{"id":1314,"date":"2026-08-19T00:52:30","date_gmt":"2026-08-18T22:52:30","guid":{"rendered":"https:\/\/www.sabatka.net\/cs\/?p=1314"},"modified":"2026-09-05T07:27:25","modified_gmt":"2026-09-05T05:27:25","slug":"cookie-lifetime","status":"publish","type":"post","link":"https:\/\/www.sabatka.net\/cs\/cookie-lifetime\/","title":{"rendered":"\u017divotnost cookies: pro\u010d GA4 ukazuje v\u00edc u\u017eivatel\u016f, ne\u017e m\u00e1te"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O cookies dnes sly\u0161el ka\u017ed\u00fd \u2014 odklik\u00e1v\u00e1me je na ka\u017ed\u00e9m webu. M\u00e1lokdo ale um\u00ed vysv\u011btlit, co to vlastn\u011b je, nato\u017e jak\u00fd je rozd\u00edl mezi first-party a third-party cookie. P\u0159itom pr\u00e1v\u011b na t\u00e9hle mechanice stoj\u00ed atribuce, remarketing i to, jestli GA4 v\u016fbec pozn\u00e1 vracej\u00edc\u00edho se z\u00e1kazn\u00edka. A \u017eivotnost cookies je v n\u011bkter\u00fdch prohl\u00ed\u017ee\u010d\u00edch mnohem krat\u0161\u00ed, ne\u017e si v\u011bt\u0161ina market\u00e9r\u016f mysl\u00ed.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button scroll_to_subscribe\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Chci odeb\u00edrat novinky<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\">Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Kolik lid\u00ed se toho t\u00fdk\u00e1? Na sv\u00fdch projektech dlouhodob\u011b m\u011b\u0159\u00edm pod\u00edl prohl\u00ed\u017ee\u010d\u016f v n\u00e1v\u0161t\u011bvnosti.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"936\" height=\"592\" data-src=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/08\/browser-usage.png\" alt=\"\" class=\"wp-image-1321 lazyload\" data-srcset=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/08\/browser-usage.png 936w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/08\/browser-usage-300x190.png 300w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/08\/browser-usage-768x486.png 768w\" data-sizes=\"(max-width: 936px) 100vw, 936px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 936px; --smush-placeholder-aspect-ratio: 936\/592;\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Nap\u0159\u00ed\u010d weby, kter\u00e9 spravuji, je medi\u00e1n pod\u00edlu Safari kolem 16 % \u2014 typicky tedy ka\u017ed\u00fd \u0161est\u00fd n\u00e1v\u0161t\u011bvn\u00edk. Na n\u011bkter\u00fdch webech (s publikem naklon\u011bn\u00fdm k Applu) je to a\u017e 24 %, tedy zhruba ka\u017ed\u00fd \u010dtvrt\u00fd. Firefox je zastoupen asi 4 %.<br>Pro\u010d sleduji zrovna Safari a Firefox? Proto\u017ee pr\u00e1v\u011b tyhle dva prohl\u00ed\u017ee\u010de zach\u00e1zej\u00ed s cookies nejtvrd\u011bji \u2014 jak p\u0159esn\u011b, rozebereme za chv\u00edli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jedno vymezen\u00ed p\u0159edem: \u010dl\u00e1nek se soust\u0159ed\u00ed na \u017eivotnost cookies. V\u00edm, \u017ee identitu n\u00e1v\u0161t\u011bvn\u00edka v datech t\u0159\u00ed\u0161t\u00ed i dal\u0161\u00ed vlivy \u2014 typicky p\u0159\u00edstup z v\u00edce za\u0159\u00edzen\u00ed nebo z v\u00edce prohl\u00ed\u017ee\u010d\u016f. Ty tu z\u00e1m\u011brn\u011b nech\u00e1v\u00e1m stranou, a\u0165 se problematika d\u00e1 uchopit. Po\u010d\u00edtejte tedy s t\u00edm, \u017ee re\u00e1ln\u00fd rozpad dat je je\u0161t\u011b o n\u011bco v\u011bt\u0161\u00ed, ne\u017e co popisuju n\u00ed\u017e.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Jak cookies a \u00falo\u017ei\u0161t\u011b funguj\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ne\u017e se pust\u00edme do toho, pro\u010d cookies miz\u00ed, stru\u010dn\u011b: kdo je vlastn\u011b nastavuje a komu pat\u0159\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cookie m\u016f\u017ee nastavit JavaScript ve va\u0161em m\u011b\u0159ic\u00edm k\u00f3du nebo HTTP hlavi\u010dka odpov\u011bdi ze serveru. A m\u016f\u017ee pat\u0159it dom\u00e9n\u011b, kterou n\u00e1v\u0161t\u011bvn\u00edk vid\u00ed v adresn\u00edm \u0159\u00e1dku (first-party), nebo \u00fapln\u011b jin\u00e9 dom\u00e9n\u011b (third-party). Konkr\u00e9tn\u00ed p\u0159\u00edklad: prohl\u00ed\u017e\u00edte si <a href=\"http:\/\/eshop.cz\" target=\"_blank\" rel=\"noopener\">eshop.cz<\/a> \u2014 cookie