§ã³
ECãµã€ãéå¶ã«ãããŠãããŒã¿ã®ç解ãšã»ã°ã¡ã³ããŒã·ã§ã³ã¯å¿ èŠäžå¯æ¬ ã§ããGoogle Analyticsã§åŸããããŠãŒã¶ãŒããŒã¿ãåæããããããã®é¡§å®¢ã»ã°ã¡ã³ãã«åºã¥ããŠæŠç¥ãç«ãŠãããšã«ãããããŒã±ãã£ã³ã°ã®å¹æãæ倧åããããšãã§ããŸãã
äŸãã°ãåããŠèšªåãããŠãŒã¶ãŒãšãªããŒã¿ãŒãåºå¥ãã圌ãã®è¡åãã¿ãŒã³ãåæããããšã¯éåžžã«äŸ¡å€ããããŸããåå蚪åè ã«ã¯ç¹å®ã®ããã¢ãŒã·ã§ã³ã衚瀺ãããªããŒã¿ãŒã«ã¯ãæ°ã«å ¥ãååãé¢é£ååãæšèŠããããšã§ãã³ã³ããŒãžã§ã³çã®åäžãæåŸ ã§ããŸãã
ã»ã°ã¡ã³ããŒã·ã§ã³ã§ã¯ã幎霢ãæ§å¥ãå°åã䜿ãããŠããããã€ã¹ãªã©æ§ã ãªæ¬¡å ã§ãŠãŒã¶ãŒãåºåãããšãã§ããŸããå¹æçãªã»ã°ã¡ã³ããŒã·ã§ã³ã«ãããããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãã³ã³ãã³ãã®ããŒãœãã©ã€ãºãå¯èœã«ãªãããŠãŒã¶ãŒã«é©åãªã¡ãã»ãŒãžãå±ããããšãã§ããŸãã
3.2 ããŒã¡ããªã¯ã¹ã®èªã¿è§£ãæ¹
Google Analyticsã«ã¯ãECãµã€ãã®ããã©ãŒãã³ã¹ãè©äŸ¡ããããã«è¿œè·¡ããã¹ãããã€ãã®ããŒã¡ããªã¯ã¹ãååšããŸãããããã®ã¡ããªã¯ã¹ãèªã¿è§£ããåæããããšã§ããµã€ãã®å¥å šæ§ããã§ãã¯ããæ¹åç¹ãèŠã€ããããšãã§ããŸãã
ã³ã³ããŒãžã§ã³çã¯ã蚪åè ãååè³Œå ¥ããã¥ãŒã¹ã¬ã¿ãŒç»é²ãªã©ã®ç®çè¡åãã©ã®çšåºŠå®è¡ããŠãããã瀺ãéèŠãªææšã§ãããŸãããŠãŒã¶ãŒããµã€ãã蚪ããŠããé¢ãããŸã§ã®æéãã»ãã·ã§ã³æéãããšã³ã²ãŒãžã¡ã³ããè©äŸ¡ããããã®éèŠãªææšã§ãã
ããã«ãããŒãžããšã®ãã¥ãŒæ°ãããŠãŒã¶ãŒãã©ã®ããŒãžã§é¢è±ããŠããããšãããããŠã³ã¹çããéåžžã«éèŠã§ããããã«ããããŠãŒã¶ãŒãèå³ãæã£ãŠããã³ã³ãã³ãããæé©åãå¿ èŠãªããŒãžãç¹å®ããããšãã§ããŸãã
3.3 ãªã¢ã«ã¿ã€ã åæã®æŽ»çš
ãªã¢ã«ã¿ã€ã åæã¯ãECãµã€ãã®éå¶è ã«ãšã£ãŠéåžžã«äŸ¡å€ã®ããæ©èœã§ããããã«ãããçŸåšã©ãã ãã®ãŠãŒã¶ãŒããµã€ãã«ã¢ã¯ã»ã¹ããŠããããã©ããªããŒãžãèŠãŠãããããªã¢ã«ã¿ã€ã ã§ç¢ºèªã§ããŸãã
