Utm markup for end-to-end analytics systems - a dark forest or a terrible nightmare for a specialist?
Neither one nor the other - if you immediately adhere to the rules and logic. Yes, most companies think about the fact that it would be good to track communications with the client from the very beginning. But this happens only when there is a need for end-to-end analytics.
And it's not about whether the company has rules for marking up any of the communication channels. The point is to tie these channels together and have a transparent structure of utm tags in all channels at once. And this is a really important task.
The sooner you start working on this point, the better. Take your time now, learn the basic rules for generating utm tags, conduct data audits and other steps on the way to creating the correct utm markup. And when the business already grows steadily and the introduction of end-to-end analytics becomes obvious, the necessary development history will already be on hand.
What is end-to-end analytics
The principle of end-to-end analytics is to track the entire customer journey from the moment of the first touch to the last interaction. This allows you to get a real picture of the business, find out which marketing efforts bring the most profit and optimize costs.
The main feature of end-to-end analytics is the accounting of the actually earned profit. Leads here are just an intermediate stage. We are interested in real sales with their cost. Then, when evaluating each channel, campaign, and even a specific ad / letter, you can evaluate their effectiveness - the ratio of costs to profit.
Let's look at an example. We launch two advertising campaigns in one advertising system. In the personal account, we see the following statistics:
|
|
Expenses |
Number of leads |
Lead cost |
Campaign 1 |
1000 |
one hundred |
ten |
Campaign 2 |
2000 |
250 |
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1000 |
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50 |
50% |
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2000 |
250 |
8 |
25 |
10% |
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Frequent errors in utm markup lead to increased costs for end-to-end analytics, as they require more frequent analyst intervention.
Changes in utm markup entail changes in the process of end-to-end analytics.