pat\u0159\u00edc\u00ed dom\u00e9n\u011b <a href=\"http:\/\/eshop.cz\" target=\"_blank\" rel=\"noopener\">eshop.cz<\/a> je first-party. Kdy\u017e v\u00e1m na tomt\u00e9\u017e webu ulo\u017e\u00ed cookie HTTP hlavi\u010dka facebookov\u00e9ho pixelu, pat\u0159\u00ed dom\u00e9n\u011b <a href=\"http:\/\/facebook.com\" target=\"_blank\" rel=\"noopener\">facebook.com<\/a> \u2014 a to je third-party cookie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kombinace t\u011bchto dvou os ur\u010duje, jak moc je cookie zraniteln\u00e1 v\u016f\u010di z\u00e1sah\u016fm prohl\u00ed\u017ee\u010de:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><\/th><th>First-party (va\u0161e dom\u00e9na)<\/th><th>Third-party (ciz\u00ed dom\u00e9na)<\/th><\/tr><\/thead><tbody><tr><td><strong>JS-set<\/strong> (nastavuje JavaScript)<\/td><td>Cookie <code>_ga<\/code>, do kter\u00e9 si GA4 ukl\u00e1d\u00e1 identifik\u00e1tor n\u00e1v\u0161t\u011bvn\u00edka \u2014 nejb\u011b\u017en\u011bj\u0161\u00ed p\u0159\u00edpad na webu<\/td><td>Klasick\u00e9 reklamn\u00ed pixely t\u0159et\u00edch stran \u2014 blokovan\u00e9 v Safari a Brave; Firefox je izoluje do vlastn\u00edho \u201ecookie jaru\u201d pro ka\u017ed\u00fd web (partitioning \u2014 pro cross-site tracking to dopad\u00e1 stejn\u011b); v Chrome zat\u00edm funguj\u00ed<\/td><\/tr><tr><td><strong>HTTP-set<\/strong> (nastavuje server)<\/td><td>Cookie ze server-side trackingu, nastaven\u00e1 serverem v hlavi\u010dce <code>Set-Cookie<\/code> \u2014 typicky s atributem <code>HttpOnly<\/code>, tak\u017ee na ni JavaScript v\u016fbec nedos\u00e1hne<\/td><td>Third-party trackery v HTTP hlavi\u010dce \u2014 dnes prakticky nefunk\u010dn\u00ed<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011b\u0159ic\u00ed cookie Google Analytics je JS-set first-party cookie \u2014 nastavuje ji JavaScript. Pr\u00e1v\u011b proto se j\u00ed t\u00fdk\u00e1 v\u011bt\u0161ina toho, o \u010dem je tenhle \u010dl\u00e1nek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kdo tuhle mechaniku zn\u00e1, m\u016f\u017ee sekci p\u0159esko\u010dit \u2014 na zbytek \u010dl\u00e1nku to nem\u00e1 vliv. Poj\u010fme k tomu, pro\u010d cookies i p\u0159es svou expiraci nastavenou v k\u00f3du nakonec stejn\u011b zmiz\u00ed d\u0159\u00edv.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u017divotnost cookies v Safari, Firefoxu a Chromu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Expirace, kterou cookie nastav\u00edte v k\u00f3du, je jen strop. Jak dlouho cookie re\u00e1ln\u011b p\u0159e\u017eije, si ka\u017ed\u00fd prohl\u00ed\u017ee\u010d ur\u010duje po sv\u00e9m \u2014 a rozd\u00edly jsou z\u00e1sadn\u00ed.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Safari: JS cookies p\u0159e\u017eij\u00ed maxim\u00e1ln\u011b 7 dn\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Safari m\u00e1 v <a href=\"https:\/\/webkit.org\/tracking-prevention\/\" target=\"_blank\" rel=\"noopener\">ITP (Intelligent Tracking Prevention)<\/a> tvrd\u00fd limit: JS-set cookies ma\u017ee po 7 dnech. Bez debaty \u2014 te\u010dka. A kdy\u017e n\u00e1v\u0161t\u011bvn\u00edk p\u0159ijde p\u0159es odkaz, kter\u00fd nese v URL sledovac\u00ed parametry zn\u00e1m\u00e9ho trackeru \u2014 typicky proklik z reklamy s <code>gclid<\/code> nebo <code>fbclid<\/code> v adrese (t\u00e9hle technice se \u0159\u00edk\u00e1 link decoration) \u2014 je limit je\u0161t\u011b p\u0159\u00edsn\u011bj\u0161\u00ed: 24 hodin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Safari nav\u00edc od verze 14 (2020) prohl\u00ed\u017e\u00ed DNS a odhaluje CNAME cloaking (kdy se cookie schov\u00e1 za va\u0161i vlastn\u00ed subdom\u00e9nu, typicky u server-side trackingu) a od verze 16.4 (2023) porovn\u00e1v\u00e1 i IP adresy: pokud se u serveru, kter\u00fd cookie v HTTP odpov\u011bdi nastavuje, neshoduje s hlavn\u00ed dom\u00e9nou ani prvn\u00ed polovina IP adresy (pravidlo se uplatn\u00ed jen bez CNAME detekce, tedy p\u0159i pr\u00e1zdn\u00e9m CNAME \u0159et\u011bzci), dopadne cookie na stejn\u00fd 7denn\u00ed limit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apple v Safari 26 (z\u00e1\u0159\u00ed 2025) zapnul <a href=\"https:\/\/webkit.org\/blog\/17333\/webkit-features-in-safari-26-0\/\" target=\"_blank\" rel=\"noopener\">Advanced