End-to-end analytics in 2024: the impact of blocking and bankruptcy of Russian Google
Posted: Wed Jan 29, 2025 6:29 am
End-to-end analytics has always helped businesses evaluate marketing tools and optimize their costs. Due to the fact that some large platforms stopped working with advertising in Russia and providing data, analytical services themselves had to restructure and optimize their work taking into account the new reality.
Igor Bolotov, CEO of the end-to-end analytics service Alytics, told Megaplan turkey whatsapp list what has changed in his team, how sanctions have affected the balance of power in the advertising market and changed the cost of placement. The article will be useful for marketers and business leaders who want to manage their advertising budget more effectively and find growth points.
Igor Bolotov, Director of Alytics
What data does Alytics collect?
End-to-end analytics is a summary of statistics from click to sale. In one report, we collect data on both advertising costs and revenue. And since business revenue data is stored in a CRM system, it is important that the end-to-end analytics service has the ability to download it from there. By the way, Alytics has integration with Megaplan, so use it.
By the way, before we forget. We have released a long-awaited update - Workspaces . They help managers see data on projects, sales and processes in one place, and employees - plan their workday and not lose anything else. In spaces, it is convenient to receive automated reports and conduct in-depth analysis, moving from general indicators to details at different levels of business. Look at your company from a new angle! Here are more details. Now let's get back to our topic.
The data must not only be transmitted, but also compared with advertising channels. For this, various markers, UTM tags or identifiers are used, which are assigned by web analytics counters.
What data is taken into account in the report:
from advertising offices;
from web analytics counters (Yandex Metrica, Google Analytics or a custom counter);
from call tracking services;
from the CRM system.
Using the end-to-end analytics service, a business can understand how effectively advertising works. For example, a company spent 150 thousand rubles on Yandex Direct in a week. Revenue from incoming advertising leads amounted to 2 million rubles, of which 430 thousand was profit. We compare costs and profits, and see that the channel clearly pays for itself — the business is in the black by 280 thousand — so it can be used further and scaled.
Some of our clients' revenues grew by 15 to 20% year-on-year after implementing Alytics. But the end-to-end analytics system will not be effective for every business. Here's what I recommend paying attention to when making a decision.
1. Your advertising budget and number of channels
The advertising budget should be comparable to the cost of using the end-to-end analytics system. In our experience, integration will be effective with advertising costs of more than 200 thousand rubles per month. The same story with the number of advertising channels: if you are placed on only one site, then even without a special platform it will be clear where the client comes from.
2. Number of sales
For micro-businesses with 20–30 sales per month, end-to-end analytics systems are not so relevant, because with small numbers, transactions can be compared with a particular ad manually.
Igor Bolotov, CEO of the end-to-end analytics service Alytics, told Megaplan turkey whatsapp list what has changed in his team, how sanctions have affected the balance of power in the advertising market and changed the cost of placement. The article will be useful for marketers and business leaders who want to manage their advertising budget more effectively and find growth points.
Igor Bolotov, Director of Alytics
What data does Alytics collect?
End-to-end analytics is a summary of statistics from click to sale. In one report, we collect data on both advertising costs and revenue. And since business revenue data is stored in a CRM system, it is important that the end-to-end analytics service has the ability to download it from there. By the way, Alytics has integration with Megaplan, so use it.
By the way, before we forget. We have released a long-awaited update - Workspaces . They help managers see data on projects, sales and processes in one place, and employees - plan their workday and not lose anything else. In spaces, it is convenient to receive automated reports and conduct in-depth analysis, moving from general indicators to details at different levels of business. Look at your company from a new angle! Here are more details. Now let's get back to our topic.
The data must not only be transmitted, but also compared with advertising channels. For this, various markers, UTM tags or identifiers are used, which are assigned by web analytics counters.
What data is taken into account in the report:
from advertising offices;
from web analytics counters (Yandex Metrica, Google Analytics or a custom counter);
from call tracking services;
from the CRM system.
Using the end-to-end analytics service, a business can understand how effectively advertising works. For example, a company spent 150 thousand rubles on Yandex Direct in a week. Revenue from incoming advertising leads amounted to 2 million rubles, of which 430 thousand was profit. We compare costs and profits, and see that the channel clearly pays for itself — the business is in the black by 280 thousand — so it can be used further and scaled.
Some of our clients' revenues grew by 15 to 20% year-on-year after implementing Alytics. But the end-to-end analytics system will not be effective for every business. Here's what I recommend paying attention to when making a decision.
1. Your advertising budget and number of channels
The advertising budget should be comparable to the cost of using the end-to-end analytics system. In our experience, integration will be effective with advertising costs of more than 200 thousand rubles per month. The same story with the number of advertising channels: if you are placed on only one site, then even without a special platform it will be clear where the client comes from.
2. Number of sales
For micro-businesses with 20–30 sales per month, end-to-end analytics systems are not so relevant, because with small numbers, transactions can be compared with a particular ad manually.