ãŸãããªã¢ã«ã¿ã€ã åæãå©çšããããšã§ãããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãç¹å¥ãªããã¢ãŒã·ã§ã³ã®åœ±é¿ãçŽã¡ã«ææ¡ããããšãã§ããŸãããã£ã³ããŒã³ãéå§ãããçŽåŸã®ãŠãŒã¶ãŒåå¿ãèŠãããšã§ãè¿ éãªå¯Ÿå¿ãæŠç¥ã®åŸ®èª¿æŽãå¯èœã«ãªããŸãã
ãªã¢ã«ã¿ã€ã ããŒã¿ã¯ããµã€ããã¢ããªã«æè¡çãªåé¡ãçºçããŠããªããç£èŠããããã«ãéèŠã§ãããµãŒããŒããŠã³ãããŒãžã®ããŒãã«é¢ããåé¡ãå³åº§ã«ç¹å®ãã察åŠããããšã§ããŠãŒã¶ãŒã®æºè¶³åºŠãç¶æã§ããŸãã
3.4 ã¬ããŒãã®ã«ã¹ã¿ãã€ãº
æåŸã«ãGoogle Analyticsã§ã¯ãå¿ èŠã«å¿ããŠããŸããŸãªã¬ããŒããã«ã¹ã¿ãã€ãºããããšãå¯èœã§ããæšæºã®ã¬ããŒãã ãã§ãªããç¹å®ã®ããžãã¹ç®æšã«åãããã«ã¹ã¿ã ã¬ããŒããäœæããããšã§ããã詳现ã§ããŒãºã«åã£ãåæãè¡ããŸãã
äŸãã°ãç¹å®ã®ãŠãŒã¶ãŒã»ã°ã¡ã³ãã®è¡åã远跡ãããå Žåããã³ã³ããŒãžã§ã³ã«è³ããŸã§ã®ãããŒã®åæããããå Žåã«ã¯ãã«ã¹ã¿ã ã¬ããŒããéåžžã«äŸ¿å©ã§ããæ å ±ã®ãªãŒããŒããŒããé¿ããæãéèŠãªããŒã¿ã«çŠç¹ãåœãŠãããšãã§ããŸãã
ãŸããèªåã§äœæããã«ã¹ã¿ã ã¬ããŒãã¯ãå®æçã«ã¡ãŒã«ã§åãåãããã«ã¹ã±ãžã¥ãŒã«èšå®ããããšãã§ããŸããããã«ãããããŒã¿ã远跡ãç¶ããªãããä»ã®æ¥åã«éäžããããšãã§ããŸãã
4. ECãµã€ãã®ããã©ãŒãã³ã¹æ¹å
ECãµã€ãã®æåã¯ããŠãŒã¶ãŒã®äœéšãšãµã€ãã®å¹çæ§ã«å¯æ¥ã«çµã³ã€ããŠããŸããããã©ãŒãã³ã¹æ¹åã¯ããµã€ãã®åçãå¢ããããŠãŒã¶ãŒãç¶ççã«åŒãä»ããèŠå ãšãªããŸããGoogle Analyticsã¯ãã®ããã©ãŒãã³ã¹ãåæããæ¹åçãå°ãåºãããã«äžå¯æ¬ ãªããŒã«ã§ãã
ãªã³ã©ã€ã³ã¹ãã¢ã®åçš®ã¡ããªã¯ã¹ã«æ³šç®ããã©ã®ãããªæ¹åãå®éã«å£²äžã«å¯äžããããç解ããããšãéèŠã§ããããŒã¿ãæ£ããèªã¿è§£ãããããæŠç¥ã«çããããšã§ãECãµã€ãã¯ããã«æé·ããããšãã§ããŸãã
以äžã§ã¯ãGoogle Analyticsã掻çšããECãµã€ãã®ããã©ãŒãã³ã¹æ¹åææ³ã«ã€ããŠè§£èª¬ããŸãããããã®ææ³ãéããŠã蚪åè ã®äœéšãåäžãããæçµçãªã³ã³ããŒãžã§ã³ãä¿é²ããããšãå¯èœã«ãªããŸãã
