What is e2e?

What is end-to-end analytics and why do you need it?

The idea of seeing key business results in the form of data along with analysis of sales/user acquisition channel performance is certainly not a novelty, has not been for many decades.

While the use of websites as primary sales channels is much more recent, we have already become accustomed to the idea of collecting digital business data using tools designed for that purpose. About a decade ago, companies came up with the idea of offering a turnkey solution for all your business metrics in one place, and thus end-to-end analytics was born. However, it is only in the last few years that it has become widely used and very powerful. However, we hear the word every now and then and still get confused when we have to decide if it is right for our business and what are the real benefits of this approach.

We have published an article about the basic types of business data analytics, and now we are going to look at the approach that is supposed to be more perfect than others. So, what is end-to-end analytics?

What is end-to-end analytics (or e2e)? 

End-to-end analytics is an approach that allows you to collect and analyze all types of data related to sales and user acquisition. It focuses heavily on understanding your ROMI (Return of Marketing Investment) and the main difference with “normal analytics” is that no acquisition channel goes unnoticed. Yes, that includes offline sales.

E2E is a complex system that requires the following:

  • A single database where everything is stored
  • various integrations (CRM, website analytics, ad cabinets, call tracking systems, and nothing can be left out)
  • Visualization tools

All data should be collected in real time and automatically. The good thing is that SaaS providers take care of the visualization. So, ideally, it’s a tool that helps you understand your sales and channels at a glance. The bad: There is a certain amount of technical implementation that requires both time, hands and additional costs, not to mention the cost of the services, which tends to get lower but is still significant for many companies.

Neutral thing: There are ways to set up free DIY e2e, from Microsoft Excel (which obviously does not work in real time) to Google Analytics, but that’s not for all businesses and requires even more time and effort.

What kind of information do you get when you use e2e Analytics?

  • Total number of leads and purchases/users for each advertising channel 
  • Return of Marketing Investment for each campaign and ad the overview of your marketing metrics: CPC, CPL, CPA
  • Explanation of best and worst marketing sources (at least in terms of cost), including PPC, SMM, CPA and referral channels, ad campaigns, direct sales and even outdoor advertising).
  • Your customer’s LTV/lifecycle statistics on the best performing goods or services 
  • Day of week/time of day purchase breakdown 
  • Your sales funnel 
  • Your staff’s performance statistics (including call center, if applicable)
  • Analysis of customer reviews in your supply chain (a rare option to gain more exposure)

You get this kind of data directly from reports, but it’s worth nothing if you do not draw conclusions and make decisions from it.

That said, you should:

  • Get insights into your overall performance
  • Know your bottlenecks (that’s what sales funnels are for!)
  • Cut the marketing channels that are performing the worst and/or cut other expenses. For example, you can lay off half your call center and hire a team to develop an AI chatbot.
  • Know your customers’ real needs
  • Get ideas for addressing objections
  • Think of growth points.


“I can get all these insights by looking at different analytics systems. Why would I use e2e or a single-window solution?”

You certainly can, but there are a few things you should consider:

  1. Data from different sources can be contradictory, and one of the key points of e2e is to get all the numbers down to a common denominator. You may have noticed the differences between Google and Facebook PPC campaign stats, and bringing all ad tracking systems together in one place takes the word discrepancy to a whole new level.
  2. Logging into different platforms takes time, which you should multiply with all team members. Creating final reports takes time, as we have said before, and the impact of the human factor increases with the number of sources you use.
  3. Saas e2e dashboards are usually customizable. Aside from giving different users different levels of access, you can assign certain types of reports to specific business roles. CEOs need to see the complete picture, while customer care leaders may benefit from focusing on user review dynamics and purchase rates on a single page, and a sales manager will certainly be most interested in their own performance, perhaps compared to other team members’ stats.
  4. The cost of all analytics systems and software/hardware maintenance combined can sometimes be compared to the cost of an average turnkey solution

What types of companies typically benefit from using end-to-end analytics?

  • E-commerce, one-time and lifecycle large companies that use many acquisition sources E-banking (honestly, all banking products that cover the full cycle)
  • Any company that has a large number of advertising partners Any large company that has an equal presence online and offline (if you are completely offline, you probably do not need something like this)
  • Large companies that have reached a glass ceiling and need insights into their growth strategy

What do I need to do to make the most of it?

  1. Make sure your existing solutions are compatible with each other. Pay close attention to your CRM and its capabilities if you do not want to find that it’s time to migrate to another. It is highly recommended to use a CRM-based call tracking solution.
  2. Plan your end goals. Implementing a complex system just for the sake of it or for fashionable reasons may not be the best idea.
  3. Make sure you consider the ALL of your customer communications, otherwise the whole idea of e2e is for nothing.
  4. Calculate the costs (and compare them with your goals, more precisely with the amount of revenue you want to generate in the end.

There are two basic types of e2e platforms. The first is a platform designed specifically for the needs of a certain type of business (e.g. e-commerce or telecom), the other is an all-round platform that “eats” and merges all kinds of data sources (JustControl.it is an example), and your choice depends only on UI and the number of ready integrations.

That’s certainly not the whole story. If you decide to go this route, you’ll have to do a lot of your own research, and we wish you the best of luck. If you have already taken a leap of faith (or rather, a leap of analysis and balanced decisions), please share your success stories or failures with us in the comments section.