End-to-end analytics
When advertising, lead, and sales data are stored in different systems, a marketer only sees specific parts of the funnel. Google Ads tracks costs and clicks, GA4 tracks user actions on the website, CRM tracks leads and deals, and 1C tracks payments and refunds. Manually comparing these figures is time-consuming, and the resulting report quickly becomes outdated.
What is end-to-end analytics and why does business need it?
Implementing end-to-end analytics links advertising sources with leads, calls, deals, and actual revenue. Once configured, you can evaluate channels based on sales, ROMI, customer acquisition cost, and other business metrics. Seo-Gen provides turnkey end-to-end analytics configuration tailored to your current website, CRM, advertising stack, and reporting requirements.
End-to-end analytics shows the customer journey from the first contact with advertising to the purchase and subsequent sales. A single system can link advertising campaigns, traffic sources, website actions, inquiries, calls, manager performance, deal status, and revenue.
For businesses, this approach provides a more accurate picture of marketing. A low-cost lead doesn't always convert into a customer, while a campaign with a high lead cost can generate customers with a higher average order value and lifetime value. Therefore, evaluating advertising solely by clicks and website conversions is insufficient if a company's primary goal is sales and profit.
How does end-to-end analytics differ from regular web analytics?
Web analytics effectively reveals visitor behavior on a website: referral sources, pages viewed, events, e-commerce, conversions, and other actions. End-to-end analytics complements this data with information from CRM, advertising accounts, telephony, ERP, and other systems that store information about the lead's future.
The difference is especially noticeable in projects with a sales department. A user might submit a request today, receive a commercial proposal a few days later, and pay for the order a month later. If you look only at GA4, the marketer will see a conversion on the website but won't know whether it resulted in an actual sale.
| Criterion | Web analytics | End-to-end analytics |
|---|---|---|
| The main task | Website behavior analysis | Analysis of the path from advertising to sales |
| Data sources | Website and application | Website, advertising, CRM, telephony, ERP |
| Working with CRM | Limited | Lead, status, and deal data |
| Sales | Online transactions | Online and offline sales |
| Advertising expenses | Partially | Compared with income |
| ROI and ROMI | Requires additional data | Calculated based on expenses and sales |
| Customer journey | Before web conversion | Before the transaction, payment and repeat purchase |
Which companies need end-to-end analytics?
End-to-end business analytics is especially useful for companies that use multiple advertising channels and generate a significant portion of their sales through sales reps. These include online stores, B2B companies, service projects, medical centers, educational companies, agencies, developers, and other businesses with multi-stage funnels.
The system is also necessary for projects involving phone calls, offline sales, long sales cycles, or large advertising budgets. If a company receives several requests per month from a single source and doesn't have a CRM, a complex implementation may not be justified. In this case, it's best to first establish basic request and sales tracking.
What is included in the end-to-end analytics service?
End-to-end analytics services begin with a review of the existing infrastructure. Before connecting new services, it's important to understand what data is already being collected, how well events are functioning, and whether records from different systems can be linked. Errors at this stage can be reflected in final reports and distort metrics.
Following the audit, an integration plan is developed, a set of required metrics is determined, and a data storage and visualization method is selected. For one project, GA4, CRM, and Looker Studio may be sufficient, while another will require a data warehouse, several API integrations, and Power BI.
Audit of the current analytics system
During the audit, Google Analytics 4, Google Tag Manager, events, e-commerce, forms, UTM tags, and source transfer to the CRM are checked. If the company receives phone calls, call tracking and the correct assignment of calls to advertising campaigns are analyzed separately.
Duplicate events, missed transactions, discrepancies between the CRM and the website, the accuracy of deal statuses, and the quality of customer records are also checked. If the source data contains system errors, the causes of the discrepancies are first eliminated, after which the further architecture is built.
Data architecture design
At the design stage, we determine where the data will come from, how it will be connected, and which metrics should appear in reports. User and lead identifiers, deduplication rules, advertising expense structure, and the CRM status transfer scheme are all defined separately.
The architecture depends on the data volume and business requirements. A small project may only require a few direct integrations. For a large online store or a company with multiple CRM and ERP systems, a separate data warehouse and BI system may be more convenient.
