{"id":11073,"date":"2025-04-03T11:35:06","date_gmt":"2025-04-03T09:35:06","guid":{"rendered":"https:\/\/lfchannel.com\/?p=11073"},"modified":"2025-04-15T12:20:07","modified_gmt":"2025-04-15T10:20:07","slug":"com-mesurar-una-campanya-de-pr-amb-google-analytics","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/","title":{"rendered":"Com mesurar una campanya de PR amb Google Analytics"},"content":{"rendered":"<p>Llances una campanya de relacions p\u00fabliques, aconsegueixes esments en mitjans i xarxes, per\u00f2&#8230; Realment saps si est\u00e0 funcionant? <strong>Mesurar l&#8217;impacte d&#8217;una estrat\u00e8gia no \u00e9s m\u00e0gia, s\u00f3n dades<\/strong>. I <strong><a href=\"https:\/\/analytics.google.com\" target=\"_blank\" rel=\"noopener\">Google Analytics <\/a><\/strong>\u00a0\u00e9s la teva bola de cristall. En aquest article t&#8217;expliquem com treure el m\u00e0xim partit a aquesta eina per a entendre qu\u00e8 funciona, qu\u00e8 no i com millorar la teva estrat\u00e8gia.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" 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: #999;color:#999\" 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><\/span><\/a><\/span><\/div>\n<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:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/#Defineix_els_teus_objectius_abans_de_mesurar\" >Defineix els teus objectius abans de mesurar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/#Usa_UTM_per_a_rastrejar_esments_i_transit_de_PR\" >Usa UTM per a rastrejar esments i tr\u00e0nsit de PR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/#Mesura_limpacte_en_el_transit_i_el_comportament_de_lusuari\" >Mesura l&#8217;impacte en el tr\u00e0nsit i el comportament de l&#8217;usuari<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/#Analitza_la_conversio_de_la_teva_audiencia\" >Analitza la conversi\u00f3 de la teva audi\u00e8ncia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/com-mesurar-una-campanya-de-pr-amb-google-analytics\/#No_oblidis_limpacte_en_el_SEO\" >No oblidis l&#8217;impacte en el SEO<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Defineix_els_teus_objectius_abans_de_mesurar\"><\/span>Defineix els teus objectius abans de mesurar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Abans de submergir-te en Google Analytics, <strong>primer defineix qu\u00e8 vols mesurar<\/strong>. Cerques augmentar el tr\u00e0nsit web? <strong><a href=\"https:\/\/lfchannel.com\/tendencias-de-branding-y-comunicacion-de-marca\" target=\"_blank\" rel=\"noopener\">Millorar el reconeixement de marca<\/a><\/strong>? Impulsar conversions? Sense objectius clars, les dades seran sols n\u00fameros sense sentit.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Usa_UTM_per_a_rastrejar_esments_i_transit_de_PR\"><\/span>Usa UTM per a rastrejar esments i tr\u00e0nsit de PR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Les etiquetes UTM (Urching Tracking Moduli), par\u00e0metres afegits a els URL per a rastrejar l&#8217;origen i acompliment del tr\u00e0nsit, s\u00f3n la teva millor aliada per a saber quan tr\u00e0nsit arriba al teu web des d&#8217;un article en premsa, l&#8217;acci\u00f3 amb un influencer o una <strong><a href=\"https:\/\/lfchannel.com\/reputacion-de-marca-redes-sociales-es\" target=\"_blank\" rel=\"noopener\">campanya en xarxes socials<\/a><\/strong>. Usa UTM en els enlla\u00e7os que comparteixes i despr\u00e9s <strong>analitza en Google Analytics quina font et genera m\u00e9s tr\u00e0nsit i de millor qualitat<\/strong>.<\/p>\n<p>Per a rastrejar en Google Analytics 4 (GA4) les campanyes de tr\u00e0nsit que etiquetem amb <strong>UTMs<\/strong>, el que hem de fer \u00e9s:<\/p>\n<ul>\n<li>Iniciar sessi\u00f3 en GA4.<\/li>\n<li>Anar a la secci\u00f3 d&#8217;Informes:<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11096\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/1-Ir-a-la-seccion-de-Informes-GA4.png\" alt=\"Apartat secci\u00f3 d'informes GA4\" width=\"600\" height=\"266\" srcset=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/1-Ir-a-la-seccion-de-Informes-GA4.png 600w, https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/1-Ir-a-la-seccion-de-Informes-GA4-480x213.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 600px, 100vw\" \/><\/p>\n<p>Una vegada en la secci\u00f3 d&#8217;Informes, pots anar a <strong>Adquisici\u00f3 de tr\u00e0nsit<\/strong>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11102\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/2-Adquisicion-de-trafico.png\" alt=\"Imatge de l'apartat adquisici\u00f3 de tr\u00e0nsit\" width=\"600\" height=\"378\" srcset=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/2-Adquisicion-de-trafico.png 600w, https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/2-Adquisicion-de-trafico-480x302.