End-to-end analytics
End-to-end analytics - a combination of advertising, website and CRM in one chain: you can see not only clicks and leads, but also revenue before a specific ad.
End-to-end analytics - a combination of advertising, website and CRM in one chain. The goal is to see not snippets (“there are so many clicks, so many leads”), but the whole path: which ad brought the lead that became a deal for a specific amount.
Without end-to-end analytics, a marketer optimizes based on CPL and regularly makes mistakes. A channel with a cheap lead can generate customers who don’t buy, while an “expensive” channel can generate revenue. This is only visible when revenue from CRM is linked to the source through UTM and attribution.
End-to-end analytics is compiled from three parts: UTM markup at the input, call tracking for calls, uploading transactions from CRM at the output. This is usually compiled into Looker Studio or Yandex.Metrica. Setting up is not quick, but without it the budget is allocated blindly.
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