Connecting data sources
An end-to-end analytics system can retrieve information from the website, advertising accounts, CRM, telephony, 1C, ERP, and other services. Connecting to all available sources is not necessary. Only those systems necessary for calculating agreed-upon metrics are included in the architecture.
Before integration, data access methods are tested: API, webhook, ready-made connectors, downloads, or other exchange options. The update frequency and detail of the future report depend on the technical capabilities of the specific service.
Website and Google Analytics 4
Google Analytics' end-to-end analytics utilizes data on visits, sources, events, forms, transactions, and e-commerce. GA4 allows you to obtain information about user behavior before submitting a request or making a purchase and pass the necessary identifiers further down the funnel.
Client ID, UTM tags, internal user ID, and other available parameters can be used to connect to other systems. The specific set depends on the site type, authentication method, form structure, and analytics requirements.
CRM system
CRM and end-to-end analytics work seamlessly together when it comes to linking advertising sources with actual sales results. CRM can transmit leads, deals, amounts, statuses, rejection reasons, responsible managers, and repeat sales data.
The quality of such a report directly depends on the discipline of CRM management. If managers don't change statuses, create duplicates, or fail to record payments, the automatic dashboard will reflect these errors. Therefore, CRM settings are verified before reporting is launched.
Advertising accounts
Advertising systems collect costs, campaigns, ad groups, and other parameters necessary for calculating acquisition costs. This data is then compared with requests, transactions, and revenue stored in the CRM or accounting system.
For Google Ads, the report structure may include campaign, ad type, costs, clicks, conversions, sales, and ROMI. For other advertising platforms, the available fields depend on the API and the service's current technical limitations.
Call tracking
End-to-end analytics and call tracking are essential for companies where a significant portion of inquiries come by phone. Without call tracking, some advertising conversions remain unreported, and customer acquisition costs are miscalculated.
The call tracking system transmits the request number, advertising source, call time, and other available parameters. The call is then linked to a lead or deal in the CRM. To ensure accurate matching, rules for identifying and processing repeat requests are defined in advance.
1C and ERP
1C end-to-end analytics is used when final data on payments, returns, or products is stored in the accounting system. In this case, the CRM can contain the transaction stage, and actual revenue is confirmed after the exchange with 1C or ERP.
If the necessary data is available, returns, margins, cost price, product categories, and repeat orders can be added to the report. The set of metrics is determined before integration to avoid transferring unnecessary data sets that are not subsequently used in analytics.
Setting up automatic data exchange
Once the sources are identified, regular data transfer is configured. APIs, webhooks, ready-made connectors, and ETL processes can be used for this. If a separate data warehouse is used, the information is first loaded there, processed, and then transferred to the BI system.
The update frequency depends on business objectives and the technical limitations of the platforms. Some companies require a daily report, while others require data with a slight delay during the workday. This parameter is agreed upon with the project architecture.
I start setting up end-to-end analytics by checking the data the company is already collecting. If sources are lost in the CRM, managers are incorrectly changing deal statuses, or events are duplicated in GA4, merging the systems won't fix the underlying errors. First, we streamline data collection, then build reports on advertising, sales, ROMI, and other metrics.
How does the implementation of end-to-end analytics proceed?
The implementation of end-to-end analytics is carried out in stages, as connecting all systems simultaneously complicates error checking. First, business tasks and sources are defined, then a technical diagram is developed, after which integrations are configured, and data quality control is performed.
Each stage should yield a clear outcome: a list of KPIs, a source map, a functioning data exchange, or a finished dashboard. This process simplifies testing and helps identify where discrepancies arise between advertising, the website, and the CRM.
Audit and task setting
The first stage involves identifying the metrics needed by the manager, marketer, and sales team. Advertising channels, the website, GA4, CRM, telephony, and other systems involved in the current funnel are simultaneously reviewed.
After the audit, it becomes clear what data is missing and what errors need to be corrected before integration. For example, you may need to configure events in GTM, standardize UTM tagging, or change the rules for populating the deal source in the CRM.
Preparation of the technical diagram
Based on the audit, a data flow diagram is created between systems. It records sources, integration methods, identifiers, storage, table structure, and future reports. Rules for handling duplicates and repeated requests are also agreed upon.
