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How the end-to-end analytics works to account for the number of orders
End-to-end analytics is a method of identifying the effectiveness of marketing activities and promotion in general. In most cases, it is used by large companies at a certain stage of development when they are planning a new strategy. However, small businesses will also benefit from the use of end-to-end analytics, and it is important to understand how to do it correctly.
The optimal period of a company’s development, when it is necessary to connect such a tool, depends on a number of factors. Here it is important to consider the volume of orders and advertising costs. Some experts believe that end-to-end analytics will be useful with a monthly promotion budget of $1000 or more. It should be taken into account that a large number of traffic sources and active advertising campaigns in different channels make the use of the tool much more effective than if promotion was carried out only by one channel. In addition, if advertising is placed only in one source, the entire budget is directed only there. In that case, it is better to use the standard tools that are available in advertising systems, such as “Yandex. Metrika” or Google Analytics. When the second promotion channel appears, it is already necessary to analyze the progress in the number of orders, instead of counting the number of hits or coverage. The best way to do this would be end-to-end analytics, which works on the principle that “the more you spend on advertising, the more you see changes that can be traced back to the statistics.
With a large number of orders, there is a risk of error when calculating metrics manually, such as filling out an Excel spreadsheet. The latter is the most common option for accounting in small companies or at the start of business development. As for end-to-end analytics, here most processes are automated, and this minimizes errors and makes the final result as close to reality as possible.
This tool is popular among small businesses from various spheres, including auto service centers, fitness clubs, beauty salons, dental clinics, and online stores. However, the use of end-to-end analytics may not be justified for every company; it is important to understand whether it will be effective in a particular case. For example, if communication with the customer plays a key role in the company, then analytics will help to see from what source the consumer came. It will also be possible to assess the number of initial requests from each channel and to what stage of the funnel they have reached. Based on the information received it is possible to adjust the strategy and choose the most productive promotion channels. In addition, the end-to-end analytics will show which managers are doing a bad job, and at what stage the communication with the client breaks down. End-to-end analytics will be an effective tool when analyzing deals with long closing cycles. It will reveal weaknesses throughout the cycle.