{"id":221298,"date":"2023-01-25T00:10:55","date_gmt":"2023-01-24T23:10:55","guid":{"rendered":"https:\/\/blog.lewagon.com\/non-classifiee\/plan-de-taggage\/"},"modified":"2023-04-24T00:43:31","modified_gmt":"2023-04-23T22:43:31","slug":"plan-de-taggage","status":"publish","type":"post","link":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/","title":{"rendered":"La m\u00e9thode ultime pour d\u00e9finir un plan de taggage"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"<p>Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tutoriel.<\/p>\n","protected":false},"author":1,"featured_media":221299,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[142],"type_de_post":[],"post-format":[],"class_list":["post-221298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-skills","tag-data-fr"],"acf":[],"acfml_non_translatable_locations":null,"_wp_attached_file":null,"_wp_attachment_metadata":null,"wpml_media_processed":null,"_elementor_inline_svg":null,"_elementor_source_image_hash":null,"_wp_attachment_image_alt":null,"_msc":null,"_elementor_is_screenshot":null,"_wp_attachment_context":null,"_oembed_4f1dc266c1e5b199d2e3668569863d35":null,"_wp_attachment_backup_sizes":null,"description_courte_du_cours":null,"_description_courte_du_cours":null,"sujets":null,"_sujets":null,"niveau":null,"_niveau":null,"duree":null,"_duree":null,"lien_externe_du_cours":null,"_lien_externe_du_cours":null,"_g_feedback_shortcode_8e54bebc0966bf7f9290fee5ef5e57c8a8c597c6":null,"_g_feedback_shortcode_atts_8e54bebc0966bf7f9290fee5ef5e57c8a8c597c6":null,"elementor_font_files":null,"elementor_font_face":null,"_elementor_location":null,"_elementor_priority":null,"_elementor_code":null,"_elementor_extra_options":null,"date_de_levent":null,"_date_de_levent":null,"heure_de_debut_de_levent":null,"_heure_de_debut_de_levent":null,"heure_de_fin_de_levent":null,"_heure_de_fin_de_levent":null,"time_zone":null,"_time_zone":null,"description_de_levent":null,"_description_de_levent":null,"format_du_cours":null,"_format_du_cours":null,"pre-requis":null,"_pre-requis":null,"langue_de_levent":null,"_langue_de_levent":null,"lien_externe_de_levent":null,"_lien_externe_de_levent":null,"_yoast_wpseo_primary_tag_events":null,"lieu_de_levent":null,"_lieu_de_levent":null,"_menu_item_type":null,"_menu_item_menu_item_parent":null,"_menu_item_object_id":null,"_menu_item_object":null,"_menu_item_target":null,"_menu_item_classes":null,"_menu_item_xfn":null,"_menu_item_url":null,"_omapi_type":null,"_omapi_ids":null,"_omapi_enabled":null,"_yoast_wpseo_content_score":null,"_pll_strings_translations":null,"_yoast_wpseo_primary_post_tag":"","_yoast_wpseo_primary_type_de_post":"","_yoast_wpseo_primary_post-format":"","_oembed_e607e81f61090d85eabdabc743a27470":null,"_oembed_196c62ccee9fda191cd6fa5f568ddc05":null,"_oembed_6b5f28c0de48cbf3a2ad766be5eb3b30":null,"_oembed_082c4292f4cd0dedc40ae746a899501c":null,"om_disable_all_campaigns":null,"wpil_sync_report3":"1","_yoast_wpseo_focuskw":null,"_yoast_wpseo_linkdex":null,"_yoast_wpseo_opengraph-title":"Plan de taggage : par o\u00f9 commencer ?","_yoast_wpseo_opengraph-description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","_yoast_wpseo_twitter-title":"Plan de taggage : par o\u00f9 commencer ?","_yoast_wpseo_twitter-description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","wpil_links_inbound_internal_count":"0","wpil_links_inbound_internal_count_data":[],"wpil_links_outbound_internal_count":"0","wpil_links_outbound_internal_count_data":[],"wpil_links_outbound_external_count":"5","wpil_links_outbound_external_count_data":[{"__PHP_Incomplete_Class_Name":"Wpil_Model_Link","link_id":0,"url":"http:\/\/fnac.com","host":"fnac.com","internal":false,"post":null,"anchor":"fnac.com","added_by_plugin":false,"location":"content"},{"__PHP_Incomplete_Class_Name":"Wpil_Model_Link","link_id":0,"url":"http:\/\/fnac.com","host":"fnac.com","internal":false,"post":null,"anchor":"fnac.com","added_by_plugin":false,"location":"content"},{"__PHP_Incomplete_Class_Name":"Wpil_Model_Link","link_id":0,"url":"https:\/\/www.emil.school\/articles\/indicateurs-performance-entreprise","host":"emil.school","internal":false,"post":null,"anchor":"\u00e0 l\u2019image du funnel AARRR dont nous vous parlons dans cet article","added_by_plugin":false,"location":"content"},{"__PHP_Incomplete_Class_Name":"Wpil_Model_Link","link_id":0,"url":"https:\/\/docs.google.com\/spreadsheets\/d\/1C8qSpRMFSI1T6Ca7ULqraeHclmHM9tdTxFrDizTHQ7I\/edit#gid=1103494395","host":"docs.google.com","internal":false,"post":null,"anchor":"Vous pourrez le retrouver ici !","added_by_plugin":false,"location":"content"},{"__PHP_Incomplete_Class_Name":"Wpil_Model_Link","link_id":0,"url":"https:\/\/www.emil.school\/programmes\/tracking-product-analytics","host":"emil.school","internal":false,"post":null,"anchor":"formation Emil Tracking &amp; Product