{"id":16408,"date":"2018-05-02T15:13:28","date_gmt":"2018-05-02T21:13:28","guid":{"rendered":"https:\/\/memberpress.com\/?p=16408"},"modified":"2018-05-02T15:13:28","modified_gmt":"2018-05-02T21:13:28","slug":"using-google-analytics-a-practical-lesson","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/using-google-analytics-a-practical-lesson\/","title":{"rendered":"Utiliser Google Analytics : Une le\u00e7on pratique"},"content":{"rendered":"<p>Google Analytics offre tellement d'options et d'informations qu'il est parfois difficile de s'y retrouver ! Mais ne vous laissez pas effrayer par tout cela car, comme nous l'avons mentionn\u00e9 dans un article pr\u00e9c\u00e9dent, il s'agit de l'outil le plus performant du march\u00e9. <a href=\"https:\/\/memberpress.com\/fr\/one-tool-to-rule-them-all-google-analytics\/\" target=\"_blank\" rel=\"noopener\">un outil d'analyse qui les domine tous<\/a> lorsqu'il s'agit de recueillir des donn\u00e9es sur le web. Il est temps de le mettre \u00e0 votre service. Vous ne pouvez vraiment pas vous permettre de ne pas profiter des informations inestimables qu'Analytics vous fournit sur la provenance de votre trafic et sur le contenu ou la campagne qui g\u00e9n\u00e8re le plus de prospects et de conversions. Alors, comment l'utiliser pour votre entreprise ? Lisez ce qui suit pour le savoir.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-69d09ca654aee\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<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-69d09ca654aee\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/using-google-analytics-a-practical-lesson\/#The_Tracking_ID_Code\" >Le code d'identification du suivi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/using-google-analytics-a-practical-lesson\/#Getting_the_Most_Out_of_the_Data\" >Tirer le meilleur parti des donn\u00e9es<\/a><\/li><\/ul><\/nav><\/div>\n\n<h3><span class=\"ez-toc-section\" id=\"The_Tracking_ID_Code\"><\/span>Le code d'identification du suivi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Comment Google sait-il quelles donn\u00e9es collecter ? Tout est bas\u00e9 sur le code ID de suivi. C'est ce code Javascript qui se charge de collecter vos donn\u00e9es. Ne vous inqui\u00e9tez pas si vous n'\u00eates pas un as de la technologie : c'est assez simple \u00e0 mettre en place, et Google a beaucoup d'outils pour vous aider \u00e0 collecter vos donn\u00e9es. <a href=\"https:\/\/support.google.com\/analytics\/answer\/6086097?hl=en\" target=\"_blank\" rel=\"noopener\">informations utiles<\/a> pour vous aider si vous \u00eates bloqu\u00e9.<\/p>\n<p>Petit rappel : Vous pouvez configurer Google Analytics sur n'importe lequel de vos comptes Google, mais il est pr\u00e9f\u00e9rable de l'utiliser sur votre compte principal (celui que vous utilisez pour Gmail, Google +, etc.). ). Vous pourrez toujours accorder l'acc\u00e8s \u00e0 vos employ\u00e9s ult\u00e9rieurement.<\/p>\n<p>D\u00e9marrer en deux \u00e9tapes :<\/p>\n<p><strong>1. S'inscrire<\/strong><\/p>\n<p>Tout d'abord, assurez-vous d'\u00eatre connect\u00e9 au compte \u00e0 partir duquel vous souhaitez utiliser Google Analytics. Une fois que vous l'\u00eates, cliquez sur l'onglet Admin, entrez le nom du compte (le nom de votre entreprise ou de votre soci\u00e9t\u00e9), puis indiquez le nom de votre site web et pr\u00e9cisez l'URL. Renseignez ensuite les informations relatives \u00e0 votre site web. Il vous sera demand\u00e9 si vous souhaitez suivre votre site web ou votre application mobile. Vous devez alors fournir des informations sur votre site web et compl\u00e9ter la liste de contr\u00f4le des param\u00e8tres de partage des donn\u00e9es. Enfin, cliquez sur \"Obtenir l'ID de suivi\" pour terminer cette premi\u00e8re \u00e9tape.<\/p>\n<p><strong>2. Obtenir et installer l'identifiant de suivi<\/strong><\/p>\n<p>L'\u00e9tape suivante consiste \u00e0 coller le code d'identification de suivi dans le code HTML de votre site. Si vous n'\u00eates pas s\u00fbr de savoir comment faire, demandez \u00e0 votre d\u00e9veloppeur web ou rendez-vous sur le site Google <a href=\"https:\/\/support.google.com\/analytics\/answer\/6086097?hl=en\" target=\"_blank\" rel=\"noopener\">site<\/a> (o\u00f9 vous trouverez une capture d'\u00e9cran du code et de l'endroit exact o\u00f9 l'ins\u00e9rer). Remarque : vous devez installer ce code sur chaque page du site web que vous souhaitez suivre.