{"id":6506,"date":"2022-12-13T16:58:37","date_gmt":"2022-12-13T16:58:37","guid":{"rendered":"https:\/\/www.eudonet.com\/mettre-en-place-et-analyser-le-tracking-de-sa-campagne-de-dons\/"},"modified":"2025-11-07T08:35:28","modified_gmt":"2025-11-07T08:35:28","slug":"mettre-en-place-et-analyser-le-tracking-de-sa-campagne-de-dons","status":"publish","type":"post","link":"https:\/\/www.eudonet.com\/fr\/ressources\/blog\/mettre-en-place-et-analyser-le-tracking-de-sa-campagne-de-dons\/","title":{"rendered":"Mettre en place et analyser le tracking de sa campagne de dons"},"content":{"rendered":"\n<div class=\"wp-block-lord-blocks-highlight wp-block--highlight\">\n<p class=\"wp-block-paragraph\"><strong>T\u00e9moignage : Aux Captifs, la Lib\u00e9ration mieux piloter sa collecte gr\u00e2ce au tracking et \u00e0 Eudonet CRM<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Qui ne mesure pas, ne progresse pas. \u00bb C\u2019est sur ce constat que l\u2019association <strong>Aux Captifs, la Lib\u00e9ration<\/strong> a d\u00e9cid\u00e9 d\u2019optimiser le suivi de ses campagnes digitales, notamment sa <strong>collecte de fin d\u2019ann\u00e9e<\/strong>, moment cl\u00e9 de sa strat\u00e9gie de dons.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019enjeu : <strong>mieux comprendre l\u2019origine de chaque don<\/strong> pour \u00e9valuer la performance de chaque levier (emailing, Google Ads, Facebook, etc.) et <strong>qualifier les donateurs dans le CRM Eudonet<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gr\u00e2ce \u00e0 la combinaison de <strong>notre solution de collecte de dons en ligne<\/strong> et de <strong>Google Analytics 4<\/strong>, l\u2019association a pu :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mettre en place un <strong>tracking pr\u00e9cis<\/strong> de ses campagnes gr\u00e2ce aux <strong>liens tagu\u00e9s (UTM)<\/strong> ;<\/li>\n\n\n\n<li><strong>Analyser les performances<\/strong> de chaque canal d\u2019acquisition et de chaque contenu ;<\/li>\n\n\n\n<li><strong>Qualifier sa base donateurs<\/strong> en croisant les donn\u00e9es de transaction entre <strong>Analytics, GiveXpert et Eudonet CRM<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Cette m\u00e9thodologie simple et rigoureuse permet aujourd\u2019hui \u00e0 Aux Captifs, la Lib\u00e9ration :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>d\u2019identifier la source exacte de chaque conversion de don,<\/li>\n\n\n\n<li>de relier chaque transaction \u00e0 un profil donateur,<\/li>\n\n\n\n<li>et de <strong>piloter sa strat\u00e9gie de collecte sur des donn\u00e9es fiables et actionnables<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>En bref :<\/strong> gr\u00e2ce \u00e0 Eudonet et \u00e0 une strat\u00e9gie de tracking bien construite, l\u2019association dispose d\u00e9sormais d\u2019une vision claire de l\u2019efficacit\u00e9 de ses campagnes et d\u2019un levier concret pour <strong>fid\u00e9liser et d\u00e9velopper sa communaut\u00e9 de donateurs<\/strong>.<\/p>\n<\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Mettre en place et analyser le tracking de sa campagne de dons\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/SG4yzBUlL3w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte et Objectifs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Le b\u00e9n\u00e9ficiaire :&nbsp;<\/strong>Aux captifs, la lib\u00e9ration&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La probl\u00e9matique :&nbsp;<\/strong>&nbsp;Qui ne mesure pas, ne progresse pas.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comment mettre en place un suivi de ses campagnes digitales&nbsp;?&nbsp;<\/li>\n\n\n\n<li>Comment bien contr\u00f4ler le tracking de sa campagne de dons ? Notamment son dispositif de collecte de fin d\u2019ann\u00e9e ?&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Les objectifs de bien cr\u00e9er et taguer ses liens :<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Faire remonter les bonnes donn\u00e9es pour analyser la performance des diff\u00e9rents canaux d\u2019acquisition.<\/li>\n\n\n\n<li>Identifier la source des clics et de la conversion du don pour \u00e9valuer l\u2019impact de chaque levier (email, publicit\u00e9 Google, Facebook Ads etc.)&nbsp;<\/li>\n\n\n\n<li>Retrouver une transaction particuli\u00e8re dans Analytics pour qualifier sa base dans son CRM&nbsp;(notamment identifier les nouveaux donateurs).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Le formulaire de don<\/strong>&nbsp;<strong>d\u2019Aux captifs, la lib\u00e9ration :&nbsp;<\/strong><a href=\"https:\/\/don.captifs.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/don.captifs.fr\/&nbsp;<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"511\" height=\"1024\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-511x1024.jpg\" alt=\"\" class=\"wp-image-6572\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-511x1024.jpg 511w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-150x300.jpg 150w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-768x1540.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-766x1536.jpg 766w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-760x1524.