Analytics","added_by_plugin":false,"location":"content"}],"wpil_sync_report2_time":"2023-08-11T09:31:34+00:00","gnpub_modified_count":null,"_encloseme":"1","_jetpack_memberships_contains_paid_content":null,"_oembed_df252bc3f21e94e550790f0a26013d33":null,"_oembed_7c25793225e5877909b9566a95c01f07":null,"_oembed_time_7c25793225e5877909b9566a95c01f07":null,"_oembed_c035311b2d37111892bc6336ad75c1a7":null,"_oembed_time_c035311b2d37111892bc6336ad75c1a7":null,"_yoast_wpseo_focuskw_text_input":"","_yoast_wpseo_opengraph-image":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg","_yoast_wpseo_twitter-image":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg","_bnitk_mfd_meta-robots-noindex":null,"_yoast_wpseo_meta-robots-noindex":null,"_bnitk_mfd_meta-robots-nofollow":null,"_yoast_wpseo_meta-robots-nofollow":null,"_oembed_9b38dff8e9475b390d223d1a13735d6e":null,"_oembed_09b03dce1da57707d8b400d6ead6cfea":null,"_oembed_time_09b03dce1da57707d8b400d6ead6cfea":null,"_oembed_761875ecd5d7c814e779a8a1669e3078":null,"_oembed_time_761875ecd5d7c814e779a8a1669e3078":null,"_oembed_60128998417fdcbaac97a635f5785efd":null,"_oembed_time_60128998417fdcbaac97a635f5785efd":null,"_oembed_bbc2c908fc7e611d82dce88119dc4350":null,"_oembed_time_bbc2c908fc7e611d82dce88119dc4350":null,"_oembed_5ada75a4373349f7b136423290505b3a":null,"_oembed_time_5ada75a4373349f7b136423290505b3a":null,"_oembed_086373a651e90a4eb1279fa1f945472c":null,"_oembed_time_086373a651e90a4eb1279fa1f945472c":null,"_wpml_post_translation_editor_native":null,"_oembed_5e24c29ce369f6b80c9eeec04f14665b":null,"_oembed_time_5e24c29ce369f6b80c9eeec04f14665b":null,"_oembed_8c3e7085f10b7c0fc5520e72277d797b":null,"_oembed_time_8c3e7085f10b7c0fc5520e72277d797b":null,"_oembed_1489782c3c8ef26605b6876b88f7bdda":null,"_oembed_time_1489782c3c8ef26605b6876b88f7bdda":null,"_oembed_0a3d659fc8de333aa903ab0b56018d23":null,"_oembed_time_0a3d659fc8de333aa903ab0b56018d23":null,"_oembed_d1585e059963c7dbe1909a198f64637b":null,"_oembed_da273c5e4d4993b38963204fa3018b68":null,"_oembed_time_da273c5e4d4993b38963204fa3018b68":null,"_oembed_a5e2c70342e4f17e48253b0a60b76258":null,"_oembed_time_a5e2c70342e4f17e48253b0a60b76258":null,"_oembed_83c8f84c43191797360817ecdc633650":null,"_oembed_time_83c8f84c43191797360817ecdc633650":null,"_oembed_e105b3463a1e23321ff3d1a9daf4ce77":null,"_oembed_1692f2329443bc1b18fc320e0d77cb4e":null,"_yoast_wpseo_schema_article_type":null,"_oembed_02bf1d274545a46fdad44828db802e9b":null,"_oembed_483efee027379bb1099137e135e60619":null,"_oembed_time_483efee027379bb1099137e135e60619":null,"_oembed_d9e3a2e55472c308a6d4f95f9859d57c":null,"_oembed_time_d9e3a2e55472c308a6d4f95f9859d57c":null,"_oembed_14a773041d4083fdc540105ccc635e1f":null,"_oembed_time_14a773041d4083fdc540105ccc635e1f":null,"_oembed_fd2c0295b311b878f43def139f693291":null,"_oembed_time_fd2c0295b311b878f43def139f693291":null,"_oembed_9e88339a75e081aa4aa002ac43b5917e":null,"_oembed_time_9e88339a75e081aa4aa002ac43b5917e":null,"_oembed_e58b2264fd34411178c5aead6e76fc0e":null,"_oembed_time_e58b2264fd34411178c5aead6e76fc0e":null,"_oembed_bddf29494cd341c273d2f25802785f3a":null,"_oembed_time_bddf29494cd341c273d2f25802785f3a":null,"_oembed_9fdc7ffbd7d1c456cb57323136bcf86d":null,"_oembed_time_9fdc7ffbd7d1c456cb57323136bcf86d":null,"_oembed_6882adf1f7ba34c40d8abda49c078862":null,"_oembed_time_6882adf1f7ba34c40d8abda49c078862":null,"_oembed_42ae0b6a999f98ed81c86edf9b80d360":null,"_oembed_time_42ae0b6a999f98ed81c86edf9b80d360":null,"_oembed_f4dcff6ba8f84f09cade790420ba4d80":null,"_oembed_time_f4dcff6ba8f84f09cade790420ba4d80":null,"_oembed_25071af9d5ecd73a9356fe5704bba4d8":null,"_oembed_time_25071af9d5ecd73a9356fe5704bba4d8":null,"_oembed_a86728f5efc0ca0642006bbb96f843cc":null,"_oembed_time_a86728f5efc0ca0642006bbb96f843cc":null,"_oembed_d7b5055b785ef8a0cf22c87d024bf2a4":null,"_oembed_time_d7b5055b785ef8a0cf22c87d024bf2a4":null,"_oembed_6a73e101cae7c3452b00a72cf0fc9b22":null,"_oembed_time_6a73e101cae7c3452b00a72cf0fc9b22":null,"_oembed_0aef478f0830cc2e857b9a150a7f763a":null,"_oembed_time_0aef478f0830cc2e857b9a150a7f763a":null,"_oembed_d1a3bdcdf10e4859560b01d910ad1120":null,"_oembed_time_d1a3bdcdf10e4859560b01d910ad1120":null,"_oembed_05ef2af36a31586761b7311d393d1df4":null,"_oembed_time_05ef2af36a31586761b7311d393d1df4":null,"_oembed_ed00fe1690bb2e86f1eb06acfe8a13e7":null,"_oembed_time_ed00fe1690bb2e86f1eb06acfe8a13e7":null,"_oembed_59ffcbf71f633752ca4f26b3b4a544c9":null,"_oembed_time_59ffcbf71f633752ca4f26b3b4a544c9":null,"_oembed_a7b688611478922544f14672fda18461":null,"_oembed_time_a7b688611478922544f14672fda18461":null,"_oembed_266f9a151e3a09eeee918af2d28fd24f":null,"_oembed_time_266f9a151e3a09eeee918af2d28fd24f":null,"_oembed_9f52726dd229470e47d40ff0c8aeb5f8":null,"_oembed_time_9f52726dd229470e47d40ff0c8aeb5f8":null,"_oembed_5547f713058fed19783e0533ce393a31":null,"_oembed_time_5547f713058fed19783e0533ce393a31":null,"_oembed_68ff8dd20e77e109ad084c2252ca040d":null,"_oembed_time_68ff8dd20e77e109ad084c2252ca040d":null,"_oembed_819f09a569080db91bf5dadda0a30d9f":null,"_oembed_time_819f09a569080db91bf5dadda0a30d9f":null,"_oembed_4fc081fbdf0afd05a624ba852a63e133":null,"_oembed_time_4fc081fbdf0afd05a624ba852a63e133":null,"_oembed_d66baf1301b99db8b19a0924319cf03e":null,"_oembed_time_d66baf1301b99db8b19a0924319cf03e":null,"_oembed_14a5f80e3eef4903e482b0ef3799659e":null,"_oembed_time_14a5f80e3eef4903e482b0ef3799659e":null,"_oembed_c24c715adb3853482526a794a5f3c3bb":null,"_oembed_time_c24c715adb3853482526a794a5f3c3bb":null,"_oembed_9c493e098be2852715cc990b6e6243f3":null,"_oembed_time_9c493e098be2852715cc990b6e6243f3":null,"_oembed_b60b7e3028d326711916099f54e986fa":null,"_oembed_time_b60b7e3028d326711916099f54e986fa":null,"_oembed_5283e19fcec44e632de8d436d46ec2f7":null,"_oembed_time_5283e19fcec44e632de8d436d46ec2f7":null,"_oembed_057692cb4479cf5c77363896a28db44f":null,"_oembed_time_057692cb4479cf5c77363896a28db44f":null,"_oembed_e8cb0f41d141fe5eb9d69fc32a98cd72":null,"_oembed_time_e8cb0f41d141fe5eb9d69fc32a98cd72":null,"_oembed_75dcbca80ec1829a77578390fae8fa56":null,"_oembed_time_75dcbca80ec1829a77578390fae8fa56":null,"_oembed_e49318dfeabd5f16d7967e2fcc746fbd":null,"_oembed_time_e49318dfeabd5f16d7967e2fcc746fbd":null,"_oembed_76116b03fe5a013341210d278021184b":null,"_oembed_time_76116b03fe5a013341210d278021184b":null,"_oembed_6c81e1c9b634b5066fb37aaccfd71053":null,"_oembed_time_6c81