End-to-end analytics: setup, implementation and use from A to Z

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Content
Methods for building end-to-end analytics
Integration of end-to-end analytics with services
Setting up end-to-end analytics
Dashboards
Using end-to-end analytics
Before implementing end-to-end analytics, you need to define the main goal: what exactly you want to track and what metrics to calculate. Depending on the tools used, there are three ways.

How to set up end-to-end analytics to get the most out of the telegram directory service – we will consider in this material.

Methods for building end-to-end analytics
Combine data on advertising, calls and sales in your CoMagic personal account.
Transfer data on calls and advertising sources to the CRM system, improving its capabilities for generating marketing reports.
Combine data on calls, advertising and sales in a BI system (via OWOX, Google Big Query, Power BI).
Whichever method you choose, setting up end-to-end analytics is impossible without combining information from different sources. Advertising data is provided by the following systems: Yandex.Direct and Google Adwords. Sales information is available in CRM. End-to-end analytics also takes into account calls if you connect call tracking tools .

After combining all this data, a general picture of the effectiveness of advertising emerges. Let's take a closer look at how end-to-end analytics is built using the CoMagic service and how the settings are performed.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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Integration of end-to-end analytics with services
The CoMagic service collects all marketing and sales data in its personal account. As a result, after the implementation of end-to-end analytics, reports become available that allow you to understand which advertising channels are effective in terms of the number of requests, cost per request, and return on investment (ROI).

How to set up end-to-end analytics and where does CoMagic get this data from?

1. Advertising systems accounts
All advertising information is sent to CoMagic via integrations with advertising systems. Connection is made in three simple steps.

In the General site settings, in the Integration with services tab, select Advertising systems and enter the account ID to which the advertised site is linked.

After integrating end-to-end analytics with advertising systems, we go to the settings of each of them and select the advertising campaigns needed for tracking.


After integrating the advertising systems, we go to the settings of each of them and select the advertising campaigns needed for tracking.

2. Calls – connect call tracking
If you have a phone number on your website and clients often call you, end-to-end analytics integration will be incomplete without call data. In order for end-to-end analytics to take into account all calls from website visitors, call tracking needs to be set up .

When connecting a call tracking system, each visitor is shown a unique number. It is assigned to them for a certain period of time, which allows you to analyze the behavior of this visitor: from the key request they came for to the transaction.

By combining data on advertising and calls, the End-to-end analytics report shows data on the number of requests, expenses, and calculates the cost of each request from advertising.


Analytics are available by ad space, ad group, ad itself, or by keyword. However, this data does not provide the full picture of ad performance.

Let's say there is a keyword "buy a car", you see how many visits it brought, you see how much a call on this word cost, but was it targeted? Did this keyword lead to a deal or not? What is its conversion into a sale? If this keyword not only called, but also made a purchase, then you can accurately assess - yes, this word works.

In order to see not only visits and requests to the company, but also the transactions themselves, sales data is needed. To take them into account in end-to-end analytics, connect the integration with CRM. Then you will be able to analyze not only "how many visits this keyword brought me", but also specifically "how much money I earned from it".

3. Sales – pull from CRM
The next step is to combine marketing data with sales data – we integrate your CRM system and CoMagic.

Most integrations are done in just a few clicks, which allows you to do them yourself. We have developed end-to-end analytics integrations with instructions on how to connect end-to-end analytics to the most common CRM systems. At the same time, CoMagic is able to collect data from any CRM, even a home-made one. In this case, end-to-end analytics integration is done using API.

Any integration is free and brings only advantages – additional data to your analytics.