{"id":13640,"date":"2025-10-07T09:07:01","date_gmt":"2025-10-07T07:07:01","guid":{"rendered":"https:\/\/www.optimalways.com\/?p=13640"},"modified":"2025-12-10T16:39:42","modified_gmt":"2025-12-10T15:39:42","slug":"black-friday-stack-analytics-checklist","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/","title":{"rendered":"Black Friday : faites de votre stack analytics votre super-pouvoir !"},"content":{"rendered":"<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Le Black Friday, c\u2019est souvent le test ultime pour vos performances digitales avant la derni\u00e8re grande ligne droite de la fin d\u2019ann\u00e9e.. Or, sans donn\u00e9es fiables, difficile de piloter en temps r\u00e9el, d\u2019optimiser vos investissements ou d\u2019identifier les points de friction. Votre solution de Tag Management System peut \u00e9galement \u00eatre un ali\u00e9 pr\u00e9cieux pour optimiser le temps de chargement de vos pages.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><strong><span class=\"\">Objectif : un \u00e9cosyst\u00e8me data robuste, pr\u00eat pour le Black Friday<\/span><\/strong><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Chez\u00a0<\/span><strong><span class=\"font-[700]\">Optimal Ways<\/span><\/strong><span class=\"\">, nous accompagnons de nombreux e-commer\u00e7ants dans la pr\u00e9paration de ce pic d\u2019activit\u00e9. Voici notre\u00a0<\/span><span class=\"font-[700]\"><strong>check list technique des actions prioritaires \u00e0 r\u00e9aliser<\/strong>\u00a0<\/span><span class=\"\">pour un Black Friday sans mauvaise surprise.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">1\ufe0f\u20e3 <strong>V\u00e9rifications techniques et qualit\u00e9 du tracking<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Faites une revue approfondie de l\u2019impl\u00e9mentation de votre Tag Management System et de vos tags : d\u00e9clenchements sans doublons, respect des r\u00e8gles de consentement et impact sur le temps de chargement des pages.<\/span><\/li>\n<li><span class=\"\">Validez la collecte des \u00e9v\u00e9nements cl\u00e9s e-commerce comme\u00a0<\/span><span class=\"italic\">view_item, add_to_cart, begin_checkout, add_payment_info, purchase<\/span><span class=\"\">, avec leurs param\u00e8tres essentiels.<\/span><\/li>\n<li><span class=\"\">Assurez-vous que les conversions soient bien marqu\u00e9es en \u00e9v\u00e9nement cl\u00e9 dans\u00a0<\/span><strong><span class=\"font-[700]\">Google Analytics<\/span><\/strong><span class=\"\">\u00a0et reli\u00e9es aux tags\u00a0<\/span><strong><span class=\"font-[700]\">Google Ads<\/span><\/strong><span class=\"\"><strong>\u00a0<\/strong>et\u00a0<\/span><strong><span class=\"font-[700]\">Meta<\/span><\/strong><span class=\"\">.<\/span><\/li>\n<li><span class=\"\">V\u00e9rifiez que vos tags m\u00e9dias se d\u00e9clent le plus tard possible dans la page afin de r\u00e9duire l&rsquo;impact sur le temps de chargement de vos pages.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">2\ufe0f\u20e3<strong> Optimisation des tags et du conteneur GTM<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Supprimez les tags inactifs pour gagner en vitesse de chargement.<\/span><\/li>\n<li><span class=\"\">Priorisez les tags \u00e0 d\u00e9sactiver en cas de hausse du temps de chargement du site et\/ou de baisse de la performance.<\/span><\/li>\n<li><span class=\"\">V\u00e9rifiez que les principaux tags m\u00e9dia (Meta, Tiktok, Google Ads) soient bien param\u00e9tr\u00e9s et se d\u00e9clenchent bien.<\/span><\/li>\n<li><span class=\"\">V\u00e9rifier dans vos interfaces (Meta, Google Ads, Tiktok, Pinterest) que les donn\u00e9es remontent correctement et que vous n\u2019avez pas d\u2019alertes.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">3\ufe0f\u20e3 <strong>Gouvernance et UTMs<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">V\u00e9rifiez le bon param\u00e9trage de votre Consent Management (Didomi, Axeptio, OneTrust, TrustCommander, &#8230;) : liste des solutions et des partenaires \u00e0 jour,<\/span><\/li>\n<li><span class=\"\">V\u00e9rifiez la coh\u00e9rence de vos param\u00e8tres de tracking des\u00a0<\/span><strong><span class=\"font-[700]\">campagnes comme les UTM<\/span><\/strong><span class=\"\">\u00a0: sources, m\u00e9diums, campagnes, content.