How should end-to-end web analytics for business be built?

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So, if the ROI is greater than zero, then it is obvious that the advertising costs are paid off. If the situation is the opposite, and the ROI is negative, the advertising costs are not paid off.

Calculating ROI and revenue from advertising is quite simple. The task of web analytics is to answer the question: in which channel is the ROI indicator higher (or lower)?

It is very important to understand which ad brings in money and which one “burns” it. The main point of end-to-end analytics is to collect all statistics on each element – ​​phrase, ad, company, site.


What is the difficulty of web analytics?
Businesses, coming online to attract additional clients, use many tools: Yandex.Direct, Google Analytics, Yandex.Metrica counters, CRM and systems that allow tracking incoming phone calls.
Different systems work with huge arrays of data. The difficulty for an unprepared person is to isolate the most important from the entire array of data. It is important to understand how to work with these statistics.

Sometimes it is unclear how to calculate ROI for each keyword. And if several systems are provided, for example, a CRM counter and call tracking, the question arises of how to integrate all of this.

Methods of communication between the client and the business:

communication via application on the website;
communication via online consultant;
communication via incoming call.




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There are several levels in contextual slovenia consumer email list advertising:

company,
announcements,
phrases.

Any advertisement is marked with UTM tags. The advertisement is launched, traffic goes to the site, and the budget is spent on contextual advertising. It is logical that some visitors turn into leads through online applications, online consultants or a call. If counters are set up related to the costs of this channel, you can calculate the cost of a lead - this is analytics at the lead level. But the level of sales is more important, since money and ROI are provided here.

A lead received through any channel is recorded in the CRM, and thanks to the UTM tag it becomes clear where this lead came from. If the lead turns into a sale, a deal is created. Thanks to the ability to obtain data on profits and expenses, you can calculate, in fact, revenue and the ROI indicator. This diagram shows the work of a web analyst.