{"id":44572,"date":"2025-12-24T12:08:35","date_gmt":"2025-12-24T09:08:35","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44572"},"modified":"2025-12-24T12:12:21","modified_gmt":"2025-12-24T09:12:21","slug":"google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/","title":{"rendered":"Google Tag Manager\u2019da GA4 Kimlik Verilerine Do\u011frudan Eri\u015fim"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/#Yerlesik_Degiskenlerin_Getirdikleri\" >Yerle\u015fik De\u011fi\u015fkenlerin Getirdikleri<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/#Stratejik_Onemi_Ne_Degisiyor\" >Stratejik \u00d6nemi: Ne De\u011fi\u015fiyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/#Kullanim_Senaryolari_Neler_Mumkun\" >Kullan\u0131m Senaryolar\u0131: Neler M\u00fcmk\u00fcn?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/#Dikkat_Edilmesi_Gerekenler\" >Dikkat Edilmesi Gerekenler<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/google-tag-managerda-ga4-kimlik-verilerine-dogrudan-erisim\/#Sonuc_Olcumlemeyi_Daha_Stabil_ve_Olceklenebilir_Kilmak\" >Sonu\u00e7: \u00d6l\u00e7\u00fcmlemeyi Daha Stabil ve \u00d6l\u00e7eklenebilir K\u0131lmak<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Google Tag Manager (GTM), GA4 ile \u00e7al\u0131\u015fan analitik ekipleri i\u00e7in uzun s\u00fcredir beklenen bir g\u00fcncellemeyi devreye ald\u0131: art\u0131k GA4\u2019in temel kullan\u0131c\u0131 ve oturum kimlik verilerine <strong>yerle\u015fik de\u011fi\u015fkenler (built-in variables)<\/strong> arac\u0131l\u0131\u011f\u0131yla do\u011frudan eri\u015filebiliyor. Bu, hem analitik hem de pazarlama teknolojisi (MarTech) entegrasyonlar\u0131nda \u00f6nemli bir d\u00f6n\u00fc\u015f\u00fcm anlam\u0131na geliyor. <\/p>\n\n\n\n<p>\u00d6nceden bu verileri elde etmek i\u00e7in geli\u015ftiricilerin veya analistlerin karma\u015f\u0131k <strong>Custom JavaScript \u00e7\u00f6z\u00fcmleri<\/strong>, \u00e7erez ayr\u0131\u015ft\u0131rma ya da <code>gtag()<\/code> \u00e7a\u011fr\u0131lar\u0131 gibi daha k\u0131r\u0131lgan y\u00f6ntemlere ba\u015fvurmas\u0131 gerekiyordu. Bu yakla\u015f\u0131mlar \u00e7erez politika de\u011fi\u015fikliklerine, JavaScript y\u00fcr\u00fctme s\u0131ras\u0131na veya taray\u0131c\u0131 g\u00fcncellemelerine kar\u015f\u0131 savunmas\u0131zd\u0131. Yeni yerle\u015fik de\u011fi\u015fkenler, bu ihtiyac\u0131 ortadan kald\u0131r\u0131yor. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"yerlesik-degiskenlerin-getirdikleri\"><span class=\"ez-toc-section\" id=\"Yerlesik_Degiskenlerin_Getirdikleri\"><\/span>Yerle\u015fik De\u011fi\u015fkenlerin Getirdikleri<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>GTM art\u0131k a\u015fa\u011f\u0131daki \u00fc\u00e7 temel GA4 kimlik verisini standart de\u011fi\u015fken olarak sunuyor: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Analytics Client ID:<\/strong> Kullan\u0131c\u0131n\u0131n web sitesi \u00fczerinde olu\u015fturulan ve benzersizli\u011fini temsil eden kimlik.<\/li>\n\n\n\n<li><strong>Analytics Session ID:<\/strong> Kullan\u0131c\u0131n\u0131n o anki oturumuna ait benzersiz kimlik.<\/li>\n\n\n\n<li><strong>Analytics Session Number:<\/strong> Kullan\u0131c\u0131n\u0131n siteyi ziyaret etti\u011fi oturum say\u0131s\u0131 (hangi oturumda oldu\u011fu).<\/li>\n<\/ul>\n\n\n\n<p>Bu veriler, <strong>kimlik d\u00fczeyinde \u00f6l\u00e7\u00fcmlemeyi<\/strong> ve daha karma\u015f\u0131k entegrasyon senaryolar\u0131n\u0131 do\u011frudan destekler. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"stratejik-onemi-ne-degisiyor\"><span class=\"ez-toc-section\" id=\"Stratejik_Onemi_Ne_Degisiyor\"><\/span>Stratejik \u00d6nemi: Ne De\u011fi\u015fiyor?