Criteria for choosing an end-to-end analytics service
Dynamic call tracking with automatic call source detection
The algorithm of its operation is simple:
Installing the code on the site
Purchasing numbers
Automatic substitution and source detection.
Manually assigning a source to cyprus email list each number is a thing of the past. For modern end-to-end analytics services, this is a mandatory function.
Form Capture
To connect self-written forms on websites, in 99% of cases the help of a programmer is not required. Install the counter and perform simple settings in the service.
Problems may arise only with the basket, since here it is necessary to pass the client ID on the site side due to the complex logic of accounting for goods.
All other forms on the landing page can be connected without involving programmers and without paying for their expensive services.
Email tracking based on client mailboxes
In B2B, as a rule, a large number of letters are sent, so this function is very relevant.
Built-in CRM
All applications received from the site are formed into a single list.
The internal CRM is responsible for debugging incoming data. In addition, it is convenient to provide the necessary information on sources of applications and the logic of working with them.
Sending conversions to Google Analytics, Yandex.Metrica, Facebook
This function allows you to transform faceless analytics into a full-fledged automation tool when working with Google Analytics, Yandex Metrica, Facebook.
There are several advantages:
There is no lifetime binding to a specific end-to-end analytics service; there is always the option to switch to Google Analytics without losing data.
Advertising campaigns can be trained on your own real sales from CRM.
There is no need to perform expensive technical work to connect the site to Google Analytics, Yandex Metrica, Facebook.
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Integrations with popular services
We are talking about CRM, messengers, advertising platforms and social networks. There are 30 popular integrations and about a hundred less common ones.
Some end-to-end analytics services have delegated authority to special connectors such as Albato, Api-X-Drive, but this has certain disadvantages:
An additional fee will be charged to the client.
Control over key integrations is reduced to a minimum.
The following solution seems optimal:
Key integrations should be available within the service, without markup or involvement of intermediaries.
Unpopular integrations can be delegated to third-party services.
Speech analytics
This function would be considered mandatory with a big stretch. It is useful for clients whose monthly number of calls is measured in thousands, and it would be good to know what the main topics of requests are.
Multi-channel analytics
It is no coincidence that this end-to-end analytics service component is at the very end of the list: there is no particular need for this function.
A large number of touches provides little data to study and draw meaningful conclusions.
As a rule, 1-2 touches are enough for the vast majority of clients, and the most popular attribution report among sellers is the “last significant click” report.
If there is still a need to conduct full-fledged multi-channel analytics, there is nothing better than Google Analytics for solving this problem, so sending all data there is a reasonable approach.