End-to-end analytics and how it works

End-to-end analytics is not a luxury, but a necessity. If previously its use required enormous resources and the work of an entire team of marketers and developers, now all tools are available on a single platform. And not only large companies can afford such a service.

The main essence of end-to-end analytics is to collect data from connected advertising accounts, CRM systems, online chats, and call tracking on one platform. For what? It's simple.

Knowing what path the user has taken, we will be able to evaluate the effectiveness of advertising channels, calculate the return on investment in advertising and income and expenses from each client. Thus, we will have a complete picture. 

Advantages of using end-to-end analytics:

End-to-end analytics is not a luxury, but a necessity. If previously its use required enormous resources and the work of an entire team of marketers and developers, now all tools are available on a single platform. And not only large companies can afford such a service.

The main essence of end-to-end analytics is to collect data from connected advertising accounts, CRM systems, online chats, and call tracking on one platform. For what? It's simple.

Knowing what path the user has taken, we will be able to evaluate the effectiveness of advertising channels, calculate the return on investment in advertising and income and expenses from each client. Thus, we will have a complete picture.

Advantages of using end-to-end analytics: 

+ all data is in one place and is clearly presented;

+ the ability to track the profitability of each advertising channel;

+ you can calculate the cost of attracting one client and track the LTV (life time value) indicator;

+ in end-to-end analytics systems it is easy to set up access for specialists who work on the project, as well as for clients; 

Of the minuses: 

– tariffs for using some end-to-end analytics systems are quite high, and this is an additional burden on the advertising budget; 

– despite the relative simplicity of working with end-to-end analytics services, you still need to understand them and learn how to effectively analyze data.

Source: mediation

Main functions of end-to-end analytics

• Analysis of the payback of each traffic source. Using end-to-end analytics, you can calculate the payback even for a specific tool (for example, a keyword in contextual advertising).
• Tracking users who were interested in goods or services but did not place an order. You can set up retargeting for them, develop additional creatives, and also analyze at what stage they left.
• Effectively and quickly reallocate budget to channels that generate profit.

Regular VS Through

It would be better to show the differences with an example. 

Let's imagine that an advertising campaign has been launched. In the advertising account in the reports, we see good CTR and CPC indicators, as well as a sufficient number of applications. Regular analytics will provide us with such data.

In end-to-end analytics, we can see that good CTR and CPC indicators did not in any way affect the increase in profits, that is, the conversion into sales was low. But the main goal of business is to make a profit. If you use only analytics from advertising platforms, you can see a not entirely reliable and even utopian picture. But a combination of web analytics tools, call tracking systems and CRM can provide maximum useful information.

The end-to-end analytics system evaluates each source in terms of profit. If in regular analytics you can see how much was spent on advertising, then in end-to-end analytics you can see how much was earned thanks to advertising. Another important advantage: using end-to-end analytics services saves time on collecting and systematizing data.

Principle of operation

End-to-end analytics collects data for each customer and each channel. To do this, a record of all his calls is kept (calls, transitions from contextual advertising, filling out forms, offline channels, etc.). The system also displays all the costs of attracting a client and the income that he brought. Thanks to this, you can calculate the effectiveness of an advertising campaign and return on investment (ROI), as well as profit over the entire time of working with a client (LTV - life time value).

If we describe the principle of operation more schematically, we get the following:

The user contacts the company (for example, visits the website) and receives 

The CRM records this number, data, as well as the traffic source from which this user came. 

The CRM system displays information about the profit you received from this client. This information is sent to the end-to-end analytics system.

The end-to-end analytics service generates a report indicating the profit received from the client and advertising costs for each traffic channel

Next, ROI is calculated and the effectiveness of each advertising channel is analyzed.

Thus. We can see the full customer journey from initial traffic source to purchase and repeat business.