<\/p>\n<p>Et le tour est jou\u00e9 ! Il ne reste plus qu'\u00e0 commencer \u00e0 examiner toutes ces donn\u00e9es . Il n'est donc peut-\u00eatre pas tout \u00e0 fait exact de dire que c'est tout. Il s'agit plut\u00f4t de passer aux bonnes choses (les plus utiles).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Getting_the_Most_Out_of_the_Data\"><\/span>Tirer le meilleur parti des donn\u00e9es<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Analytics propose un certain nombre de rapports utiles (vous vous souvenez de l'ABC de notre dernier article ?) que vous pouvez utiliser d\u00e8s l'installation. Cependant, si vous souhaitez obtenir des donn\u00e9es tr\u00e8s sp\u00e9cifiques pour votre site ou pour une certaine campagne, vous devrez activer certaines fonctionnalit\u00e9s.<\/p>\n<p><strong>Objectifs<\/strong><\/p>\n<p>Le rapport \"Objectifs\" permet de suivre les conversions (vous pouvez cr\u00e9er jusqu'\u00e0 vingt objectifs). Vous devez configurer ce param\u00e8tre en cliquant sur le lien Admin, puis en s\u00e9lectionnant \"Objectifs\". Vous \u00eates maintenant pr\u00eat \u00e0 fixer des objectifs s\u00e9rieux.<\/p>\n<p>Les objectifs vous indiquent les pages visit\u00e9es par vos visiteurs, le nombre de pages qu'ils consultent et la dur\u00e9e de leur s\u00e9jour sur votre site, tous ces \u00e9l\u00e9ments \u00e9tant consid\u00e9r\u00e9s comme des conversions en fonction de votre objectif. Par exemple, si vous avez r\u00e9cemment mis en ligne un nouveau guide pratique, vous pouvez fixer un objectif pour suivre le nombre de visiteurs qui arrivent sur la page et le temps qu'ils y restent.<\/p>\n<p>Ces donn\u00e9es vous indiquent le nombre de personnes qui terminent l'activit\u00e9 que vous aviez en t\u00eate lorsque vous avez fix\u00e9 l'objectif (c'est-\u00e0-dire le nombre de personnes qui se convertissent). D'autres exemples d'objectifs sont les abonnements \u00e0 des courriels, les formulaires de contact remplis et les achats de produits effectu\u00e9s.<\/p>\n<p>Vous pouvez fixer des objectifs de trois mani\u00e8res diff\u00e9rentes :<\/p>\n<ul>\n<li>Utiliser un mod\u00e8le Google<\/li>\n<li>Cr\u00e9ez vos propres objectifs personnalis\u00e9s<\/li>\n<li>Utilisez les objectifs intelligents de Google (pour les annonceurs AdWords : si vous utilisez AdWords, vous pourrez<br \/>\n(il faut s'assurer qu'il est connect\u00e9 \u00e0 Analytics)<\/li>\n<\/ul>\n<p>Si vous avez besoin d'aide pour d\u00e9finir des objectifs, il vous suffit de vous rendre sur le site Google Analytics <a href=\"https:\/\/support.google.com\/analytics\/answer\/1032415?hl=en\" target=\"_blank\" rel=\"noopener\">page d'aide<\/a>.<\/p>\n<p><strong>Recherche sur le site<\/strong><\/p>\n<p>Si vous souhaitez savoir ce que les visiteurs recherchent sur votre site, vous l'avez devin\u00e9 : Analytics a une solution pour cela. Sa fonction de recherche de site vous permet de capturer les mots cl\u00e9s que les visiteurs tapent dans la fen\u00eatre de recherche de votre site. <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a>, afin de savoir quels contenus ou produits sont les plus recherch\u00e9s et s'il existe des requ\u00eates qui ne donnent aucun r\u00e9sultat, ce qui signifie que votre site ne propose pas ces \u00e9l\u00e9ments. Vous devrez peut-\u00eatre les cr\u00e9er ! Pour configurer ce param\u00e8tre, cliquez sur Admin &gt; Param\u00e8tres d'affichage &gt; Param\u00e8tres de recherche sur le site, puis activez le suivi de la recherche sur le site. La configuration sp\u00e9cifique \u00e0 votre site n\u00e9cessite quelques \u00e9tapes suppl\u00e9mentaires. Pour plus d'informations, consultez <a href=\"https:\/\/support.google.com\/analytics\/answer\/1012264?hl=en\" target=\"_blank\" rel=\"noopener\">Site de Google<\/a> pour savoir comment configurer correctement la recherche de sites.