What businesses need to know about end-to-end analytics: key points

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Modern businesses often use more than one channel to attract the target audience at the promotion stage. Search advertising in Yandex Direct is often launched simultaneously, ads are placed on marketplaces, be it Wildberries, Ozon, Yandex Market, Megamarket, banners are published on social networks and more. And such mass scale causes a number of difficulties with control, which can ultimately lead to excessive spending of money, directing funds to where the return is minimal. Therefore, it is extremely important for a business to keep the work of all these channels under control for effective development. It is necessary to understand what percentage of the advertising budget is spent on each direction, how much profit it brings, how much it costs to attract one client.

Collection of all this information, its structuring and calculation of return on investment (ROI) is assigned to specialized end-to-end analytics services. You will only need to choose a suitable tool for yourself, make the necessary settings, and then receive structured information that will allow you to easily identify ineffective advertising campaigns, make adjustments to them or redirect funds to more effective channels. Such a solution will be especially appropriate in the work of medium and large businesses, but there are also a number of limitations.

We will pay attention to the issues of end-to-end analytics in its review today. In particular, we will tell you how end-to-end analytics services work in principle, what businesses should use them in practice, and which, on the contrary, should not. We will provide a number of points that should be paid special attention to when choosing a suitable platform for subsequent work, and also introduce the best platforms presented on the modern market. This information will allow you to understand the need to use end-to-end analytics in the work of your business, as well as choose the right tool. So, first things first.

A little about the specifics of end-to-end analytics services

End-to-end analytics is a truly advanced solution that allows you to solve a number of key problems facing almost any modern business. In particular, with their help you can easily identify absolutely all sources of attracting a target audience, as well as compare the effectiveness of each of them. You will be able to understand which channels work better, which ones are worse, understand how much money from the advertising budget they spend. As a result, it will be easy to identify ineffective campaigns and make appropriate adjustments to them or simply disable them. And end-to-end analytics will also allow you to understand how much it costs you to attract customers in general and each individual lead with reference to sources.

Today, there are quite a lot of specialized services on the market that, after preliminary settings, will automatically collect information on applications, sales, and income received from each external source. After that, a clear and easy-to-perceive summary report will be generated on its basis.

End-to-end analytics services work as follows:

Data is collected from all systems integrated with this service. Thus, the data sources here can be a CRM system built into the business, advertisements from advertising platforms, social networks, marketplaces. Absolutely all sources of leads typical for this business are taken into account here. These will also be chats, phone calls, online forms, email.
The system collects information on key metrics, whether it be impressions, clicks, leads, applications, cost per click (CPC), click-to-impression ratio (CTR), cost per target action (CPO), profitability indicator (ROI), etc.
Information about communication with the client is displayed. That is, it shows where exactly this or that person came from, the identification number of the advertising campaign and a specific ad, the key request that was entered in this case, as well as the client ID.

If desired, you can also additionally set up call tracking, analytics, a CRM system, UTM markup. As you can see, the functionality here is quite advanced and can be useful for most modern businesses. But there may also be exceptions.

Using end-to-end analytics by businesses: is it worth it or not?

End-to-end analytics services have one key task: to help businesses attract the largest possible number of leads, but within a minimal budget. Should your business use such solutions? It is worth thinking about, because there are a number of specific nuances that must be taken into account. In particular, such a solution will not be cheap. Here you will need to use a fairly large number of different tools, which will entail thousands in expenses, and monthly. It is clear that for a small business, such costs may be unaffordable. It is also necessary to take into account the specifics of the company's work. So, if you work in an offline environment, if you use only 1 or 2 channels to attract the audience's attention, if you do not have a built-in CRM system, then, accordingly, there is no point in wasting time and money on connecting end-to-end analytics services.

But still, there are business representatives for whom this solution will be indispensable in practice and will help them to effectively advance much more. This category includes the following:

Companies that use 3 or more channels to attract customers. For example, these can be feedback forms on the website, online chats, calls, advertising on social networks, contextual advertising, etc.
You work in an online environment and use a CRM system to track orders and collect information about clients, conversions, connected an analytics system, collect information from advertising accounts.
A business that would like to optimize the advertising campaigns launched, reduce the budget for them, minimize errors associated with the human factor. In any case, you need to evaluate the profitability of using such services specifically for your company.