e1c9b634b5066fb37aaccfd71053":null,"_oembed_abbc1aa97e554f334c2ce25f0d883702":null,"_oembed_time_abbc1aa97e554f334c2ce25f0d883702":null,"_oembed_ba421363b36dd97c087665d5025396cf":null,"_oembed_time_ba421363b36dd97c087665d5025396cf":null,"_oembed_a98f236eb48eb9cd4ede7f319e9cfbc7":null,"_oembed_time_a98f236eb48eb9cd4ede7f319e9cfbc7":null,"_oembed_d61fec7d73397687995fec8d7bd9852f":null,"_oembed_time_d61fec7d73397687995fec8d7bd9852f":null,"_oembed_2e9e46a0176fe90e49cc5fff32ac6912":null,"_oembed_time_2e9e46a0176fe90e49cc5fff32ac6912":null,"_oembed_8a304f49b3aa1c3eec8d0b0577e05e3d":null,"_oembed_time_8a304f49b3aa1c3eec8d0b0577e05e3d":null,"_oembed_ad30824ca1e37cffdad2dbce46c4998a":null,"_oembed_time_ad30824ca1e37cffdad2dbce46c4998a":null,"_oembed_6c3dacc8273d4877c65378c1f324c9cc":null,"_oembed_time_6c3dacc8273d4877c65378c1f324c9cc":null,"_oembed_1d0e7d3c6d826ca1e56a24218abba6f2":null,"_oembed_time_1d0e7d3c6d826ca1e56a24218abba6f2":null,"_oembed_50929cd1300f7cdee57e6e5451afb186":null,"_oembed_time_50929cd1300f7cdee57e6e5451afb186":null,"_oembed_72dc139d079681a2c3d759a86af48ccc":null,"_oembed_time_72dc139d079681a2c3d759a86af48ccc":null,"_oembed_d359fdb1fa5da9e62dd3505937f46fb6":null,"_oembed_time_d359fdb1fa5da9e62dd3505937f46fb6":null,"_oembed_589d6065ccac39334963be5bd8656631":null,"_oembed_time_589d6065ccac39334963be5bd8656631":null,"_oembed_715be02b6ebadc1be6dd638a57d01eb7":null,"_oembed_time_715be02b6ebadc1be6dd638a57d01eb7":null,"_oembed_f5139a9df267d3aa532f5b56409c90b0":null,"_oembed_time_f5139a9df267d3aa532f5b56409c90b0":null,"_oembed_3d9a26be229b27005ca74596fb62cc08":null,"_oembed_time_3d9a26be229b27005ca74596fb62cc08":null,"_oembed_a7d6f0ce79de685fc6f7f4d447e15468":null,"_oembed_time_a7d6f0ce79de685fc6f7f4d447e15468":null,"_oembed_20849479e832b5312335e3086c5f972b":null,"_oembed_time_20849479e832b5312335e3086c5f972b":null,"_oembed_2be4d392f66846deb7624c1bf3bc293e":null,"_oembed_time_2be4d392f66846deb7624c1bf3bc293e":null,"_oembed_9bcf546ec292041d23df28a719840688":null,"_oembed_time_9bcf546ec292041d23df28a719840688":null,"_oembed_0858ffd7404bcd7d82896f942481fe63":null,"_oembed_time_0858ffd7404bcd7d82896f942481fe63":null,"_oembed_4a2dd0ecf082a7c7d82731c06a644799":null,"_oembed_time_4a2dd0ecf082a7c7d82731c06a644799":null,"_oembed_8a1e46bc730cb21c1085d157ae6fa8b6":null,"_oembed_time_8a1e46bc730cb21c1085d157ae6fa8b6":null,"_oembed_cae7deb931d75f809e459e912e71429a":null,"_oembed_time_cae7deb931d75f809e459e912e71429a":null,"_oembed_6fcb4f8ab72abccda75674f71a946f97":null,"_oembed_time_6fcb4f8ab72abccda75674f71a946f97":null,"_oembed_7f0bfd584f844117a64fe73d83b43245":null,"_oembed_time_7f0bfd584f844117a64fe73d83b43245":null,"_oembed_d0aea105cffdf6e004979cf1e4f51e96":null,"_oembed_time_d0aea105cffdf6e004979cf1e4f51e96":null,"_oembed_e53b85b8766b3dc91338f6c1b95a2541":null,"_oembed_time_e53b85b8766b3dc91338f6c1b95a2541":null,"_oembed_48832be87b763046d232c1f2b5ac5fb3":null,"_oembed_time_48832be87b763046d232c1f2b5ac5fb3":null,"_oembed_32a9a34fcf91c466be9a08e1dba3c84e":null,"_oembed_time_32a9a34fcf91c466be9a08e1dba3c84e":null,"_oembed_fb50b2dc07acfa2418f00cdc2ad4c4c2":null,"_oembed_time_fb50b2dc07acfa2418f00cdc2ad4c4c2":null,"_oembed_3089e1d62f944a73b38c996e49abd2fc":null,"_oembed_time_3089e1d62f944a73b38c996e49abd2fc":null,"_oembed_1ecc99e75cf5d001c8da4f4d600703a8":null,"_oembed_time_1ecc99e75cf5d001c8da4f4d600703a8":null,"_oembed_b9c03ca24b382c17966861d251dc3b8d":null,"_oembed_time_b9c03ca24b382c17966861d251dc3b8d":null,"_wp_trash_meta_status":null,"_wp_trash_meta_time":null,"_wp_desired_post_slug":null,"_oembed_031755ba22f2b639d88c78254a99ff39":null,"_oembed_time_031755ba22f2b639d88c78254a99ff39":null,"description_de_la_ressource":null,"_description_de_la_ressource":null,"titre_du_fichier":null,"_titre_du_fichier":null,"_edit_last":"1","_edit_lock":"1682289678:1","_wp_old_slug":null,"_top_nav_excluded":null,"_cms_nav_minihome":null,"inline_featured_image":null,"_yoast_wpseo_estimated-reading-time-minutes":"0","_yoast_wpseo_wordproof_timestamp":"","_wpml_media_duplicate":"1","_thumbnail_id":"221299","_wpml_media_featured":"1","_wpml_word_count":"{\"total\":2231,\"to_translate\":{\"en\":2231,\"de\":2231,\"ja\":2231,\"pt-br\":2231,\"es\":2231}}","_last_translation_edit_mode":null,"_last_editor_used_jetpack":"classic-editor","_elementor_edit_mode":null,"_elementor_template_type":null,"_wp_page_template":"default","_elementor_page_settings":null,"_elementor_data":null,"_elementor_page_assets":null,"_elementor_version":null,"_elementor_pro_version":null,"_elementor_elements_default_values":null,"_elementor_css":null,"_elementor_source":null,"_elementor_conditions":null,"_wpml_location_migration_done":null,"_elementor_controls_usage":null,"_elementor_screenshot_failed":null,"_elementor_screenshot":null,"_elementor_popup_display_settings":null,"_yoast_wpseo_primary_category":"","_wp_old_date":null,"_elementor_template_widget_type":null,"_icl_lang_duplicate_of":null,"_yoast_wpseo_metadesc":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","_yoast_wpseo_title":"Plan de taggage : par o\u00f9 commencer ?","contenu_de_larticle":"\u00cates-vous absolument certain.e de <strong>bien conna\u00eetre vos utilisateurs<\/strong> et leurs comportements ?\r\n\r\nD\u2019identifier les fonctionnalit\u00e9s qui leur plaisent ou leur d\u00e9plaisent ? De comprendre pourquoi ils abandonnent leur panier ? Ou comment les convertir en utilisateurs payants ?\r\n\r\nIl est vrai que par d\u00e9faut, les outils de tracking vous permettent d\u2019acc\u00e9der \u00e0 un grand nombre d\u2019informations. N\u00e9anmoins, celles-ci ne sont souvent pas sp\u00e9cifiques \u00e0 votre activit\u00e9.