{"id":12488,"date":"2021-02-17T10:12:40","date_gmt":"2021-02-17T09:12:40","guid":{"rendered":"https:\/\/www.vivnetworks.com\/server-to-server-tracking\/"},"modified":"2021-09-01T16:47:01","modified_gmt":"2021-09-01T14:47:01","slug":"server-to-server-tracking","status":"publish","type":"post","link":"https:\/\/www.vivnetworks.com\/hr\/server-to-server-tracking\/","title":{"rendered":"Server-to-server tracking \u0107e pove\u0107ati u\u010dinkovitost va\u0161ih affiliate kampanja"},"content":{"rendered":"\n

Online marketing je jedan od najdinami\u010dnijih oblika marketinga u kojem trenutno dolazi do drasti\u010dnih promjena \u0161to se ti\u010de privatnosti korisnika. Tehnologija za pra\u0107enje temeljena na pohrani kola\u010di\u0107a tre\u0107ih strana polako gubi u\u010dinkovitost, te rad raznih antivirusa, adblocka, internetskih preglednika i preglednika kao \u0161to su Safari, Firefox i Chrome ugro\u017eava i smanjuje djelovanje prethodno prohodne metode mjerenja konverzija pomo\u0107u kola\u010di\u0107a prve strane.<\/p>\n\n\n\n

Borba za privatnost korisnika sa sobom donosi \u017ertve poput nefunkcioniraju\u0107ih ili ograni\u010denih marketin\u0161kih i naravno affiliate kampanji.<\/p>\n\n\n\n

Mi u VIVnetworks.com<\/a> smo se tijekom pro\u0161le godine po\u010deli vi\u0161e posve\u0107ivati rije\u0161enju problema te skupa sa na\u0161im ogla\u0161iva\u010dima pretvaramo mjerenje konverzija unutar affiliate kampanja u najnoviju i najto\u010dniju tehnologiju koja se zove pra\u0107enje server-to-server.<\/p>\n\n\n\n

Server-to-server, ili server-side tracking ili jo\u0161 postback url je metoda mjerenja konverzije koja koristi unikatni identifikator bez oslanjanja na korisnikov internetski preglednik i kola\u010di\u0107e<\/strong>, a umjesto toga sve aktivnosti odvijaju se na serveru e-trgovine ili na web-mjestu ogla\u0161iva\u010da.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Iako se stopa uspje\u0161nosti klasi\u010dne metode mjerenja kola\u010di\u0107a i piksela za pra\u0107enje mo\u017ee kretati izme\u0111u 75% i 90%, metoda server-to-server ima to\u010dnost gotovo 99,9%.<\/p>\n\n\n\n

Principi metoda mjerenja<\/h2>\n\n\n\n

Kola\u010di\u0107i 3. strane<\/h3>\n\n\n\n

Najkori\u0161tenija, najstarija i najmanje to\u010dna metoda mjerenja temelji se na principu pohranjivanje kola\u010di\u0107a, malih tekstualnih datoteka, u preglednik korisnika nakon \u0161to je kliknuo na affiliate link i pre\u0161ao u e-trgovinu. Pohranjuje ih tre\u0107a strana, odnosno obi\u010dno affiliate network server ili druga tehnologija ogla\u0161ivanjaja. <\/p>\n\n\n\n

Pri narud\u017ebi pomo\u0107u tracking pixela server pregleda kola\u010di\u0107e i ako nai\u0111e na informaciju o affiliateu, provizija se pripisuje partneru. <\/p>\n\n\n\n

Ograni\u010denja <\/h4>\n\n\n\n

Kako bi se za\u0161titila privatnost, kola\u010di\u0107i tre\u0107ih strana po\u010deli su se blokirati. Prema zadanim postavkama blokiraju ih svi ad blokatori, ali i internetski preglednik Firefox, a u Safariju ti kola\u010di\u0107i vrijede samo 24 sata. Chrome, naj\u010de\u0161\u0107e kori\u0161teni preglednik, postupno ograni\u010dava kola\u010di\u0107e tre\u0107ih strana i tako\u0111er \u0107e ih u potpunosti blokirati u sije\u010dnju 2022.<\/p>\n\n\n\n

