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End-to-end allows you to track the full path of a customer from the first contact with an advertisement to making a purchase or sale.
To understand what end-to-end analytics is, let's look at a simple analogy. Almost all modern companies operating offline evaluate and reward their employees based on the specific results of their work (fulfillment of the plan, sales volume, volume of attracted customers). That is, the work is not assessed by the number of calls made, by the number of meetings or the volume of analyzed documents. This is necessary so that the employer knows how much the company has earned with the help of this employee, whether it is advisable to continue cooperation with him.
A similar mechanism has end-to-end web analytics, it allows you to clearly answer the questions: how much was spent on advertising; how much they managed to earn on it.
Why do you need an end-to-end analytics system
End-to-end analytics for the site provides data from all stages of the sales funnel. This allows you not only to select high-quality traffic, but also to analyze where the client was not "squeezed".
Experts identify 3 main functions of end-to-end analytics:
- Detailed analysis of the payback of each traffic channel. Here you can calculate ROI (return on investment) not only for the whole company, but also for a specific tool (banner, teaser, or even a keyword).
- Identifying the audience that made the application became interested, but for some reason did not complete the order. Additional advertising should be directed to this group, motivated and brought to the desired result.
- Disabling advertising for existing clients / setting other advertising for existing clients. This will save your budget and not annoy your customers.
How to set up end-to-end analytics
To do this, you will need at least and Google analytics... It is necessary to combine them into a single whole. Configuring end-to-end analytics is a 3-step process:
- After a visitor has completed an application on the site, his Client ID (client ID or cid) is transferred to the CRM system.
- If the lead is interested in making a purchase, when the status changes in CRM, it is transferred to Google Analytics (GA). If the purchase is made, the transaction amount is transferred to the GA.
- Basically, the task is to enrich the GA with data from the CRM. As a result, we have in our hands an effective tool for drawing up convenient reports in various directions and sections.
To turn a visitor into a lead, you need to apply 3 different contact formats. The main task: to transfer the client's ID after contacting him.
Possible contact types:
- Standard application, order form.
- Telephone. Most often used by users who prefer to place an order with an operator by phone.
- Online consultant.
To set up an end-to-end analytics system, you will need the following tools:
- Web analytics system (GA)
- CRM system
- Integration service (for example, Albato.ru)
- Service
- Online consultant
- If necessary, additional forms of interaction with clients.
Step 1
First of all, we set up the function of transmitting the cid of those visitors who have shown interest in CRM. This cid is assigned by the GA and is unique for each user, it is represented as a numerical combination, for example: 758596365.0236524158. Cid is placed and permanently stored in the cookie of the Internet browser, it is assigned to the visitor by those sites where GA is installed. Now you are looking for yourself useful information and you are reading the article, and in the meantime, the site has already assigned you a cid. To find out your cid, press the F12 key, then select the "Application" section, then "Cookies" and you will see your cid in front of you.
There are several ways to send cid to CRM. If the site has a request form, an additional item can be built into it (it will be hidden) to automatically send a cid to the system.
Before that, in the CRM system itself, you need to open a field where custom cids will be flocked. This can be done by a webmaster or programmer. If it is not possible to use their services, use a ready-made CRM form builder, which already has the option to send a cid. For example, amoCRM (note that here you need to check the box next to GA.
Now our order or application form is integrated with CRM and transmits the cid. If the site has additional communication channels, they also need to be integrated with the system. Most of call tracking and online consultants have the option of integrating with CRM in the settings, it is enough to make a couple of clicks (to find out exactly which clicks you need to make, read the help of the application you are using).
Step 2
Setting up data export to GA from CRM
The cherished cid, about which so much is being said today, is the key for linking the history of actions and visits to the site. You can customize the export of any actions based on your business needs. For example, consider exporting the following actions: changing the status to “Order confirmed” and changing the status to “Deal completed” indicating the amount of the transaction. We will set up the bundle using a single integration service Albato.ru (small companies may well limit themselves to the free version, and for large businesses it is better to purchase paid version with payment of 999 rubles / month).
First, you need to register with the service and add the amoCRM - GA link.
