Which end-to-end analytics service should you choose?
Posted: Tue Dec 17, 2024 4:41 am
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19 August 2021 0:00
Which end-to-end analytics service should you choose?Lyudmila Mezentseva
Copywriter at expert-content.ru
Content
Understanding what end-to-end analytics means
End-to-end analytics tasks What is the difference between web whatsapp number list analytics and end-to-end analytics How end-to-end analytics works End-to-end analytics workflow: which one to choose End-to-end analytics services: rating of popular offers Summary
The end-to-end analytics system is an online service that will show in real time which online sales channels provide the maximum return, where the promotion strategy needs to be revised, and where additional opportunities for online business promotion are hidden.
In this article, we will look at how end-to-end analytics services work and how to choose the right one for your business needs.
Understanding what end-to-end analytics means
End-to-end analytics is a comprehensive method of collecting and evaluating data on the effectiveness of money invested in advertising. It helps to track and evaluate the client's actions all the way from the first click on an advertising banner to a purchase, to find out how much money each ruble invested in advertising brought in based on real sales.
It sounds terribly complicated, but in fact, the end-to-end business analytics system is an accessible, convenient and easy online service.
Let's take as an example an online store that does not have end-to-end business analytics configured. For a month, its contextual advertising was running in Yandex.Direct and Google Ads, banner advertising was running on VKontakte, an advertising post was published in a thematic community on Facebook, and a blogger's integration was on Instagram. By the end of the month, the store collected 3,580 requests, of which 547 resulted in sales, and 39 resulted in a purchase refusal.
Is it good or bad? Even if you compare profits with advertising costs, what should a marketer do next month? How can you understand which specific channel worked and which one wasted money? End-to-end sales analytics knows the answer.
Of course, the marketer collects data on the quantity:
transitions from banner ads in the advertising account;
requests from traffic sources in Yandex.Metrica or Google Analytics;
applications via Call-tracking;
refusals and sales in the CRM system.
But he does not see how exactly the channel "shot" in sales. Only the company's end-to-end analytics will show this.
The more complex the business, the more advertising sources and purchasing methods the marketer uses. The more chances he has to disappear without a trace in the endless labyrinths of reports. End-to-end analytics in marketing makes this path simple and clear.
So, end-to-end analytics - what is it in simple terms? The ability to consolidate all data on expenses and return on advertising for each channel into one general report and evaluate which one leads to sales.
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Tasks of end-to-end analytics
From the previous section, you can understand why end-to-end analytics is needed. But let's look into it in more detail.
End-to-end analytics helps:
Automatically collect data along the entire customer path to the sale. The service allows you to link CRM, call tracking, online chats, email, and various advertising accounts into a single system. Tracking the benefit of each channel in each sale is one of the main answers to why end-to-end analytics is needed.
Keep track of real sales. Web analytics shows the number of applications, but not all of them are closed with sales. It also does not take into account the number of product returns. End-to-end web analytics evaluates advertising by the number of real sales that brought in real money.
Assess the payback of channels - take into account all interactions with the buyer and derive the real cost of each attracted one.
Redistribute the advertising budget to effective channels, based on real ROI. Optimize ads not for the number of likes or clicks, but for net profit, LTV, and number of sales. This way you will get more sales from the same budget.
Reduce time spent on data analysis. The system automatically creates visual reports. If end-to-end analytics is configured, there is no question why this is needed.
What is the difference between web analytics and end-to-end analytics?
It would seem that there is Google Analytics, Yandex.Metrica, an e-commerce module - why complicate the work?
Indeed, web analytics systems help track the customer's path through the sales funnel and evaluate the effectiveness of each channel at each stage - how many buyers came from each channel. But in real life, a person rarely buys at the first touch.
He can see an advertising banner on a smartphone when riding in public transport. Go to the site and take a quick look. Then go through a PC, typing the company name in the search bar. He will have questions, and he will call the manager to clarify them over the phone. And in six months, when the purchase becomes relevant, he will see an advertising post on a social network and leave a request in a messenger. How to understand which channel worked?
To evaluate all channels as a whole, you will have to connect CRM and other analytics services to web analytics and enter another expense item for the services of a programmer. Or install one service that has everything you need for end-to-end analytics.
Online stores track the number of transactions, amounts, purchased goods, etc. through the e-commerce module. But this is still not the same as end-to-end analytics, and here's why:
Does not allow tracking the client through the sales funnel.
