These metrics are important on their own, but when taken together, they provide a more complete picture of the effectiveness of your marketing investments. However, there are a few metrics that attract the most attention from entrepreneurs and marketers.
Key metrics for end-to-end analytics of an online store
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ROMI (Return On Marketing Investment) is an indicator canada mobile number that reflects how effectively the funds invested in marketing are returned. It helps to understand whether the costs of advertising and promotion are justified. If the ROMI for a channel exceeds 100%, this means that the investment is paid off and the channel is working effectively. If the indicator is below 100%, this indicates problems with payback, so you need to review the budget for this channel.
CPL (Cost Per Lead) — shows how much it costs to attract one customer through a specific channel. This indicator, often called the “cost of a lead,” helps evaluate the effectiveness of a channel. If the cost of attracting a customer is too high, this is a signal to review the marketing strategy.
LTV (Lifetime Value) is a metric that shows the total profit a business receives from a customer over the entire period of their interaction with the company. Many companies face difficulties in calculating LTV, since without the use of end-to-end analytics it is difficult to track the entire history of interaction with the client.
For example, a customer might first place an order on a website, then purchase something through a mobile app a week later, and then later call the call center to make another purchase. These three actions might be mistakenly counted as interactions with three different people. But in fact, they are the same customer.
End-to-end analytics will help to combine different sessions and requests into a general picture of interactions with the client. However, if the transaction cycle is long or the interaction with the client is complex, even configured analytics may not provide an accurate picture of the effectiveness of marketing.
When more than six months pass between the first visit to the site and the purchase, information about the client loses its relevance. Therefore, marketers working with complex b2b products need to use other methods of working with the market.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Services for online store analysis
To analyze online store data, statistics are used, collected using log analyzers and counters. Log analyzers are internal tools that accumulate information from the server. Counters, which are small external programs, function as follows:
An image is uploaded to the site to collect data;
information is recorded in the database;
Visitor statistics become available for analysis.
In addition to recording the number and duration of sessions, counters collect data on sales, clicks, and other activity.
Services for online store analysis
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Web analytics systems for online platforms vary in their specialization and functionality. They can be both paid and free, and many of them offer a trial period to evaluate the available capabilities. These tools have an important advantage: they automate data collection and provide information in a convenient and visual format. Graphs, charts, and tables that display changes in dynamics help to form hypotheses and strategies for further business optimization.
Google Analytics
Google Analytics is a free tool that helps you analyze your website’s performance. It shows you a lot of valuable data, such as the number of visitors and their behavior on the site. The service easily integrates with other Google products and offers advice based on machine learning.
This allows for better use of the collected data. Google Analytics is suitable for both small and large online stores, supports Russian language and ensures information security in case of technical problems.
To integrate the counter, you need to follow a few simple steps: first, create an account in the relevant system, then fill in the required data in the form provided. After that, you will need to add JavaScript code to the pages of your site. This code will collect and transmit information to the system for subsequent analysis and processing.
Let's look at the functionality of the service:
a wide range of professional tools for web analytics;
high-quality information support;
collection of key parameters for e-commerce;
the ability to track activity on the site in real time;
user behavior analytics;
conducting A/B testing;
tracking individual events;
conversion calculation;
tracking the effectiveness of various traffic channels;
Automatic sending of reports.
The system allows you to set individual goals, methods of exporting and storing information, determine the session time considered a visit, and other parameters. The main advantage of this tool is the ability to conduct a detailed analysis of the online store for individual products and user segments.