4.1 ã³ã³ããŒãžã§ã³çãé«ããããã®åæ
ã³ã³ããŒãžã§ã³çã¯ã蚪ãããŠãŒã¶ãŒãè³Œå ¥ã«è³ã£ãå²åã瀺ããŸãããã®çãé«ããããã«ã¯ã賌買ããã»ã¹ã®ã©ã®æ®µéã§ãŠãŒã¶ãŒãè±èœããŠããããç¹å®ããå¿ èŠããããŸããGoogle Analyticsã®ãç®æšããšããã¡ãã«å¯èŠåãã¬ããŒããçšããããšã§ããã®æŽå¯ãåŸãããšãå¯èœã§ãã
åã¹ãããã§è±èœãããŠãŒã¶ãŒã®å²åãåæããããšã§ãã©ã®ããã»ã¹ã«èª²é¡ãããããèŠæ¥µããããšãã§ããŸããäŸãã°ãã«ãŒãã«ååãè¿œå ããåŸã®è±èœçãé«ãå Žåããã§ãã¯ã¢ãŠãããã»ã¹ã®è€éããè²»çšã®éææ§ãåé¡ãšãªã£ãŠããå¯èœæ§ããããŸãã
ãŸããã³ã³ããŒãžã§ã³ã«è³ããªããŠãŒã¶ãŒã®åãã远跡ããããšã§ãæ¹åç¹ãæ確ã«ãããŠãŒã¶ãŒäœéšãåäžãããæœçãè¬ããããšãéèŠã§ãããã®ããã«ã¯ããŠãŒã¶ããªãã£ã®é«ããµã€ããã¶ã€ã³ããæçãªã³ãŒã«ãã¥ã¢ã¯ã·ã§ã³ã®é 眮ãæå¹ãšãªããŸãã
4.2 é¢è±çãšæ»åšæéã®æé©å
é¢è±çãšã¯ãäžããŒãžã®ã¿ãé²èŠ§ããŠãµã€ããé¢ãããŠãŒã¶ãŒã®å²åãæãããµã€ãã®ãšã³ã²ãŒãžã¡ã³ãã枬å®ããææšã®äžã€ã§ããäžæ¹ãæ»åšæéã¯ããŠãŒã¶ãŒããµã€ãå ã§ã©ãã ãã®æéãéãããŠãããã瀺ããŸãããããã®ææšãæ¹åããããšã¯ããŠãŒã¶ãŒã®é¢å¿ãç¶æãããšã³ã²ãŒãžã¡ã³ããé«ããããã«éèŠã§ãã
é«ãé¢è±çã¯ãã³ã³ãã³ãããã¶ã€ã³ã«åé¡ãããããšã瀺åããŠããå¯èœæ§ããããŸãããµã€ãããŠãŒã¶ãŒã®æåŸ ã«å¿ããå 容ã§ãªããã°ã圌ãã¯ããã«ãµã€ãããé¢ããŠããŸãã§ãããã察çãšããŠã¯ãã³ã³ãã³ãã®å å®ãèªã¿ãããã¬ã€ã¢ãŠããéãããŒãžèªã¿èŸŒã¿é床ãªã©ãå®æœããããšãèããããŸãã
æ»åšæéã䌞ã°ãããã«ã¯ããŠãŒã¶ãŒãèå³ãæã€ãããªã³ã³ãã³ããæäŸããæŸæµãä¿é²ããå éšãªã³ã¯ãé©åã«é 眮ããããšãæå¹ã§ããèŠèŠçé åãå ãããããŠãŒã¶ãŒãé¢äžããããã€ã³ã¿ã©ã¯ãã£ãèŠçŽ ãåãå ¥ããããšããæ»åšæéã®å»¶é·ã«è²¢ç®ããŸãã
4.3 ååããŒãžã®ããã©ãŒãã³ã¹åæ
ååããŒãžã¯ãECãµã€ãã«ãããã³ã³ããŒãžã§ã³ã«çŽçµããéèŠãªããŒãžã§ããååããŒãžã®ããã©ãŒãã³ã¹ãåæããããšã§ããã®ããŒãžã蚪åè ã®è³Œè²·è¡åã«ã©ã®ãããªåœ±é¿ãåãŒããŠããããç解ããããšãã§ããŸããGoogle Analyticsã«ãããŠã¯ãå ·äœçãªååããŒãžããšã®ãã©ãã£ãã¯ãã³ã³ããŒãžã§ã³çããã§ãã¯ã§ããŸãã