After that, a new window will open where we specify the connection parameters. In clause "amoCRM" we set "Update status of the transaction", in clause GA - "Event".
In the third step, we select the connection that we created before.
- Tracking ID is the number of the used counter in GA
- Client ID. This is the same cid. Client IDs were collected in advance and linked to clients in the CRM system.
- Event category. It can be any parameter, the main thing is to make it more convenient for you.
- Event action. Any name can be entered here too.
After that, we save the changes made and see our bundle:
amoCRM :: Deal status update> Google Analytics :: Event
Next, we write in the filter the events that we will transmit. For example, you want to view the traffic source in GA that brings confirmed transactions. To do this, change the binding by clicking the pencil icon. Next, click on the icon in the middle.
A window will open in which you need to enter the necessary data, namely, we change only one line. We prescribe that when the status is changed to "Confirmed deal", the event should be triggered (in our example, the number 14843968 corresponds to this status). We save the change.
As you understand, we need to know the ID of all statuses of the CRM system. To do this, in the same Albato, open "Connections", go to amoCRM and select "Edit Record". Next, a window with statuses will open.
Next, "Launch the bundle" and look at the status. It should change from Suspended to Pending. If the status has changed, everything is done correctly and the link is attached. In a similar way, a second link is created so that not only bids confirmation events, but also completed sales with an indication of the amount, are transmitted to the GA.
As a result, we have 2 working ligaments.
Today there are various end-to-end analytics services, you shouldn't be limited to Albato. You can try Roistat, PrimeGate.io, CoMagic. End-to-end analytics + Comagic Call tracking, K50 and so on. Some services are paid, some provide free versions for small companies. Try different services and choose the functionality that is more convenient for you to work with.
Today, online advertising is very popular, even though there are other equally effective analogs. What is the secret after all? The main difference between online marketing is the ability to launch a process called end-to-end analytics. Experts emphasize that it is necessary to assess advertising costs before making a deal. It is wrong to evaluate the effectiveness of an advertising campaign by the cost of a lead. Today, end-to-end analytics has become available not only to large companies, but also to small firms.
Business intelligence system
With this system, all stages of the transaction are monitored and analyzed. The client's contacts with the business, ranging from site visits to sales, come into view. Refunds, junk orders, duplicates, cancellations must be taken into account. Let's consider this further with an example.
All data, incoming calls, completed applications on the site will be collected in one place. Next, the manager processes leads and issues invoices. Payment details are sent to the addressee and payment messages are sent to CRM. This scheme allows you to track the number of transactions, evaluate advertising campaigns, and control the work of managers. In addition, it is available in a couple of clicks and is understandable.
Roistat
E it is a ready-made analytical module, the ability to integrate with most popular CMS and CRM systems. The purpose of creating the service is to form a system that will unite all the tools of Internet marketing. The following advantages of conducting analytics in Roistat can be highlighted:
- All transactions in automatic mode distributed in funnels.
- There is an option to discard trash deals.
- Adding offline sales and bringing analytics of the entire business on one screen.
- Accounting for the cost of transactions.
- Information about deals is updated in real time.
- Creation of deals instantly when making a call. The telephony report goes to the same place where the data on Internet sales is sent.
- You can customize the rate management.
- Connect a lead catcher, i.e. callback service works.
- Split testing for conversions and profits.
Good systems
Each organization, to one degree or another, regularly analyzes its activities and makes forecasts. For this, it is advisable to use modern technologies... We offer you to get acquainted with the systems of end-to-end business intelligence, which are worth paying attention to:
- the above mentioned Roistat. The service is paid, but effective;
- choose Alytics to manage contextual advertising. It automates bids and optimizes the cost per click, reports show the number of attracted customers, conversions, revenue, return on investment. Paid functionality, you can use a trial version;
- CoMagic will meet the needs of almost any business. Analyzes advertising in general and separately, reports can be detailed. The service is paid;
- Google Analytics Universal. Offered free access, but you have to come to terms with an overloaded interface. There are specialists who can configure the service for comfortable work... When working, you need to use third-party resources to track the call ov.