If you fall into at least one of the categories, then it's time to choose the right tool for yourself. We will tell you how to do this correctly below.

Basic recommendations for choosing an analytics service

We have already mentioned that today the market offers a wide variety of end-to-end analytics services. They differ in functionality, cost, simplicity and ease of use. And in order to navigate all this diversity and choose a tool that will be ideal for your business, you need to pay attention to a number of key aspects:

Integration capabilities. The key to effective management of any company is understanding the big picture. Here you need to clearly know what expenses are spent on attracting an audience, what channels are used for this, and assess the profitability of each of them. It will be possible to obtain the entire required amount of data only if you ensure the integration of the end-to-end analytics service with various data sources. That is, it is important that you can connect the tool you choose to all the platforms that your business uses in its work: advertising systems and accounts, CRM system, analytical services, email, social networks. But here you should not focus on quantity. The more functionality, the higher the price of the end-to-end analytics service will be. That is, it is important for you to choose an option that would support integration with those solutions that are used within your business.
Analytics capabilities. Pay attention to what reports a particular end-to-end analytics system is capable of generating. If we talk about basic solutions, this will be a report on conversions, traffic sources, attracted leads, used keywords, visited website pages, popular links, etc. To ensure maximum visualization, a number of platforms have provided special dashboards. These can be both template and customized solutions that make information more visual, and its perception - fast and simple, literally on a visual level.
The price of the issue. If you look at the market as a whole, then for large companies the cost of end-to-end analytics services starts at about $500 per month. But here everything depends on what functions and services will be included in a specific tariff plan. You need to be extremely careful, because there are services, the initial connection to which is low, but then there is a separate fee for each working option. As a result, such a tariff plan may turn out to be more expensive for you to work with than buying a tariff with wide functionality.
Availability of additional features. We have already mentioned that today there are end-to-end analytics services that, among other things, also offer tracking of calls coming from various sources, including organic search, contextual advertising. You can also find solutions, among other things, equipped with their own internal CRM system, with which you can flexibly track calls. Also pay attention to professional tariff plans. Often they include quite advanced options, such as multi-channel analytics, lead catcher, email tracking, report branding, split testing, bid management, etc. Perhaps these solutions will prove indispensable in your work. But you still need to understand that you will have to pay extra for them.
Installation nuances. Here we are talking about choosing a tool that will be most convenient in your practice. So, there are services presented in the form of web applications, cloud solutions, mobile software products. Evaluate the advantages of each such solution within the framework of your business to understand which of these options will be the most acceptable in your case.
Availability of a free trial period or demo version, technical support service. Until you try the analytics service in practice, you will not understand how convenient it can be for you. And it would be optimal for this opportunity to be provided free of charge, even for a short period of time. It is also important that if you have any problems with your work, you can immediately contact the support service for competent help.

But from the very beginning, we recommend paying attention to those end-to-end analytics services that have been on the market for a long time and have well-deserved positive reviews. It is these solutions that we will consider in more detail below.

Calltouch end-to-end analytics service

Calltouch is an end-to-end analytics service with a call tracking option. It is supplied to the market as an online application or a cloud version. In total, it provides more than 58 integrations, including with Bitrix 24, myTarget, Double Click, VKontakte, amoCRM, EnvyCRM, auto.ru systems. You can also additionally configure integration with third-party platforms. All basic solutions are connected via API.

If we talk about the cost of this end-to-end analytics service, then the basic tariff will cost you 6,000 rubles per month of use. This option will be quite sufficient for small and medium businesses. But it does not provide access to static and dynamic call tracking, there is no detailing on key queries. That is, the functionality is somewhat limited. If you are interested in access to absolutely all standard tools, then you will need to pay 6,500 rubles for the "Standard" tariff plan. There is also a "Premium" option, within which the user receives priority service, assistance from specialists in connecting, setting up analytics. And here callback and prediction are provided free of charge. The price of this package is 10,000 rubles per month. For corporate clients, there is an Enterprise tariff at a price of 21,750 rubles.