ååããŒãžã®ããã©ãŒãã³ã¹ãæ¹åããããã«ã¯ããŸãååç»åã説æãé©åã§ãããã確èªãããŠãŒã¶ãŒãååãååã«ç解ã§ããæ å ±ãæäŸããå¿ èŠããããŸãããŸãã顧客ã®ã¬ãã¥ãŒãè©äŸ¡ãé¢é£ååã®ææ¡ãªã©ãããŒãžãå å®ãããè³Œå ¥æ±ºå®ãžãšå°ãå©ãã«ãªããŸãã
åæããåŸãããããŒã¿ãåºã«ãäŸ¡æ Œã®ç«¶äºåãé éãªãã·ã§ã³ãè¿åããªã·ãŒãªã©ã賌買決å®ã«åœ±é¿ããèŠçŽ ãæé©åããããšãéèŠã§ããããã«ãããã³ã³ããŒãžã§ã³çã®åäžã«ç¹ããååããŒãžãæ§ç¯ããããšãå¯èœã«ãªããŸãã
4.4 ã«ã¹ã¿ããŒãžã£ãŒããŒã®åæãšæé©å
ã«ã¹ã¿ããŒãžã£ãŒããŒã«ã¯ããŠãŒã¶ãŒãåããŠãµã€ãã蚪ããŠããè³Œå ¥ãå®äºãããŸã§ã®å šã¹ããããå«ãŸããŸãããã®ãžã£ãŒããŒã®åã¹ãããã詳现ã«åæããããšã§ããŠãŒã¶ãŒã®ããŒãºã«å¯Ÿããç解ãæ·±ããæè»ã«å¯Ÿå¿ããããšãã§ããŸãã
Google Analyticsã®ã»ã°ã¡ã³ãæ©èœãçšããŠãç°ãªããŠãŒã¶ãŒã°ã«ãŒãã®è¡åã远跡ããããããã®ããŒãºã«åãããäœéšãæäŸããããšãéèŠã§ããããšãã°ãæ°èŠèšªåè ãšãªããŒã¿ãŒã§ã¯ãæ±ããæ å ±ãå©çšããæ©èœãç°ãªãããããã®å·®ç°ãèžãŸããããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãå¿ èŠããããŸãã
ããã«ãã«ã¹ã¿ããŒãžã£ãŒããŒãéããããŒã¿åæãããå ·äœçãªæé©åãã€ã³ããèŠã€ããããšãã§ããŸããäŸãã°ãç¹å®ã®ã¹ãããã§ã®èããã³ã³ããŒãžã§ã³ã®äœäžãèŠãããå Žåããã®ã¹ããããç°¡çŽ åããããããé åçãªã³ã³ãã³ãã«çœ®ãæããããšã§ããŠãŒã¶ãŒã次ã®ã¹ããŒãžãžãšé²ãããããªããŸãã
5. Google Analyticsã®å¿çšç掻çšæ³
5.1 eã³ããŒã¹ãã©ããã³ã°ã®å©çš
ECãµã€ãã®éå¶è ãå¹æçãªææ決å®ãè¡ãããã«ã¯ãé©åãªããŒã¿ãææ¡ãåæããããšãäžå¯æ¬ ã§ããGoogle Analyticsã®eã³ããŒã¹ãã©ããã³ã°æ©èœã¯ã売äžããã©ã³ã¶ã¯ã·ã§ã³ããŒã¿ãåéãã顧客ã®ãªã³ã©ã€ã³ã·ã§ããã³ã°è¡åã詳现ã«è¿œè·¡ããããã«éèŠãªããŒã«ã«ãªããŸãããã®æ©èœãæå¹ã«ããããšã§ãååã®äººæ°åºŠã売äžé«ãã«ãŒããžã®è¿œå ããè³Œå ¥å®äºãŸã§ã®æµããªã©ãæããã«ãªããŸãã