Fingerprinting Protection<\/a> defaultn\u011b pro ve\u0161ker\u00e9 prohl\u00ed\u017een\u00ed. Fingerprinting je technika, jak poznat n\u00e1v\u0161t\u011bvn\u00edka i bez cookies: skript si p\u0159e\u010dte kombinaci vlastnost\u00ed prohl\u00ed\u017ee\u010de a za\u0159\u00edzen\u00ed \u2014 rozli\u0161en\u00ed, fonty, zp\u016fsob vykreslov\u00e1n\u00ed grafiky \u2014 a slo\u017e\u00ed z nich prakticky unik\u00e1tn\u00ed \u201eotisk\u201d. Zn\u00e1m\u00fdm fingerprintovac\u00edm skript\u016fm (typicky hotov\u00fdm knihovn\u00e1m, kter\u00e9 si web pro tenhle \u00fa\u010del nasad\u00ed) te\u010f Safari p\u0159\u00edstup k t\u011bmto \u00fadaj\u016fm omezuje a nav\u00edc jim nedovol\u00ed ulo\u017eit dlouhodobou cookie ani localStorage \u2014 otisk si nemaj\u00ed kam trvale odlo\u017eit. V anonymn\u00edm re\u017eimu nav\u00edc ma\u017ee trackovac\u00ed parametry z URL. Tohle je dokumentovan\u00e9 chov\u00e1n\u00ed z blogu WebKitu; nejasn\u00fd je zat\u00edm p\u0159esn\u00fd dopad na konkr\u00e9tn\u00ed m\u011b\u0159ic\u00ed n\u00e1stroje.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Firefox: cookies nema\u017ee, ale izoluje<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Firefox jde jinou cestou \u2014 v r\u00e1mci <a href=\"https:\/\/support.mozilla.org\/en-US\/kb\/enhanced-tracking-protection-firefox-desktop\" target=\"_blank\" rel=\"noopener\">Enhanced Tracking Protection<\/a> nasadil mechanismus Total Cookie Protection. Third-party cookies neblokuje, ale izoluje ka\u017ed\u00e9mu webu do vlastn\u00edho \u201ecookie jaru\u201d (partitioning) \u2014 pro sledov\u00e1n\u00ed nap\u0159\u00ed\u010d weby to vyjde nastejno. First-party m\u011b\u0159ic\u00ed cookies ale nech\u00e1v\u00e1 \u017e\u00edt; \u017e\u00e1dn\u00fd 7denn\u00ed limit jako v Safari tu nenajdete.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Chrome: cookies sm\u00edte nastavit a\u017e na 400 dn\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chrome se chov\u00e1 jinak, ne\u017e \u010dek\u00e1te, pokud jste zaslechli, \u017ee \u201ecookies kon\u010d\u00ed\u201d. Cookie tam sm\u00edte nastavit a\u017e na <a href=\"https:\/\/developer.chrome.com\/blog\/cookie-max-age-expires\" target=\"_blank\" rel=\"noopener\">400 dn\u00ed<\/a> a third-party cookies Chrome navzdory letit\u00fdm ohl\u00e1\u0161en\u00edm st\u00e1le neblokuje \u2014 Privacy Sandbox, projekt, kter\u00fd to m\u011bl zm\u011bnit, Google v \u0159\u00edjnu 2025 ofici\u00e1ln\u011b ukon\u010dil a \u017e\u00e1dn\u00fd term\u00edn konce third-party cookies v Chrome te\u010f neexistuje. V\u011bta \u201ecookies um\u00edraj\u00ed\u201d tak v pln\u00e9 s\u00edle plat\u00ed hlavn\u011b pro Safari a Brave.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Brave: nejp\u0159\u00edsn\u011bj\u0161\u00ed ze v\u0161ech<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Brave m\u00e1 v b\u011b\u017en\u00e9 n\u00e1v\u0161t\u011bvnosti mal\u00fd pod\u00edl \u2014 a v GA4 ho v\u011bt\u0161inou ani neuvid\u00edte samostatn\u011b, proto\u017ee se identifikuje jako Chrome. K cookies je ale nejp\u0159\u00edsn\u011bj\u0161\u00ed ze v\u0161ech: JS-set cookies zkracuje na 7 dn\u00ed stejn\u011b jako Safari, cookies z HTTP hlavi\u010dky omezuje na 6 m\u011bs\u00edc\u016f a third-party \u00falo\u017ei\u0161t\u011b blokuje \u00fapln\u011b \u2014 ciz\u00ed web dostane jen do\u010dasn\u00e9 <a href=\"https:\/\/brave.com\/privacy-updates\/7-ephemeral-storage\/\" target=\"_blank\" rel=\"noopener\">efem\u00e9rn\u00ed \u00falo\u017ei\u0161t\u011b<\/a>, kter\u00e9 zmiz\u00ed, jakmile n\u00e1v\u0161t\u011bvn\u00edk web opust\u00ed.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Cookies ma\u017eou lid\u00e9<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">K chov\u00e1n\u00ed prohl\u00ed\u017ee\u010d\u016f p\u0159idejte zm\u011bnu za\u0159\u00edzen\u00ed a ru\u010dn\u00ed maz\u00e1n\u00ed cookies \u2014 podle star\u00fdch studi\u00ed mazala cookies aspo\u0148 jednou m\u011bs\u00ed\u010dn\u011b t\u0159etina u\u017eivatel\u016f (<a href=\"https:\/\/www.comscore.com\/Insights\/Press-Releases\/2007\/04\/comScore-Cookie-Deletion-Report\" target=\"_blank\" rel=\"noopener\">comScore 2007<\/a>) a blokac\u00ed \u010di smaz\u00e1n\u00edm kon\u010dily skoro dv\u011b t\u0159etiny tracking cookies (<a href=\"https:\/\/www.globenewswire.com\/news-release\/2018\/03\/29\/1455753\/0\/en\/Flashtalking-Publishes-Industry-s-first-Cookie-Rejection-Index-for-Independent-Accurate-Analysis-of-Cookie-Rejection-Rates.html\" target=\"_blank\" rel=\"noopener\">Flashtalking 2018<\/a>). Aktu\u00e1ln\u011bj\u0161\u00ed studie jsem nena\u0161el.