{"id":6694,"date":"2021-08-16T06:30:00","date_gmt":"2021-08-16T06:30:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=6694"},"modified":"2021-08-16T14:01:31","modified_gmt":"2021-08-16T14:01:31","slug":"google-analytics-cookieless-marketing","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/","title":{"rendered":"Comment utiliser Google Analytics 4 pour un marketing sans concession (3 conseils cl\u00e9s)"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d0d16ccc2ac\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d0d16ccc2ac\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#An_Introduction_to_Cookies_and_Why_They_Matter\" >Introduction aux cookies (et \u00e0 leur importance)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#How_to_Use_Google_Analytics_for_Cookieless_Marketing_3_Key_Tips\" >Comment utiliser Google Analytics pour le marketing sans contact (3 conseils cl\u00e9s)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#1_Get_Familiar_with_Google_Analytics_4_GA4\" >1. Se familiariser avec Google Analytics 4 (GA4)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#2_Set_Up_Event_Tracking\" >2. Mise en place du suivi des \u00e9v\u00e9nements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#3_Identify_Your_Most_Successful_Content\" >3. Identifier les contenus qui ont le plus de succ\u00e8s<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/google-analytics-cookieless-marketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Pour les sp\u00e9cialistes du marketing d'affiliation, la d\u00e9cision de Google de <a href=\"https:\/\/blog.chromium.org\/2020\/01\/building-more-private-web-path-towards.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">cesser d'utiliser des cookies de tiers<\/a> peut \u00eatre un peu inqui\u00e9tant. Apr\u00e8s tout, sans les informations fournies par ces cookies, vous vous demandez peut-\u00eatre comment vous pourrez recueillir les donn\u00e9es dont vous avez besoin pour mener \u00e0 bien vos campagnes.<\/p>\n\n\n\n<p>Heureusement, vous pourrez toujours utiliser la fonction <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> pour en savoir plus sur les visiteurs de votre site web et comprendre un peu leur comportement. Bien que les donn\u00e9es que vous recueillerez \u00e0 l'avenir soient moins individualis\u00e9es, il est tout \u00e0 fait possible de les utiliser pour informer vos efforts en mati\u00e8re de marketing d'affiliation.<\/p>\n\n\n\n<p>Dans cet article, nous allons vous pr\u00e9senter bri\u00e8vement les cookies. Ensuite, nous partagerons trois conseils sur la fa\u00e7on d'utiliser Google Analytics pour le marketing sans cookies. C'est parti !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_Introduction_to_Cookies_and_Why_They_Matter\"><\/span>Introduction aux cookies (et \u00e0 leur importance)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les cookies sont de petits fichiers qu'un site web place sur l'appareil de l'utilisateur. Ils sont le plus souvent utilis\u00e9s pour am\u00e9liorer la fonctionnalit\u00e9 d'un site web. Par exemple, les cookies peuvent aider les utilisateurs \u00e0 rester connect\u00e9s \u00e0 un compte, \u00e0 se souvenir de leurs pr\u00e9f\u00e9rences et m\u00eame \u00e0 enregistrer les articles de leur panier d'achat.<\/p>\n\n\n\n<p>Les cookies tiers sont cr\u00e9\u00e9s par un site web autre que celui sur lequel l'utilisateur se trouve actuellement. Ils sont fr\u00e9quemment utilis\u00e9s pour les publicit\u00e9s de reciblage, afin que les sp\u00e9cialistes du marketing puissent suivre les clients potentiels lorsqu'ils se d\u00e9placent d'un site \u00e0 l'autre. <\/p>\n\n\n\n<p>Ce type de cookie est utile pour le marketing d'affiliation. Plus pr\u00e9cis\u00e9ment, les cookies tiers permettent de suivre les utilisateurs lorsqu'ils passent du site web de l'affili\u00e9 \u00e0 celui de l'annonceur.<\/p>\n\n\n\n<p>Cependant, ils sont g\u00e9n\u00e9ralement consid\u00e9r\u00e9s comme probl\u00e9matiques du point de vue de la protection de la vie priv\u00e9e, car ils sont jug\u00e9s plus invasifs que les cookies de premi\u00e8re partie. C'est pourquoi certains programmes d'affiliation ont d\u00e9j\u00e0 adopt\u00e9 d'autres m\u00e9thodes de suivi en pr\u00e9vision d'une nouvelle loi sur les cookies. <a target=\"_blank\" href=\"https:\/\/prettylinks.com\/fr\/blog\/cookieless-future-for-affiliate-marketers\/\" rel=\"noreferrer noopener\">l'avenir sans cuisson<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Use_Google_Analytics_for_Cookieless_Marketing_3_Key_Tips\"><\/span>Comment utiliser Google Analytics pour le marketing sans contact (3 conseils cl\u00e9s)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Maintenant que vous savez ce que sont les cookies, voyons quelques conseils sur la mani\u00e8re d'utiliser les cookies. <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> pour un marketing sans cuisson.