{"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\/pt\/blog\/google-analytics-cookieless-marketing\/","title":{"rendered":"Como usar o Google Analytics 4 para marketing sem cookies (3 dicas importantes)"},"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\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f1cf948e0cc\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/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-69f1cf948e0cc\"  aria-label=\"Alternar\" \/><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\/pt\/blog\/google-analytics-cookieless-marketing\/#An_Introduction_to_Cookies_and_Why_They_Matter\" >Uma introdu\u00e7\u00e3o aos cookies (e por que eles s\u00e3o importantes)<\/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\/pt\/blog\/google-analytics-cookieless-marketing\/#How_to_Use_Google_Analytics_for_Cookieless_Marketing_3_Key_Tips\" >Como usar o Google Analytics para marketing sem cookies (3 dicas importantes)<\/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\/pt\/blog\/google-analytics-cookieless-marketing\/#1_Get_Familiar_with_Google_Analytics_4_GA4\" >1. Familiarize-se com o 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\/pt\/blog\/google-analytics-cookieless-marketing\/#2_Set_Up_Event_Tracking\" >2. Configurar o rastreamento de eventos<\/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\/pt\/blog\/google-analytics-cookieless-marketing\/#3_Identify_Your_Most_Successful_Content\" >3. Identifique seu conte\u00fado de maior sucesso<\/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\/pt\/blog\/google-analytics-cookieless-marketing\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Para os profissionais de marketing de afiliados, a decis\u00e3o do Google de <a href=\"https:\/\/blog.chromium.org\/2020\/01\/building-more-private-web-path-towards.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">parar de usar cookies de terceiros<\/a> pode ser um pouco preocupante. Afinal, sem as informa\u00e7\u00f5es que esses cookies fornecem, voc\u00ea pode estar se perguntando como obter\u00e1 os dados necess\u00e1rios para criar campanhas bem-sucedidas.<\/p>\n\n\n\n<p>Felizmente, voc\u00ea ainda poder\u00e1 usar o <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> para conhecer os visitantes de seu site e entender um pouco sobre o comportamento deles. Embora os dados que voc\u00ea coletar daqui para frente possam ser menos individualizados, ainda \u00e9 muito poss\u00edvel us\u00e1-los para informar seus esfor\u00e7os de marketing de afiliados.<\/p>\n\n\n\n<p>Nesta postagem, faremos uma breve introdu\u00e7\u00e3o aos cookies. Em seguida, compartilharemos tr\u00eas dicas sobre como usar o Google Analytics para marketing sem cookies. Vamos come\u00e7ar!<\/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>Uma introdu\u00e7\u00e3o aos cookies (e por que eles s\u00e3o importantes)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Cookies s\u00e3o pequenos arquivos que um site coloca no dispositivo do usu\u00e1rio. Eles s\u00e3o usados com mais frequ\u00eancia para melhorar a funcionalidade de um site. Por exemplo, os cookies podem ajudar os usu\u00e1rios a permanecerem conectados a uma conta, lembrar suas prefer\u00eancias e at\u00e9 mesmo registrar itens no carrinho de compras.<\/p>\n\n\n\n<p>Os cookies de terceiros s\u00e3o criados por um site diferente daquele em que o usu\u00e1rio est\u00e1 atualmente. Eles s\u00e3o usados com frequ\u00eancia para an\u00fancios de redirecionamento, para que os profissionais de marketing possam rastrear clientes em potencial \u00e0 medida que eles mudam de site para site. <\/p>\n\n\n\n<p>Esse tipo de cookie \u00e9 \u00fatil para o marketing de afiliados. Especificamente, os cookies de terceiros ajudam a rastrear os usu\u00e1rios \u00e0 medida que eles passam do site do afiliado para o do anunciante.