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Berte je tedy jako ilustraci trendu, ne aktu\u00e1ln\u00ed fakt.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Cookies m\u016f\u017ee mazat i cookie li\u0161ta<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Mimochodem: i va\u0161e vlastn\u00ed cookie li\u0161ta um\u00ed cookies sama mazat, pokud to m\u00e1te zapnut\u00e9 v administraci \u2014 ne\u017e za\u010dnete p\u00e1trat po chyb\u011b v prohl\u00ed\u017ee\u010di, stoj\u00ed za kontrolu, a\u0165 si nep\u0159i\u010d\u00edt\u00e1te na vrub Safari n\u011bco, co si zp\u016fsobujete sami (<a href=\"https:\/\/www.sabatka.net\/cs\/5-most-common-bugs-in-cookie-bar-configuration\/\">chyby v cookie li\u0161t\u011b mohou zkreslovat va\u0161e data<\/a> i jin\u00fdmi zp\u016fsoby).<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-794e3cfa wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"1024\" data-src=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know.png\" alt=\"V\u011bd\u011bli jste? \u2014 informa\u010dn\u00ed panel\" class=\"wp-image-936 lazyload\" data-srcset=\"https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know.png 1024w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-300x300.png 300w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-150x150.png 150w, https:\/\/www.sabatka.net\/wp-content\/uploads\/2026\/04\/null-did-you-know-768x768.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/1024;\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"wp-block-heading\"><strong><strong>V\u011bdeck\u00e1 pozn\u00e1mka<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Je to jako <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Polo%C4%8Das_p%C5%99em%C4%9Bny\" target=\"_blank\" rel=\"noopener\">polo\u010das p\u0159em\u011bny<\/a> radioaktivn\u00edho vzorku \u2014 cookie nem\u00e1 \u017eivotnost danou datem, kter\u00e9 j\u00ed nastav\u00edte v k\u00f3du, ale tou, kterou j\u00ed dovol\u00ed prohl\u00ed\u017ee\u010d. Va\u0161e publikum se rozpad\u00e1 podobn\u011b, den za dnem. V Safari je to ale rozpad s ultim\u00e1tem: kdo se nevr\u00e1t\u00ed do 7 dn\u016f, nerozpadl se \u010d\u00e1ste\u010dn\u011b \u2014 rozpadl se cel\u00fd.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Dopady na platnost cookies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdsledek: re\u00e1ln\u00e1 platnost cookies je dan\u00e1 t\u00edm nejp\u0159\u00edsn\u011bj\u0161\u00edm pravidlem, kter\u00e9 se na dan\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka zrovna vztahuje. Na webech s vy\u0161\u0161\u00edm pod\u00edlem Safari nebo Firefox se doba platnosti v\u00fdznamn\u011b zkracuje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A pozor na localStorage: v Safari v\u00e1m nepom\u016f\u017ee \u2014 ITP ma\u017ee ve\u0161ker\u00e9 \u00falo\u017ei\u0161t\u011b zapisovateln\u00e9 skriptem (v\u010detn\u011b localStorage) po 7 dnech pou\u017e\u00edv\u00e1n\u00ed prohl\u00ed\u017ee\u010de bez interakce s webem. Chrome a Firefox ho sice takhle ne\u010dist\u00ed, ale probl\u00e9m \u0159e\u0161\u00edte pr\u00e1v\u011b kv\u016fli Safari \u2014 tak\u017ee si od n\u011bj v\u00edc perzistence neslibujte.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u010c\u00edsla z praxe<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jak moc se jeden \u010dlov\u011bk v datech n\u00e1sob\u00ed? P\u0159ed p\u00e1r lety jsem d\u011blal vyhodnocen\u00ed n\u00e1v\u0161t\u011bvnosti na intranetu, kde jsem znal user ID ka\u017ed\u00e9 n\u00e1v\u0161t\u011bvy \u2014 a kde se lid\u00e9 p\u0159ihla\u0161ovali opakovan\u011b ze stejn\u00fdch za\u0159\u00edzen\u00ed. Lep\u0161\u00ed podm\u00ednky pro cookies si p\u0159\u00e1t nem\u016f\u017eete. I tak vych\u00e1zelo zhruba <strong>2,1 u\u017eivatele v GA4 na jednoho re\u00e1ln\u00e9ho \u010dlov\u011bka<\/strong> (jeden re\u00e1ln\u00fd \u010dlov\u011bk = jedno unik\u00e1tn\u00ed user ID).