Kola\u010di\u0107e je tada lako izbrisati pomo\u0107u raznih dodataka za \u010di\u0161\u0107enje i ubrzavanje ra\u010dunala ili unutar internetskog preglednika.<\/p>\n\n\n\n

Drugo ograni\u010denje je piksel za pra\u0107enje na stranici narud\u017ebe. Ovaj piksel se ne u\u010ditava uvijek zbog internetske veze prije nego \u0161to kupac zatvori prozor, ve\u0107 ga prvenstveno blokiraju ad blokatori.<\/p>\n\n\n\n

Kola\u010di\u0107i 1. strane<\/h3>\n\n\n\n

Pobolj\u0161ana verzija prethodne metode u kojoj se na druga\u010diji na\u010din pohranjuju kola\u010di\u0107i. U ovom slu\u010daju pohranjuje ih server e-trgovine ili web ogla\u0161iva\u010da. Internetski preglednici obi\u010dno ne ograni\u010davaju kola\u010di\u0107e koji pripadaju odre\u0111enoj stranici.<\/p>\n\n\n\n

Ograni\u010denja<\/h4>\n\n\n\n

Glavni problem pojavljuje se u implementiranju. Nije mogu\u0107e i dalje upotrebljavati pohranjivanje kola\u010di\u0107a pomo\u0107u javascripta, ve\u0107 pohranjivanje podataka mora izvr\u0161iti server, u suprotnome dolazi do brisanja sa svih Apple uredaja. <\/p>\n\n\n\n

U slu\u010daju kola\u010di\u0107a i dalje postoji mogu\u0107nost njihovog jednostavnog brisanja od strane korisnika ili dodataka i \u010desto blokiranje piksela za pra\u0107enje.<\/p>\n\n\n\n

Server-to-server<\/h3>\n\n\n\n

Princip S2S mjerenja u potpunosti eliminira utjecaj kola\u010di\u0107a i preglednika kupca.<\/strong><\/p>\n\n\n\n

Kada se dogodi klik preko affiliate linka, te kupac u\u0111e u web stranicu e-trgovine CJ tehnologija zadaje u url adrese unikatni ID klika, tzv.CJEVENT. Ovaj ID ogla\u0161iva\u010d pohranjuje na svome serveru, kako bi ga mogao povezati sa odre\u0111enim kupcem.<\/p>\n\n\n\n

Svaku put kada kupac kreira narud\u017ebu, server e-trgovine po\u0161alje informaciju o provedenoj narud\u017ebi pomo\u0107u mjernog url tzv. postback url.<\/p>\n\n\n\n

Cijeli proces mjerenja je neovisan o trenutnim ograni\u010denjima i limitima, koja se odnose na cookies i pixele za mjerenje.<\/p>\n\n\n\n

U slu\u010daju da ogla\u0161iva\u010d pohranjuje informacije o ID klika na svome serveru, te ne koristi alternativno kola\u010di\u0107e prve strane, i da se mjerni url pozove prije no \u0161to kupac napusti stranicu za pla\u0107anje ili bilo koji dio web stranice e-trgovine, stopa uspje\u0161nosti mjerenja prakti\u010dki iznosi 100%.<\/p>\n\n\n\n

Koji su nedostatci metode server-to-server?<\/h2>\n\n\n\n

U standardnom mjerenju s cookies vam je potreban samo iframe ili javascript pixeli, te cijeli proces postavljanja mo\u017eete pomo\u0107u Google Tag Managera realizirati u samo par minuta.<\/p>\n\n\n\n

Server-to-server je za razliku od toga tehnolo\u0161ki kompliciraniji i zahtjeva sudjelovanje programera.<\/p>\n\n\n\n

Kao alternativu mo\u017eete koristiti server-side Google Tag Manager, gdje su za ispravno i sigurno funkcioniranje potrebna 3 koraka, koja vam Google napla\u0107uje. <\/p>\n\n\n\n

Bez obzira na kompIiciranost postavljanja ove tehnologije, ova metoda ima puno vi\u0161e benefita, koji \u0107e vas uvjeriti da se isplati koristiti ovu metodu.<\/p>\n\n\n\n

