{"id":3135,"date":"2024-09-17T08:00:00","date_gmt":"2024-09-17T06:00:00","guid":{"rendered":"https:\/\/juliencoquet.com\/?p=3135"},"modified":"2024-11-25T18:30:41","modified_gmt":"2024-11-25T17:30:41","slug":"benchmarking-dans-google-analytics-4","status":"publish","type":"post","link":"https:\/\/juliencoquet.com\/fr\/2024\/09\/17\/benchmarking-dans-google-analytics-4\/","title":{"rendered":"Benchmarking dans Google Analytics 4"},"content":{"rendered":"\n
\n

Google Analytics 4 a enrichi son offre en proposant enfin une fonctionnalit\u00e9 de benchmarking.<\/p>\n\n\n\n

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

[EXTRA<\/strong>] Retrouvez ma contribution \u00e0 l’article du JDN sur l’analyse comparative entres sites<\/a><\/p>\n\n\n\n

Google a \u00ab\u00a0enfin\u00a0\u00bb sorti un benchmark permettant ainsi aux entreprises de comparer leurs performances<\/a> \u00e0 celles de leurs pairs au sein d’un m\u00eame secteur d’activit\u00e9. Bien que cette fonctionnalit\u00e9 existait d\u00e9j\u00e0 dans Universal Analytics, GA4 apporte une standardisation accrue gr\u00e2ce \u00e0 l’utilisation d’\u00e9v\u00e9nements r\u00e9serv\u00e9s et recommand\u00e9s, offrant ainsi des comparaisons plus pertinentes et fiables. Le principe est simple : en activant l’option \u00ab\u00a0Contributions \u00e0 la mod\u00e9lisation\u00a0\u00bb dans les param\u00e8tres du compte, vous autorisez Google \u00e0 utiliser les donn\u00e9es de votre propri\u00e9t\u00e9 pour alimenter le mod\u00e8le de benchmarking. En retour, vous b\u00e9n\u00e9ficiez d’une vue d’ensemble de votre positionnement par rapport \u00e0 vos concurrents, en termes de volumes, de conversions et de comportements cl\u00e9s!<\/p>\n\n\n\n

\"Case<\/figure>\n\n\n\n

Il est important de souligner que la qualit\u00e9 des r\u00e9sultats du benchmarking d\u00e9pend fortement de la participation des entreprises. Plus les donn\u00e9es sont nombreuses et homog\u00e8nes, plus les comparaisons sont significatives. C’est pourquoi il est crucial que les entreprises d\u00e9clarent de mani\u00e8re pr\u00e9cise leur secteur d’activit\u00e9, leur taille et configurent correctement leurs \u00e9v\u00e9nements de conversion.<\/p>\n\n\n\n

Les avantages de cette nouvelle approche sont multiples :<\/strong><\/p>\n\n\n\n

    \n
  • Standardisation des mesures:<\/strong> les \u00e9v\u00e9nements r\u00e9serv\u00e9s\/recommand\u00e9s permettent de comparer des m\u00e9triques similaires entre diff\u00e9rentes entreprises, r\u00e9duisant ainsi les biais li\u00e9s \u00e0 des d\u00e9finitions diff\u00e9rentes.<\/li>\n\n\n\n
  • Focus sur les \u00e9v\u00e9nements cl\u00e9s:<\/strong> En se concentrant sur des \u00e9v\u00e9nements sp\u00e9cifiques \u00e0 chaque secteur (soumission de formulaire, achats, r\u00e9servations, parties jou\u00e9es…), le benchmarking offre des insights plus pertinents pour les d\u00e9cideurs.<\/li>\n\n\n\n
  • Positionnement par rapport aux concurrents:<\/strong> La possibilit\u00e9 de se situer par rapport \u00e0 la moyenne de son secteur permet d’identifier des opportunit\u00e9s d’am\u00e9lioration et de fixer des objectifs plus ambitieux.<\/li>\n<\/ul>\n\n\n\n

    Cependant, il convient de garder \u00e0 l’esprit certaines limites:<\/strong><\/p>\n\n\n\n

      \n
    • D\u00e9pendance des donn\u00e9es d\u00e9clar\u00e9es:<\/strong> La qualit\u00e9 des r\u00e9sultats d\u00e9pend de la pr\u00e9cision des informations fournies par les entreprises – c’est le c\u00f4t\u00e9 \u00ab\u00a0auberge espagnole\u00a0\u00bb.<\/li>\n\n\n\n
    • Nature comparative:<\/strong> Le benchmarking permet de comparer les performances, mais il ne fournit pas d’explications sur les raisons de ces diff\u00e9rences.<\/li>\n\n\n\n
    • Pas d’analyse concurrentielle approfondie:<\/strong> Il ne s’agit pas d’un outil d’espionnage concurrentiel, mais plut\u00f4t d’un moyen d’avoir une vue d’ensemble du march\u00e9.<\/li>\n<\/ul>\n\n\n\n

      En conclusion<\/strong><\/h2>\n\n\n\n

      Le benchmarking de GA4 est un outil pr\u00e9cieux pour les entreprises souhaitant \u00e9valuer leur positionnement sur le march\u00e9 et identifier des axes d’am\u00e9lioration. N\u00e9anmoins, il doit \u00eatre utilis\u00e9 avec discernement et compl\u00e9t\u00e9 par d’autres analyses pour prendre des d\u00e9cisions \u00e9clair\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Google Analytics 4 a enrichi son offre en proposant enfin une fonctionnalit\u00e9 de benchmarking.<\/p>\n","protected":false},"author":2,"featured_media":3138,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_locale":"fr_FR","_original_post":"https:\/\/juliencoquet.com\/?p=3127","footnotes":""},"categories":[],"tags":[],"class_list":["post-3135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","fr-FR"],"yoast_head":"\nBenchmarking dans Google Analytics 4 - Julien Coquet<\/title>\n<meta name=\"description\" content=\"Google Analytics vient de lancer sa fonctionnalit\u00e9 de benchmarking, qui permet aux marques de comparer leurs performances\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juliencoquet.com\/fr\/2024\/09\/17\/benchmarking-dans-google-analytics-4\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Benchmarking dans Google Analytics 4 - 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