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bu g\u00fcncellemenin analitik ve pazarlamada pratik etkileri \u00fc\u00e7 ana ba\u015fl\u0131kta toplanabilir: <\/p>\n\n\n\n<p><strong>\ud83d\udccc 1. Veri G\u00fcvenilirli\u011finde Art\u0131\u015f<\/strong><br>\u00d6nceden \u00f6zel kodlarla eri\u015filen Client ID veya Session ID gibi veriler, \u00e7erez yap\u0131s\u0131 de\u011fi\u015fti\u011finde bozulabiliyordu. GTM\u2019in g\u00fcvenli API\u2019leri \u00fczerinden \u00e7ekilen yerle\u015fik de\u011fi\u015fkenler ise <strong>Google altyap\u0131s\u0131 taraf\u0131ndan desteklenen, daha stabil ve s\u00fcrd\u00fcr\u00fclebilir<\/strong> bir y\u00f6ntem sunar.<\/p>\n\n\n\n<p><strong>\ud83d\udccc 2. Entegrasyonlar\u0131n H\u0131z ve Do\u011frulu\u011fu<br><\/strong>Bu kimlik verileri, reklam platformlar\u0131yla (\u00f6rne\u011fin server-side konfig\u00fcrasyonlar, CAPI entegrasyonlar\u0131 veya CRM sistemleri) veya kendi veri ambarlar\u0131na aktar\u0131ld\u0131\u011f\u0131nda, art\u0131k do\u011frudan eri\u015filebilir. B\u00f6ylece pazarlama ekipleri <strong>daha h\u0131zl\u0131, hatas\u0131z ve bak\u0131m\u0131 kolay entegrasyonlar<\/strong> kurabilirler.<\/p>\n\n\n\n<p><strong>\ud83d\udccc 3. B\u00fcy\u00fck \u00d6l\u00e7ekli Yap\u0131lar \u0130\u00e7in \u00d6l\u00e7eklenebilirlik<\/strong><br>GA4\u2019\u00fcn birden fazla m\u00fclkle kullan\u0131ld\u0131\u011f\u0131 veya farkl\u0131 \u00f6l\u00e7\u00fcm kimliklerinin y\u00f6netildi\u011fi durumlarda, <strong>Analytics Storage tipi de\u011fi\u015fkenler<\/strong> sayesinde her m\u00fclke ait verinin izole edilmesi ve do\u011fru kanal\/prop\u2019a y\u00f6nlendirilmesi daha net yap\u0131labilir. Bu, \u00f6zellikle kurumsal yap\u0131larda \u00f6nemli bir avantaj sa\u011flar.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-ee623e3\" id=\"gspb_image-id-gsbp-ee623e3\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/12\/gtm.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"1200\" height=\"600\" title=\"\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"kullanim-senaryolari-neler-mumkun\"><span class=\"ez-toc-section\" id=\"Kullanim_Senaryolari_Neler_Mumkun\"><\/span>Kullan\u0131m Senaryolar\u0131: Neler M\u00fcmk\u00fcn?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bu yeni yap\u0131 sayesinde a\u015fa\u011f\u0131daki kullan\u0131m senaryolar\u0131 daha kolay uygulanabilir hale geliyor:<\/p>\n\n\n\n<p><strong>\u2714\ufe0f CRM ve M\u00fc\u015fteri Profili E\u015fle\u015ftirme<\/strong><br>\u00d6rne\u011fin bir kullan\u0131c\u0131 online ma\u011fazada oturum a\u00e7t\u0131\u011f\u0131nda veya bir form doldurdu\u011funda elde edilen Client ID, CRM sistemiyle e\u015flenebilir ve <strong>daha zengin m\u00fc\u015fteri profilleri<\/strong> olu\u015fturulabilir.<\/p>\n\n\n\n<p><strong>\u2714\ufe0f Sunucu Taraf\u0131 Etiketleme (Server-Side Tagging)<br><\/strong>Veri i\u015fleme hatt\u0131, sadece istemci taraf\u0131nda de\u011fil, <strong>sunucu taraf\u0131ndaki GTM yap\u0131s\u0131<\/strong> \u00fczerinden de Client ID gibi identifier\u2019lar\u0131 kullanarak <strong>daha g\u00fcvenilir bir data pipeline<\/strong> olu\u015fturabilir.<\/p>\n\n\n\n<p><strong>\u2714\ufe0f Pazarlama Kanallar\u0131 Aras\u0131 Kimlik D\u00fczeyi Analiz<br><\/strong>Yerle\u015fik de\u011fi\u015fkenler sayesinde \u00fc\u00e7\u00fcnc\u00fc taraf platformlara (\u00f6rne\u011fin reklam API\u2019leri veya server-side d\u00f6n\u00fc\u015f\u00fcm API\u2019leri) <strong>tutarl\u0131 bir kimlik verisi<\/strong> ile veri g\u00f6ndermek m\u00fcmk\u00fcn olur; bu da \u00e7apraz kanal raporlamada tutarl\u0131l\u0131k sa\u011flar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dikkat-edilmesi-gerekenler\"><span class=\"ez-toc-section\" id=\"Dikkat_Edilmesi_Gerekenler\"><\/span>Dikkat Edilmesi Gerekenler<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bu yeni yerle\u015fik de\u011fi\u015fkenler