Prednosti mjerenja server-to-server<\/h2>\n\n\n\n

Najva\u017enija prednost ove metode je to\u010dnost podataka<\/strong>. Affiliate marketing je prodajni kanal te za ispravnu procjenu, analitiku i optimalizaciju potrebno mu je idealno 100% podataka. To vam mo\u017ee omogu\u0107iti samo server-to-server.<\/p>\n\n\n\n

Gledaju\u0107i u budu\u0107nost, nema razloga da pra\u0107enje S2S smanji efikasnost va\u0161e affiliate kampanje. \u0160to o metodama koje se temelje na pohrani kola\u010di\u0107a ne mo\u017eemo tvrditi.<\/p>\n\n\n\n

Tako\u0111er tu imamo i partnere, koji vas propagiraju i poma\u017eu vam pove\u0107ati prodaju. I oni \u0107e biti zadovoljniji ako sistem bude 99,9% precizan, te kada sve narud\u017ebe koje idu preko njih budu registrirane. Na temelju toga omogu\u0107avate da pobolj\u0161avaju svoje projekte, samim time oni vam donose vi\u0161e klijenata. <\/p>\n\n\n\n

Koji ogla\u0161iva\u010di ve\u0107 rade sa server-to-server metodom mjerenja?<\/h2>\n\n\n\n

Pitanje partnera na koje \u010desto nailazimo je koje affiliate kampanje ve\u0107 koriste S2S s obzirom da su za njih ovakve kampanje prioritet.<\/p>\n\n\n\n

Zbog toga \u0107emo vam ovdje navesti aktualne kampanje ogla\u0161iva\u010da koje koriste server-to-server tracking:<\/p>\n\n\n\n

  • Actionz\u00e1\u017eitky.sk<\/li>
  • Activacek.cz<\/li>
  • ASKO-NABYTEK.cz<\/li>
  • ASKO-NABYTOK.sk<\/li>
  • BeLenka EUROPE<\/li>
  • BeWooden.cz<\/li>
  • Bighome.cz<\/li>
  • Bighome.sk\/hu<\/li>
  • Biocarecosmetic CEE<\/li>
  • Blue-style.cz<\/li>
  • Bushman CZ SK EU<\/li>
  • CSOB.sk<\/li>
  • Dvere-erkado.cz<\/li>
  • eZidle.cz<\/li>
  • FatFix Europe<\/li>
  • Firmanazazitky.cz<\/li>
  • Footshop.cz<\/li>
  • GANT.cz<\/li>
  • GANT.sk<\/li>
  • Gentlemanstore CZ-SK-PL<\/li>
  • GrilyKrby<\/li>
  • Gumi.hu<\/li>
  • Gyogyszernelkul.com<\/li>
  • Homeandcook.cz<\/li>
  • Homein.cz<\/li>
  • Hop-sport.cz<\/li>
  • Hop-sport.sk<\/li>
  • Iuvenio.com<\/li>
  • KARE-shop.cz<\/li>
  • KnihyDobrovsky.cz<\/li>
  • LaVita-czech.cz<\/li>
  • MentisLab.cz<\/li>
  • Muziker.com<\/li>
  • Nabytek-FORLIVING.cz<\/li>
  • Parfemy-Elnino.cz<\/li>
  • Parfemy-elnino.sk<\/li>
  • Parfimo.bg<\/li>
  • Parfimo.gr<\/li>
  • Parfimo.hu<\/li>
  • Parfimo.ro<\/li>
  • Protrenink.cz<\/li>
  • Reedog Europe<\/li>
  • Roboticky-vysavac cz\/sk<\/li>
  • Rocky.hu<\/li>
  • Scanquilt.cz<\/li>
  • Supergamer CZ-HU\/MP3.sk<\/li>
  • Supersoused.cz<\/li>
  • Telly.cz<\/li>
  • Tescoma CZ-PL<\/li>
  • Top-armyshop cz\/sk<\/li>
  • Unizdrav cz\/sk\/hu<\/li>
  • Vitamino cz\/sk<\/li>
  • VUCH Eastern Europe<\/li>
  • Yves-rocher.cz<\/li><\/ul>\n\n\n\n

    Aktualizirano 22.3.2021<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Online marketing je jedan od najdinami\u010dnijih oblika marketinga u kojem trenutno dolazi do drasti\u010dnih promjena \u0161to se ti\u010de privatnosti korisnika. 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