At this stage, a set of metrics is also defined. If the business requires ROMI, CAC, and LTV, the availability of expenses, sales, and customer data is verified in advance. A metric cannot be calculated correctly if one of the required elements is missing from the source systems.
Setting up and connecting systems
Once the plan is approved, technical setup of the end-to-end analytics system begins. The website, GA4, advertising accounts, CRM, telephony, 1C, or other approved sources are connected. The availability of the required fields is checked for each integration.
Enabling end-to-end analytics may involve changes to the website or GTM if the Client ID, order number, or internal lead ID needs to be transmitted. These changes are implemented without disrupting the current analytics and advertising systems.
Data Quality Check
After connection, test requests, calls, and orders are processed. It is checked whether the events reached GA4, whether the lead appeared in the CRM, whether the advertising source was saved, and whether the transaction amount matches the actual data.
Duplicates, missing values, and incorrectly linked records are searched for separately. This monitoring is necessary before launching the final dashboard; otherwise, a beautiful report will show incorrect figures and create false grounds for budget reallocation.
Creating reports and dashboards
After data validation, reports are generated for marketing and management. These reports can display advertising costs, leads, sales, revenue, CPL, CAC, ROI, ROMI, ROAS, and other agreed-upon metrics in the required breakdowns.
The dashboard can be implemented in Looker Studio, Power BI, or another BI system. The structure depends on the users' needs. A manager typically needs an overall financial result, while a marketer needs a breakdown down to campaigns, sources, and individual segments.
What we actually did
Dental clinic · Kyiv and Chernihiv
+44% clicks from search
A domain with no history and a site on a website builder. We built the semantic core for both cities, reworked the landing pages and built the link profile from zero. In four months: 34.8k clicks, impressions 1.32 → 1.76M, DR 0 → 41.
E-commerce · international
+96% clicks in two months
A catalog of digital 3D models. We clustered the semantics, rebuilt the hub pages and fixed duplicates and indexing errors. Google users 247 → 532, CTR 2.4% → 4%.
Medical center · Ukraine
+68.75% visibility in the first month
Narrow visibility and a small semantic core at the start. Semantics, landing page structure, metadata and internal linking, then gradual link building.
How long does it take to set up end-to-end analytics?
The timeframe depends on the readiness of the website and internal systems. If GA4 is configured correctly, the CRM contains the required fields, and the services have a documented API, the connection will proceed more quickly. If there are a significant number of errors, data collection will first need to be refined.
Non-standard CRM, 1C, complex e-commerce, separate storage, and custom dashboards require additional time. Therefore, the deadline is determined after an audit and technical diagram, rather than using a universal template for all projects.
How much does end-to-end analytics cost?
The price of end-to-end analytics depends on the number of systems and the current accounting status. A simple setup for a single website, one CRM, and several advertising channels requires less work than implementing a network of projects with 1C, telephony, and a separate data warehouse.
Therefore, the cost of end-to-end analytics is calculated after a brief infrastructure audit. A fixed price without understanding the CRM, the number of sources, and dashboard requirements often doesn't reflect the true scope of the task.
What does the cost of implementation depend on?
The cost is affected by the number of websites, advertising accounts, CRM, and accounting systems. The need for call tracking, the state of GA4 and GTM, the complexity of e-commerce, the availability of APIs, and the number of custom integrations are also taken into account.
Reporting requirements are a separate factor. A single dashboard with key KPIs and an analytics system with a data warehouse, ETL, and multiple attribution models require different amounts of work. Therefore, end-to-end analytics setup and pricing are assessed based on the specific architecture.
What is included in the cost calculation?
The estimate may include audit, design, technical setup, integrations, data validation, dashboard creation, and documentation. If ongoing maintenance is required after launch, it is calculated separately or included in the agreed upon work format.
Before the start, the client receives a list of systems and tasks to be implemented. This format helps compare contractors' proposals based on the scope of work, not just the final cost.
Why should you order end-to-end analytics setup from Seo-Gen?
Seo-Gen begins its work with an audit of existing analytics and business processes. This process helps prevent errors from GA4, CRM, or ad markup from being carried over into the new reporting. After the audit, the required set of sources is determined and metrics are agreed upon.
