Getting Started with End-to-End Analytics
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Technologies similar to Cookies
Similar technologies are technics or tools, using certain characteristics to identify devices so that visits to a website can be analyzed. It includes, for example, HTML5 local storage, local Shared objects, fingerprinting techniques, tracking pixels and plugins.
For ease of reference, cookies and similar technologies are referred as "Cookies".
Usage of Cookies
Cookies enable us to provide users with certain features and supply us with information about website visits.
We also make use of cookies to make our site more user-friendly, to better understand our existing and prospective customers, including associating a user with different devices and browsers that they may use for online targeting and advertising purposes.
You invest in advertising, blogging, email newsletters - how do you figure out what really brings customers to you? What really works? What brings profit, and what just eats up the budget? The answer is in end-to-end analytics.
Cross-cutting analytics is a system that combines data from different sources: website, advertising, CRM, social networks, email newsletters - and shows where real sales come from. Not clicks. Not likes. But live, paying customers. In essence, it's a navigational map of your marketing and the real answer: where the customer came from and whether he brought money.
Cross-cutting analytics is a system that combines data from different sources: website, advertising, CRM, social networks, email newsletters - and shows where real sales come from. Not clicks. Not likes. But live, paying customers. In essence, it's a navigational map of your marketing and the real answer: where the customer came from and whether he brought money.
Numbers for the sake of numbers. Why is just looking at clicks not enough?
Clicks, impressions, reach, subscriptions, applications, views, CTRs, CPCs.... When immersed in the nuances of online business, it can be easy to get confused. Observing for weeks growing figures of metrics in the advertising cabinet, ‘go into the minus’. And do not understand where the real customer came from. What channel brought him in? What ad worked? What link? Without end-to-end analytics, it all remains guesswork. Only real sales make profit, and in order not to waste money, you need to be able to trace the customer's path from the first touch to payment. This is the essence of end-to-end analytics, said the managers of Fincraft Capital Czech Republic.
Only real sales show that the channel is working. To track this, you need to link all the links in the chain: first click - behaviour on the site - request - communication with the customer - CRM - payment. This is the essence of end-to-end analytics.
End-to-end analytics connects:
If you put it all together, you will see: which channels really work, which ones just bring cheap traffic without sales, and which ones are underestimated but bring profit.
Only real sales show that the channel is working. To track this, you need to link all the links in the chain: first click - behaviour on the site - request - communication with the customer - CRM - payment. This is the essence of end-to-end analytics.
End-to-end analytics connects:
- advertising channels (Google Ads, Facebook, TikTok) - where the customer first saw you,
- a website or lending site - where he left a request,
- CRM or messengers - where the communication took place,
- the fact of purchase - how much they spent and when.
If you put it all together, you will see: which channels really work, which ones just bring cheap traffic without sales, and which ones are underestimated but bring profit.
Cross-cutting analytics: what you need to do
For small and medium-sized online businesses, end-to-end analytics is a survival tool. It turns marketing guesswork into a manageable system. It becomes clear: which channels really work, where leads are cheaper but useless, what converts best.
- To understand how the customer came: you need to add UTM tags to advertising links (e.g., generated via Campaign URL Builder)
- To record what the customer did on the site: you need to connect the site to Google Analytics 4 (GA4).
- To link the customer's actions on the website with his request, you need to set up data transfer from the website to the CRM.
What if a customer first clicked on an advert, then visited the site after an email newsletter, and then came directly a couple of days later? Yes, that's what happens. Customers rarely buy from the first touch. They see adverts, read articles, visit the site from different devices, subscribe to the newsletter - and only then place an order.
Cross-device analytics allows you to account for multichannel. It's called an attribution model (last-click, first-click, all-channel, or advanced-algorithm-based and probability-based). Start simple: a ‘last click’ model can help you make decisions based on data, not guesswork.
Cross-device analytics allows you to account for multichannel. It's called an attribution model (last-click, first-click, all-channel, or advanced-algorithm-based and probability-based). Start simple: a ‘last click’ model can help you make decisions based on data, not guesswork.
Multichannel and attribution model
In order to accurately track your traffic sources, add UTM tags to all external links leading to your site. This will help you understand where your visitors are coming from and which advertising channels work best.
When a user clicks on such a link, Google Analytics and other systems will record: who visited the site, where he came from, what he looked at and whether he left immediately. Then this information can be transferred to CRM and linked to the fact of purchase. It doesn't matter whether you use CRM or just Google Tables - the main thing is that you should record not only the contact of the customer, but also where he came from.
- In ads (Google, Facebook, TikTok)
- In email newsletters (in a button or link)
- In posts on Telegram, Instagram, Pinterest
- In blogs, forums, YouTube
When a user clicks on such a link, Google Analytics and other systems will record: who visited the site, where he came from, what he looked at and whether he left immediately. Then this information can be transferred to CRM and linked to the fact of purchase. It doesn't matter whether you use CRM or just Google Tables - the main thing is that you should record not only the contact of the customer, but also where he came from.
How and where to use UTM tags
Fincraft Capital dropshipping managers noted that end-to-end analytics tracks the entire customer journey: from the first click to purchase. By combining the data for each advertising channel in a table for all advertising channels, you can understand: how much was spent on each, how many applications came, how many bought and for how much, what led to real revenue and what - only traffic.
Fincraft Capital recommends plugging in even the simplest end-to-end analytics system so you know what your business' average checkout is, how long customers keep buying your product, and whether your investment in marketing in general and advertising in particular is paying off.
Fincraft Capital recommends plugging in even the simplest end-to-end analytics system so you know what your business' average checkout is, how long customers keep buying your product, and whether your investment in marketing in general and advertising in particular is paying off.
What does this look like in practice?
Yes, end-to-end analytics has limitations. It is not always possible to trace the entire customer journey, especially if they came from different devices, made a purchase over the phone or left no trace.
But even 70% of the data is better than zero. End-to-end analytics doesn't make a business profitable per se. It just shows you what works and what doesn't.
But even 70% of the data is better than zero. End-to-end analytics doesn't make a business profitable per se. It just shows you what works and what doesn't.