Does not take into account product returns.
Evaluates the effectiveness of advertising by one selected model. For example, by last interaction.
The module is difficult to integrate with other services and often makes calculation errors.
There is another important point that distinguishes web analytics from end-to-end analytics. During A/B testing, the e-commerce module and web analytics take into account conversion rates. But not every product with a high conversion rate will be profitable. An end-to-end analytics system helps track this.
Differences between types of analytics
Possibilities E-commerce module
Web analytics
End-to-end analytics
Integration with other services
+ / - + +
Track customer actions through the sales funnel
- - +
Calculate the number of leads from a channel
+ + +
Count the number of applications
+ + +
Calculate the number of payments
+ + +
Calculate conversion
+ + +
Evaluate the effectiveness of advertising
one model
+ in the complex
Calculate the number of product returns
- - +
Comprehensive business valuation
- - +
How end-to-end analytics works
The service displays data on all positions of each channel on the screen window: the number of visits, applications, real sales, expenses and profits. Let's figure out step by step how end-to-end analytics works, how it happens.
An IT specialist installs a script of an end-to-end web analytics service on the site and each of its pages to track the visitor’s actions.
Integrates the service with other platforms: Google Ads, Yandex.Direct, Facebook Ads Manager, MyTarget, mailing service, etc.
Integrates the service with CRM, to which call tracking is connected.
The system collects information on the required metrics from each channel via the user's client id from the cookie file, UTM tags and other markers.
The information is automatically generated in real time into a visual report.
As a result, the marketer has a detailed view of the company’s marketing, which can be fine-tuned.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
End-to-end analytics workflow: which one to choose
In theory, implementing end-to-end analytics looks complicated and labor-intensive. In fact, there are several ways to implement and use the tool depending on business tasks.
The scheme of end-to-end analytics can be: basic, standard, advanced.
1. Basic end-to-end analytics in addition to the usual tools requires installing a special service. For marketing analysis you will need:
end-to-end analytics system;
web analytics system — Yandex.Metrica or Google.Analytics
call tracking or email tracking
CRM.
The system tracks users by Client ID from a cookie file in the browser. If a client logs in several times from different devices, the accuracy of the analytics is lost. The data on it must be summarized manually.
19 August 2021 0:00
Which end-to-end analytics service should you choose?Lyudmila Mezentseva
Copywriter at expert-content.ru
Content
Understanding what end-to-end analytics means
End-to-end analytics tasks What is the difference between web whatsapp number list analytics and end-to-end analytics How end-to-end analytics works End-to-end analytics workflow: which one to choose End-to-end analytics services: rating of popular offers Summary
The end-to-end analytics system is an online service that will show in real time which online sales channels provide the maximum return, where the promotion strategy needs to be revised, and where additional opportunities for online business promotion are hidden.
In this article, we will look at how end-to-end analytics services work and how to choose the right one for your business needs.
Understanding what end-to-end analytics means
End-to-end analytics is a comprehensive method of collecting and evaluating data on the effectiveness of money invested in advertising. It helps to track and evaluate the client's actions all the way from the first click on an advertising banner to a purchase, to find out how much money each ruble invested in advertising brought in based on real sales.
It sounds terribly complicated, but in fact, the end-to-end business analytics system is an accessible, convenient and easy online service.
Let's take as an example an online store that does not have end-to-end business analytics configured. For a month, its contextual advertising was running in Yandex.Direct and Google Ads, banner advertising was running on VKontakte, an advertising post was published in a thematic community on Facebook, and a blogger's integration was on Instagram. By the end of the month, the store collected 3,580 requests, of which 547 resulted in sales, and 39 resulted in a purchase refusal.
Is it good or bad? Even if you compare profits with advertising costs, what should a marketer do next month? How can you understand which specific channel worked and which one wasted money? End-to-end sales analytics knows the answer.
Of course, the marketer collects data on the quantity:
transitions from banner ads in the advertising account;
requests from traffic sources in Yandex.Metrica or Google Analytics;
applications via Call-tracking;
refusals and sales in the CRM system.
But he does not see how exactly the channel "shot" in sales. Only the company's end-to-end analytics will show this.
The more complex the business, the more advertising sources and purchasing methods the marketer uses. The more chances he has to disappear without a trace in the endless labyrinths of reports. End-to-end analytics in marketing makes this path simple and clear.