<\/p>\n\n\n\n<p>Entretanto, eles s\u00e3o geralmente vistos como problem\u00e1ticos do ponto de vista da privacidade, pois s\u00e3o considerados mais invasivos do que os cookies prim\u00e1rios. Como resultado, alguns programas de afiliados j\u00e1 mudaram para m\u00e9todos de rastreamento alternativos, preparando-se para um <a target=\"_blank\" href=\"https:\/\/prettylinks.com\/pt\/blog\/cookieless-future-for-affiliate-marketers\/\" rel=\"noreferrer noopener\">futuro sem cozimento<\/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>Como usar o Google Analytics para marketing sem cookies (3 dicas importantes)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Agora que voc\u00ea j\u00e1 sabe o que s\u00e3o cookies, vamos dar uma olhada em algumas dicas de como voc\u00ea pode usar <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> para marketing sem cookies.<\/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. Familiarize-se com o Google Analytics 4 (GA4)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O Google Analytics 4 \u00e9 uma vers\u00e3o totalmente nova do Google Analytics e foi desenvolvido para atender \u00e0s necessidades de um futuro sem cookies. Ele elimina os problem\u00e1ticos cookies de terceiros e se baseia exclusivamente em cookies prim\u00e1rios para rastrear dados, o que o torna compat\u00edvel com as novas leis de privacidade.<\/p>\n\n\n\n<p>Essa vers\u00e3o do Google Analytics tamb\u00e9m est\u00e1 muito mais focada no rastreamento de eventos, em vez de sess\u00f5es e visualiza\u00e7\u00f5es de p\u00e1gina. Embora voc\u00ea provavelmente use menos relat\u00f3rios no GA4, eles conter\u00e3o informa\u00e7\u00f5es mais detalhadas do que nas vers\u00f5es anteriores da plataforma:<\/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=\"A conta de demonstra\u00e7\u00e3o do GA4 para usar o Google Analytics para marketing sem cookies\" 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>Familiarizar-se com a nova interface e os relat\u00f3rios deve facilitar a transi\u00e7\u00e3o para uma estrat\u00e9gia de marketing sem cookies. No entanto, talvez voc\u00ea ainda n\u00e3o queira se livrar de sua vers\u00e3o atual do Google Analytics.&nbsp;<\/p>\n\n\n\n<p>Voc\u00ea pode configurar uma conta GA4 separada por enquanto e comparar as duas ferramentas lado a lado. Ter as duas vers\u00f5es do Google Analytics ativadas o ajudar\u00e1 a ver como seus relat\u00f3rios poder\u00e3o ser diferentes no futuro.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Set_Up_Event_Tracking\"><\/span>2. Configurar o rastreamento de eventos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>No Google Analytics, um evento \u00e9 qualquer intera\u00e7\u00e3o que um usu\u00e1rio tenha com o conte\u00fado da sua p\u00e1gina. Como o GA4 fornecer\u00e1 dados com base em eventos, voc\u00ea dever\u00e1 configurar o rastreamento de eventos. Os dados relacionados a eventos s\u00e3o essenciais no marketing de afiliados, pois voc\u00ea poder\u00e1 ver rapidamente em quais dos seus links os visitantes est\u00e3o clicando mais:<\/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 rastreamento de eventos GA4 para usar o Google Analytics para marketing sem cookies\" 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>H\u00e1 muitos eventos diferentes que podem ser monitorados em seu site. Se voc\u00ea usa v\u00eddeo, pode monitorar quantas vezes um v\u00eddeo individual \u00e9 reproduzido. Voc\u00ea pode at\u00e9 mesmo dar um passo adiante para ver com que frequ\u00eancia um v\u00eddeo \u00e9 assistido ap\u00f3s um ponto espec\u00edfico. Se os visitantes n\u00e3o estiverem assistindo ao v\u00eddeo at\u00e9 o fim, talvez voc\u00ea queira ver se \u00e9 poss\u00edvel fazer algumas melhorias.<\/p>\n\n\n\n<p>Para postagens e p\u00e1ginas de destino mais longas, talvez voc\u00ea esteja interessado em descobrir o n\u00edvel de envolvimento dos usu\u00e1rios com o conte\u00fado da p\u00e1gina. O GA4 permite que voc\u00ea me\u00e7a isso rastreando o quanto um usu\u00e1rio rola a p\u00e1gina para baixo. Por padr\u00e3o, o recurso de rastreamento de rolagem do GA4 s\u00f3 rastreia quando um usu\u00e1rio rola pelo menos 90% do caminho para baixo na p\u00e1gina.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Identify_Your_Most_Successful_Content\"><\/span>3. Identifique seu conte\u00fado de maior sucesso<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Al\u00e9m de rastrear eventos, voc\u00ea ainda poder\u00e1 ver com que frequ\u00eancia os visitantes visualizam p\u00e1ginas espec\u00edficas do seu site. Esses dados permitem que voc\u00ea identifique e capitalize seu conte\u00fado mais atraente.