\r\n\r\n\u00c0 vous de jouer en <strong>cr\u00e9ant en plan de taggage pr\u00e9cis et adapt\u00e9 \u00e0 vos besoins business<\/strong> ! C\u2019est \u00e9galement l\u2019occasion pour votre entreprise de se poser les bonnes questions sur le parcours utilisateur.\r\n\r\n<strong>A la fin de l\u2019article, on vous offre m\u00eame un template de plan de taggage pr\u00eat \u00e0 l\u2019emploi !<\/strong>\r\n\r\n<em>Pr\u00e9cision : dans cet article, nous parlons de plan de tracking, de plan de taggage et plus rarement de plan de marquage. Tous ces termes sont \u00e9quivalents.<\/em>\r\n\r\n\u200d\r\n\r\n\u200d\r\n<h2>1. \u00c9v\u00e9nements, propri\u00e9t\u00e9s et attributs : les ingr\u00e9dients d\u2019un bon plan de taggage<\/h2>\r\n\u200d\r\n<h3>1. 1 Le plan de tracking, un document de planification garant de la coh\u00e9rence des donn\u00e9es<\/h3>\r\nChaque entreprise doit \u00eatre en mesure de comprendre et d\u2019\u00e9valuer la qualit\u00e9 de son parcours utilisateur, que ce soit sur le site web ou sur le produit.\r\n\r\nPour cela, elle collecte des donn\u00e9es, ou \u00e9v\u00e9nements, en fonction du comportement des utilisateurs, que l\u2019on recense dans un document, g\u00e9n\u00e9ralement un Google Sheets.\r\n\r\nC\u2019est ce qu\u2019on appelle un <strong>plan de taggage<\/strong>.\r\n\r\nLe fait de lister dans ce document <strong>tous les \u00e9v\u00e9nements et leur d\u00e9finition<\/strong> dans ce document permet d\u2019assurer un <strong>niveau \u00e9quitable de compr\u00e9hension<\/strong> et d\u2019analyse des donn\u00e9es.\r\n\r\nIl se positionne donc comme <strong>source de v\u00e9rit\u00e9<\/strong> et <strong>outil de collaboration<\/strong> pour toutes les personnes impliqu\u00e9es dans le parcours utilisateur : les \u00e9quipes tech, produit, marketing, service client...\r\n\r\nG\u00e9n\u00e9ralement, ce document ressemble \u00e0 \u00e7a :\r\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 2194px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"2194px\">\r\n<div><img src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/621623a3648e4995e619833b_Capture%20d%E2%80%99e%CC%81cran%202022-02-22%20a%CC%80%2009.17.11.png\" alt=\"plan taggage\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\nSi on prend l\u2019exemple de la m\u00e9trique phare de tout marchand e-commerce : le taux de conversion. Le calcul est plut\u00f4t simple : il s\u2019agit du ratio du nombre d\u2019achats divis\u00e9 par le nombre de visites. Pour mesurer le taux de conversion, nous devons donc collecter deux types d\u2019actions ici : les achats d\u2019une part, les visites d\u2019autre part.\r\n\r\nEt voil\u00e0, nous venons de d\u00e9finir deux premiers \u00e9v\u00e9nements incontournables qu\u2019il s\u2019agit maintenant de traquer, qui vont constituer deux lignes du plan de taggage ! Facile non ?\r\n\r\nContinuons !\r\n\r\n\u200d\r\n<h3>1.2 L\u2019\u00e9v\u00e9nement signale l\u2019action d\u2019un utilisateur<\/h3>\r\nLes \u00e9v\u00e9nements sont en fait des <strong>signaux<\/strong> qui rendent compte d\u2019une action men\u00e9e par un utilisateur sur une plateforme. On remarque trois types d\u2019\u00e9v\u00e9nements :\r\n<ul>\r\n \t<li><strong>Page vue :<\/strong> lorsqu\u2019un utilisateur se rend sur une page d\u2019un site ou sur un \u00e9cran de l\u2019application<\/li>\r\n \t<li><strong>Clic :<\/strong> lorsqu\u2019un utilisateur clique sur un bouton<\/li>\r\n \t<li><strong>Action ou conversion :<\/strong> lorsqu\u2019un utilisateur r\u00e9alise une action (cr\u00e9ation de compte, installation d\u2019app\u2026) ou de conversion (achat, abonnement, lecture de vid\u00e9o, \u2026)<\/li>\r\n<\/ul>\r\nPar exemple, vous venez de vous inscrire sur <a href=\"http:\/\/fnac.com\">fnac.com<\/a>. Quelques secondes plus tard, vous recevez un e-mail de bienvenue.\r\n\r\nAu terme de l\u2019inscription, un \u00e9v\u00e9nement probablement appel\u00e9 \u201csign up\u201d a \u00e9t\u00e9 d\u00e9clench\u00e9 sur le site. Votre adresse e-mail, pr\u00e9cis\u00e9e dans le formulaire d\u2019inscription, a ensuite \u00e9t\u00e9 envoy\u00e9e vers l\u2019outil de CRM, ce qui a d\u00e9clench\u00e9 l\u2019envoi d\u2019un e-mail de bienvenue.\r\n\r\n\u200d\r\n<h3>1.3 La propri\u00e9t\u00e9 d\u2019\u00e9v\u00e9nement pr\u00e9cise l\u2019\u00e9v\u00e9nement en question<\/h3>\r\nUne propri\u00e9t\u00e9 est un sous-\u00e9l\u00e9ment de l\u2019\u00e9v\u00e9nement qui l\u2019enrichit en apportant des informations compl\u00e9mentaires ou du contexte sur l\u2019action prise par l\u2019utilisateur.\r\n\r\nIl existe deux types de propri\u00e9t\u00e9s d\u2019\u00e9v\u00e9nements :\r\n<ul>\r\n \t<li><strong>standard :<\/strong> pr\u00e9sentes pour tous les \u00e9v\u00e9nements (user_id, timestamp\u2026)<\/li>\r\n \t<li><strong>custom :<\/strong> pr\u00e9sentes pour certains \u00e9v\u00e9nements (prix d\u2019un produit, titre d\u2019une musique jou\u00e9e sur un service de streaming audio)<\/li>\r\n<\/ul>\r\nPar exemple, imaginons un \u00e9v\u00e9nement correspondant \u00e0 un achat sur <a href=\"http:\/\/fnac.com\">fnac.com<\/a>. Voici la configuration qui pourrait \u00eatre mise en place\r\n<ul>\r\n \t<li><strong>Event Name :<\/strong> purchase<\/li>\r\n \t<li><strong>Standard Event Properties :<\/strong><\/li>\r\n \t<li>date : date \u00e0 laquelle l\u2019\u00e9v\u00e9nement est enregistr\u00e9<\/li>\r\n \t<li>customer_id : identifiant unique de l\u2019utilisateur interne au site<\/li>\r\n \t<li>platform : plateforme depuis laquelle l\u2019action a \u00e9t\u00e9 r\u00e9alis\u00e9e<\/li>\r\n \t<li><strong>Custom Event Properties :<\/strong><\/li>\r\n \t<li>purchase_id : identifiant unique de l\u2019achat interne au site<\/li>\r\n \t<li>total_amount : montant r\u00e9gl\u00e9 par l\u2019utilisateur lors de son achat<\/li>\r\n \t<li>nb_items : nombre total de produits achet\u00e9s<\/li>\r\n \t<li>payment_method : mode de paiement utilis\u00e9 par l\u2019acheteur<\/li>\r\n<\/ul>\r\n\u200d\r\n<h3>1.4 L\u2019attribut utilisateur apporte de l\u2019information sur cet utilisateur<\/h3>\r\nL\u2019attribut utilisateur permet d\u2019approfondir les analyses en recourant aux donn\u00e9es :\r\n<ul>\r\n \t<li><strong>sociod\u00e9mographiques :<\/strong> \u00e2ge, genre, pays d\u2019origine, pays de r\u00e9sidence, cat\u00e9gorie socioprofessionnelle, etc.