A turnkey end-to-end analytics setup can include GA4, GTM, CRM, Bitrix24, advertising accounts, call tracking, 1C, and BI systems. The specific stack depends on the project, so the client doesn't need to switch to a specific CRM or service just for analytics.
After launch, the consistency of requests, transactions, and amounts between systems is verified. The architecture and settlement rules are fixed so that reporting can be maintained and expanded as new advertising channels emerge or business processes change.
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Answers to your questions
How much does it cost to implement end-to-end analytics?
The cost depends on the number of websites, advertising sources, CRM, telephony, 1C or ERP, GA4 status, and reporting requirements. For an accurate estimate, we first need to determine what data is already being collected and what integrations need to be configured.
If a project uses a standard set of systems, the scope of work will be less. A custom CRM, multiple sites, complex e-commerce, or a separate storage system will increase the amount of technical setup and testing.
Is it possible to set up end-to-end analytics only through Google Analytics 4?
GA4 can be the primary web analytics system and a source of user behavior data. However, data on lead qualification, manager performance, and actual sales is typically stored in a CRM or accounting system.
Therefore, full-fledged end-to-end analytics in Google Analytics requires the transfer or consolidation of additional data. The scheme depends on what metrics the company wants to see after a lead or call.
How to connect end-to-end analytics to CRM?
First, the data set that needs to be transferred between the website and the CRM is determined. Then, an integration method is chosen, whether through an API, webhook, a ready-made connector, or another mechanism available in the specific system.
Lead, customer, order, or web session identifiers are used to link records. After connection, test requests and the correct transmission of sources, statuses, and amounts are verified.
Is it possible to connect end-to-end analytics to Bitrix24?
Yes, end-to-end analytics in Bitrix24 can use data from leads, deals, sources, and other CRM fields. The specific method for obtaining information depends on the current portal settings and the desired report structure.
Before integration, it's worth checking for duplicates, lead generation rules, and the correctness of source entries. These errors directly impact the final statistics of your advertising channels.
Is end-to-end analytics suitable for an online store?
For an online store, this is especially useful when you need to account for more than just orders placed on the website. Confirmed payments, cancellations, returns, phone calls, and repeat purchases can be added to the final picture.
If a store uses multiple advertising channels, CRM, and 1C, end-to-end analytics helps tie expenses to actual revenue. The specific store's architecture determines the set of integrations.
How is Roistat different from our own end-to-end analytics system?
Roistat is a ready-made service with a set of standard features and integrations. A custom system is built from individual components, such as GA4, CRM, a data warehouse, and a BI platform.
A ready-made service is usually easier to launch, while a custom architecture offers more customization options. The choice depends on sources, reporting requirements, budget, and resources for ongoing support.
Is call tracking necessary for end-to-end analytics?
Call tracking is essential for companies where calls make up a significant portion of their inquiries. Without it, a phone request may be lost without an advertising source, resulting in incomplete campaign statistics.
If all inquiries are handled solely through forms or online payment, call tracking is less necessary. The decision is made after analyzing the actual customer journey.
What is end-to-end analytics called in English?
In English, the term "end-to-end analytics" is commonly used. In the marketing context, the term "end-to-end marketing analytics" is also used when discussing the connection between advertising data and sales and financial results.
When choosing English-language terminology, it's important to consider the context of the page. End-to-End Analytics is sufficient to describe the methodology itself, while a longer formulation clarifies the marketing scope of application.
How long does it take to connect end-to-end analytics?
The timeframe depends on the number of integrations and the quality of the current data. A simple project with a ready-made CRM and properly configured GA4 launches faster than a system with multiple sites, telephony, 1C, and non-standard sources.
The exact deadline is determined after the audit. First, the necessary work and dependencies are identified, after which the project is divided into stages of configuration, testing, and report launch.
End-to-end analytics helps link advertising, the website, CRM, calls, and sales in a unified reporting system. Its value depends on the quality of the source data, so it's best to start with an audit of GA4, CRM, advertising sources, and the current funnel.
