{"id":2872,"date":"2010-05-19T20:00:49","date_gmt":"2010-05-19T19:00:49","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2872"},"modified":"2010-05-19T20:17:45","modified_gmt":"2010-05-19T19:17:45","slug":"mieux-controler-son-trafic-payant-avec-eulerian","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/05\/19\/mieux-controler-son-trafic-payant-avec-eulerian\/","title":{"rendered":"Mieux contr\u00f4ler son trafic payant avec Eulerian"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignnone\" title=\"Eulerian\" src=\"http:\/\/www.eulerian.com\/fr\/uploads\/css\/img\/logo_eulerian.jpg\" alt=\"\" width=\"245\" height=\"50\" \/><\/p>\n<p><a title=\"Aller sur le site d'Eulerian\" href=\"http:\/\/www.eulerian.com\" target=\"_blank\">Eulerian<\/a> propose des solutions qui permettent de mieux contr\u00f4ler ce qui se passe sur le site (web analytics) mais \u00e9galement par ou viennent les visiteurs.<\/p>\n<p>Quand on paye pour faire venir les clients, on le sait bien : <strong>on paye plusieurs fois pour la m\u00eame visite<\/strong>.<\/p>\n<p>Et \u00e7a se comprend, si on r\u00e9fl\u00e9chi \u00e0 ce que peut faire un internaute.<\/p>\n<p>Exemple :<\/p>\n<ul>\n<li>Venir une premi\u00e8re fois \u00e0 partir d&rsquo;une publicit\u00e9 adwords ;<\/li>\n<li>Revenir sur le site suite \u00e0 un email<\/li>\n<li>Revenir un peu plus tard via un site affili\u00e9 pour enfin acheter.<\/li>\n<\/ul>\n<p>Qui a r\u00e9ellement g\u00e9n\u00e9r\u00e9 la vente ? La r\u00e9alit\u00e9, c&rsquo;est que c&rsquo;est tr\u00e8s probablement l&rsquo;effort conjugu\u00e9 de toutes ces actions qui a conduit \u00e0 l&rsquo;acte d&rsquo;achat.<\/p>\n<p>Eulerian propose plusieurs choses int\u00e9ressantes, pour traiter ce sujet :<\/p>\n<p>La premi\u00e8re chose, c&rsquo;est de<strong> bien comprendre ce qui se passe r\u00e9ellement<\/strong>.<\/p>\n<p>Leurs outils d&rsquo;analyses permettent de voir ce qu&rsquo;on fait les internautes dans la dur\u00e9e, et de reconstituer les diff\u00e9rentes \u00e9tapes (comme dans notre exemple).<\/p>\n<p>Mais leurs outils permettent d&rsquo;aller plus loin, en pilotant l&rsquo;attribution de la vente (au dernier levier, au premier clic, &#8230;).<\/p>\n<h3>Bon, comment \u00e7a marche ?<\/h3>\n<p>Quand on paye au clic (CPC), c&rsquo;est le site ou l&rsquo;internaute clic qui effectue directement le comptage des clics.<\/p>\n<p>Mais quand on paye \u00e0 la performance (achat par exemple), il faut mettre un \u00ab\u00a0lien\u00a0\u00bb juste apr\u00e8s l&rsquo;acte d&rsquo;achat pour faire remonter l&rsquo;information et permettre \u00e0 celui qui a amen\u00e9 le visiteur de savoir qu&rsquo;il a \u00ab\u00a0gagn\u00e9\u00a0\u00bb.<\/p>\n<p>Concr\u00e8tement, on ins\u00e8re souvent une image invisible de 1 pixel, sur la page post achat. Cette image est le lien qui permet de compter les \u00ab\u00a0points\u00a0\u00bb.<\/p>\n<p>Comme on travaille avec plusieurs plateformes (emailing, affiliation, moteurs de shopping, &#8230;), on doit ins\u00e9rer un lien par plateforme.<\/p>\n<p>Avec Eulerian, on met Eulerian en rupture : il ne reste sur la page post achat que le lien vers Eulerian, et Eulerian g\u00e8re les liens vers toutes les plateformes utilis\u00e9es.<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/04\/eurelian.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-2876\" title=\"eurelian\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/04\/eurelian.jpg\" alt=\"\" width=\"500\" height=\"245\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/04\/eurelian.jpg 500w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2010\/04\/eurelian-300x147.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p>Eulerian se retrouve donc \u00e0 pouvoir attribuer la vente \u00e0 l&rsquo;une des plateformes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Eulerian propose des solutions qui permettent de mieux contr\u00f4ler ce qui se passe sur le site (web analytics) mais \u00e9galement par ou viennent les visiteurs. Quand on paye pour faire venir les clients, on le sait bien : on paye plusieurs fois pour la m\u00eame visite. Et \u00e7a se comprend, si on r\u00e9fl\u00e9chi \u00e0 ce [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[94,379,371,373,195],"class_list":["post-2872","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-affiliation","tag-araok","tag-e-commerce","tag-e-marketing","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mieux contr\u00f4ler son trafic payant avec Eulerian - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2010\/05\/19\/mieux-controler-son-trafic-payant-avec-eulerian\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mieux contr\u00f4ler son trafic payant avec Eulerian - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Eulerian propose des solutions qui permettent de mieux contr\u00f4ler ce qui se passe sur le site (web analytics) mais \u00e9galement par ou viennent les visiteurs. Quand on paye pour faire venir les clients, on le sait bien : on paye plusieurs fois pour la m\u00eame visite. 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