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Get_Familiar_with_Google_Analytics_4_GA4\"><\/span>1. Se familiariser avec Google Analytics 4 (GA4)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google Analytics 4 est une version enti\u00e8rement nouvelle de Google Analytics, con\u00e7ue pour r\u00e9pondre aux besoins d'un avenir sans cookies. Elle supprime les cookies tiers probl\u00e9matiques et s'appuie uniquement sur les cookies de premi\u00e8re partie pour le suivi des donn\u00e9es, ce qui la rend conforme aux nouvelles lois sur la protection de la vie priv\u00e9e.<\/p>\n\n\n\n<p>Cette version de Google Analytics est \u00e9galement beaucoup plus ax\u00e9e sur le suivi des \u00e9v\u00e9nements que sur les sessions et les pages consult\u00e9es. M\u00eame si vous utiliserez probablement moins de rapports dans GA4, ils contiendront des informations plus approfondies que dans les versions pr\u00e9c\u00e9dentes de la plateforme :<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-demo-account-1024x494.png\" alt=\"Le compte de d\u00e9monstration GA4 pour l&#039;utilisation de Google Analytics dans le cadre du Cookieless Marketing\" class=\"wp-image-6695\" width=\"768\" height=\"371\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-demo-account-1024x494.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-demo-account-300x145.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-demo-account-768x371.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-demo-account.png 1311w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p>En vous familiarisant avec la nouvelle interface et les nouveaux rapports, vous devriez pouvoir passer plus facilement \u00e0 une strat\u00e9gie de marketing sans cuisson. Cependant, vous ne devriez pas vous d\u00e9barrasser de votre version actuelle de Google Analytics tout de suite.&nbsp;<\/p>\n\n\n\n<p>Pour l'instant, vous pouvez cr\u00e9er un compte GA4 distinct et comparer les deux outils c\u00f4te \u00e0 c\u00f4te. Le fait d'activer les deux versions de Google Analytics vous permettra de voir comment vos rapports pourront diff\u00e9rer \u00e0 l'avenir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Set_Up_Event_Tracking\"><\/span>2. Mise en place du suivi des \u00e9v\u00e9nements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dans Google Analytics, un \u00e9v\u00e9nement est une interaction entre un utilisateur et le contenu de votre page. \u00c9tant donn\u00e9 que GA4 vous fournira des donn\u00e9es bas\u00e9es sur les \u00e9v\u00e9nements, vous devrez mettre en place un suivi des \u00e9v\u00e9nements. Les donn\u00e9es relatives aux \u00e9v\u00e9nements sont essentielles pour le marketing d'affiliation, car elles vous permettent de voir rapidement sur quels liens les visiteurs cliquent le plus :<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-event-tracking-1024x526.png\" alt=\"Interface de suivi des \u00e9v\u00e9nements GA4 pour l&#039;utilisation de Google Analytics pour Cookieless Marketing\" class=\"wp-image-6696\" width=\"800\" height=\"411\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-event-tracking-1024x526.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-event-tracking-300x154.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-event-tracking-768x395.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/ga4-event-tracking.png 1316w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p>Il existe de nombreux \u00e9v\u00e9nements diff\u00e9rents que vous pouvez suivre sur votre site web. Si vous utilisez des vid\u00e9os, vous pouvez contr\u00f4ler le nombre de fois qu'une vid\u00e9o est visionn\u00e9e. Vous pouvez m\u00eame aller plus loin et voir combien de fois une vid\u00e9o est regard\u00e9e au-del\u00e0 d'un point sp\u00e9cifique. Si les visiteurs ne regardent pas la vid\u00e9o jusqu'au bout, vous pouvez envisager des am\u00e9liorations.<\/p>\n\n\n\n<p>Pour les articles plus longs et les pages d'atterrissage, il peut \u00eatre int\u00e9ressant de savoir dans quelle mesure les utilisateurs s'int\u00e9ressent au contenu de la page. GA4 vous permet de mesurer cela en suivant la distance de d\u00e9filement d'une page par l'utilisateur. Par d\u00e9faut, la fonction de suivi du d\u00e9filement de GA4 ne prend en compte que le d\u00e9filement d'au moins 90% de la page par l'utilisateur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Identify_Your_Most_Successful_Content\"><\/span>3. Identifier les contenus qui ont le plus de succ\u00e8s<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>En plus du suivi des \u00e9v\u00e9nements, vous serez toujours en mesure de savoir combien de fois les visiteurs consultent des pages sp\u00e9cifiques de votre site web. Ces donn\u00e9es vous permettent d'identifier et d'exploiter votre contenu le plus int\u00e9ressant.