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-480x963.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-320x642.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-160x321.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation-80x160.jpg 80w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/emailing-dappel-a-dons-aux-captifs-la-liberation.jpg 954w\" sizes=\"(max-width: 511px) 100vw, 511px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Les r\u00e9sultats&nbsp;obtenus par&nbsp;Aux captifs, la lib\u00e9ration&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">gr\u00e2ce \u00e0\u00a0notre solution de <a href=\"https:\/\/www.eudonet.com\/fr\/solutions\/collecte-dons\/\">collecte de dons en ligne <\/a>et Google Analytics 4 (GA4)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Suivi<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">pr\u00e9cis des sources de dons&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Analyse<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">de la performance <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Qualification<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">de sa base donateurs <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1 suivi des sources de dons gr\u00e2ce aux liens tagu\u00e9s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Enjeux<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comment construire et taguer ses liens pour comprendre d\u2019o\u00f9 viennent ses conversions de dons ?&nbsp;<\/li>\n\n\n\n<li>Comment bien int\u00e9grer ses liens dans les diff\u00e9rents outils utilis\u00e9s pour sa collecte ?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">El\u00e9ments mis en place<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ajout d\u2019UTMs \u00e0 ses liens URL :<\/strong>&nbsp;ce sont des morceaux de texte qui seront interpr\u00e9t\u00e9s par une solution d\u2019Analytics (comme Google Analytics ou Matomo) et qui permettent d\u2019identifier la source de ses liens. Ils sont mat\u00e9rialis\u00e9s par des points d\u2019interrogation dans l\u2019URL de son lien.<\/li>\n\n\n\n<li><strong>Conseils de param\u00e9trage :&nbsp;<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>utm_source\u00a0<\/strong>: la source de votre campagne. Pas de r\u00e8gle particuli\u00e8re, peut \u00eatre nomm\u00e9e :\n<ul class=\"wp-block-list\">\n<li><em>par exemple : \u201cnewsletter\u201d ou bien le nom de votre solution emailing, ou encore la r\u00e9f\u00e9rence d\u2019un e-mail pr\u00e9cis avec sa date d\u2019envoi.\u00a0\u00a0<\/em><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>utm_medium<\/strong>\u00a0: le support de votre campagne. \n<ul class=\"wp-block-list\">\n<li><em>Par exemple : e-mail ou newsletter. Dans d\u2019autres cas, cela peut \u00eatre \u00ab\u00a0cpc\u00a0\u00bb (si publicit\u00e9) ou \u00ab social \u00bb (si post sur vos r\u00e9seaux sociaux)<\/em>.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>utm_campaign<\/strong>&nbsp;: permet de distinguer diff\u00e9rentes campagnes&nbsp;<\/li>\n\n\n\n<li><strong>utm_content<\/strong>\u00a0: permet de distinguer diff\u00e9rentes publicit\u00e9s, ou diff\u00e9rents \u00e9l\u00e9ments au sein d\u2019un m\u00eame e-mail (conversion via le header ou via le bouton CTA).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Insertion de son lien track\u00e9 dans sa communication<\/strong>\u00a0(donc de son lien param\u00e9tr\u00e9 avec les diff\u00e9rents\u00a0UTMs) :\n<ul class=\"wp-block-list\">\n<li>par exemple dans sa newsletter ou un post r\u00e9seaux sociaux. \n<ul class=\"wp-block-list\">\n<li>Ici le\u00a0lien tagu\u00e9 correspond au bouton \u201cJe fais un don\u201d dans un e-mail. <\/li>\n\n\n\n<li>Un 2\u1d49 lien track\u00e9 est cr\u00e9\u00e9 pour la banni\u00e8re\/bandeau pr\u00e9sent dans ce m\u00eame\u00a0mail, avec cette fois\u00a0l\u2019UTM content \u201cbandeau\u201d.\u00a0\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"592\" height=\"540\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation.jpg\" alt=\"\" class=\"wp-image-6579\" style=\"width:592px;height:auto\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation.jpg 592w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation-300x274.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation-480x438.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation-320x292.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation-160x146.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/suivi-precis-des-sources-de-dons-aux-captifs-la-liberation-80x73.jpg 80w\" sizes=\"(max-width: 592px) 100vw, 592px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1 analyse de la performance gr\u00e2ce aux liens tagu\u00e9s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Enjeux<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comment retrouver les \u00e9l\u00e9ments construits et analyser les r\u00e9sultats ?&nbsp;<\/li>\n\n\n\n<li>Quel poids repr\u00e9sente chaque levier ?&nbsp;<\/li>\n\n\n\n<li>Quels \u00e9l\u00e9ments de votre emailing a g\u00e9n\u00e9r\u00e9 le plus de clics, donc le plus de dons ?&nbsp;<\/li>\n\n\n\n<li>Quels revenus sont pass\u00e9s par votre landing page ? <\/li>\n\n\n\n<li>Comment votre landing page se comporte dans votre tunnel de conversion ?