Seo-Gen provides turnkey end-to-end analytics implementation, from data validation and architecture design to integrations, testing, and dashboard creation. To receive a quote, submit information about your website, CRM, and the advertising systems you use. After review, we can determine the scope of work and implementation format.
We reply within one business day. No newsletters, no “just a reminder” calls.
He will look at the site himself instead of passing it to a manager.
More on: End-to-end analytics
What tasks does end-to-end analytics solve?
End-to-end analytics in marketing helps you work with actual customer and sales data. Managers can compare revenue across channels, marketers can identify campaigns with high acquisition costs, and sales teams can see which sources generate the highest-quality leads.
Once connected, data is updated automatically or at a specified frequency. The team doesn't have to manually reconcile tables from Google Ads, CRM, and other systems each time. The reporting format is tailored to the project's needs: from a simple dashboard to a detailed analytical model with multiple levels of segmentation.
Monitoring advertising effectiveness
End-to-end advertising analytics links advertising costs to leads and completed transactions. The report allows you to compare Google Ads and other advertising channels by CPL, CPA, CAC, ROAS, ROMI, revenue, and sales volume. This helps you understand the difference between the cost per lead and the cost per actual customer.
For example, one campaign might generate many low-cost leads that rarely reach the point of payment. Another might generate fewer leads but generate more revenue. Without CRM data, the first campaign appears more profitable, even though the second is more valuable to the business.
Full Customer Journey Analysis
A customer journey is rarely limited to a single click on a website. A user might first see an ad, return through organic search, call a few days later, receive an email from a manager, and only then place an order. With proper identification, these interactions can be linked to a single sale.
This type of analysis uses UTM tags, Client ID, CRM data, call tracking, and other identifiers. The specific scheme depends on the website and the software used. The more complex the customer journey, the more important it is to define the rules for data transfer and integration in advance.
Monitoring the sales funnel
End-to-end sales analytics shows what happens after a form is submitted or a call is made. The CRM lets you track the stages "new lead", "qualification", "commercial proposal", "deal", and "payment", and then link them to the advertising source.
This funnel helps identify areas with the greatest losses. If one channel generates many leads, but most of them are classified as untargeted, the problem may be related to advertising settings. If high-quality leads are lost later, it's worth reviewing the performance of the sales department.
Redistribution of the advertising budget
Once sufficient data has been accumulated, advertising channels can be compared based on more than just conversion rates. Customer value, revenue, margins, repeat purchases, and lifetime value (LTV) are also included in the calculations, if the relevant information is available in the accounting systems.
The advertising budget is allocated based on financial results. This approach reduces the risk of shutting down a campaign simply because it has an expensive lead, or continuing to fund a source that delivers good web conversions but rarely leads to actual sales.
Setting up end-to-end analytics in Google Analytics
Setting up end-to-end Google Analytics analytics begins with properly configuring GA4 and website events. Google Analytics provides a significant amount of information about visitor behavior, but for a complete picture, it's necessary to add data on leads, deal statuses, payments, and advertising costs.
Therefore, end-to-end analytics in Google Analytics is typically built as part of a broader architecture. GA4 handles web data, CRM contains sales information, advertising accounts transmit costs, and the final report collates these sources using common identifiers.
What data is transferred from GA4?
Google Analytics 4 lets you access traffic sources and channels, campaign parameters, events, conversions, ecommerce, and available user IDs. This information helps you determine where a visitor came from and what actions they took before submitting a request.
If a project uses a complex funnel, some parameters are passed on to the CRM. These could be UTM parameters, Client ID, order number, or other identifiers. The specific scheme is selected based on the website and the systems used.
When is BigQuery used?
BigQuery is used when data from multiple sources needs to be stored, processed, and combined centrally. This option is convenient for projects with large volumes of data, complex reports, or the need to store historical data independently of individual advertising and analytics platforms.
There's no need to use a separate repository for each project. If the business is satisfied with direct integrations and standard reporting, the architecture may be simpler. The decision is made after assessing the number of sources and granularity requirements.
End-to-end analytics and CRM
End-to-end CRM analytics connects marketing metrics with sales team performance. After submitting a form, a user ceases to be just a web conversion and becomes a lead, which goes through several stages. The CRM stores information about whether this lead has made it to payment.
