As one expert once said, "You can set up end-to-end analytics in Google Analytics in just five minutes." According to him, you just need to:
- open Google Analytics;
- open two windows;
- stare at the monitor.
That was sarcasm... Now let’s get serious!
Setting up end-to-end analytics in Google Analytics is possible, but it requires a thorough understanding of Client ID, tracking user events in real-time, and syncing with a CRM system and call tracking. It’s complex but doable.
End-to-end analytics is based on tracking the user’s journey from the first touchpoint and capturing information about the final effectiveness of acquired users, ignoring all intermediate steps and touchpoints.
The ideal scenario is full synchronization of customer actions, from their first touchpoint to receiving payment, along with all intermediate actions. There’s no ready-made solution, no plugin, no code, or checkbox for this. In Google Analytics, it’s set up custom, tailored for each project, and directly linked to the business processes and CRM system of the company. Let’s try to provide a brief overview, so when you decide to dive into this, we’ll be on the same page.
So, what do you need to get started?
👉 Tracking the first touchpoint with Client ID identification and exporting it to the CRM system using the same ID;
Client ID (Anonymous Client ID) is a unique user identifier tied to cookies and synced within Google Analytics using user data. Simply put, it’s the unique ID for a user within Google Analytics.
👉 Managing the client in the CRM system with a connection to the Client ID from the first touchpoint through to the completed deal;
👉 Ability to send GET or POST requests from your CRM system’s server to Google Analytics using the existing Client ID. This is usually done through the Measurement Protocol.
The process works like this. Diving into specific details is pointless, as every project has its own business processes and ways of handling clients and orders. Once everything is set up, the reports might look something like this:
First touchpoint, contract setup, deal completion, payment received. Each stage is exported separately to Google Analytics.
For more detailed information, feel free to contact our agency.
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