When setting up this service, you must initially select a suitable tariff for yourself, fill in information about your own site and install the code. After that, you will have access to reports. Here you will have access to all the basic options, including information about traffic sources, leads and conversions, user time on the site, tracking key queries, etc. Above the information itself, the report will provide a graph showing the dynamics of changes in indicators for the selected time interval. Additionally, you will have the opportunity to detail this information by month, week, day and even hour.

The standard report will include information on clicks, leads, budgets, revenue and a number of other metrics. If you wish, you can change this set for yourself. To do this, simply click on the icon with the image of three vertical stripes above the table, and from the drop-down list, select those indicators that will be important for you in your work. It is convenient that in these reports you can compare the same metrics in different time intervals. Special filters are provided here, it is possible to download the report to the device.

Another convenient solution for work will be the presence of dashboards. Along with the standardized solution, you can also set up a personal report here, using a fairly wide range of widgets, metrics, and customized displays.

Advantages and disadvantages of Calltouch

The main advantages of the Calltouch end-to-end analytics service include:

stable and functional work with sites with high traffic;
availability of cohort analysis;
integration via API and manual settings;
there are template and customized dashboard reports.

Among the disadvantages, users highlight the lack of full-featured free testing, as well as a mobile application.

Roistat end-to-end analytics service

Roistat — a multifunctional marketing platform, among other things, equipped with the ability to perform end-to-end analytics. It is supplied to the market as an online application, a cloud platform, and a mobile application for use on iPhone/iPad. It provides API integration for more than 200 solutions, including amoCRM, Megaplan, 1C-Bitrix, inSales, My Warehouse.

A free 14-day demo project is provided to get acquainted with the platform. Then the price starts from 5900 rubles. Within the framework of this tariff plan, you can create 1 project with a maximum of 20,000 visits. All basic options are provided here, but advanced ones, including callback, lead catcher, split testing and the like, will not be here.

The project itself will be created directly in the user's personal account. Then the platform will pull information from your CRM system, advertising accounts, messengers and other external sources. After collecting the relevant information, you will be able to create visual reports on expenses, leads, sales and more. All the main information will be located directly in the Analytics section. The main report additionally provides a filter that allows you to sort the main indicators and select the optimal time interval for generating reports. This is the information that will subsequently be displayed on the graph. Here you can also use standard template or customized reports, set up dashboards that suit you, selecting the necessary parameters for each advertising channel.

Advantages and disadvantages of Roistat

The main advantages of Roistat include:

availability of various dashboards;
stable operation on sites with high traffic;
the ability to perform cohort analysis by pre-sorting the user audience into separate thematic groups, including depending on behavioral factors;
convenient and fast integration via API, you simply send a request to create such a connection and pay for the corresponding service;
option to choose customized or standard reports.

Disadvantages - this is the lack of a mobile application for devices running the Android operating system, as well as the need to pay for all additional options. In particular, the cost will depend not on the number of operators, but on the number of visits to your site per month. So, for every 50,000 people, you will need to pay an additional 2,300 rubles per month.

Callibri End-to-End Analytics Service

Callibri is a full-featured marketing platform that contains, among other things, end-to-end analytics and a number of tools aimed at improving the site's conversion rates and user experience. Here you can see which launched advertising campaigns are the most effective, determine the performance of each individual channel. To use end-to-end analytics, you must initially connect to the MultiChat or MultiTracking projects. This platform will be a convenient tool for online stores, car dealers, accountants, real estate agencies.

Callibri is supplied to the market as a web application, a cloud platform, and a mobile product adapted for work with devices on Android and iOS. By default, it provides 12 integrations (including Yandex Metrica, Google Analytics, Yandex Direct, Bitrix24, amoCRM, Avito), but you can also independently connect other platforms.

If you work through MultiTracking, you can test this service absolutely free for 5 days. The further tariff will depend on the site's traffic. If the number of your users per month does not exceed 2,000 people, then this plan will cost you 1,000 rubles. Exceeding the limit per visitor implies an additional write-off of 1 ruble. The minimum possible subscription period is 3 months. But the packages of numbers for MultiTracking are paid additionally, as they are not included in the basic price.