<\/li>\r\n \t<li><strong>de contact :<\/strong> identifiant, adresse e-mail, num\u00e9ro de t\u00e9l\u00e9phone mais attention de bien respecter les r\u00e8gles sur l\u2019utilisation de ces donn\u00e9es !<\/li>\r\n \t<li><strong>quant aux appareils utilis\u00e9s<\/strong> <strong>:<\/strong> plateforme, type d\u2019appareil, version du syst\u00e8me d\u2019exploitation, version du site ou de l\u2019app, etc.<\/li>\r\n \t<li><strong>li\u00e9es au statut de l\u2019utilisateur sur la plateforme :<\/strong> date d\u2019inscription, date de validation du profil, statut de souscription (pensez \u00e0 un utilisateur de Spotify qui peut \u00eatre gratuit ou premium), etc.<\/li>\r\n \t<li><strong>relatives au comportement de l\u2019utilisateur sur la plateforme :<\/strong> nombre de transactions r\u00e9alis\u00e9es sur un site e-commerce par exemple<\/li>\r\n<\/ul>\r\nAttention, les attributs utilisateurs ne se collectent pas n\u00e9cessairement au moment d\u2019un \u00e9v\u00e9nement puisqu\u2019ils n\u2019en d\u00e9pendent pas toujours.\r\n\r\nPour conclure cette premi\u00e8re partie sur les d\u00e9finitions, consid\u00e9rons que je clique sur le bouton \u201c\u00c0 regarder plus tard\u201d sur une vid\u00e9o Youtube. Voici \u00e0 quoi ressembleraient l\u2019\u00e9v\u00e9nement, les propri\u00e9t\u00e9s et les attributs :\r\n<ul>\r\n \t<li>\u00c9v\u00e9nement de clic sur \u201c\u00c0 regarder plus tard\u201d<\/li>\r\n \t<li>Ajoute l\u2019\u00e9v\u00e9nement \u00e0 la base de donn\u00e9es<\/li>\r\n \t<li>D\u00e9clenche l\u2019ajout de la vid\u00e9o dans la liste \u201c\u00c0 regarder plus tard\u201d<\/li>\r\n \t<li>Propri\u00e9t\u00e9s :<\/li>\r\n \t<li>user_id<\/li>\r\n \t<li>vid\u00e9o : \u201cLes origines des chiens\u201d<\/li>\r\n \t<li>appareil : Mac<\/li>\r\n \t<li>timestamp : 1644681198<\/li>\r\n \t<li>Attribut utilisateur :<\/li>\r\n \t<li>Classe d\u2019\u00e2ge : 30+<\/li>\r\n \t<li>Segment : utilisateur fr\u00e9quent<\/li>\r\n<\/ul>\r\n\u200d\r\n<h2>2. Du besoin business \u00e0 l\u2019int\u00e9gration : comment mettre en place un plan de taggage ?<\/h2>\r\n\u200d\r\n<h3>2.1 Le tracking : c\u00f4t\u00e9 client et c\u00f4t\u00e9 serveur<\/h3>\r\nOn diff\u00e9rencie deux types de tracking :\r\n<ul>\r\n \t<li>Le <strong>tracking client<\/strong> qui collecte des donn\u00e9es via des balises, comme celles de Google Tag Manager ou de Segment. Il est plus facile \u00e0 mettre en place mais moins pr\u00e9cis.<\/li>\r\n \t<li>Le <strong>tracking serveur<\/strong> qui collecte des donn\u00e9es via une communication avec le serveur web. S\u2019il permet de r\u00e9cup\u00e9rer des donn\u00e9es plus d\u00e9taill\u00e9es, il est aussi plus complexe \u00e0 mettre en place.<\/li>\r\n<\/ul>\r\nSi la finalit\u00e9 du tracking est la m\u00eame, \u00e0 savoir distribuer des donn\u00e9es vers des outils tiers, la fa\u00e7on de mettre en place le tracking et les donn\u00e9es envoy\u00e9es diff\u00e8rent.\r\n\r\nPar exemple, sur Whatsapp, les deux types de trackings peuvent coexister :\r\n<ul>\r\n \t<li>Serveur : vous appuyez sur l\u2019ic\u00f4ne d\u2019appel, un \u00e9v\u00e9nement est enregistr\u00e9 d\u00e8s lors que l'infrastructure r\u00e9seau connecte les 2 num\u00e9ros.<\/li>\r\n \t<li>Client : vous appuyez sur l\u2019ic\u00f4ne d\u2019appel, un \u00e9v\u00e9nement est enregistr\u00e9 suite \u00e0 votre clic.<\/li>\r\n<\/ul>\r\n\u200d\r\n<h4>2.1.1 Le tracking c\u00f4t\u00e9 client<\/h4>\r\nDans le cadre du tracking c\u00f4t\u00e9 client, la distribution de donn\u00e9es s\u2019effectue gr\u00e2ce \u00e0 des <strong>balises<\/strong>. Il s\u2019agit de l\u2019un des moyens les plus fr\u00e9quents de transmettre des donn\u00e9es depuis des pages Web.\r\n\r\nCe type de tracking permet notamment de <strong>collecter des informations sur le \u201ccontexte\u201d des utilisateurs<\/strong>. Cela donne un acc\u00e8s direct aux donn\u00e9es sp\u00e9cifiques \u00e0 l\u2019utilisateur, comme l\u2019appareil, les cookies, les param\u00e8tres URL, le r\u00e9f\u00e9rent et l\u2019adresse IP.\r\n\r\nLe recueil et l\u2019analyse des donn\u00e9es vous permettent d\u2019utiliser ces informations pour <strong>personnaliser vos messages<\/strong> par exemple lors d\u2019un ciblage publicitaire ou un message par r\u00e9gion via l\u2019IP. Les URL permettent, quant \u00e0 elles, d'<strong>analyser les campagnes de marketing et l\u2019engagement des clients<\/strong>.\r\n\r\nLes outils de tracking c\u00f4t\u00e9 client sont g\u00e9n\u00e9ralement assez faciles \u00e0 utiliser. Ils ne n\u00e9cessitent pas de comp\u00e9tences techniques particuli\u00e8res sauf si vous voulez int\u00e9grer des variables complexes ou si vous travaillez sur une app.