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U ve\u0159ejn\u00fdch web\u016f \u2014 bez p\u0159ihla\u0161ov\u00e1n\u00ed, s vy\u0161\u0161\u00edm pod\u00edlem Safari a mobil\u016f \u2014 \u010dek\u00e1m \u010d\u00edslo v\u00fdrazn\u011b vy\u0161\u0161\u00ed, klidn\u011b t\u0159i a v\u00edc GA4 u\u017eivatel\u016f na jednoho re\u00e1ln\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka. To u\u017e zm\u011b\u0159en\u00e9 nem\u00e1m; je to odhad op\u0159en\u00fd o mechanismy popsan\u00e9 v\u00fd\u0161.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Proto GA4 ukazuje v\u00edc u\u017eivatel\u016f, ne\u017e m\u00e1te: nikdo v\u00e1m z dat nezmizel. Jen se ka\u017ed\u00fd po\u010d\u00edt\u00e1 v\u00edckr\u00e1t.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Dopady na m\u011b\u0159en\u00ed a marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tohle v\u0161echno z\u016fst\u00e1v\u00e1 akademick\u00e9, dokud to nespo\u010d\u00edt\u00e1te proti vlastn\u00edmu n\u00e1kupn\u00edmu cyklu. Co se konkr\u00e9tn\u011b stane, kdy\u017e cookie um\u0159e d\u0159\u00edv ne\u017e cesta z\u00e1kazn\u00edka k n\u00e1kupu?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>V\u00edcen\u00e1v\u0161t\u011bvov\u00e1 atribuce se p\u0159etrhne.<\/strong> GA4 spojuje n\u00e1v\u0161t\u011bvy stejn\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka p\u0159es <code>_ga<\/code> cookie (client_id). Um\u0159e-li cookie mezi n\u00e1v\u0161t\u011bvou z kampan\u011b a n\u00e1v\u0161t\u011bvou, kde padne konverze, GA4 tyhle dv\u011b n\u00e1v\u0161t\u011bvy nespoj\u00ed. Konverze se p\u0159ip\u00ed\u0161e posledn\u00edmu zdroji \u2014 \u010dasto direct \u2014 a z\u00e1kazn\u00edk se v datech tv\u00e1\u0159\u00ed jako nov\u00fd, p\u0159esto\u017ee o va\u0161\u00ed zna\u010dce v\u00ed u\u017e t\u00fddny. (Direct traffic m\u00e1 i dal\u0161\u00ed, mnohem \u010dast\u011bj\u0161\u00ed p\u0159\u00ed\u010diny \u2014 \u0161patn\u011b tagovan\u00e9 UTM parametry nebo redirecty, kter\u00e9 je nezachovaj\u00ed. Cookie decay je jedna z p\u0159\u00ed\u010din, ne vysv\u011btlen\u00ed cel\u00e9ho probl\u00e9mu.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Affiliate provize miz\u00ed.<\/strong> Affiliate syst\u00e9my b\u011b\u017en\u011b nastavuj\u00ed 30denn\u00ed cookie okno. Pokud je to JS-set first-party cookie (dnes b\u011b\u017en\u00fd setup), v Safari je fakticky 7denn\u00ed \u2014 zbyl\u00fdch 23 dn\u00ed okna existuje jen na pap\u00ed\u0159e. Third-party affiliate cookie v Safari nefunguje v\u016fbec.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Konverzn\u00ed okno reklamn\u00edch platforem se zkracuje.<\/strong> <code>gclid<\/code> a <code>fbclid<\/code>, kter\u00e9 Google Ads a Meta Ads pou\u017e\u00edvaj\u00ed k m\u011b\u0159en\u00ed konverz\u00ed, se ukl\u00e1daj\u00ed do <code>_gcl_aw<\/code> \/ <code>_fbc<\/code> \u2014 JS-set first-party cookies, na kter\u00e9 v Safari typicky dopad\u00e1 dokonce p\u0159\u00edsn\u011bj\u0161\u00ed 24hodinov\u00fd limit: vznikaj\u00ed toti\u017e po prokliku z dom\u00e9ny, kterou ITP klasifikuje jako tracker (<a href=\"http:\/\/google.com\" target=\"_blank\" rel=\"noopener\">google.com<\/a>, <a href=\"http:\/\/facebook.com\" target=\"_blank\" rel=\"noopener\">facebook.com<\/a>), s click ID v URL \u2014 p\u0159esn\u011b podm\u00ednky pravidla o link decoration. Platformy \u010d\u00e1st t\u011bchto ztr\u00e1t \u0159e\u0161\u00ed modelov\u00e1n\u00edm p\u0159es enhanced conversions \u2014 k tomu se dostaneme v sekci o hranic\u00edch za cookies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Remarketing je rozd\u011blen\u00fd na dv\u011b vrstvy s r\u016fzn\u00fdm dopadem.<\/strong> Klasick\u00fd remarketing p\u0159es third-party cookie v Safari nefunguje v\u016fbec \u2014 a to u\u017e od roku 2020, ne \u201epo 7 dnech\u201d. Publika stav\u011bn\u00e1 z first-party dat (publika GA4, seznamy z <code>gclid<\/code>) funguj\u00ed, ale ztr\u00e1c\u00ed ka\u017ed\u00e9ho, kdo se nevr\u00e1t\u00ed do 7 dn\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A\/B testy dost\u00e1vaj\u00ed \u0161um.