To properly evaluate the effectiveness of different sources of income and calculate their real return, it is useful to use end-to-end analytics.
Standard methods of analyzing online store results do not always take into account important indicators such as return on marketing investment (ROI), conversion to sales, lifetime value (LTV), cost per lead and visitor, and other important metrics.
Tasks of end-to-end analytics of an online store
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End-to-end analytics allows you to study all cost canada mobile number channels in detail and understand how the advertising budget is distributed. With this analytics, you can conduct a cohort analysis of users, tracking all data from the first interaction to calculating LTV.
This gives a complete picture of each stage of the customer's interaction with your business and all the expenses associated with this process. You will be able to see how much the buyer spent on your goods or services and how much it cost you to attract them. By comparing these costs, you can objectively evaluate the effectiveness of various advertising channels.
End-to-end analytics lets you learn much more about advertising than you might think. For example, you can discover unexpected sources that bring in a lot of potential customers.
Let's say you have a coat shop. You advertise it through social networks, contextual advertising, leaflets and radio. If your budget is limited to 4,000 rubles, then analytics will help you understand which of these advertising channels brings the greatest return with minimal costs. This will allow you to choose the most effective promotion method and get more profit for less money.
You decided to split the advertising budget equally: 2,000 rubles for advertising on VKontakte and 2,000 rubles for Yandex.Direct. A month later, you see that advertising on Direct brought in deals worth 10,000 rubles, while advertising on VKontakte brought in only 1,000 rubles. This means that next time you should increase the budget for Yandex.Direct and reduce or completely abandon advertising on VKontakte.
But if you have a large business with large-scale advertising campaigns, calculating the effectiveness of each channel manually becomes difficult.
For example, tracking the performance of a large number of ads will be difficult. In this case, you need to use more advanced tools to manage your advertising budget and evaluate its effectiveness.
Therefore, it is worth using end-to-end analytics. This tool automatically calculates the costs of each advertising channel and shows what profit they bring. With its help, marketing becomes more transparent and effective. The business owner gets a clear idea of which channels bring customers and can direct the budget to the most effective ones.
With the help of end-to-end analytics, the following tasks can be solved:
accurately determine the cost of attracting one client;
combine all data (advertising costs, web analytics, call tracking, CRM information and profit) in one report;
reduce the time spent collecting and analyzing marketing indicators;
Allocate your advertising budget more effectively based on ROI metrics rather than gut instinct.
This tool will be useless for companies that do not use advertising at all and do not spend money on it. However, it is very effective if the marketer uses several channels to attract customers (not only online) and wants to optimize advertising costs. To properly track the indicators, you need to attach monitoring systems to each source, for example, UTM tags for online advertising or call tracking for calls.
If a business has only one source of traffic, end-to-end analytics may be unnecessary, since all the data will already be collected in the advertising account.