Key metrics for end-to-end analytics of an online store

[Mimaktsa10]

The end-to-end analytics report can contain over 80 different marketing metrics. For example, you can track changes in conversion at the application or payment stage, analyze traffic, expenses, revenue, and conversion at each stage of the sales funnel.

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

Source: shutterstock.com

ROMI (Return On Marketing lithuania email list Investment) is an indicator 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.