<\/strong> N\u00e1v\u0161t\u011bvn\u00edk, kter\u00e9mu expirovala cookie, m\u016f\u017ee p\u0159i dal\u0161\u00edm p\u0159\u00edchodu dostat jinou variantu testu, ne\u017e vid\u011bl poprv\u00e9. Test t\u00edm nen\u00ed rozbit\u00fd \u2014 ale \u0161um prodlu\u017euje \u010das, za kter\u00fd dos\u00e1hnete statistick\u00e9 pr\u016fkaznosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u017d\u00e1dn\u00fd z t\u011bchto dopad\u016f nen\u00ed katastrofa s\u00e1m o sob\u011b. Sou\u010det bol\u00ed.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Hodnocen\u00ed m\u011b\u0159ic\u00edch setup\u016f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete-li cookie, kter\u00e1 opravdu vydr\u017e\u00ed, je t\u0159eba:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nastaven\u00e1 HTTP-set hlavi\u010dkou (ne javascriptem)<\/li>\n\n\n\n<li>First-party &#8211; ide\u00e1ln\u011b na \u00fapln\u011b stejn\u00e9 dom\u00e9n\u011b (nap\u0159. <a href=\"http:\/\/www.mujeshop.cz\" target=\"_blank\" rel=\"noopener\">www.mujeshop.cz<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Nejjednodu\u0161\u0161\u00ed setup \u2014 klasick\u00fd Google Tag Manager (GTM) + GA4 na stran\u011b klienta \u2014 m\u00e1 \u017eivotnost p\u0159esn\u011b takovou, jakou popisuje p\u0159edchoz\u00ed sekce. Nic v\u00edc, nic m\u00ed\u0148. Je to nejjednodu\u0161\u0161\u00ed i nejlevn\u011bj\u0161\u00ed \u0159e\u0161en\u00ed, a pro spoustu web\u016f s kr\u00e1tk\u00fdm n\u00e1kupn\u00edm cyklem naprosto dostate\u010dn\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jakmile firma zva\u017euje server-side m\u011b\u0159en\u00ed cookies (<a href=\"https:\/\/www.sabatka.net\/cs\/server-side-tracking-sgtm\" data-type=\"link\" data-id=\"https:\/\/www.sabatka.net\/cs\/server-side-tracking-sgtm\">co je server-side m\u011b\u0159en\u00ed a pro\u010d je d\u016fle\u017eit\u00e9<\/a> jsem popsal v samostatn\u00e9m \u010dl\u00e1nku), typicky naraz\u00ed na t\u0159i varianty server-side Google Tag Manageru (sGTM) \u2014 a ka\u017ed\u00e1 \u0159e\u0161\u00ed jin\u00fd kus probl\u00e9mu:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Setup<\/th><th>\u017divotnost v Safari<\/th><th>Odolnost v\u016f\u010di blokov\u00e1n\u00ed<\/th><th>N\u00e1ro\u010dnost \/ cena<\/th><\/tr><\/thead><tbody><tr><td>Klasick\u00fd GTM + GA4 (client-side)<\/td><td>7 dn\u00ed (JS cookie), third-party cookies nefunguj\u00ed v\u016fbec<\/td><td>N\u00edzk\u00e1 \u2014 blokuje ji ITP i ad blockery<\/td><td>N\u00edzk\u00e1<\/td><\/tr><tr><td>sGTM na subdom\u00e9n\u011b, v\u00fdchoz\u00ed Cloud Run deployment<\/td><td>St\u00e1le 7 dn\u00ed \u2014 past CNAME cloakingu (viz n\u00ed\u017ee)<\/td><td>St\u0159edn\u00ed \u2014 obch\u00e1z\u00ed blokov\u00e1n\u00ed skript\u016f, ne ITP limit<\/td><td>St\u0159edn\u00ed<\/td><\/tr><tr><td>Google Tag Gateway<\/td><td>Beze zm\u011bny \u2014 po\u0159\u00e1d 7 dn\u00ed (\u0159e\u0161\u00ed blokov\u00e1n\u00ed skript\u016f, ne limit ITP)<\/td><td>Vysok\u00e1 pro Google stack, nulov\u00e1 pro ostatn\u00ed n\u00e1stroje<\/td><td>N\u00edzk\u00e1 a\u017e st\u0159edn\u00ed<\/td><\/tr><tr><td>sGTM za vlastn\u00ed infrastrukturou se shodnou IP<\/td><td>Pln\u00e1 nastaven\u00e1 expirace (a\u017e 400 dn\u00ed v Chrome)<\/td><td>Vysok\u00e1 nap\u0159\u00ed\u010d n\u00e1stroji<\/td><td>Vysok\u00e1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u010c\u00edm bl\u00ed\u017e se dostanete k tomu, aby cookie nastavoval server nam\u00edsto JavaScriptu, t\u00edm m\u00ed\u0148 se v\u00e1s t\u00fdk\u00e1 7denn\u00ed limit ITP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Past, na kterou naraz\u00ed skoro ka\u017ed\u00fd, kdo si server-side tracking nastav\u00ed s\u00e1m: sGTM na subdom\u00e9n\u011b p\u0159es v\u00fdchoz\u00ed deployment na Google Cloud Run.