End-to-end analytics will be simple and straightforward when you choose the right tools for its implementation. Each of the listed services is a whole constructor from which you can take the necessary details.
Alytics - end-to-end analytics servicewith automation tool contextual advertising... Includes 3 main modules:
End-to-end analytics.Displays indicators from cost to profit in one report for more than 20 sources: traffic, calls, sales from CRM, goals and baskets, visitor engagement, special indicators. Analyzes data down to the key phrase
and ad placements. Information is displayed in the form of graphs, funnels, diagrams.
Context automation.Two-way integration with Yandex Direct and Google AdWords, analysis of contextual advertising by key phrases, 7 ways to manage bids, control of broken links, automation of UTM markup.
Call tracking.Displays statistics for each call, shows which sources lead the most calls, allows you to mark calls with tags (labels), records calls.
Advantages:
- Fast support;
- \ "Easy to understand interface; Integration with all major systems / services; Fast support; Implemented \" End-to-end analytics \ "
- Easy to understand interface;
- Integration with all major service systems;
- Implemented \ "end-to-end analytics \";
Test period
Min. price per month
Dynamic call tracking
Conversation recording
CoMagic allows you to track call and ad data in one window - no need to switch between several services, you can see immediately which ad brings more calls. The service works with two types of call tracking - static and dynamic.What you can do with CoMagic:
Optimize online advertising.CoMagic integrates with Yandex.Direct and Google AdWords in a couple of minutes and analyzes data on ads and ad groups, keywords, advertising platforms, retargeting audience.Analyze keywords.The effectiveness of advertising is assessed at different levels of detail. Find out by what keyword the visitor who made the call came and adjust the advertising campaigns in accordance with this data.Track the cost of the call.CoMagic allows you to understand how much each call costs thanks to detailed statistics on clicks, impressions, costs, CTR.
Flaws:
- There is no way to connect your own numbers
- For additional visits to the site you need to pay extra
- The technical support and customer service is not of the best quality;
- High prices;
- Bad sales;
- Shortcomings with dynamic call tracking;
Min. cost per month
Test period
PrimeGate is a young cloud serviceend-to-end analyticscombining several modules: advanced call tracking, analysis of site visitors, multi-channel attribution, management of contextual advertising rates, virtual PBX with favorable rates + FMC SIM-cards, tracking the effectiveness of offline campaigns, online chat.
To increase conversion, the developers have created several useful tools: a callback module + a call directly from the site, geoadaptation of content and its substitution for key queries, A / B testing, product recommendations.
PrimeGate service has a nice and user-friendly BI interface with visual reports and custom widgets. To save time, you can order the service of integrating the service into your company and training employees.
Advantages:
- There is an algorithm for calculating the elements of numbers; Affordable price; The scores are all displayed; Integration with Yandex.Metrica and Google Analytics; The ability to integrate with amoCRM and Bitrix24.
- There is an algorithm for calculating the elements of numbers;
- Affordable price;
- The reports are all output;
- the ability to integrate with amoCRM and Bitrix24;
- Integration with Yandex.Metrica and Google Analytics;
Flaws:
- Difficult payment methods;
- The system interface is not entirely clear; Low quality of technical support; Long setup for large orders; Difficult payment methods.
- The system interface is not entirely clear;
- Low quality of technical support;
- Long setup for large orders;
Min. cost per month
Test period
CallTouch is another end-to-end analytics systemwith call tracking and ad management module. In addition to the standard features, there is also a callback widget, "Predict" - call quality analysis and "Antifraud" - protection against cheating calls. There is an API for self-written software and other improvements.
Calltouch uses the services of the Telemir operator, there are more than 70,000 numbers in the pool, but you can connect the numbers of other operators. The service owners guarantee 96% accuracy in determining the source of the call, in case of a discrepancy in this indicator, they promise to add additional numbers at your own expense.
Advantages:
Flaws:
Hosting is a service for the provision of disk space - part of the server's resources or the entire server - for Internet projects. In other words, this is the place where all the site files are stored. Such services are provided by a hosting provider.
Hostings are of several types: virtual, virtual dedicated server (VPS, VDS), dedicated server. Large providers offer customers several types of hosting to choose from.