All the reports you need, including those on traffic sources, target audience segmentation, conversions, targeting, and key queries, can be found in the “Analytics” section. Many of these reports will contain line graphs displaying the dynamics of user actions on your site. It is possible to detail the information by days, months, etc. The information will also be provided in tabular form.

If you want to make individual settings, use a special filter system. Alternatively, in the “Class of requests”, “Leads” section, you can find out how much money is spent on attracting one buyer. If you use the “Type of requests” option, you will be able to see how many requests come to your site through each of the channels.

Advantages and disadvantages of Callibri

The main advantages of the Callibri end-to-end analytics service include:

good stability and functionality when working with sites with high traffic;
convenient, fast connection via API;
availability of a mobile application for devices on both operating systems;
there are dashboards, customized reports;
it is possible to run A/B testing to check the effectiveness of hypotheses.

Among the disadvantages, users highlight the lack of the ability to track popular links, a small number of configured integrations. There is also no report on the length of time the audience stays on the site.

UTMSTAT End-to-end analytics service

UTMSTAT is a simple, but at the same time effective service for product and end-to-end analytics, optimally suited for solving basic tasks. It already has a built-in CRM system, there is call tracking. It is supplied to the market exclusively in the cloud version and as a web application. The basic settings provide for over 40 integrations, including Bitrix24, Yandex Direct, amoCRM, Google Analytics, VKontakte, Yandex Metrica, RetailCRM and many others.

You can use UTMSTAT absolutely free of charge for one month, testing its capabilities directly within your business. Then the minimum tariff is 4490 rubles. Here you get access to the full functionality of end-to-end analytics. These capabilities will be quite sufficient for representatives of small and medium businesses whose website traffic per month does not exceed 60,000 people.

Access to the main settings is provided directly from the work account. All information will be automatically sent to the "Reports" section. Here you can find information on traffic, as well as monthly sales figures for each channel. You choose the most suitable attribution model and time interval for generating the report.

Other UTMSTAT report options may also include:

The most popular pages for entering requests.
Requests by region, quantity, sites, UTM tags, device types, browsers, etc.
Detailed statistics on UTM, namely how many clicks, requests, and sales were received from each tag.
Product analytics, including information on the number of orders, sold goods, received and potential revenue.
A report on the performance of each individual manager. It indicates how many requests your employee accepted and sales were made. The activity of managers is also assessed.
UNIT economics. This report will provide information on advertising costs, operating costs, the number of applications, as well as such indicators as CPA, CPL, CPR, etc.

It is convenient that this tool, among other things, provides multi-channel analytics.

Advantages and disadvantages of UTMSTAT

The main advantages of UTMSTAT:

the presence of template and customized reports;
a large selection of dashboards that will be useful in the work of both small and medium businesses;
immediately after registration, you receive detailed information about the settings in your personal account, which will allow you to perform all upcoming work independently and without errors;
there is speech analytics that processes information from chats.

The main disadvantage is — this is the lack of a mobile version of this end-to-end analytics service.

End-to-end analytics service Yandex Metrica

Such a tool as end-to-end analytics has been present in Yandex Metrica for more than 4 years. You can use this tool as a web application or a mobile product running on Android, iOS, Windows operating systems. You can integrate analytics with Yandex Direct, Google Ads, Yandex Market, Facebook Ads, Bitrix24, amoCRM and many other CRM systems directly via API. If you need to connect other sources of information, then you can use CSV files here, uploading them directly from the advertising account.

This is the only tool in our selection that will be completely free to use. To use end-to-end analytics, you will need to go to the "Reports" tab. There are 2 possible options here:

Sources, expenses, ROI. Here you can see all the information on expenses for each individual channel, as well as evaluate its efficiency by assessing the number of attracted customers, visits, paid purchases, received CPO profit, ROI.
Order sources from the CRM system. This way, you can establish the total number of received and paid orders for each channel, find out the number of visits, income level, conversion rates directly into payment, as well as the average purchase receipt.

