End-to-end analytics

Contents

• What is end-to-end analytics?
• Why is end-to-end analytics necessary?
• Setting up end-to-end analytics
• Methods of implementing end-to-end analytics
• Frequently asked questions about end-to-end analytics

What is end-to-end analytics?

End-to-end analytics is a method of analysis that allows for a deeper understanding of the effectiveness of your marketing investments. This approach involves tracking the entire customer journey: from the moment they see your advertisement, to making a purchase, and subsequent repeat orders. An important feature of end-to-end analytics is the integration of data from all advertising channels, enabling you to see how much profit was generated by each of them.

In analysis systems like Roistat, you can obtain detailed reports for each channel, including information on expenses, profits, as well as calculated metrics such as cost per lead and ROI. This allows companies to see the full picture of the effectiveness of their marketing efforts and helps marketers in budgeting and determining the most profitable channels.

Why is end-to-end analytics necessary?

Setting up end-to-end analytics addresses numerous business challenges and marketing questions:

• Assessing the effectiveness of various marketing channels.
• Reallocating advertising budgets to reduce customer acquisition costs and increase sales volumes.
• Understanding the entire sales cycle, from keywords to the total purchase amount.
• Saving time on making management decisions related to advertising expenses, scaling campaigns, and choosing promotional channels.

This approach allows companies to more accurately assess the effectiveness of their advertising channels and make more informed decisions based on collected data.

Setting up end-to-end analytics

There are several ways to implement end-to-end analytics, depending on your resources, the complexity of the deal stages, and the level of process automation. Let’s consider several popular methods of setup and their features.

Excel

Using Excel is the simplest way to implement end-to-end analytics. The essence of the method lies in correlating data on advertising campaigns with sales information. For this, data from various advertising channels, web analytics systems, and CRM are combined into one table. However, with a large number of channels, the table can become cumbersome.

Yandex Metrica

Yandex Metrica offers a special tool for end-to-end analytics that allows you to quickly consolidate data from all your advertising channels in one place. With this tool, you can see how different channels perform and understand how to redistribute your budget.

Google Analytics

The Google web analytics system provides the ability to combine data on expenses, leads, and sales. This approach requires some technical understanding, as it is necessary to integrate data from various advertising accounts and set up the transfer of offline purchases.

Methods of implementing end-to-end analytics

There are several methods for implementing end-to-end analytics, each with its own advantages and disadvantages:

• Specialized software: Paid programs like Roistat offer the ability to integrate CRM data and advertising expenses in one window. These solutions allow for process automation but require financial investment.
• Data visualization: Services like Power BI and Tableau can be used to create in-depth reports and customize them for specific business needs. However, this can be a labor-intensive process.

Frequently asked questions about end-to-end analytics

How much does end-to-end analytics cost? The price can vary depending on the number of visitors to your website, the number of advertising channels, and the chosen tool for setup. Simple solutions may be conditionally free, but specialized programs will cost more.

Who needs end-to-end analytics? Implementing end-to-end analytics is advisable for companies with multiple traffic sources and significant advertising budgets. If you have only one source, using basic analysis tools is sufficient.

Can offline data be included in end-to-end analytics? Yes, specialized programs can integrate data on offline purchases, but this requires additional data preparation and loading into the system.