ç¹ã«ãååãã«ããŽãªãŒããšã®ããã©ãŒãã³ã¹ãå€å¥ããããšã§ãããŒã±ãã£ã³ã°æŠç¥ã調æŽãååã®åšåº«ç®¡çãããå¹çåããããšãã§ããŸãããŸããeã³ããŒã¹ãã©ããã³ã°ãå©çšããããšã§ã顧客ãè³Œå ¥æ±ºæãäžããŸã§ã«ã©ã®ãããªãã¹ã蟿ã£ãããç解ãããã®æŽå¯ãåºã«ãŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ã®åäžã«ã€ãªããããšãå¯èœã§ãã
å®è£ ã«ã¯ãECãµã€ãã®åããŒãžã«è¿œè·¡ã³ãŒããèšçœ®ããäœæ¥ãå¿ èŠã§ãããããã«ããåéãããããŒã¿ã¯ãECãµã€ãéå¶ã®æé©åã«ãããŠåŒ·åãªæŠåšãšãªããŸãã売äžããŒã¿ãšçµã³ä»ããããšã§ããã£ã³ããŒã³ã®ROIãæ£ç¢ºã«æž¬å®ããããšãã§ããããè³¢ãåºåæè³ãå®çŸããŸãã
5.2 å€ãã£ã³ãã«ãã¡ãã«å ±åã®è§£æ
å€ãã£ã³ãã«ãã¡ãã«å ±åã¯ã顧客ãè³Œå ¥ãå®äºãããŸã§ã«äœ¿çšããããŸããŸãªããŒã±ãã£ã³ã°ãã£ã³ãã«ãå¯èŠåããGoogle Analyticsã®åŒ·åãªæ©èœã§ãããã®å ±åã§ã¯ãçŽæ¥èšªåãæ€çŽ¢ãšã³ãžã³çµç±ããœãŒã·ã£ã«ã¡ãã£ã¢ãã¡ãŒã«ããŒã±ãã£ã³ã°ããªãã¡ã©ã«ãµã€ããªã©ãæœåšé¡§å®¢ãã¿ããããããŸããŸãªãã€ã³ããæ確ã«ãªããŸãã
ãã®æ å ±ãå©çšããããšã«ãã£ãŠãç¹å®ã®ããŒã±ãã£ã³ã°ãã£ã³ãã«ãã³ã³ããŒãžã§ã³ã«ã©ã®çšåºŠè²¢ç®ããŠããããææ¡ãããã®å¹æãè©äŸ¡ããããšãã§ããŸãããŸãã顧客ãã³ã³ããŒãžã§ã³ã«è³ããŸã§ã«ã©ã®çšåºŠã®æéãããã£ãŠããããªã©ãè³Œå ¥ããã»ã¹ã«é¢ããæŽå¯ãåŸãããŸãã
å¹ççãªããŒã±ãã£ã³ã°äºç®ã®é åã«ã¯ãå€ãã£ã³ãã«ãã¡ãã«ã®ããŒã¿ãéåžžã«åœ¹ç«ã¡ãŸããè€æ°ã®ãã£ã³ãã«ã®å¯äžãææ¡ãã顧客ç²åŸã®ããã«æãå¹æçãªãã£ã³ãã«ã«æ³šåããããšã§ãå šäœã®ããŒã±ãã£ã³ã°ããã©ãŒãã³ã¹ã®åäžãæåŸ ã§ããŸãã
5.3 ç®æšèšå®ãšã³ã³ããŒãžã§ã³ã®ãã©ããã³ã°
