Key indicators in end-to-end analytics

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Monitoring and evaluating contractors. Track the performance of contractors without waiting for a monthly report or a regular meeting with a specialist. Providing access to analytics will allow the contractor to promptly respond to a drop in efficiency in their area. It will also add motivation to avoid channel management mistakes and promptly discuss problematic situations.

Who will benefit from end-to-end analytics?
End-to-end analytics will not provide value to every business. It will allow companies to grow that:

Services or goods can be ordered online. If the site is used as a business card, and the company only accepts applications offline, there will be nothing to analyze.

Work with clients and requests is carried out in CRM. As mentioned above, it is the availability of data on closed sales that makes end-to-end analytics valuable. It is important to set up the transfer of clientID or another client identifier to at least three systems: counter, call tracking, CRM. With the help of such an identifier, it will be possible to analyze the history of interaction with a specific user both at the level of traffic channels and manager communications.

Advertising budget from 100,000 rubles. As a rule, starting namibia telegram data from this budget there is a sufficient amount of statistics for analysis and drawing conclusions on the profitability of marketing. If the budget is smaller, it is worth considering web analytics at a minimum level, which can be implemented in free tools. For example, analytics at the lead level can be configured in the Yandex Metrica interface.

The number of clicks (CTR) shows how many users were interested in the ad and followed the link. But going to the site does not mean a sale, so a high CTR does not guarantee the effectiveness of the promotional campaign.
The cost per click (CPC) depends on the budget allocated for promotion. To calculate CPC, you need to divide the advertising budget allocated for a specific tool by the number of clicks. For example, if 5,000 rubles were allocated for placing banners and 250 users clicked on them, then the cost per click will be 20 rubles.

The cost per target action (CPA) is a broader concept than CPC. A target action can be an application on a website, a call, or even an offline visit to a store. CPA is calculated using the same scheme: the budget for the tool divided by the number of target actions (applications, calls, requests).

The cost per purchase (CPO) shows the effectiveness of advertising tools as a whole. The sum of all advertising costs is divided by the number of completed transactions and CPO is calculated. For example, if in May 2021 a company spent 30,000 rubles on marketing and made 2,500 sales during the same period, then the cost of the purchase will be 12 rubles.