Enquiries are plentiful but revenue is not growing
Advertising reports cheap enquiries, but it is unclear whether they buy. You need to see sales by source.
Marketing
End-to-end marketing and sales analytics
We connect data from advertising accounts, the website, CRM and payments to see the journey from advertising spend to a deal. Budget decisions can then be based on sales rather than enquiry volume alone.
What end-to-end analytics means at Eqvola
From clicks to revenue. Web analytics records an enquiry on the website. End-to-end analytics goes further: whether that enquiry became a deal, its value, and the advertising cost that brought it in.
The source must reach the CRM. The central technical task is to preserve source information and UTM tags across the website, form, messenger and CRM. We configure data transfer together with our automation team.
We connect the available data: advertising costs, web analytics, deals, payments and, where needed, calls through call tracking. If a source cannot be tracked, we mark that limitation in the report rather than fill the gap with assumptions.
An attribution model is an agreed rule. When a customer has interacted with several channels, an agreed approach assigns each channel's contribution; it is not an absolute truth. We explain our calculations and where findings should be treated with caution.
Quality depends on the CRM. If salespeople do not maintain deals or update statuses, no setup can show an accurate picture. We therefore agree CRM management rules before building reports.
When you need this service
Budgets are allocated on instinct
Channels compete for funding with one argument: "It feels like customers come from there." You need deal and payment data for each channel.
A long journey from enquiry to payment
Weeks or months pass between the first enquiry and payment. Web analytics does not see that interval.
Data is scattered across systems
Costs are in advertising accounts, enquiries in the CRM and payments in accounting, while reports are assembled manually in spreadsheets. We bring them into one view.
Several contractors report in different ways
Each shows their own figures. You need one method understood consistently by the owner, marketing and sales.
You may need something else
Website enquiry tracking is not yet configured → Web analytics setup
You have no CRM, or deals are not maintained in it → CRM implementation and configuration
You only need automated reports without changing the data logic → Reporting automation
What end-to-end analytics includes
Methodology
- a data map: which systems we connect and through which fields;
- rules for recording sources and deal statuses;
- an attribution model and reporting metrics;
- limitations: what cannot be tracked and why.
Connecting the data
- passing source information and UTM tags from the website and forms to the CRM;
- importing advertising costs from accounts;
- connecting payment data where available;
- call tracking if calls are an important enquiry channel.
Reports
- a dashboard of costs, enquiries, deals and payments by channel;
- cost per deal and advertising return where data is complete;
- checks for discrepancies between systems;
- instructions for the team on reading the report.
HOW WE WORK
How the work progresses
You approve the method and metrics; together with the automation team, we connect the data and build reports.
- 01
System and data audit
We review where data is stored: advertising accounts, analytics, CRM and payments. We check whether source information reaches each deal. Outcome: a data map and a list of gaps.
- 02
Methodology
We agree metrics, the attribution model, CRM status rules and report limitations. Outcome: a documented methodology.
- 03
Integrations
We configure source transfer to the CRM and cost and payment imports. The automation team handles the technical work within the agreed scope.
- 04
Dashboard
We build a report in Looker Studio or another agreed tool and reconcile it against the source systems.
- 05
Validation and training
Together with your team, we check the first reports, resolve discrepancies and explain how to use them.
What you receive
A data map
Which systems are connected, how they are connected and where gaps may occur.
Calculation methodology
Metrics, an attribution model and rules understood by everyone involved.
A source recorded for each deal
Where technically possible, the CRM records the channel that brought in the customer.
A marketing and sales dashboard
Costs, enquiries, deals and payments by channel in one report.
A list of limitations
An honest account of what the report does not cover.
What we need from you
- access to advertising accounts, web analytics and the CRM;
- access to payment data or an accounting export;
- a sales representative who understands how deals are managed;
- the team's willingness to follow the agreed CRM management rules;
- your website developer's contact details if forms need changing.
End-to-end analytics works only when salespeople regularly update deals in the CRM.
What determines the cost
Ways to work together
A basic setup. Advertising, web analytics and CRM with a channel dashboard.
An extended setup. Payments, calls, multiple accounting systems and more complex attribution in addition.
What determines the cost
- the number of advertising channels and source systems;
- the CRM type and its integration capabilities;
- the availability of payment and call data;
- the state of web analytics and CRM data management.
What is paid for separately
- CRM licences, call tracking and data transfer services;
- developer changes to the website and forms where required.
FAQ
Questions about end-to-end analytics
Can’t find your question?
Send it through the form and we will reply.
Go to formHow does end-to-end analytics differ from web analytics?
Web analytics ends with an enquiry or purchase on the website. End-to-end analytics connects that to the CRM and payments, showing which enquiries became deals and how much they generated. It cannot be built without properly configured web analytics.
Which CRM do we need?
CRMs that accept data through APIs or ready-made integrations are suitable, including HubSpot, KeyCRM and Bitrix24. If your system lacks this capability, we discuss alternatives or a CRM change.
How does this differ from reporting automation?
Reporting automation removes manual collection from any type of report. End-to-end analytics defines the underlying logic: how a source follows through to a deal, and how attribution and return are calculated. We often combine these services.
Will the report show the precise return from each channel?
Only as precisely as the data allows. Calls without call tracking, personal recommendations and interactions across several channels introduce uncertainty. We show where the data is reliable and where it is approximate. All questions and answers
Marketing · group 06
Analytics and sales enablement
- Web analytics setup
- End-to-end marketing and sales analytics
- Marketing support for sales teams
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.