For most business representatives, this information will be more than enough to solve everyday basic tasks, whether it is summarizing information on expenses and income, defining standard metrics, etc.

Advantages and disadvantages of Yandex Metrica

Among the advantages characteristic of the end-to-end analytics service Yandex Metrica, it is worth highlighting:

no fee for use;
availability of a mobile application;
convenient and easy connection via API

The disadvantages here include a limited set of reports, a small number of direct integrations. These limitations make the service not particularly convenient for large businesses.

Alytics End-to-End Analytics Service

Alytics is an end-to-end analytics service that, among other things, also has a call tracking option, as well as the ability to automate contextual advertising. It is supplied to the market as a web application, cloud or server solution. There is no free trial period, but you can use the demo version of the program. To do this, you must first register on the site, and then choose a demo from the proposed tariff plans. Subsequently, the minimum tariff plan will cost you 7,800 rubles per month of use. Here you get access to multi-channel and end-to-end analytics, dashboards, as well as over 20 integrations with services such as Yandex Direct, Google Analytics, Google Ads, Bitrix24, VK, myTarget, Ringostat, Roistat, Megaplan, amoCRM, etc.

Here you will have the opportunity to create detailed reports in the analytics section on traffic sources, audience time on the site, conversion, key queries, targeted advertising. With simple settings, you can also segment the audience by city, browser, device. The information is provided in the form of tabular reports or graphs. You can easily select the appropriate period for analysis by setting the details by days, weeks, months, etc. The table will contain information on the number of clicks and cost per 1 click, total costs for attracting potential buyers, as well as CTR for each individual channel.

Visualization of information is carried out through visual dashboards. Along with templates, you can also create customized ones using a set of widgets. All these actions are performed through the settings — an icon with a gear image directly on the dashboard.

Advantages and disadvantages of Alytics

Among the main advantages of Alytics, experts highlight:

convenient connection via API;
versatility of use: suitable for most projects, sites;
good control over conversion rates;
availability of customized and template dashboards;
automated bid management in contextual advertising;
the ability to export reports directly from Google Ads and Yandex Direct.

The disadvantages in this case will be the following: the lack of a trial test period (only a demo version is provided), a mobile application, and the ability to conduct A/B testing.

End-to-end service K50 analytics

K50 is a platform equipped with a fairly large set of tools for optimizing business operations. It includes call analytics, end-to-end analytics, lead processing, and automation of advertising campaigns. Speaking directly about end-to-end analytics, here you will have at your disposal such tools as “K50 Statistics”, which collect all the necessary data on advertising campaigns in one table, as well as “K50 Rules”, which provides automatic management of accounts, rates, etc.

K50 is offered to users as a web application or a cloud solution. You get access to more than 20 built-in integrations, including Owox, Calltouch, Google Analytics, Roistat, VKontakte, amoCRM, as well as all CRM systems. But there is no free trial period, and each of the services, whether it is "K50 Statistics" or "K50 Rules", is paid at a rate of 2.5% of your monthly budget, but not less than 5,000 rubles per month of use. Along with end-to-end analytics, users also get access to unique metrics that are not provided by third-party services.

If you need reports on conversions, traffic sources, keywords and audience time spent on the site, you will find the relevant information in the “Statistics: K50” module. Additionally, it is possible to view a summary report for each individual advertising campaign, individual ad or ad group, sites, keywords, retargeting, and traffic source. For greater clarity, standard and customized dashboards are provided here.

Advantages and disadvantages of K50

The main advantages of the K50 service include:

versatility of use in various projects;
availability of dashboards;
flexible and convenient KPI management.

But let us repeat that there is no free trial period, no mobile application, no A/B testing. In addition, all tariff plans related to end-to-end analytics are available exclusively on a post-payment basis, which may be inconvenient for planning expenses.

Summing up

In today's review, we examined the issue of end-to-end analytics in detail, and also introduced you to the most effective and easy-to-use services, their advantages and disadvantages, and cost. You just need to navigate this diversity, study the functionality and choose the solution that will ultimately be the most effective in your work.

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If you need consultations and competent assistance, contact the technical support service, which operates around the clock.

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