The source of the request, status, transaction amount, sale date, responsible manager, and other available fields are used for analysis. If the company conducts repeat sales, the CRM can also transmit data for calculating LTV and analyzing the behavior of existing customers.
End-to-end analytics in Bitrix24
Bitrix24 and end-to-end analytics can work through built-in CRM capabilities, APIs, webhooks, or external integrations. The connection method is selected after reviewing the portal structure, the funnels used, and the list of fields to be included in the report.
End-to-end analytics in Bitrix24 is particularly dependent on the quality of lead and deal data. If a source is manually overwritten or a single client is created multiple times, these situations must be taken into account when designing the data model and deduplication rules.
End-to-end analytics and 1C
Integration with 1C is useful when final order and payment information appears after the transaction is processed in the accounting system. Confirmed revenue, cancellations, returns, and other financial data can then be transferred to the end-to-end report.
The CRM and 1C integration also helps separate the expected transaction amount from the actual receipt of funds. For online stores, product items and categories can also be taken into account if the relevant information is available through the configuration used.
Integration with other CRMs
A company's end-to-end analytics isn't tied to a single CRM. Integration feasibility depends on whether the required data can be obtained via an API, webhook, a ready-made connector, or regular downloads. The documentation for the specific platform is reviewed before development.
The system typically receives lead or deal IDs, source, status, amount, and modification date. Additional fields are added only when they are used in reports or calculations. This approach simplifies integration maintenance after launch.
End-to-end analytics through Roistat and other services
A ready-made end-to-end analytics service is suitable for companies that need standard integrations and a quick launch without developing their own infrastructure. Roistat and other platforms that aggregate advertising costs, website data, and CRM in a single interface are available on the market.
Roistat's end-to-end analytics is an option, but the choice of platform depends on the company's stack. Before connecting, it's worth checking the list of integrations, export options, attribution models, availability of required reports, and the overall cost of use.
Ready-made end-to-end analytics services
Ready-made platforms reduce the amount of in-house development and typically offer a set of standard integrations. This format is convenient if the CRM and advertising systems used are already supported by the service, and standard reports are sufficient for marketing purposes.
When choosing, consider the platform's limitations. Some metrics may be calculated using fixed logic, some data is stored internally, and custom integrations will require additional development. Therefore, comparing solutions solely by subscription price is inappropriate.
End-to-end analytics on our own architecture
A custom architecture can include GA4, CRM, advertising accounts, BigQuery or another data warehouse, and a BI system. This option provides greater control over the data structure and is suitable for companies with non-standard sources or complex reporting models.
At the same time, the scope of technical support increases. APIs, ETL processes, data schema changes, and dashboard operation all need to be monitored. Therefore, a custom system is only justified where analytics requirements truly go beyond the standard service.
How to choose the right option?
The best end-to-end analytics for a specific business is determined by its objectives, not the platform itself. It's important to consider the number of sources, advertising budget, CRM, data volume, reporting requirements, and the need for custom calculations.
For a small project, a ready-made service or a simple integration of several systems will suffice. A larger company with an ERP, multiple sites, and a custom pipeline may require a separate data warehouse and BI. It's best to compare options after a technical audit.
End-to-end analytics and CPAshka
CPAshka and other specialized services can be considered if they are already used in the project's infrastructure and contain the data necessary for analytics. Eligibility depends on the available APIs, postback, export, and CRM integration.
Before integrating such a source into the overall system, it's necessary to check which fields can be retrieved and how consistently they are updated. If the service doesn't transmit the identifiers needed to match clients and transactions, a different data aggregation scheme will be required.
End-to-end analytics for an online store
End-to-end analytics for an online store must account for the entire order cycle. A user adds an item to their cart, completes the purchase, pays for it, and can modify the order, cancel some items, or return the purchase later. Therefore, a web conversion doesn't always equate to an actual sale.
End-to-end website analytics connects ecommerce with advertising costs, CRM, and accounting systems. This allows you to analyze not only order volume but also verified revenue, returns, repeat purchases, average order value, and lifetime value.
End-to-end analytics is especially useful for online stores with phone orders and multiple acquisition channels. Call tracking captures calls, CRM records order processing, and 1C or ERP systems transmit actual financial information.