<\/span><\/li>\n<li><span class=\"\">Si possible, impl\u00e9mentez des param\u00e8tres UTM en plus des param\u00e8tres automatiques (gclid, fbclid\u2026).<\/span><\/li>\n<li><span class=\"\">Testez les principales redirections.<\/span><\/li>\n<li><span class=\"\">Documentez la nomenclature des campagnes UTM pour les \u00e9quipes marketing.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">4\ufe0f\u20e3 <strong>Fiabilit\u00e9 &amp; continuit\u00e9 des donn\u00e9es<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Configurez des\u00a0<\/span><span class=\"font-[700]\"><strong>alertes dans votre solution de Digital Analytics comme Google Analytics, Piano Analytics<\/strong>\u00a0<\/span><span class=\"\">pour d\u00e9tecter les anomalies (trafic, ventes, \u00e9v\u00e9nements).<\/span><\/li>\n<li><span class=\"\">Mettez en place un monitoring quotidien pendant toute la p\u00e9riode.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">5\ufe0f\u20e3 <strong>Exploitation des donn\u00e9es pour le pilotage<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Cr\u00e9ez des\u00a0<\/span><strong><span class=\"font-[700]\">rapports d\u00e9di\u00e9s Black Friday<\/span><\/strong><span class=\"\">\u00a0: conversions par source, funnel checkout, frictions.<\/span><\/li>\n<li><span class=\"\">Construisez des\u00a0<\/span><strong><span class=\"font-[700]\">audiences sp\u00e9cifiques Black Friday<\/span><\/strong><span class=\"\">\u00a0dans Google Analytics (abandons panier, clients 2024, paniers &gt; 200 \u20ac).<\/span><\/li>\n<li><span class=\"\">Pr\u00e9parez vos\u00a0<\/span><strong><span class=\"font-[700]\">tableaux de bord Looker Studio ou solutions similaires<\/span><\/strong><span class=\"\">\u00a0pour un suivi live des ventes, ROAS, produits et canaux.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">6\ufe0f\u20e3 <strong>V\u00e9rifications du tracking server-side (si disponible)<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Testez le\u00a0<\/span><strong><span class=\"font-[700]\">tracking server-side (sGTM)<\/span><\/strong><span class=\"\">\u00a0sur les principales conversions.<\/span><\/li>\n<li><span class=\"\">V\u00e9rifiez la remont\u00e9e des donn\u00e9es vers Google Ads (Enhanced Conversions) et Meta (CAPI), notamment pour les param\u00e8tres de \u201cuser_data\u201d comme l\u2019adresse email hash\u00e9e en SHA256.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">7\ufe0f\u20e3 <strong>Suivi des erreurs Javascript et des temps de chargement<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">\u00c0 l\u2019approche du Black Friday, chaque erreur JavaScript ou ralentissement du temps de chargement peut avoir un impact d\u00e9cisif sur vos conversions.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Pensez \u00e0 exploiter votre solution de Digital Analytics pour suivre les erreurs JavaScript et les temps de chargement des pages sur un\u00a0<\/span><strong><span class=\"font-[700]\">\u00e9chantillon repr\u00e9sentatif de votre trafic<\/span><\/strong><span class=\"\">\u00a0\u2014 cela vous permettra d\u2019\u00e9viter de d\u00e9passer les quotas tout en maintenant une vision claire des performances r\u00e9elles.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Cette approche vous aidera \u00e0\u00a0<\/span><strong><span class=\"font-[700]\">d\u00e9tecter rapidement les anomalies<\/span><\/strong><span class=\"\">\u00a0et \u00e0\u00a0<\/span><strong><span class=\"font-[700]\">agir sans d\u00e9lai<\/span><\/strong><span class=\"\">\u00a0en cas de probl\u00e8me sur votre site, un atout essentiel en p\u00e9riode de forte affluence.