<\/strong> Vypad\u00e1 to jako \u0159e\u0161en\u00ed \u2014 cookie te\u010f \u201enastavuje v\u00e1\u0161 server\u201d. Jen\u017ee v\u00fdchoz\u00ed napojen\u00ed subdom\u00e9ny na Cloud Run vede p\u0159es CNAME z\u00e1znam na server Googlu (<a href=\"http:\/\/ghs.googlehosted.com\" target=\"_blank\" rel=\"noopener\">ghs.googlehosted.com<\/a>) \u2014 a p\u0159esn\u011b tenhle vzorec Safari od verze 14 vyhodnocuje jako CNAME cloaking a \u017eivotnost cookie zkr\u00e1t\u00ed na 7 dn\u00ed. A i kdybyste subdom\u00e9nu napojili nap\u0159\u00edmo p\u0159es A z\u00e1znam na IP Googlu, chyt\u00ed to od verze 16.4 druh\u00e1 pojistka: Safari porovn\u00e1 IP adresu serveru s IP hlavn\u00ed dom\u00e9ny, a pokud se neshoduje ani prvn\u00ed polovina adresy, dopadne cookie stejn\u011b. Klient si mysl\u00ed, \u017ee m\u00e1 vy\u0159e\u0161eno. Nem\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Tag Gateway je nov\u011bj\u0161\u00ed varianta od Googlu \u2014 a tady je dobr\u00e9 b\u00fdt p\u0159esn\u00fd, proto\u017ee n\u00e1zev sv\u00e1d\u00ed k myln\u00e9 p\u0159edstav\u011b. Gateway ne\u0159e\u0161\u00ed 7denn\u00ed limit ITP ani past popsanou v\u00fd\u0161; cookies d\u00e1l nastavuje JavaScript, tak\u017ee Safari je o\u0159e\u017ee na 7 dn\u00ed \u00fapln\u011b stejn\u011b jako p\u0159edt\u00edm. \u0158e\u0161\u00ed jin\u00fd probl\u00e9m: blokov\u00e1n\u00ed skript\u016f a po\u017eadavk\u016f (ad blockery, ztr\u00e1ta sign\u00e1lu), proto\u017ee je vede p\u0159es va\u0161i vlastn\u00ed dom\u00e9nu. Z pohledu \u017eivotnosti cookies to \u0159e\u0161en\u00ed nen\u00ed. N\u00e1stroj\u016fm mimo Google stack (Meta, affiliate syst\u00e9my, CDP) nav\u00edc nepom\u016f\u017ee v\u016fbec.<br>Google Tag Gateway pova\u017euji za solidn\u00ed \u0159e\u0161en\u00ed pro firmy, kter\u00e9 m\u011b\u0159\u00ed skoro v\u00fdhradn\u011b p\u0159es Google a bojuj\u00ed hlavn\u011b s blokov\u00e1n\u00edm.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Posledn\u00ed varianta \u2014 sGTM za vlastn\u00ed infrastrukturou se stejnou IP jako hlavn\u00ed dom\u00e9na \u2014 \u0159e\u0161\u00ed probl\u00e9m nej\u00fapln\u011bji.<br>Pokud pou\u017e\u00edv\u00e1te CloudFlare nebo jinou podobnou CDN, p\u0159\u00edpadn\u011b Cloud Load Balancer, m\u016f\u017ee b\u00fdt toto relativn\u011b jednoduch\u00e9. Pokud ne, je tahle cesta pom\u011brn\u011b n\u00e1ro\u010dn\u00e1.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Co d\u00e1v\u00e1 smysl pro koho<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ne\u017e se rozhodnete cokoliv m\u011bnit, spo\u010d\u00edtejte si t\u0159i \u010d\u00edsla: jak dlouh\u00fd je v\u00e1\u0161 n\u00e1kupn\u00ed cyklus, jak\u00fd pod\u00edl Safari m\u00e1te v publiku a kolik jste ochotn\u00ed investovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E-shop, kde lid\u00e9 nakupuj\u00ed do dvou dn\u016f od prvn\u00ed n\u00e1v\u0161t\u011bvy, \u0159e\u0161\u00ed \u00fapln\u011b jin\u00fd probl\u00e9m ne\u017e B2B firma s t\u0159\u00edm\u011bs\u00ed\u010dn\u00edm rozhodovac\u00edm cyklem. Prvn\u00edmu 7denn\u00ed limit v Safari vad\u00ed minim\u00e1ln\u011b \u2014 v\u011bt\u0161ina cest ke konverzi se do n\u011bj vejde. Druh\u00e9mu m\u016f\u017ee utrhnout atribuci u z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed se vrac\u00ed opakovan\u011b p\u0159es t\u00fddny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pod\u00edl Safari v publiku najdete v GA4 v p\u0159ehledu prohl\u00ed\u017ee\u010d\u016f za posledn\u00edch 90 dn\u00ed. Pokud je pod 10 % a n\u00e1kupn\u00ed cyklus kr\u00e1tk\u00fd, klidn\u011b z\u016fsta\u0148te u klasick\u00e9ho GTM + GA4 setupu \u2014 investice do server-side trackingu se v\u00e1m nevr\u00e1t\u00ed, pokud ov\u0161em nem\u00e1te jin\u00fd p\u00e1dn\u00fd d\u016fvod: typicky boj s ad blockery nebo po\u017eadavek na kvalitn\u011bj\u0161\u00ed konverzn\u00ed data pro kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud je pod\u00edl Safari vysok\u00fd (typicky B2C s Apple publikem) a z\u00e1rove\u0148 m\u00e1te del\u0161\u00ed cyklus nebo siln\u011b stav\u00edte na remarketingu a affiliate, server-side tracking d\u00e1v\u00e1 smysl \u2014 ale vyb\u00edrejte podle p\u0159edchoz\u00ed sekce, ne podle toho, co v\u00e1m prod\u00e1 prvn\u00ed agentura. Google Tag Gateway sta\u010d\u00ed, pokud m\u011b\u0159\u00edte skoro jen p\u0159es Google. Jinak po\u010d\u00edtejte s n\u00e1ro\u010dn\u011bj\u0161\u00ed variantou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rozpo\u010det nakonec rozhoduje mezi \u201esta\u010d\u00ed to spravit\u201d a \u201echceme to vy\u0159e\u0161it po\u0159\u00e1dn\u011b\u201d \u2014 ob\u011b odpov\u011bdi jsou legitimn\u00ed, pokud vych\u00e1z\u00edte z \u010d\u00edsel, ne z obav.