What metrics can be tracked?
The set of metrics is selected based on the project's goals and available data. Not every company requires the same set of metrics. An online store might prioritize revenue, ROAS, and repeat purchases, while a B2B company might more often analyze cost per qualified lead, CAC, and conversion rate.
Before setting up each metric, the data source and formula are defined. If a company wants to calculate profit or LTV, the corresponding financial data must be entered into the system in a consistent format.
| Metrics | What does it show? |
|---|---|
| CPL | Cost per lead |
| CPA | Cost of target action or attraction |
| CAC | Cost of attracting one client |
| ROI | Overall return on investment |
| ROMI | Return on Marketing Expenditures |
| ROAS | Income relative to advertising expenses |
| LTV | Income from the client during the period of interaction |
| Conversion to an inquiry | The share of users who left a request |
| Conversion to sales | The percentage of leads that closed a deal |
| Average bill | Average amount of paid purchase |
| Income | Revenue received for the selected period |
| Profit | Financial result with cost data available |
| Repeat sales | Number and income from repeat orders |
A conditional graph in the dashboard can show the user's movement through the funnel:
10,000 clicks → 420 inquiries → 180 qualified leads → 72 deals → 58 payments
This chart helps you quickly identify areas where customer numbers are declining the most. For practical insights, it's supplemented by a breakdown by advertising source, campaign, and period.
What reports does a business receive?
Reports are tailored to specific roles and tasks. A manager typically needs a quick financial snapshot, a marketer needs detailed campaign data, and a sales manager needs information on lead quality and deal progress.
The number of dashboards shouldn't be a goal in itself. A few clear reports that the team uses regularly are better than dozens of pages with metrics that no one analyzes.
Advertising Channels Report
The report compares advertising channels by costs, conversions, sales, revenue, and key performance indicators. You can see which source generates more leads and the cost of each completed transaction.
If necessary, data can be broken down by device, region, product category, or other segment. The set of segments is determined before creating the dashboard to ensure the report remains easy to use on a regular basis.
Campaign Report
This report is needed by marketers to analyze specific advertising campaigns. It can include impressions, clicks, costs, leads, qualified requests, sales, revenue, and ROAS.
If the advertising platform provides the necessary detail, data can be further examined by ad groups and other levels. The report depth is limited to the level actually used for optimization.
Lead Source Report
The report shows how many requests came from each source and what happened to them after they were passed on to the sales department. This helps distinguish between a large influx of requests and a flow of customers who meet the company's requirements.
For B2B, it's useful to separate qualified and unqualified leads. This eliminates the cost per lead as the sole benchmark, and allows advertising campaigns to be compared based on the quality of the contacts received.
Sales report
In the sales report, the advertising source is linked to the completed transaction, payment amount, and payment date. If the necessary data is available, repeat sales, returns, and other changes to the financial result can be taken into account.
This report is useful for long sales cycles, when the sale occurs significantly after the first advertising contact. Historical data allows you to evaluate the campaign after most of the leads have completed the funnel.
Funnel from advertising to a deal
The funnel shows how users move through the main stages: advertising exposure, website visit, inquiry, qualification, transaction, and payment. For each stage, the number of customers and the conversion rate are calculated.
If conversion rates drop sharply after a lead is placed in one source, you can check the traffic quality and the performance of your managers. When comparing multiple channels, this report helps you quickly identify the cause of discrepancies in the final cost of the client.
ROI and ROMI Report
ROI and ROMI are calculated only with accurate expense and financial performance data. Therefore, before creating a report, it's important to agree on which expenses are included in the formula and which indicator is used as income.
Marketing reports are typically built around ROMI or ROAS, while overall ROI may take into account a broader range of costs. Formulas are documented to prevent different employees from interpreting the same metric differently.
Customer and LTV Report
LTV is used by companies where repeat purchases significantly impact acquisition costs. One advertising channel may generate customers with a higher initial purchase, while another may generate customers who return several times throughout the year.
To calculate this, you need to reliably identify the customer across orders. If your CRM or accounting system stores purchase history, this data can be linked to the initial acquisition source and used to analyze customer value over a given period.