ç®æšèšå®ã¯ãECãµã€ããããžãã¹ç®æšãéæããŠãããã枬å®ããããã®ããŒæ©èœã§ãããã®ç®æšã«ã¯ããã¥ãŒã¹ã¬ã¿ãŒãžã®ãµã€ã³ã¢ããã補åãããªã®èŠèŽãè³Œå ¥ãªã©ãæ§ã ãªãŠãŒã¶ãŒã¢ã¯ã·ã§ã³ãå«ãŸããŸããGoogle Analyticsã«ãããç®æšèšå®ãé©åã«è¡ãããšã«ããããããã®ã¢ã¯ã·ã§ã³ãã³ã³ããŒãžã§ã³ãšããŠè¿œè·¡ãããµã€ã蚪åè ãæãŸããè¡åãåã£ãé »åºŠãç¥ãããšãã§ããŸãã
ç®æšéæçã®åæã¯ããµã€ãã®å¹æçãªæ¹åç¹ã®ææ¡ã«äžå¯æ¬ ã§ããããšãã°ãé«ããã©ãã£ãã¯ã«ãé¢ãããäœãã³ã³ããŒãžã§ã³çã®åé¡ãããã°ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ã®åé¡ãæé©ã§ãªãã³ãŒã«ãã¥ã¢ã¯ã·ã§ã³ã®é 眮ãåå ãããããŸãããæ¹åçãåãããšã§ãæçµçãªç®æšéæã«ã€ãªããããšãã§ããŸãã
ãŸããç®æšèšå®ãè¡ãããšã§ãå®éã®ã³ã³ããŒãžã§ã³ã«è³ããŸã§ã®ãã³ãã«åæãå¯èœã«ãªããŸããã©ã®ã¹ãããã§ãŠãŒã¶ãŒãé¢ããŠããã®ãã詳现ã«è¿œè·¡ããããšã§ããŠãŒã¶ãŒã®èå³ãç¶ç¶ãããæŠç¥ãç·Žãæå©ããšãªããŸãã
5.4 ã«ã¹ã¿ã ããã·ã¥ããŒããšã¬ããŒãã®äœæ
Google Analyticsã«ã¯æè»ãªã«ã¹ã¿ãã€ãºæ©èœããããç¹å®ã®ããŒãºã«åãããŠããã·ã¥ããŒããã¬ããŒããäœæããããšãã§ããŸããECãµã€ãã®éå¶è ã¯ãæãéèŠãªKPãã
6. Google Analyticsã䜿ã£ãæŠç¥çãªææ決å®
Google Analyticsã¯ãECãµã€ãã®ãªãŒããŒãããŒã±ã¿ãŒã«ãšã£ãŠè²ŽéãªããŒã¿æºã§ãããæŠç¥çãªææ決å®ãäžãããã§éèŠãªããŒã«ã§ãããã®ãã©ãããã©ãŒã ã䜿çšããããšã§ã顧客è¡åã®æ·±ãæŽå¯ããæé©åãããããŒã±ãã£ã³ã°æŠç¥ã®çå®ãå©çåäžã«ã€ãªããæœçã®å®æœãå¯èœãšãªããŸãã
ECãµã€ãã§ã¯ã蚪åè ã®æµå ¥çµè·¯ãè¡åãã¿ãŒã³ãã³ã³ããŒãžã§ã³çãªã©ã®åæãäžå¯æ¬ ã§ããGoogle Analyticsã¯ãããã®ããŒã¿ãéçŽããç解ãããã圢ã§æäŸããããšã§ããµã€ãæ¹åã®ããã®æŠç¥ãæ確ã«ããå©ããšãªããŸãã
ãã®èšäºã§ã¯ãGoogle Analyticsã®ããŒã¿ã掻çšããŠããã匷åºãªããžãã¹æŠç¥ãç«ãŠãããã®å ·äœçãªæ¹æ³ãææ¡ããããŸããé客ãã売äžã®æ倧åãŸã§ããŠã§ãåæã掻çšããææ決å®ã®ãã€ã³ããæãäžããŠãããŸãããã
6.1 åæããŒã¿ã䜿ã£ãæŠç¥ç«æ¡