\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">El\u00e9ments mis en place<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u00e9rification de la performance de ses diff\u00e9rents leviers d\u2019acquisition<\/strong>\u00a0(visites, dur\u00e9e de session, e-commerce) gr\u00e2ce \u00e0 la vue Acquisition>Source\/Support dans Google Analytics. Note : ci-contre, c\u2019est la vue Universal Analytics car les donn\u00e9es datent de 2021. Vous retrouverez la m\u00eame chose sur Google Analytics 4.\u00a0<\/li>\n\n\n\n<li><strong>Identification du nombre de transactions, donc de dons, par levier<\/strong>&nbsp;(source\/support) et ce que \u00e7a repr\u00e9sente en termes de revenus.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"416\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-1024x416.jpg\" alt=\"\" class=\"wp-image-6586\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-1024x416.jpg 1024w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-300x122.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-768x312.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-1200x487.jpg 1200w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-760x309.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-480x195.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-320x130.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-160x65.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support-80x32.jpg 80w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/dans-google-analytics-la-vue-acquisition-source-et-support.jpg 1249w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Affinage de l\u2019analyse avec\u00a0la performance des diff\u00e9rents e-mails pour une m\u00eame campagne<\/strong>. Votre solution d\u2019e-mailing vous donnera d\u00e9j\u00e0 les taux de clics, les taux d\u2019ouverture de chacun de ces e-mails, mais pas le montant des dons, le nombre de dons et le taux de conversion que vous voyez avec Google Analytics.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"202\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-1024x202.jpg\" alt=\"\" class=\"wp-image-6593\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-1024x202.jpg 1024w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-300x59.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-768x152.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-1200x237.jpg 1200w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-760x150.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-480x95.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-320x63.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-160x32.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-80x16.jpg 80w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails.jpg 1252w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Affinage de l\u2019analyse en distinguant le taux de conversion \u00e0 l\u2019int\u00e9rieur d\u2019un m\u00eame e-mail<\/strong>, en fonction de si la personne a cliqu\u00e9 sur le bouton CTA ou le header.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"168\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-1024x168.jpg\" alt=\"\" class=\"wp-image-6600\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-1024x168.jpg 1024w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-300x49.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-768x126.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-1200x197.jpg 1200w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-760x125.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-480x79.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-320x53.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-160x26.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne-80x13.jpg 80w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/performance-des-differents-emails-pour-une-meme-campagne.jpg 1248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<strong>Une vue filtr\u00e9e sur sa landing page dans Google Analytics<\/strong>&nbsp;: S\u00e9quences &gt; Filtre ETAPE 1 \u00ab&nbsp;Page de destination\u201d contient URL de sa landing page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"374\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-1024x374.jpg\" alt=\"\" class=\"wp-image-6607\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-1024x374.jpg 1024w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-300x110.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-768x281.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-1200x439.jpg 1200w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-760x278.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-480x175.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-320x117.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-160x58.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email-80x29.jpg 80w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/analyse-en-distinguant-le-taux-de-conversion-a-linterieur-dun-meme-email.jpg 1234w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-lord-blocks-highlight wp-block--highlight\">\n<h4 class=\"wp-block-heading\">Id\u00e9e<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Filtrez sur d\u2019autres \u00e9l\u00e9ments, par exemple une campagne pr\u00e9cise, \u00e0 partir du moment o\u00f9 vous avez bien tagu\u00e9 vos liens en amont.