\r\n\r\n\u200d\r\n<h4>2.1.2 Le tracking c\u00f4t\u00e9 serveur<\/h4>\r\nOn parle de tracking c\u00f4t\u00e9 serveur, ou <em>server-side<\/em> d\u00e8s lors que la distribution des donn\u00e9es se fait par une <strong>balise<\/strong> ou un <strong>pixel<\/strong> envoyant les donn\u00e9es au serveur Web, d\u2019o\u00f9 elles sont <strong>transmises \u00e0 des outils d\u2019analytics ou de marketing<\/strong>.\r\n\r\nConcr\u00e8tement, les donn\u00e9es c\u00f4t\u00e9 serveur correspondent \u00e0 des <strong>donn\u00e9es de fonctionnement de votre produit<\/strong>. La distribution des donn\u00e9es est ici un objectif secondaire.\r\n\r\n\u00c9tant critique pour l\u2019entreprise de s\u2019assurer du fonctionnement du produit, les donn\u00e9es en d\u00e9coulant seront <strong>pr\u00e9cises et fiables<\/strong>. Le moindre probl\u00e8me sera imm\u00e9diatement remont\u00e9 \u00e0 l\u2019\u00e9quipe produit qui devra r\u00e9gler le probl\u00e8me.\r\n\r\n\u200d\r\n<h4>2.1.2 Lequel choisir ?<\/h4>\r\nLes deux types de tracking peuvent g\u00e9n\u00e9ralement \u00eatre utilis\u00e9s.N\u00e9anmoins :\r\n<ul>\r\n \t<li>Un \u00e9v\u00e9nement ne faisant pas appel au serveur ne pourra pas \u00eatre remont\u00e9 via un tracking <em>server-side, c<\/em>omme le remplissage de certains champs dans un formulaire avant abandon de la page.<\/li>\r\n \t<li>Certaines informations sont par nature pr\u00e9sentes en tracking client comme l\u2019UTM, l\u2019IP, les appareils, etc.<\/li>\r\n \t<li>Le tracking client peut \u00eatre bloqu\u00e9, par des ad-blockers notamment.<\/li>\r\n \t<li>Si la donn\u00e9e recueillie est n\u00e9cessaire \u00e0 d\u2019autres services de votre entreprise, il vaut mieux opter pour la pr\u00e9cision et choisir un tracking <em>server-side.<\/em> Par exemple, lorsqu\u2019un utilisateur est inscrit \u00e0 un site de comparateur de pr\u00eats immobiliers, mieux vaut avoir une donn\u00e9e pr\u00e9cise pour l\u2019appeler avec tenant un discours personnalis\u00e9.<\/li>\r\n<\/ul>\r\nLe tracking <em>server-side<\/em> est plus robuste mais aussi moins flexible. Il prend g\u00e9n\u00e9ralement plus de temps \u00e0 \u00eatre mis en place puisqu\u2019il aura des implications sur d\u2019autres \u00e9quipes, particuli\u00e8rement les d\u00e9veloppeurs.\r\n\r\nVous avez probablement ici envie d\u2019ouvrir un Google Sheets et de vous lancer dans la liste de vos \u00e9v\u00e9nements \u00e0 collecter. Patientez encore un peu !\r\n\r\nPour que votre plan de taggage soit efficace, il faut assurer une s\u00e9lection des \u00e9v\u00e9nements \u00e0 traquer pour deux raisons :\r\n<ul>\r\n \t<li>Si le tracking est <strong>trop complexe<\/strong>, il faudra multiplier les mises en place et par cons\u00e9quent la maintenance.<\/li>\r\n \t<li>Si les points de donn\u00e9es se multiplient, cela ajoute en quelque sorte du <strong>bruit dans les donn\u00e9es<\/strong> et rend les analyses beaucoup plus compliqu\u00e9es. En effet, certains chiffres peuvent tendre \u00e0 indiquer une tendance alors que d\u2019autres pourraient laisser supposer l\u2019inverse.<\/li>\r\n<\/ul>\r\nIl faut donc bien suivre les \u00e9tapes du sch\u00e9ma ci-dessous pour assurer la coh\u00e9rence du tracking et limiter les risques d\u2019erreur.\r\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 1366px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1366px\">\r\n<div><img src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/6216241325a11426d0aa21f9_Capture%20d%E2%80%99e%CC%81cran%202022-02-22%20a%CC%80%2012.20.42.png\" alt=\"sch\u00e9ma de tragging\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\nDans cet article, nous nous focalisons sur les deux premi\u00e8res \u00e9tapes.\r\n\r\n\u200d\r\n<h3>2.2 Partir du besoin business et \u00e9tablir un KPI framework<\/h3>\r\nCommen\u00e7ons par d\u00e9finir les <strong>KPIs \u00e0 mesurer<\/strong>. Ces derniers permettront de d\u00e9finir les \u00e9v\u00e9nements \u00e0 mettre en place.\r\n\r\nEn effet, il est important que les indicateurs soient <strong>align\u00e9s avec la strat\u00e9gie de l\u2019entreprise<\/strong> et ses objectifs.\r\n\r\nAinsi, si l'objectif de l\u2019entreprise est d\u2019augmenter les ventes de 25% au prochain semestre, les indicateurs retenus doivent vous permettre d\u2019identifier les facteurs de succ\u00e8s de votre strat\u00e9gie.\r\n\r\nImaginons que vous deviez analyser l\u2019\u00e9volution de vos ventes sur toute l\u2019ann\u00e9e.\r\n<ul>\r\n \t<li>Ont-elles augment\u00e9 ou diminu\u00e9 sur la p\u00e9riode ?<\/li>\r\n \t<li>Quelle \u00e9volution cela repr\u00e9sente-t-il par rapport \u00e0 l\u2019an dernier ?<\/li>\r\n \t<li>Pouvez-vous acc\u00e9der \u00e0 une granularit\u00e9 plus fine telle que les ventes par produit ?<\/li>\r\n<\/ul>\r\nLes indicateurs doivent en fait <strong>servir de base \u00e0 vos plans d\u2019actions<\/strong>. Sinon, ils ne sont pas pertinents et vous perdez du temps \u00e0 les suivre.\r\n\r\nSi l\u2019on reprend l\u2019exemple juste au-dessus : vous constatez que vos ventes ont augment\u00e9 de seulement 15%. Vos donn\u00e9es vous permettent de comprendre l\u2019\u00e9cart avec vos objectifs : les indicateurs choisis r\u00e9v\u00e9leront des actions \u00e0 continuer ou \u00e0 arr\u00eater pour accentuer la hausse des ventes.\r\n\r\nCes indicateurs sont ensuite int\u00e9gr\u00e9s dans un <strong><em>KPI framework<\/em><\/strong>. Il s\u2019agit en fait d\u2019un plan de mesure, qui englobe les KPIs \u00e0 suivre en fonction de votre besoin business. Il vous permet d\u2019\u00e9viter les \u00e9cueils \u00e9nonc\u00e9s pr\u00e9c\u00e9demment et de vous concentrer sur l\u2019essentiel du tracking.