So, end-to-end analytics - what is it in simple terms? The ability to consolidate all data on expenses and return on advertising for each channel into one general report and evaluate which one leads to sales.
img01.png
Tasks of end-to-end analytics
From the previous section, you can understand why end-to-end analytics is needed. But let's look into it in more detail.
End-to-end analytics helps:
Automatically collect data along the entire customer path to the sale. The service allows you to link CRM, call tracking, online chats, email, and various advertising accounts into a single system. Tracking the benefit of each channel in each sale is one of the main answers to why end-to-end analytics is needed.
Keep track of real sales. Web analytics shows the number of applications, but not all of them are closed with sales. It also does not take into account the number of product returns. End-to-end web analytics evaluates advertising by the number of real sales that brought in real money.
Assess the payback of channels - take into account all interactions with the buyer and derive the real cost of each attracted one.
Redistribute the advertising budget to effective channels, based on real ROI. Optimize ads not for the number of likes or clicks, but for net profit, LTV, and number of sales. This way you will get more sales from the same budget.
Reduce time spent on data analysis. The system automatically creates visual reports. If end-to-end analytics is configured, there is no question why this is needed.
What is the difference between web analytics and end-to-end analytics?
It would seem that there is Google Analytics, Yandex.Metrica, an e-commerce module - why complicate the work?
Indeed, web analytics systems help track the customer's path through the sales funnel and evaluate the effectiveness of each channel at each stage - how many buyers came from each channel. But in real life, a person rarely buys at the first touch.
He can see an advertising banner on a smartphone when riding in public transport. Go to the site and take a quick look. Then go through a PC, typing the company name in the search bar. He will have questions, and he will call the manager to clarify them over the phone. And in six months, when the purchase becomes relevant, he will see an advertising post on a social network and leave a request in a messenger. How to understand which channel worked?
To evaluate all channels as a whole, you will have to connect CRM and other analytics services to web analytics and enter another expense item for the services of a programmer. Or install one service that has everything you need for end-to-end analytics.
Online stores track the number of transactions, amounts, purchased goods, etc. through the e-commerce module. But this is still not the same as end-to-end analytics, and here's why:
Does not allow tracking the client through the sales funnel.
Does not take into account product returns.
Evaluates the effectiveness of advertising by one selected model. For example, by last interaction.
The module is difficult to integrate with other services and often makes calculation errors.
There is another important point that distinguishes web analytics from end-to-end analytics. During A/B testing, the e-commerce module and web analytics take into account conversion rates. But not every product with a high conversion rate will be profitable. An end-to-end analytics system helps track this.
Differences between types of analytics
Possibilities E-commerce module
Web analytics
End-to-end analytics
Integration with other services
+ / - + +
Track customer actions through the sales funnel
- - +
Calculate the number of leads from a channel
+ + +
Count the number of applications
+ + +
Calculate the number of payments
+ + +
Calculate conversion
+ + +
Evaluate the effectiveness of advertising
one model
+ in the complex
Calculate the number of product returns
- - +
Comprehensive business valuation
- - +
How end-to-end analytics works
The service displays data on all positions of each channel on the screen window: the number of visits, applications, real sales, expenses and profits. Let's figure out step by step how end-to-end analytics works, how it happens.
An IT specialist installs a script of an end-to-end web analytics service on the site and each of its pages to track the visitor’s actions.
Integrates the service with other platforms: Google Ads, Yandex.Direct, Facebook Ads Manager, MyTarget, mailing service, etc.
Integrates the service with CRM, to which call tracking is connected.
The system collects information on the required metrics from each channel via the user's client id from the cookie file, UTM tags and other markers.
The information is automatically generated in real time into a visual report.
As a result, the marketer has a detailed view of the company’s marketing, which can be fine-tuned.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
End-to-end analytics workflow: which one to choose
In theory, implementing end-to-end analytics looks complicated and labor-intensive. In fact, there are several ways to implement and use the tool depending on business tasks.
The scheme of end-to-end analytics can be: basic, standard, advanced.
1. Basic end-to-end analytics in addition to the usual tools requires installing a special service. For marketing analysis you will need:
end-to-end analytics system;
web analytics system — Yandex.Metrica or Google.Analytics
call tracking or email tracking
CRM.
The system tracks users by Client ID from a cookie file in the browser. If a client logs in several times from different devices, the accuracy of the analytics is lost. The data on it must be summarized manually.