g\u00fc\u00e7l\u00fc olsa da kullan\u0131mda baz\u0131 \u00f6nemli ko\u015fullar bulunur:<\/p>\n\n\n\n<p>\u2705 Web sitenin \u00fczerinde <strong>Google Tag (gtag.js)<\/strong> kodunun do\u011fru \u015fekilde y\u00fckl\u00fc olmas\u0131 gerekir. GTM \u00fczerinden eklenmi\u015f standart GA4 yap\u0131land\u0131rma etiketi genellikle bu ko\u015fulu sa\u011flar. <\/p>\n\n\n\n<p>\u26a0\ufe0f Bu de\u011fi\u015fkenlerin her biri, do\u011frudan GA4 raporlar\u0131ndaki kullan\u0131c\u0131 ID veya User-ID ile ayn\u0131 \u015fey de\u011fildir. Analytics Client ID, sadece bir taray\u0131c\u0131da kullan\u0131c\u0131y\u0131 temsil eden tan\u0131mlay\u0131c\u0131d\u0131r; bu, farkl\u0131 cihazlarda ayn\u0131 kullan\u0131c\u0131y\u0131 e\u015fle\u015ftirmek i\u00e7in kullan\u0131lmaz. Bu nedenle, daha kapsaml\u0131 kullan\u0131c\u0131 e\u015fle\u015ftirmeleri i\u00e7in <strong>User-ID veya ba\u015fka sistemlerle birle\u015ftirme stratejisi<\/strong> gerekiyor. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"sonuc-olcumlemeyi-daha-stabil-ve-olceklenebilir-kilmak\"><span class=\"ez-toc-section\" id=\"Sonuc_Olcumlemeyi_Daha_Stabil_ve_Olceklenebilir_Kilmak\"><\/span>Sonu\u00e7: \u00d6l\u00e7\u00fcmlemeyi Daha Stabil ve \u00d6l\u00e7eklenebilir K\u0131lmak<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google Tag Manager\u2019\u0131n getirdi\u011fi bu yerle\u015fik de\u011fi\u015fkenler, <strong>daha \u00f6nce \u00f6zel \u00e7\u00f6z\u00fcm gerektiren kimlik verisi eri\u015fimini standart bir y\u00f6ntemle<\/strong> sa\u011flamaya ba\u015flad\u0131. Bu da:<\/p>\n\n\n\n<p>\u2714 Daha s\u00fcrd\u00fcr\u00fclebilir veri ak\u0131\u015f\u0131<br>\u2714 Daha h\u0131zl\u0131 ve hatas\u0131z entegrasyonlar<br>\u2714 B\u00fcy\u00fck \u00f6l\u00e7ekli yap\u0131lar i\u00e7in daha net y\u00f6netilebilir \u00f6l\u00e7\u00fcm altyap\u0131s\u0131<\/p>\n\n\n\n<p>gibi somut faydalar yarat\u0131r. <\/p>\n\n\n\n<p>Bu g\u00fcncelleme ile GTM, analitik ekipleri i\u00e7in \u00f6l\u00e7\u00fcmleme ve entegrasyon altyap\u0131s\u0131n\u0131 bir ad\u0131m daha profesyonel seviyeye ta\u015f\u0131yor.<\/p>\n\n\n\n<p><strong><em>Marker Groupe\u2019un geli\u015ftirme hizmetleri hakk\u0131nda bilgi edinmek i\u00e7in bizimle&nbsp;<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\">MarkerGroupe.com<\/a>&nbsp;web sitesi veya&nbsp;<a>hello@markergroupe.com<\/a>&nbsp; e-posta adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Tag Manager (GTM), GA4 ile \u00e7al\u0131\u015fan analitik ekipleri i\u00e7in uzun s\u00fcredir beklenen bir g\u00fcncellemeyi devreye ald\u0131: art\u0131k GA4\u2019in temel kullan\u0131c\u0131 ve oturum kimlik verilerine yerle\u015fik de\u011fi\u015fkenler (built-in variables) arac\u0131l\u0131\u011f\u0131yla do\u011frudan eri\u015filebiliyor. Bu, hem analitik hem de pazarlama teknolojisi (MarTech) entegrasyonlar\u0131nda \u00f6nemli bir d\u00f6n\u00fc\u015f\u00fcm anlam\u0131na geliyor. \u00d6nceden bu verileri elde etmek i\u00e7in geli\u015ftiricilerin veya analistlerin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44573,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-ee623e3 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1489,1505],"tags":[2353,2349],"class_list":["post-44572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama","category-dijital-medya","tag-ga4","tag-gtm"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44572","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=44572"}],"version-history":[{"count":2,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44572\/revisions"}],"predecessor-version":[{"id":44581,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44572\/revisions\/44581"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44573"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}