What is it? End-to-end analytics is a set of tools provided by one or more services that allow you to track the effectiveness of a website, advertising campaigns, and individual pages.
How does it work? This approach is implemented using cookies – small files that are saved on the user’s computer after visiting websites. These files record the visitor’s actions, time spent on the page, and other parameters.
The article explains:
The essence of advertising database the end-to-end analytics system
Advantages and disadvantages of end-to-end analytics
Key metrics of end-to-end analytics
Scheme of work of end-to-end analytics
8 Popular End-to-End Analytics Services
Pros and cons of end-to-end analytics in Yandex.Metrica
Step-by-step implementation of end-to-end analytics
Nuances of setting up end-to-end analytics
The main mistakes and misconceptions when implementing end-to-end analytics
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
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The essence of the end-to-end analytics system
It is not enough to simply know the list of channels that most attract potential customers. It is necessary to understand how they affect product sales. If, at the end of the advertising campaign, only 10 out of 1,000 people buy the product, then we can say that the campaign did not pay off.
End-to-end analytics allows you to correctly calculate the metrics necessary for running a business and find the most effective sources of profit.
The essence of the end-to-end analytics system
A standard study does not take into account some metrics, such as ROI (return on investment in marketing), LTV (the profit a company receives from one client over the entire period of working with him), conversion to sales, costs per applications and customers.
End-to-end analytics allows you to study each cost channel in detail and determine what exactly the advertising budget is spent on. It allows you to conduct a cohort study of website visitors, collecting all data, starting from the first click to LTV. Analytics will show the most complete information about the client at each stage of the transaction and about your mutual expenses with him. Calculation and comparison of these indicators will show the true effectiveness of PR sources.
End-to-end business analytics allows you to learn things you never even knew about regarding advertising placement. For example, to discover unobvious sources of rich lead generation. Let's say you have a souvenir shop. You can advertise it on social networks, on the radio, or simply hand out leaflets. However, only 1,000 rubles are allocated for promotion, and the choice of sites is large. Which one should you use to get the maximum return with minimal investment?
Let's say you split the budget in half and invest 500 rubles in advertising on Yandex.Direct and another 500 rubles in Telegram. In a month, you will see that the second option brought in deals for 2,500 rubles, while in Yandex.Direct you earned only 300 rubles. It is logical that next time you will invest the lion's share of the budget in Telegram.
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Now let's imagine that you own not a small souvenir shop, but a serious business with a team of employees and federal advertising campaigns. How in this case can you control the channel's payback? You won't be able to do it manually, since there may be a thousand ads, and the calculations will be very complex and only approximate. You will have to blindly operate the advertising budget.