&nbsp;<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">1 qualification de sa base donateurs gr\u00e2ce aux liens tagu\u00e9s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Enjeux<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comment identifier dans son CRM les nouveaux donateurs acquis gr\u00e2ce \u00e0 chaque levier alors que les outils d\u2019Analytics anonymisent les donn\u00e9es ?&nbsp;<\/li>\n\n\n\n<li>Comment faire un suivi de ses donateurs dans le temps, par exemple sur des leviers publicitaires ?&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">El\u00e9ments mis en place<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Utilisation de l\u2019ID \/ n \u00b0 de transaction, qui est une donn\u00e9e commune entre Google Analytics, le formulaire de don et le CRM<\/strong>\u00a0: Analytics permet de trouver une transaction \/ GiveXpert permet d\u2019identifier le donateur derri\u00e8re le don \/ Le CRM permet un suivi de ce donateur (est-ce un nouveau ? redonnera-t-il l\u2019an prochain ? Etc.)<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"955\" height=\"691\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics.jpg\" alt=\"\" class=\"wp-image-6614\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics.jpg 955w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-300x217.jpg 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-768x556.jpg 768w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-760x550.jpg 760w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-480x347.jpg 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-320x232.jpg 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-160x116.jpg 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2022\/12\/comment-chercher-les-transactions-individuelles-et-retrouver-une-transaction-particuliere-dans-analytics-80x58.jpg 80w\" sizes=\"(max-width: 955px) 100vw, 955px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">1) Croisement de l\u2019<strong>ID de commande de la transaction<\/strong>&nbsp;dans GiveXpert avec la donn\u00e9e correspondante dans Analytics.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) Croisement de cette donn\u00e9e avec le\u00a0<strong>couple Source\/Support<\/strong>. Dans cet exemple : la transaction N\u1d52 9683 correspondait \u00e0 une annonce payante en SEA sur Bing.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3) Croisement de cette donn\u00e9e Analytics avec la&nbsp;<strong>donn\u00e9e remont\u00e9e dans votre CRM&nbsp;<\/strong>(ici Eudonet).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u00e9rification de si cette personne est un nouveau donateur ou pas :<\/strong>\u00a0ici la personne a fait son premier don le 22\/11\/2021, donc c\u2019\u00e9tait sur la p\u00e9riode de campagne d\u2019Aux Captifs, la lib\u00e9ration. Conclusion : cette personne est un nouveau donateur.\u00a0\u00a0<\/li>\n\n\n\n<li><strong>Suivi de la personne dans le CRM<\/strong>, avec notamment un envoi de mail de bienvenue ou autre.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Contexte et Objectifs Le b\u00e9n\u00e9ficiaire :&nbsp;Aux captifs, la lib\u00e9ration&nbsp;&nbsp; La probl\u00e9matique :&nbsp;&nbsp;Qui ne mesure pas, ne progresse pas. Les objectifs de bien cr\u00e9er et taguer ses liens :&nbsp; Le formulaire de don&nbsp;d\u2019Aux captifs, la lib\u00e9ration :&nbsp;https:\/\/don.captifs.fr\/&nbsp; Les r\u00e9sultats&nbsp;obtenus par&nbsp;Aux captifs, la lib\u00e9ration&nbsp; gr\u00e2ce \u00e0\u00a0notre solution de collecte de dons en ligne et Google Analytics 4 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27831,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"%%title%% %%page%% | %%sitename%%","_yoast_wpseo_metadesc":"D\u00e9couvrez comment suivre l\u2019origine de vos dons, analyser la performance de vos campagnes et mieux qualifier vos donateurs avec Eudonet.","footnotes":""},"tags":[],"sectors":[58],"solutions":[65],"class_list":["post-6506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":{"article_suptitle":"Retour d\u2019exp\u00e9rience","article_short_desc":"D\u00e9couvrez comment Aux captifs, la lib\u00e9ration tague les liens de son dispositif de collecte de dons pour \u00e0 la fois analyser la performance de ses diff\u00e9rentes sources d\u2019acquisition et pour effectuer un suivi pr\u00e9cis de ses donateurs dans son CRM.\r\n\r\n","article_caption":"","article_related":"","author_name":"Linda AOUDIA","author_link":"https:\/\/www.linkedin.com\/in\/linda-aoudia-b2b-sales\/","author_photo":24303,"author_bio":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mettre en place et analyser le tracking de sa campagne de dons | Eudonet<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment suivre l\u2019origine de vos dons, analyser la performance de vos campagnes et mieux qualifier vos donateurs avec Eudonet.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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