ECãµã€ãã§æåãåããããã«ã¯ã蚪åè ãã©ãããæ¥ãŠããµã€ãã§äœãããŠããã€é¢è±ããã®ããææ¡ããããšãäžå¯æ¬ ã§ããGoogle Analyticsã®åçš®ã¬ããŒãã¯ãããã®è³ªåã«çããæŠç¥ç«æ¡ã®åºçºç¹ãšãªããŸãã
å ·äœçã«ã¯ããã©ãã£ãã¯ãœãŒã¹ã¬ããŒããèŠãããšã§ãã©ã®ããŒã±ãã£ã³ã°ãã£ãã«ãæãå¹æçã§ããããå€æã§ããŸãããŸãããŠãŒã¶ãŒè¡åã¬ããŒããåæããããšã§ãã©ã®ããŒãžãæããšã³ã²ãŒãžã¡ã³ããçãã§ãããããŸãã©ã®ããŒãžã«æé©åã®äœå°ãããããç¥ãããšãã§ããŸãã
ããã«ãã³ã³ããŒãžã§ã³ã¬ããŒãã掻çšããã°ãç¹å®ã®ãã£ã³ããŒã³ãããã¢ãŒã·ã§ã³ãã»ãŒã«ã¹ã«ã©ãã ã圱é¿ããŠãããã詳现ã«è¿œè·¡ããããšãå¯èœã§ãããããã®åæããŒã¿ãåºã«ã調æŽãã¹ãç¹ãšåŒ·åãã¹ãç¹ãææ¡ããå¹æçãªæœçãå®è¡ããããšãå¯èœãšãªããŸãã
6.2 ããŒã±ãã£ã³ã°ã®ROIã枬å®ããæ¹æ³
ããŒã±ãã£ã³ã°æŽ»åã®ææãæ°åã§ç€ºãã«ã¯ãROIïŒReturn on Investmentãæè³å©ççïŒã枬å®ããããšã倧åã§ããGoogle Analyticsã®ã³ã³ããŒãžã§ã³è¿œè·¡æ©èœã䜿ã£ãŠãã©ã®ããŒã±ãã£ã³ã°æŽ»åãæãã³ã¹ãå¹çè¯ããªãŒãã売ãäžããçãã§ãããã枬ãããšãã§ããŸãã
ãã£ã³ããŒã³ããšã«ç¹å®ã®URLã«è¿œè·¡ãã©ã¡ãŒã¿ãŒïŒUTMã³ãŒãïŒãä»äžããããšã§ãã³ã³ããŒãžã§ã³ã«è³ããŸã§ã®å šããã»ã¹ã现ããåæããããšãå¯èœã§ããããã«ãããæè³ããååºåãããŒã±ãã£ã³ã°æŽ»åãã©ãã ãã®åçãçã¿åºããŠããããæ£ç¢ºã«ææ¡ããããšãã§ããŸãã
å ããŠãè²»çšããŒã¿ãã€ã³ããŒããããããã³ã³ããŒãžã§ã³ããŒã¿ãšçŽä»ããããšã§ããã詳现ãªROIåæãè¡ãããšãå¯èœã«ãªããŸãããã®æ å ±ãåºã«ãäºç®ã®å²ãåœãŠãæé©åããå¹ççãªããŒã±ãã£ã³ã°æŠç¥ãå®è¡ããããšãã§ããŸãã
6.3 ãŠãŒã¶ãŒè¡åããŒã¿ãåºã«ããååéçº
ã客æ§ã®äœ¿çšäœéšãæ·±ãç解ããããšã¯ãååéçºã®éèŠãªåŽé¢ã§ããGoogle Analyticsã«ããããŠãŒã¶ãŒè¡åããŒã¿ã¯ã顧客ãã©ã®ååã«é¢å¿ãæã¡ãã©ã®ç¹åŸŽãæ©èœã«äŸ¡å€ãèŠåºããŠãããã瀺ãæããããæäŸããŸãã