V this review we will consider the best and most popular providers that provide services shared hosting. Shared web hosting- the budget option, which is used by most of the site owners. The advantage of such a hosting is not only that it is cheaper than a VPS or a dedicated server, but also in its ease of use. You don't have to be a programmer to work with paid shared hosting. They are administered through a built-in intuitive control panel.
How virtual hosting works: the server is divided into several accounts with the same set of IP addresses. Each client has its own account, but part of the server's resources is RAM, processor time, traffic - divided among all. The downside is that server overload affects all users, but for owners of small projects this is not critical.
Most of today's businessmen advertise their business on the Internet. Yandex.Direct, Google adwords, YAN, GDN, Yandex.Market, Google Shops, Google Merchant Center, teaser networks, banner networks, email marketing, posts, VKontakte, Facebook, Instagram, instant messengers - there can be an incredible amount of sources.
To bookmarks
Of course, harsh b2b businesses, like suppliers of some special-purpose plastics or spare parts for tankers, will object - they will say that they don't need it at all. They say they have 5000 client companies all over Russia. But they will be wrong - having contacts of their potential clients - e-mails and phone numbers, you can always show yourself to specific people in many advertising systems. Or at the office address, or ... but that's another story, we're talking about end-to-end analytics.
So, let's say 6 traffic sources go to the site - 6 advertising channels. We invest in each of them 10,000 rubles a month. How to understand where the applications came from?
What happens if you reveal each of the sources?
How to understand where the bids came from (cross out) sales?
For this, there are UTM tags and analytics systems. At the end of the month, we estimate that one of the sources received the most applications. It would seem that it is logical to start investing more budget in this channel, applications are coming. And this is where end-to-end analytics comes in. Let's say you have implemented amoCRM. Either bitrix24, or RetailCRM - it doesn't matter. And if you haven't implemented yet, it's time to implement! Managers process requests, fix sales amounts, dates, order composition, etc.
If everything is so, then you have very valuable information - you know which order led to the sale and which did not. That is, it is not so important how many applications come from each channel. Or how many clicks you got for your ad budget. You cannot distribute a salary with clicks, and you cannot buy a new car for applications. Only sales are important.
You can take EXCEL table and collect data by combining information about which application from which source brought in how much money. Combine requests by source and get information about the amount of sales and profit from each channel. Everything is fine, but what to do with calls?
Call tracking interface example
Everything is fine, but what to do with calls?
And for calls you need call tracking. When client A visits the site, he will see one phone number. Client B, who visits the site at the same time, will see a different phone number. Each of the clients will be assigned unique number visit, by which it will be possible to determine from what source the client came, what he did on the site, how long he was and much more. And at the time of the call, all this data will be sent to us in CRM.
It would seem that everything is fine. You can add data on calls to the report and get a more complete picture now. But it is only one thing - to constantly compile reports in EXCEL and learn about the effectiveness of advertising channels after the fact, and it is quite another thing to see clear reports and graphs, according to which you can quickly, every day, make decisions about how effective advertising is, how much one client costs. how much does one lead cost, etc. And there can be more sources of calls - affiliate programs, calls to the chat on the site, messages in telegrams ... And the report becomes more and more, and instead of doing business, you turn into a master of building reports ... Should be easier, right? For this, there are end-to-end analytics systems and we are the implementers of such systems.
What does Level 80 Analytics look like?
Analytics Level 80
Thanks to end-to-end analytics, you can link data between a wide variety of advertising offices, CRM systems, online chats, call tracking systems in unified system, which can answer the questions: "where to invest the advertising budget?", "What is the return on sales?" etc.
There is another nice bonus - if usually in advertising offices, you are most likely optimizing ads for the number of clicks (or for likes), then with the end-to-end analytics system you optimize advertising campaigns for the number or amount of sales. Moreover, it can be optimized even for net profit - this is almost aerobatics. Or under LTV - if sales are regular.
Thus, by constantly monitoring the indicators, you can reduce the advertising budget by 6-8 times in a few months. Or redistribute it to efficient channels and get more clients from the same budget.
Do your marketing for sales, not likes!)