\r\n\r\nC\u2019est donc sur cette base que s\u2019appuie le plan de taggage. Ce type de document se d\u00e9compose en 3 parties :\r\n<ol>\r\n \t<li>Les objectifs business<\/li>\r\n \t<li>Les KPIs<\/li>\r\n \t<li>Les \u00e9v\u00e9nements \u00e0 traquer<\/li>\r\n<\/ol>\r\nEn voil\u00e0 un exemple :\r\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 1300px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1300px\">\r\n<div><img src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/62162443ca1ed87107644725_Capture%20d%E2%80%99e%CC%81cran%202022-02-18%20a%CC%80%2014.40.53.png\" alt=\"plan de tracking\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\nEn compl\u00e9tant ce type de fichier - utilis\u00e9 par exemple chez Aircall, vous arrivez naturellement \u00e0 d\u00e9finir les KPIs et donc les \u00e9v\u00e9nements \u00e0 traquer.\r\n\r\nIl est fr\u00e9quent d\u2019appuyer ce <em>KPI framework<\/em> sur d\u2019autres <em>frameworks<\/em> de m\u00e9triques, <a href=\"https:\/\/www.emil.school\/articles\/indicateurs-performance-entreprise\">\u00e0 l\u2019image du <em>funnel<\/em> AARRR dont nous vous parlons dans cet article<\/a>.\r\n\r\n\u200d\r\n<h3>2.3 Traduire le KPI framework en plan de tracking<\/h3>\r\n<ul>\r\n \t<li>Outils : check !<\/li>\r\n \t<li>KPIS : check !<\/li>\r\n \t<li>\u00c9v\u00e9nements : check !<\/li>\r\n<\/ul>\r\n\u00c7a y est, vous voil\u00e0 enfin \u00e0 l\u2019\u00e9tape du plan de taggage.\r\n\r\nAfin d\u2019int\u00e9grer ces \u00e9v\u00e9nements, il convient d\u00e9sormais de d\u00e9finir leurs sp\u00e9cifications.Le plan de tracking doit pr\u00e9ciser:\r\n<ul>\r\n \t<li>le nom de l\u2019\u00e9v\u00e9nement<\/li>\r\n \t<li>ce qu\u2019il fait<\/li>\r\n \t<li>les propri\u00e9t\u00e9s qu\u2019il doit sp\u00e9cifiquement prendre en compte<\/li>\r\n \t<li>les types de r\u00e9ponses attendus<\/li>\r\n<\/ul>\r\nDans la pratique, la cr\u00e9ation du <em>KPI framework<\/em> est imm\u00e9diatement suivie de la cr\u00e9ation du tracking plan. En effet, il peut y avoir des allers-retours entre ces documents, notamment quant \u00e0 la granularit\u00e9 des informations \u00e0 r\u00e9cup\u00e9rer.\r\n\r\n\u200d\r\n<h2>3. T\u00e9l\u00e9chargez votre mod\u00e8le de plan de tracking !<\/h2>\r\nOn vous a pr\u00e9par\u00e9 un template pr\u00eat \u00e0 l\u2019emploi et compl\u00e8tement gratuit !\r\n\r\n<a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1C8qSpRMFSI1T6Ca7ULqraeHclmHM9tdTxFrDizTHQ7I\/edit#gid=1103494395\" target=\"_blank\" rel=\"noopener\"><strong>Vous pourrez le retrouver ici !<\/strong><\/a>\r\n\r\nVous avez maintenant compl\u00e9t\u00e9 votre plan de taggage ! Celui-ci servira de base \u00e0 l\u2019int\u00e9gration de vos balises et de vos tags.\r\n\r\nPour d\u00e9couvrir comment r\u00e9aliser ces int\u00e9grations avec l\u2019aide de Google Tag Manager, inscrivez-vous \u00e0 la <a href=\"https:\/\/www.emil.school\/programmes\/tracking-product-analytics\">formation Emil Tracking &amp; Product Analytics<\/a>.\r\n\r\n\u200d","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Plan de taggage : par o\u00f9 commencer ?<\/title>\n<meta name=\"description\" content=\"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plan de taggage : par o\u00f9 commencer ?\" \/>\n<meta property=\"og:description\" content=\"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Le Wagon\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-24T23:10:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-23T22:43:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg\" \/>\n<meta name=\"author\" content=\"MickaelT\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Plan de taggage : par o\u00f9 commencer ?\" \/>\n<meta name=\"twitter:description\" content=\"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"MickaelT\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/\"},\"author\":{\"name\":\"MickaelT\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#\\\/schema\\\/person\\\/8b4567040d8a3520451362bb71ea09e6\"},\"headline\":\"La m\u00e9thode ultime pour d\u00e9finir un plan de taggage\",\"datePublished\":\"2023-01-24T23:10:55+00:00\",\"dateModified\":\"2023-04-23T22:43:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/\"},\"wordCount\":11,\"publisher\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1\",\"keywords\":[\"Data\"],\"articleSection\":[\"Skills\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/\",\"url\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/\",\"name\":\"Plan de taggage : par o\u00f9 commencer ?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1\",\"datePublished\":\"2023-01-24T23:10:55+00:00\",\"dateModified\":\"2023-04-23T22:43:31+00:00\",\"description\":\"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1\",\"width\":5281,\"height\":3521},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/skills\\\/plan-de-taggage\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Skills\",\"item\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/.