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Za hranice cookies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cookies nejsou jedin\u00e1 cesta, jak si spojit n\u00e1v\u0161t\u011bvu s konverz\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u011bt\u0161ina n\u00e1stroj\u016f dnes um\u00ed propojit n\u00e1v\u0161t\u011bvy a konverze p\u0159es hashovan\u00e9 osobn\u00ed \u00fadaje \u2014 e-mail, telefon nebo p\u0159ihla\u0161ovac\u00ed user ID. Google Ads na to m\u00e1 enhanced conversions, Meta advanced matching a GA4 funkci User-ID; <a href=\"https:\/\/www.sabatka.net\/cs\/who-reads-forms-on-your-website-and-do-you-know-about-it\/\">jak platformy osobn\u00ed \u00fadaje hashuj\u00ed<\/a> jsem popsal v souvislosti s formul\u00e1\u0159i. Pokro\u010dil\u00e9 firmy jdou je\u0161t\u011b d\u00e1l a propojuj\u00ed identitu z\u00e1kazn\u00edka nap\u0159\u00ed\u010d zdroji (web, CRM, e-shop) v customer data platform (CDP) \u2014 tomu se \u0159\u00edk\u00e1 identity resolution a zaslou\u017e\u00ed si samostatn\u00fd \u010dl\u00e1nek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud m\u00e1te del\u0161\u00ed n\u00e1kupn\u00ed proces, tohle je sm\u011br, kter\u00fdm se rozhodn\u011b vyplat\u00ed uva\u017eovat: identita postaven\u00e1 na p\u0159ihl\u00e1\u0161en\u00ed nebo e-mailu nez\u00e1vis\u00ed na tom, jestli cookie p\u0159e\u017eila t\u00fdden.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O tom, jestli va\u0161e atribuce a remarketing funguj\u00ed, nebo jen vypadaj\u00ed, \u017ee funguj\u00ed, rozhoduj\u00ed dv\u011b v\u011bci: \u017eivotnost cookies a to, jak um\u00edte pracovat s identitou n\u00e1v\u0161t\u011bvn\u00edka. Cookie sama o sob\u011b nen\u00ed trvanliv\u00fd identifik\u00e1tor \u2014 je to k\u0159ehk\u00e1 v\u011bc, jej\u00ed\u017e trv\u00e1n\u00ed v\u00e1m z velk\u00e9 \u010d\u00e1sti diktuje prohl\u00ed\u017ee\u010d, ne va\u0161e nastaven\u00ed v administraci. Pokud je v\u00e1\u0161 n\u00e1kupn\u00ed cyklus del\u0161\u00ed ne\u017e t\u00fdden, m\u011b\u0159en\u00ed v Safari v\u00e1m systematicky l\u017ee \u2014 typicky u ka\u017ed\u00e9ho \u0161est\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka, na n\u011bkter\u00fdch webech u ka\u017ed\u00e9ho \u010dtvrt\u00e9ho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pod\u00edv\u00e1m se na v\u00e1\u0161 pod\u00edl Safari a d\u00e9lku n\u00e1kupn\u00edho cyklu a \u0159eknu v\u00e1m, jestli setup m\u011bnit \u2014 a jestli v\u016fbec. <a href=\"https:\/\/www.sabatka.net\/cs\/kontakt\/\">Ozv\u011bte se mi<\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button scroll_to_subscribe\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Chci odeb\u00edrat novinky<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\">Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O cookies dnes sly\u0161el ka\u017ed\u00fd \u2014 odklik\u00e1v\u00e1me je na ka\u017ed\u00e9m webu. M\u00e1lokdo ale um\u00ed vysv\u011btlit, co to vlastn\u011b je, nato\u017e jak\u00fd je rozd\u00edl mezi first-party a third-party cookie. P\u0159itom pr\u00e1v\u011b na t\u00e9hle mechanice stoj\u00ed atribuce, remarketing i to, jestli GA4 v\u016fbec pozn\u00e1 vracej\u00edc\u00edho se z\u00e1kazn\u00edka. A \u017eivotnost cookies je v n\u011bkter\u00fdch prohl\u00ed\u017ee\u010d\u00edch mnohem krat\u0161\u00ed, ne\u017e [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1315,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,28,10,34],"tags":[],"class_list":["post-1314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-analytics","category-google-analytics-ga4","category-google-tag-manager-gtm","category-server-side-gtm"],"_links":{"self":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/comments?post=1314"}],"version-history":[{"count":9,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1314\/revisions"}],"predecessor-version":[{"id":1401,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/1314\/revisions\/1401"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media\/1315"}],"wp:attachment":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media?parent=1314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/categories?post=1314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/tags?post=1314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}