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 600px, 100vw\" \/><\/p>\n<p>Hem de canviar la dimensi\u00f3 que apareix en l&#8217;informe d&#8217;adquisici\u00f3 de tr\u00e0nsit:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11173\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/3-debemos-cambiar-la-dimension-que-aparece-en-el-informe-de-adquisicion-de-trafico-4.png\" alt=\"Imatge canviar la dimensi\u00f3 que apareix en l'informe d'adquisici\u00f3 de tr\u00e0nsit\" width=\"600\" height=\"182\" \/><\/p>\n<p>En el desplegable de la dimensi\u00f3, triem<strong> \u00abCampanya de la sessi\u00f3\u00bb<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11177\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/4-Elegimos-la-dimension-campana-3.png\" alt=\"Imatge opci\u00f3 dimensi\u00f3 de campanya\" width=\"600\" height=\"217\" \/><\/p>\n<p>En la primera columna (la de la dimensi\u00f3n) aparecer\u00e1n los nombre de campa\u00f1as, seg\u00fan las hayamos etiquetado con las UTMs que hemos usado.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Mesura_limpacte_en_el_transit_i_el_comportament_de_lusuari\"><\/span>Mesura l&#8217;impacte en el tr\u00e0nsit i el comportament de l&#8217;usuari<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En Google Analytics, revisa les <strong>sessions<\/strong>, el <strong>temps mitj\u00e0 que passen els usuaris<\/strong> en la teva p\u00e0gina i la <strong>taxa de rebot <\/strong>dels visitants que arriben al teu web des de les teves accions de PR. Si els usuaris entren i se\u2019n van r\u00e0pid, potser el teu contingut no est\u00e0 alineat amb les seves expectatives. <strong>Com m\u00e9s gran sigui el temps mitj\u00e0 de visita i menor la taxa de rebot, millor<\/strong> est\u00e0 funcionant el teu contingut, la qual cosa afavorir\u00e0 el teu posicionament.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Analitza_la_conversio_de_la_teva_audiencia\"><\/span>Analitza la conversi\u00f3 de la teva audi\u00e8ncia<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un blog o not\u00edcia, no sols genera soroll, tamb\u00e9 pot <strong>generar leads o vendes<\/strong>. Configura objectius en Google Analytics per a comprovar si les visites acaben convertint-se en subscripcions a la teva newsletter, en desc\u00e0rregues d&#8217;algun recurs proporcionat gratu\u00eftament o en compres al teu producte o servei.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"No_oblidis_limpacte_en_el_SEO\"><\/span>No oblidis l&#8217;impacte en el SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Els esments en mitjans de qualitat poden millorar el teu posicionament en Google. Usa <strong>Google Analytics<\/strong> per a veure si <strong>has guanyat tr\u00e0nsit org\u00e0nic gr\u00e0cies als <a href=\"https:\/\/es.semrush.com\/blog\/que-son-los-backlinks\/\" target=\"_blank\" rel=\"noopener\">backlinks<\/a><\/strong> (enlla\u00e7os d&#8217;altres llocs web que dirigeixen al teu) obtinguts amb la teva campanya, i complementa amb <a href=\"https:\/\/search.google.com\/search-console\/about\"><strong>Google Search Console<\/strong><\/a> per a avaluar el rendiment del teu lloc en els resultats de cerca.<\/p>\n<p>Aunque Google no te informar\u00e1 de todos los enlaces, te ofrecer\u00e1 una muestra muy importante de las webs que te est\u00e1n enlazando. Para consultarlo, tendr\u00e1s que ir a la secci\u00f3n \u00abSitios con m\u00e1s enlaces\u00bb tal y como te indicamos en la siguiente imagen:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11168\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/04\/7-Enlaces-en-Search-Console-2.png\" alt=\"Imatge previsualitzaci\u00f3 enllacis en Search Console\" width=\"600\" height=\"296\" \/><\/p>\n<p>Les relacions p\u00fabliques poden semblar dif\u00edcils de mesurar, per\u00f2 amb Google Analytics pots tenir una imatge clara del seu impacte. Defineix objectius, usa UTM, analitza el comportament de l&#8217;usuari i mesura conversions. Aix\u00ed, podr\u00e0s demostrar amb dades que la teva estrat\u00e8gia de continguts no sols brilla, sin\u00f3 que tamb\u00e9 genera resultats.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Llances una campanya de relacions p\u00fabliques, aconsegueixes esments en mitjans i xarxes, per\u00f2&#8230; Realment saps si est\u00e0 funcionant? Mesurar l&#8217;impacte d&#8217;una estrat\u00e8gia no \u00e9s m\u00e0gia, s\u00f3n dades. I Google Analytics \u00a0\u00e9s la teva bola de cristall. En aquest article t&#8217;expliquem com treure el m\u00e0xim partit a aquesta eina per a entendre qu\u00e8 funciona, qu\u00e8 no [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[67],"tags":[],"class_list":["post-11073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencies_comunicacio"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Mesura l&#039;impacte real del teu PR amb Google *Analytics. 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