End-to-end analytics

You can use Yandex Metrica to evaluate the return on your ad investment: compare the cost of attracting audience across different traffic channels with the revenue generated by these channels. You can also track your customer journey end-to-end from ad click to checkout.

To collect end-to-end analytics:

1. Add UTM tags to the URLs of your ads (in Yandex Direct, Google Ads, and other systems).
2. Upload your campaign costs to Yandex Metrica using your preferred method. You can transmit data about your costs on an ad channel marked by UTM tags over a given period.
3. Collect ClientIDs in your CRM. To do this, get the IDs using the getClientID method, then save them to the CRM.
4. Transmit the customer and order data saved by your CRM to Yandex Metrica.

To view statistics, use the End-to-end analytics reports:

• The Order sources from CRM report to analyze the sources of orders.
• The Sources, costs, and ROI report to analyze your ad spending and ad effectiveness.
• “Users and customers” report to view all the clients transferred from the CRM and their orders on the Clients tab.
• Any reports where you can select goals. By selecting the goals you used when sending order statuses, you can track the sales funnel stages you are interested in.

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