äŸãã°ãç¹å®ã®ååããŒãžã®æ»åšæéãå¹³åãããé·ãå Žåãããã¯ãŠãŒã¶ãŒããã®ååã«ç¹ã«é¢å¿ãæã£ãŠãããããããã¯èª¬æãäžååã§ç解ã«èŠããã§ããå¯èœæ§ããããŸãããã®ãããªããŒã¿ãåéããåæããããšã§ãååã®é åãããæ確ã«ããããã«ã¹ã¿ããŒäœéšãåäžããããããããã®æããããšãªããŸãã
å ããŠãè³Œå ¥ã®æ±ºå®èŠå ãšãªãç¹å®ã®æ©èœããµãŒãã¹ã«æ³šç®ããããšã§ã顧客ããŒãºã«åºã¥ããæ°ååã®éçºãæ¢åååã®æ¹è¯ãå¯èœã«ãªããŸããããã«ããŠãŒã¶ãŒè¡åããŒã¿ã¯ååã®ã©ã€ããµã€ã¯ã«ãéããŠæ矩深ãæŽå¯ããããããŸãã
6.4 競ååæãšåžå Žååã®ææ¡
åžå Žã«ããã競äºããžã·ã§ã³ãç解ããããšã¯ãECãµã€ãã«ãšã£ãŠäžå¯æ¬ ã§ããGoogle AnalyticsãçšããŠã競åä»ç€Ÿã®ãŠã§ããµã€ããšæ¯èŒããŠèªãµã€ããã©ã®é åã§åªããŠãããããŸãæ¹åãå¿ èŠãªãšãªã¢ãäœããææ¡ããããšãã§ããŸãã
ãã³ãããŒãã³ã°æ©èœã掻çšããããšã§ãåæ¥ä»ç€Ÿãšã®ãã©ãã£ãã¯éãã³ã³ããŒãžã§ã³çãªã©ã®æ¯èŒãè¡ããŸãããã®æ å ±ã«ãã£ãŠãä»ã®ECãµã€ããã©ã®ããŒã±ãã£ã³ã°æŠç¥ãæ¡çšãæåãåããŠããããåžå Žã®æ°ããååã¯äœããªã©ãææ¡ããããšãå¯èœã«ãªããŸãã
ããã«ã競åã®ããŒã¯ãŒãæŠç¥ãåºåå±éãåæããããšã§ãèªç€Ÿã®ããŒã±ãã£ã³ã°æŽ»åãããæŽç·Žãããåžå Žå ã§ã®å·®å¥åãå³ãããšãåºæ¥ãŸãã競ååæã¯ãæç¶å¯èœãªæé·æŠç¥ãæ§ç¯ããäžã§æ¬ ãããªãããã»ã¹ã§ãã
7. ãŸãšã
ECãµã€ãã§æåãåãããããGoogle Analyticsã®æŽ»çšãäžå¯æ¬ ã§ããããã«ããã顧客ã®ãªã³ã©ã€ã³è¡åãææ¡ããããå¹æçãªããžãã¹æŠç¥ãç«ãŠãããšãã§ããŸããã¢ã«ãŠã³ãèšå®åŸããã©ããã³ã°ã³ãŒãããµã€ãã«å°å ¥ããŠãåºæ¬çãªããŒã¿åæãå§ããŸããããã³ã³ããŒãžã§ã³çã®åäžãé¢è±çã®äœäžããããŠååããŒãžã®å¹çåã«åœ¹ç«ã¡ãŸããããã«ãeã³ããŒã¹ãã©ããã³ã°ãå€ãã£ã³ãã«ãã¡ãã«å ±åã解æããããšã§ãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åç¹ãèå¥ã§ããŸããGoogle Analyticsã¯ã競ååæãåžå Žååã®ç解ã«ã圹ç«ã¡ãæŠç¥çææ決å®ã®è³ªãé«ããããŒã«ã§ããããžãã¹ããŒãœã³ã®æ¹ããã®ããŒã«ã®ããã³ã·ã£ã«ã掻çšããŠç«¶äºåãé«ããŸãããã