<\/p>\n<p><strong>Exclure le trafic interne<\/strong><\/p>\n<p>Combien de fois \u00eates-vous sur votre site web, en train de le peaufiner et de le mettre \u00e0 jour ou de charger du nouveau contenu ou de nouvelles pages ? Probablement tr\u00e8s souvent. Saviez-vous qu'Analytics suit toutes les visites sur votre site web, y compris la v\u00f4tre ? Pourquoi ne pas exclure vos visites pour avoir une id\u00e9e plus pr\u00e9cise des chiffres ?<\/p>\n<p>L'une des m\u00e9thodes les plus simples consiste \u00e0 cr\u00e9er un filtre qui exclut toute visite de site \u00e0 partir d'une adresse IP donn\u00e9e. La premi\u00e8re \u00e9tape consiste \u00e0 collecter les adresses IP des membres de votre entreprise susceptibles d'acc\u00e9der \u00e0 votre site pour des raisons professionnelles plut\u00f4t que pour des raisons li\u00e9es \u00e0 la client\u00e8le. Le moyen le plus simple de trouver votre adresse IP est d'aller sur Google et de taper \"Quelle est mon adresse IP ?\".<\/p>\n<p>Une fois que vous avez d\u00e9termin\u00e9 les adresses IP que vous souhaitez exclure, vous devez cr\u00e9er un nouveau filtre dans votre compte Analytics. Vous trouverez des instructions pas \u00e0 pas sur la fa\u00e7on de proc\u00e9der <a href=\"https:\/\/support.google.com\/analytics\/answer\/1034823\" target=\"_blank\" rel=\"noopener\">ici<\/a>. Une fois cr\u00e9\u00e9, vous <a href=\"https:\/\/support.google.com\/analytics\/answer\/1034840?hl=en\" target=\"_blank\" rel=\"noopener\">le configurer<\/a> pour exclure ces adresses.<\/p>\n<p><strong>Une note sur l'analyse<\/strong><\/p>\n<p>Une fois de plus, nous manquons de temps et d'espace. Il y a tellement de choses \u00e0 couvrir en ce qui concerne Google Analytics ! Nous esp\u00e9rons que ces conseils vous aideront au moins \u00e0 d\u00e9marrer. Mais il y a une chose avec laquelle vous devez vous familiariser avant de plonger, c'est la structure du compte Google Analytics, une hi\u00e9rarchie qui vous aide \u00e0 contr\u00f4ler et \u00e0 utiliser votre compte.<\/p>\n<ul>\n<li>Un <em>l'organisation<\/em> est le niveau sup\u00e9rieur et repr\u00e9sente la soci\u00e9t\u00e9\/l'entreprise et les produits du compte. Vous pouvez acc\u00e9der \u00e0 vos comptes de produits et g\u00e9rer les utilisateurs et les autorisations des produits ici.<\/li>\n<li>Un <em>compte<\/em> est le point d'acc\u00e8s \u00e0 votre syst\u00e8me d'analyse, et un ou plusieurs comptes peuvent appartenir \u00e0 une organisation (par exemple, un site web personnel et un site web professionnel peuvent appartenir au m\u00eame compte et \u00e0 la m\u00eame organisation).<\/li>\n<li>A <em>propri\u00e9t\u00e9<\/em> est un site web, une application mobile ou une application de point de vente. Chaque bien aura son propre identifiant de suivi.<\/li>\n<li>A <em>vue<\/em> est l'endroit o\u00f9 vous acc\u00e9dez aux rapports. Vous pouvez attribuer des vues aux employ\u00e9s afin qu'ils puissent consulter vos donn\u00e9es et vos rapports.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Vous \u00eates maintenant pr\u00eat \u00e0 commencer ! Si vous n'avez pas encore envie de vous attaquer \u00e0 Google Analytics, nous vous pr\u00e9senterons d'autres options en fonction de vos objectifs et de votre mod\u00e8le d'entreprise dans un prochain article, alors restez \u00e0 l'\u00e9coute ! Pour l'instant, si vous avez des id\u00e9es ou des commentaires sur les informations que nous avons partag\u00e9es, n'h\u00e9sitez pas \u00e0 les laisser dans les commentaires ci-dessous !<\/p>","protected":false},"excerpt":{"rendered":"<p>Google Analytics offers so many options and so much information it can be overwhelming! But don\u2019t let all that scare you away because, as mentioned in a previous article, it\u2019s the one analytics tool that rules them all when it comes to gathering web data. And it\u2019s time to put it to work for you. [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":16411,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-16408","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Google Analytics offers so many options and so much information it can be overwhelming! 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