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83e\udded <strong>En r\u00e9sum\u00e9<\/strong><\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Une bonne pr\u00e9paration Black Friday, ce n\u2019est pas seulement des campagnes et des promos \u2014 c\u2019est avant tout une\u00a0<\/span><strong><span class=\"font-[700]\">stack data fiable, rapide et actionnable<\/span><\/strong><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Nous approfondirons ce sujet plus en profondeur \u00e0 l&rsquo;occasion de\u00a0<\/span><span class=\"font-[700]\"><strong>notre atelier \u00e0 Ecommerce Connect le 15 octobre \u00e0 11 h 40 \u00e0 Issy-les-Moulineaux et \u00e0 distance<\/strong>.<\/span><span class=\"\">\u00a0<\/span><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=https%3A%2F%2Fwww%2Eecommerceconnect%2Efr%2F&amp;urlhash=MWv7&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">Inscription gratuite pour les retailers et ecommer\u00e7ants<\/a><\/span><span class=\"\">.<\/span><\/p>\n<p><em><span class=\"italic\">L\u2019\u00e9quipe d\u2019Optimal Ways est pr\u00eate \u00e0 vous accompagner sur ces enjeux. Nous travaillons depuis plusieurs ann\u00e9es aux c\u00f4t\u00e9s d\u2019acteurs du retail et de l\u2019e-commerce, avec une exp\u00e9rience reconnue dans la mise en place de solutions d\u2019optimisation du tracking des campagnes, de Digital Analytics et de l&rsquo;\u00e9cosyst\u00e8me m\u00e9dia.<\/span><\/em><\/p>\n<p><strong><a href=\"https:\/\/www.optimalways.com\/fr\/planifier-un-appel-decouverte\/\">Planifier un appel d\u00e9couverte<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le Black Friday, c\u2019est souvent le test ultime pour vos performances digitales avant la derni\u00e8re grande ligne droite de la fin d\u2019ann\u00e9e.. Or, sans donn\u00e9es fiables, difficile de piloter en temps r\u00e9el, d\u2019optimiser vos investissements ou d\u2019identifier les points de friction. Votre solution de Tag Management System peut \u00e9galement \u00eatre un ali\u00e9 pr\u00e9cieux pour optimiser [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13651,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[7,48],"tags":[],"class_list":["post-13640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-tribunes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday : Checklist technique pour le succ\u00e8s<\/title>\n<meta name=\"description\" content=\"Anticipez le Black Friday avec des performances digitales optimales. Suivez notre liste d&#039;actions prioritaires pour votre e-commerce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday : faites de votre stack analytics votre super-pouvoir !\" \/>\n<meta property=\"og:description\" content=\"Anticipez le Black Friday avec des performances digitales optimales. Suivez notre liste d&#039;actions prioritaires pour votre e-commerce.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T07:07:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-10T15:39:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/10\/Insights-Black-Friday.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Catherine Tranchant\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Catherine Tranchant\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\"},\"author\":{\"name\":\"Catherine Tranchant\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/#\/schema\/person\/84807a8e444f91847f8776282332bd28\"},\"headline\":\"Black Friday : faites de votre stack analytics votre super-pouvoir !\",\"datePublished\":\"2025-10-07T07:07:01+00:00\",\"dateModified\":\"2025-12-10T15:39:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\"},\"wordCount\":790,\"publisher\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/10\/Insights-Black-Friday.png\",\"articleSection\":[\"Actualit\u00e9s\",\"Tribunes\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\",\"url\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/\",\"name\":\"Black Friday : Checklist technique pour le succ\u00e8s\",\"isPartOf\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/10\/black-friday-stack-analytics-checklist\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/10\/Insights-Black-Friday.png\",\"datePublished\":\"2025-10-07T07:07:01+00:00\",\"dateModified\":\"2025-12-10T15:39:42+00:00\",\"description\":\"Anticipez le Black Friday avec des performances digitales optimales. 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