\\\/skills\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"La m\u00e9thode ultime pour d\u00e9finir un plan de taggage\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/\",\"name\":\"Le Wagon\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#organization\",\"name\":\"Le Wagon\",\"url\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/logo.svg\",\"contentUrl\":\"https:\\\/\\\/blog.lewagon.com\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/logo.svg\",\"width\":172,\"height\":44,\"caption\":\"Le Wagon\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/#\\\/schema\\\/person\\\/8b4567040d8a3520451362bb71ea09e6\",\"name\":\"MickaelT\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g\",\"caption\":\"MickaelT\"},\"sameAs\":[\"http:\\\/\\\/blog.lewagon.com\"],\"url\":\"https:\\\/\\\/blog.lewagon.com\\\/fr\\\/author\\\/mickaelt\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Plan de taggage : par o\u00f9 commencer ?","description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/","og_locale":"fr_FR","og_type":"article","og_title":"Plan de taggage : par o\u00f9 commencer ?","og_description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","og_url":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/","og_site_name":"Blog Le Wagon","article_published_time":"2023-01-24T23:10:55+00:00","article_modified_time":"2023-04-23T22:43:31+00:00","og_image":[{"url":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg","type":"","width":"","height":""}],"author":"MickaelT","twitter_card":"summary_large_image","twitter_title":"Plan de taggage : par o\u00f9 commencer ?","twitter_description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","twitter_image":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/03\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash-scaled.jpg","twitter_misc":{"\u00c9crit par":"MickaelT"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#article","isPartOf":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/"},"author":{"name":"MickaelT","@id":"https:\/\/blog.lewagon.com\/fr\/#\/schema\/person\/8b4567040d8a3520451362bb71ea09e6"},"headline":"La m\u00e9thode ultime pour d\u00e9finir un plan de taggage","datePublished":"2023-01-24T23:10:55+00:00","dateModified":"2023-04-23T22:43:31+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/"},"wordCount":11,"publisher":{"@id":"https:\/\/blog.lewagon.com\/fr\/#organization"},"image":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/blog.lewagon.com\/wp-content\/uploads\/2023\/04\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1","keywords":["Data"],"articleSection":["Skills"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/","url":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/","name":"Plan de taggage : par o\u00f9 commencer ?","isPartOf":{"@id":"https:\/\/blog.lewagon.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#primaryimage"},"image":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/blog.lewagon.com\/wp-content\/uploads\/2023\/04\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1","datePublished":"2023-01-24T23:10:55+00:00","dateModified":"2023-04-23T22:43:31+00:00","description":"Vous souhaitez mieux conna\u00eetre vos utilisateurs et prendre les bonnes d\u00e9cisions en cons\u00e9quence ? Construisez votre propre plan de taggage gr\u00e2ce \u00e0 notre tuto.","breadcrumb":{"@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#primaryimage","url":"https:\/\/i0.wp.com\/blog.lewagon.com\/wp-content\/uploads\/2023\/04\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1","contentUrl":"https:\/\/i0.wp.com\/blog.lewagon.com\/wp-content\/uploads\/2023\/04\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1","width":5281,"height":3521},{"@type":"BreadcrumbList","@id":"https:\/\/blog.lewagon.com\/fr\/skills\/plan-de-taggage\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/blog.lewagon.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Skills","item":"https:\/\/blog.lewagon.com\/fr\/.\/skills\/"},{"@type":"ListItem","position":3,"name":"La m\u00e9thode ultime pour d\u00e9finir un plan de taggage"}]},{"@type":"WebSite","@id":"https:\/\/blog.lewagon.com\/fr\/#website","url":"https:\/\/blog.lewagon.com\/fr\/","name":"Le Wagon","description":"","publisher":{"@id":"https:\/\/blog.lewagon.com\/fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.lewagon.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/blog.lewagon.com\/fr\/#organization","name":"Le Wagon","url":"https:\/\/blog.lewagon.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/blog.lewagon.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/02\/logo.svg","contentUrl":"https:\/\/blog.lewagon.com\/wp-content\/uploads\/2023\/02\/logo.svg","width":172,"height":44,"caption":"Le Wagon"},"image":{"@id":"https:\/\/blog.lewagon.com\/fr\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/blog.lewagon.com\/fr\/#\/schema\/person\/8b4567040d8a3520451362bb71ea09e6","name":"MickaelT","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/627722b9f4aaa9f24735f9b8656525ab01111fb2c94de91dc70c9c1bffb90e7b?s=96&d=mm&r=g","caption":"MickaelT"},"sameAs":["http:\/\/blog.lewagon.com"],"url":"https:\/\/blog.lewagon.com\/fr\/author\/mickaelt\/"}]}},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/blog.lewagon.com\/wp-content\/uploads\/2023\/04\/6216234b6104d440425175a9_kelly-sikkema-ml1IgjV8OvY-unsplash.jpg?fit=5281%2C3521&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/posts\/221298","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/comments?post=221298"}],"version-history":[{"count":1,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/posts\/221298\/revisions"}],"predecessor-version":[{"id":221338,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/posts\/221298\/revisions\/221338"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/media\/221299"}],"wp:attachment":[{"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/media?parent=221298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/categories?post=221298"},{"taxonomy":"type_de_post","embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/type_de_post?post=221298"},{"taxonomy":"post-format","embeddable":true,"href":"https:\/\/blog.lewagon.com\/fr\/wp-json\/wp\/v2\/post-format?post=221298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}