<\/p>\n\n\n\n<p>Par exemple, vous pouvez \u00e9tudier les pages de votre site web qui <a target=\"_blank\" href=\"https:\/\/thirstyaffiliates.com\/blog\/generate-traffic-affiliate-marketing\" rel=\"noreferrer noopener\">obtenir le plus de trafic<\/a> et essayez d'identifier ce qu'ils ont en commun. Si vous g\u00e9rez une boutique de commerce \u00e9lectronique, vous constaterez peut-\u00eatre qu'il existe une cat\u00e9gorie de produits ou une marque particuli\u00e8re qui attire le plus vos clients. Si vous tenez un blog, il y a peut-\u00eatre un type de contenu particulier qui int\u00e9resse le plus votre public.<\/p>\n\n\n\n<p>Vous pouvez \u00e9galement \u00e9tudier les tendances au fil du temps. Certains produits et services sont saisonniers, et le fait de savoir \u00e0 quel moment vos lecteurs sont le plus susceptibles de les acheter peut vous aider \u00e0 planifier votre campagne de publicit\u00e9.&nbsp;<a target=\"_blank\" href=\"https:\/\/prettylinks.com\/fr\/blog\/heres-how-to-come-up-with-a-fool-proof-content-strategy\/\" rel=\"noreferrer noopener\">strat\u00e9gie de contenu<\/a> en cons\u00e9quence.<\/p>\n\n\n\n<p>Vous pouvez \u00e9galement utiliser les donn\u00e9es d'un plugin tel que <a href=\"https:\/\/prettylinks.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">PrettyLinks<\/a> pour compl\u00e9ter les informations fournies par Google Analytics. En combinant ces ensembles de donn\u00e9es, vous obtiendrez une image plus compl\u00e8te de vos liens d'affiliation les plus rentables. En fait, vous pouvez m\u00eame <a target=\"_blank\" href=\"https:\/\/prettylinks.com\/fr\/blog\/integrate-google-analytics-with-pretty-link-pro\/\" rel=\"noreferrer noopener\">int\u00e9grer PrettyLinks \u00e0 Google Analytics<\/a>:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/pretty-links-1024x548.png\" alt=\"Utiliser PrettyLinks et Google Analytics pour le marketing sans cuisson\" class=\"wp-image-6697\" width=\"768\" height=\"411\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/pretty-links-1024x548.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/pretty-links-300x160.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/pretty-links-768x411.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/07\/pretty-links.png 1402w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p>Apr\u00e8s avoir explor\u00e9 vos donn\u00e9es, vous constaterez peut-\u00eatre que votre approche du marketing d'affiliation doit \u00eatre plus cibl\u00e9e. Si certains de vos liens d'affiliation ne vous rapportent pas suffisamment, il est peut-\u00eatre pr\u00e9f\u00e9rable de concentrer vos efforts sur ceux qui vous rapportent davantage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le passage au marketing sans publicit\u00e9 est un changement important, mais il ne doit pas avoir d'incidence n\u00e9gative sur vos revenus. En prenant quelques mesures proactives, vous devriez pouvoir continuer \u00e0 utiliser les services de <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> pour prendre des d\u00e9cisions fond\u00e9es sur des donn\u00e9es dans le cadre de votre strat\u00e9gie de marketing.<\/p>\n\n\n\n<p>Voici quelques conseils pour vous aider \u00e0 faire face \u00e0 ce changement :<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Familiarisez-vous avec le GA4.<\/li><li>Mettre en place un suivi des \u00e9v\u00e9nements.<\/li><li>Identifiez vos contenus les plus r\u00e9ussis.<\/li><\/ol>\n\n\n\n<p><em>Vous avez des questions sur l'utilisation de Google Analytics pour le marketing sans contact ?<\/em>? Posez-nous la question dans la section des commentaires ci-dessous !<\/p>\n\n\n\n<p>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur<a href=\"https:\/\/www.facebook.com\/prettylink\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>Facebook<\/strong><\/a>,<a href=\"https:\/\/twitter.com\/prettylink?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>Twitter<\/strong><\/a>et<a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>LinkedIn<\/strong><\/a>! Et n'oubliez pas de vous inscrire dans le <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> ci-dessous.<\/p>","protected":false},"excerpt":{"rendered":"<p>Pour les sp\u00e9cialistes du marketing d'affiliation, la d\u00e9cision de Google de cesser d'utiliser des cookies tiers peut \u00eatre quelque peu pr\u00e9occupante. Apr\u00e8s tout, sans les informations fournies par ces cookies, vous vous demandez peut-\u00eatre comment vous pourrez recueillir les donn\u00e9es dont vous avez besoin pour mettre en place des campagnes fructueuses. Heureusement, vous pourrez toujours utiliser Google Analytics pour en savoir plus sur les visiteurs de votre site Web et comprendre...<\/p>","protected":false},"author":11450,"featured_media":6716,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[57,47],"tags":[18,399,445,65,92,446],"class_list":["post-6694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing","category-how-tos","tag-affiliate-marketing","tag-cookieless","tag-cookieless-marketing","tag-google-analytics","tag-link-tracking","tag-third-party-cookies-2"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Worried about Google&#039;s decision to stop using third-party cookies? 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