End-to-endanalytics for online shop

Let's say you have launched several advertising channels. One brings a lot of conversions to the site, the second one a little less, and the third one - just a few. You switch off the third one, because it seems useless. And then it turns out that it was he who brought the most quality customers - those who not just clicked, but bought and returned. You won't see this if you don't use end-to-end analytics.

Imagine you are flying in an aeroplane that has no instrument panel. All you see is the sky in front of you. Is it beautiful? Maybe. Safe? Absolutely not. This is roughly how an online shop without end-to-end analytics works: you seem to be moving, but you don't know where exactly you're going and where it will end up.

End-to-end analytics is that dashboard. It shows where customers come from on the site, how they behave in the sales funnel, and most importantly - how much each trading platform brings you. Not in clicks and likes, but in money and orders.

If now you rely on reports from advertising offices - you see only part of the picture. And it is in this part that your biggest budget drain may be hiding, say the experts at Oise Trade Poland.

First things first: get your CRM up and running and make sure it integrates with your website and advertising channels. Without this, it's impossible to collect order and customer data.

Second: use UTM tags (these are special tags in the link that help you understand where exactly the customer came from) in every advertising campaign. If you don't - all sources get mixed into a mess, and you don't understand who really gives revenue.

Third: implement an end-to-end system that knows how to collect and collate data from all points. This can be a cloud service or a platform that integrates with your website, CRM, advertising and payments. The key is that it should show the customer journey from first touch to purchase, not just the number of visits. The system should count the cost per lead, ROI, LTV - that is, how much it costs to attract and how much you earn per customer. It takes time to set up, but nothing will work without it.

Fourth: start analysing not only ‘where there are more sales’ but also ‘where there are higher profits’. These are different things. It may turn out that one channel brings solvent and loyal customers, and from the other you get penny one-time purchases.

Conclusions: end-to-end analytics helps you understand which adverts are profitable and which are unprofitable, and quickly change your strategy. If customers visit the site, but do not fill out the form - you can see where you are losing people. And this is not just information, it is a real growth tool for your business.

End-to-end analytics combines data from advertising, website, CRM and payment system. It is like a constructor that puts the customer's journey into a single picture: from the first look at your product to the purchase. Managers of Oise Trade company say that without end-to-end analytics you can't see what advertising really works, and what just eats up the budget. You spend on one thing, but sales come from another. Advertising systems take credit and distort the picture. As a result, you're pouring money away blindly.