<\/p>\n\n\n\n<p>Por exemplo, voc\u00ea pode estudar as p\u00e1ginas do seu site que <a target=\"_blank\" href=\"https:\/\/thirstyaffiliates.com\/blog\/generate-traffic-affiliate-marketing\" rel=\"noreferrer noopener\">obter o m\u00e1ximo de tr\u00e1fego<\/a> e tentar identificar o que eles t\u00eam em comum. Se estiver administrando uma loja de com\u00e9rcio eletr\u00f4nico, talvez descubra que h\u00e1 uma categoria de produto ou marca espec\u00edfica pela qual seus clientes s\u00e3o mais atra\u00eddos. Se estiver administrando um blog, pode haver um tipo espec\u00edfico de conte\u00fado no qual seu p\u00fablico parece estar mais interessado.<\/p>\n\n\n\n<p>Talvez voc\u00ea tamb\u00e9m queira procurar tend\u00eancias ao longo do tempo. Alguns produtos e servi\u00e7os s\u00e3o sazonais, e saber quando seus leitores est\u00e3o mais propensos a compr\u00e1-los pode ajud\u00e1-lo a planejar sua campanha.&nbsp;<a target=\"_blank\" href=\"https:\/\/prettylinks.com\/pt\/blog\/heres-how-to-come-up-with-a-fool-proof-content-strategy\/\" rel=\"noreferrer noopener\">estrat\u00e9gia de conte\u00fado<\/a> de acordo.<\/p>\n\n\n\n<p>Voc\u00ea tamb\u00e9m pode usar dados de um plug-in como <a href=\"https:\/\/prettylinks.com\/pt\/\" target=\"_blank\" rel=\"noreferrer noopener\">PrettyLinks<\/a> para complementar as informa\u00e7\u00f5es que voc\u00ea obt\u00e9m do Google Analytics. Ao combinar esses conjuntos de dados, voc\u00ea ter\u00e1 uma vis\u00e3o mais completa de seus links de afiliados mais lucrativos. Na verdade, voc\u00ea pode at\u00e9 <a target=\"_blank\" href=\"https:\/\/prettylinks.com\/pt\/blog\/integrate-google-analytics-with-pretty-link-pro\/\" rel=\"noreferrer noopener\">integrar o PrettyLinks ao 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=\"Use o PrettyLinks e o Google Analytics para marketing sem cookies\" 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>Depois de explorar seus dados, voc\u00ea pode descobrir que sua abordagem ao marketing de afiliados precisa ser mais focada. Se n\u00e3o estiver obtendo retornos adequados de alguns de seus links de afiliados, talvez seja melhor concentrar seus esfor\u00e7os naqueles que proporcionam um retorno maior.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A mudan\u00e7a para o marketing sem cookies \u00e9 uma grande mudan\u00e7a, mas n\u00e3o precisa afetar negativamente sua renda. Ao tomar algumas medidas proativas, voc\u00ea ainda poder\u00e1 usar <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Analytics<\/a> para tomar decis\u00f5es baseadas em dados para sua estrat\u00e9gia de marketing.<\/p>\n\n\n\n<p>Aqui est\u00e3o algumas dicas para ajud\u00e1-lo a navegar nessa mudan\u00e7a:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Familiarize-se com o GA4.<\/li><li>Configure o rastreamento de eventos.<\/li><li>Identifique seu conte\u00fado de maior sucesso.<\/li><\/ol>\n\n\n\n<p><em>Voc\u00ea tem d\u00favidas sobre como usar o Google Analytics para marketing sem cookies?<\/em>? Pergunte-nos na se\u00e7\u00e3o de coment\u00e1rios abaixo!<\/p>\n\n\n\n<p>Se voc\u00ea gostou deste artigo, n\u00e3o deixe de nos seguir em<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>e<a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>LinkedIn<\/strong><\/a>! E n\u00e3o se esque\u00e7a de se inscrever no <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Link de afiliado da caixa\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">caixa<\/a> abaixo.<\/p>","protected":false},"excerpt":{"rendered":"<p>Para os profissionais de marketing de afiliados, a decis\u00e3o do Google de parar de usar cookies de terceiros pode ser um pouco preocupante. Afinal, sem as informa\u00e7\u00f5es que esses cookies fornecem, voc\u00ea pode estar se perguntando como reunir\u00e1 os dados necess\u00e1rios para criar campanhas bem-sucedidas. Felizmente, voc\u00ea ainda poder\u00e1 usar o Google Analytics para saber mais sobre os visitantes do seu site e entender como eles...<\/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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