{"id":20141,"date":"2018-04-04T15:04:32","date_gmt":"2018-04-04T15:04:32","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=20141"},"modified":"2025-04-02T10:40:54","modified_gmt":"2025-04-02T08:40:54","slug":"probabilidad-conversion-analytics","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/probability-conversion-analytics\/","title":{"rendered":"Conversion Probability in Analytics"},"content":{"rendered":"\n

Si hace casi un a\u00f1o os tra\u00edamos la novedosa beta de Calidad de la Sesi\u00f3n en Analytics<\/a><\/strong>, con la que hemos logrado grandes resultados en estrategias de Remarketing para muchos de nuestros clientes, hoy le llega el turno a la \u00faltima novedad que se nos ha habilitado: la Beta de Probabilidad de Conversi\u00f3n en Analytics<\/strong>.<\/p>\n\n\n\n

Y os preguntar\u00e9is…\u00bfqu\u00e9 es y para qu\u00e9 puede servirnos?<\/p>\n\n\n\n

Se trata de una dimensi\u00f3n que permite agrupar los distintos visitantes de nuestro sitio Web en base a la probabilidad que tienen de realizar una compra en los pr\u00f3ximos 30 d\u00edas. Tanto esta dimensi\u00f3n como la m\u00e9trica de porcentaje medio de probabilidad de conversi\u00f3n, basan su c\u00e1lculo en t\u00e9cnicas algor\u00edtmicas de modelado de datos<\/strong> similares a las de las Listas Inteligentes y los Objetivos Inteligentes. La probabilidad resultante de dicho c\u00e1lculo viene representada con valores de entre 1 y 100<\/strong>, siendo el primero el menos probable y el \u00faltimo el m\u00e1s probable.<\/p>\n\n\n\n

\"probabilidad<\/figure>\n\n\n\n

Adem\u00e1s gracias a la nueva beta de Probabilidad de Conversi\u00f3n en Analytics, podemos obtener una media de esta m\u00e9trica para los diferentes canales digitales de la tienda<\/strong>, informaci\u00f3n muy valiosa que nos permitir\u00e1 tener una visi\u00f3n general del negocio y de la probabilidad de conversi\u00f3n de los usuarios seg\u00fan del canal que lleguen:<\/p>\n\n\n\n

\"canales<\/figure>\n\n\n\n

Ampl\u00eda tus oportunidades en Remarketing<\/h2>\n\n\n\n

Por la experiencia que tenemos en estrategias de remarketing<\/strong>, estamos seguro que trabajar con audiencias creadas a partir de estas m\u00e9tricas nos van a permitir maximizar el retorno de la inversi\u00f3n<\/strong>, siendo m\u00e1s agresivos en el conjunto de usuarios con una probabilidad de conversi\u00f3n elevada e incluso negativizando en un momento dado todos aquellos con probabilidad casi nula. Para ello pod\u00e9is generar segmentos de estas dimensiones y posteriormente crear las listas de remarketing a partir del segmento, o bien directamente desde la creaci\u00f3n de audiencias.<\/em><\/p>\n\n\n\n

Como veis las posibilidades que se nos abren tanto para la gesti\u00f3n como para la anal\u00edtica son m\u00faltiples, pero llega la parte negativa… actualmente no est\u00e1 disponible para todas las cuentas<\/strong>, aunque al igual que sucedi\u00f3 con la Calidad de la Sesi\u00f3n, se ir\u00e1 habilitando previsiblemente para todas las cuentas.<\/p>\n\n\n\n

Por \u00faltimo destacar que existe una serie de requisitos<\/strong> para calcular la dimensi\u00f3n y la m\u00e9trica:<\/p>\n\n\n\n

  • Se precisan m\u00ednimo 1.000 transacciones de comercio electr\u00f3nico por mes<\/strong>. La probabilidad de conversi\u00f3n solo se basa de momento en datos de transacci\u00f3n.<\/li>
  • Tras alcanzar el umbral de 1.000 transacciones Analytics necesita 30 d\u00edas de datos para generar el modelo<\/strong>.<\/li><\/ul>\n\n\n\n

    Si en alg\u00fan momento el n\u00famero de transacciones bajara del m\u00ednimo requerido Analytics usar\u00e1 el \u00faltimo modelo v\u00e1lido para generar los datos para el informe.<\/p>\n\n\n\n

    Por nuestra parte vamos a empezar a experimentar creando audiencias avanzadas de Probabilidad de Conversi\u00f3n y, \u00a1dentro de poco seguro que os podemos traer los resultados obtenidos! \u00bfTe animas a probarlo?<\/p>\n \t","protected":false},"excerpt":{"rendered":"

    If almost a year ago we brought you the new beta of Session Quality in Analytics, with which we have achieved great results in Remarketing strategies for many of our clients, today it is the turn of the latest novelty that has been enabled: the Beta of Conversion Probability in Analytics.\n\n\n\nAnd you may ask... what is it and what can it be useful for?\n\n\n\nIt is a dimension that allows us to group the different visitors to our Web site based on their probability of making a purchase in the next 30 days. Both this dimension and the average conversion probability percentage metric are based on algorithmic data modeling techniques similar to those of Smart Lists and Smart Targets. The probability resulting from this calculation is represented by values between 1 and 100, the former being the least likely and the latter the most likely.\n\n\n\n\n\n\n\nIn addition, thanks to the new beta of Conversion Probability in Analytics, we can obtain an average of this metric for the different digital channels of the store, very valuable information that will allow us to have an overview of the business and the probability of conversion of users depending on the channel they arrive:\n\n\n\n\n\n\n\nExpand your Remarketing opportunities\n\n\n\nFrom the experience we have in remarketing strategies, we are sure that working with audiences created from these metrics will allow us to maximize the return on investment, being more aggressive in the set of users with a high probability of conversion and even negativizing at a given time all those with almost zero probability. To do this you can generate segments of these dimensions and then create remarketing lists from the segment, or directly from the creation of audiences.\n\n\n\nAs you can see, there are many possibilities for both management and analytics, but here comes the downside... it is not currently available for all accounts, although, as with Session Quality, it will foreseeably be enabled for all accounts.\n\n\n\nFinally, it should be noted that there are a number of requirements for calculating the dimension and metrics:\n\n\n\nMinimum 1,000 e-commerce transactions per month are required. Conversion probability is based on transaction data only for the moment.after reaching the threshold of 1,000 transactions Analytics needs 30 days of data to generate the model.\n\n\n\nIf at any point the number of transactions falls below the minimum required Analytics will use the last valid model to generate the data for the report.\n\n\n\nWe are going to start experimenting with creating advanced Conversion Probability audiences and we will be able to bring you the results soon! Would you like to try it?<\/p>","protected":false},"author":42,"featured_media":20146,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[27,22],"tags":[],"class_list":["post-20141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-web","category-marketing-online"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=20141"}],"version-history":[{"count":1,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20141\/revisions"}],"predecessor-version":[{"id":232192,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/20141\/revisions\/232192"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/20146"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=20141"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=20141"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=20141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}