What it connects
Every client has a path: an ad, a visit to the site, a lead, a deal, a payment. The data about it sits in different places: spend in the ad accounts, visits in Metrica or GA4, deals and money in the CRM. End-to-end analytics joins them through a source tag that the lead carries with it all the way to the deal.
| Step of the path | Where the data lives | What has to be set up |
|---|---|---|
| Ad | Ad accounts | UTM tags on every link and a spend export |
| Visit | Metrica, GA4 | A counter and goals on the site |
| Lead | Form, bot, phone call | Passing the source tag with the lead, call tracking for phone calls |
| Deal and payment | CRM | The source in the deal card and the payment amount that flows back into the report |
Which numbers it gives
The linked data gives figures for every channel. The formulas are simple; the hard part is getting spend and revenue into them without manual exports.
The cost per lead and per click at which ads break even is worked out by the payback calculator.
| Metric | How it is calculated | What it shows |
|---|---|---|
| CPL | Channel spend / number of leads | What one lead costs |
| CAC | Channel spend / number of paid deals | What one buyer costs |
| ROMI | (Channel revenue − channel spend) / channel spend | How much money the channel returned on top of what was put into it |
| Paid share | Paid deals / leads of the channel | Which channel brings people who buy |
When you need it and when it is too early
- You need it when ads run in two or more channels: Yandex Direct, social ads, Google Ads, bloggers. Then you see where to move the budget.
- You need it when days or weeks pass between the lead and the payment: there are many leads, only some pay, and the leads alone do not tell you which channel is good.
- It is too early if there is no CRM and leads live in messengers and sheets. First you need a place where every deal has a source and an amount.
- It is too early if ads run in one channel on a small budget. Goals in Metrica and a sheet of payments will do, and end-to-end analytics comes in when there are more channels.
What the setup consists of
- A metrics plan: which numbers the business needs and how to calculate them, before any setup.
- Tracking: UTM tags, goals and events on the site and in the bot, call tracking for phone calls.
- A CRM connection: every lead arrives in a deal with its source, and the payment flows back into the report.
- A dashboard: spend, leads, sales, CAC and ROMI by channel on one screen that updates itself.
- A review: a first look at the numbers with your team and an action plan.
What it costs at HEXIS
The price follows the number of ad channels and data sources. The exact sum is fixed in the contract together with the scope. A reliable picture builds up after about a month of collected data.
How to get an exact quote
Fill in the brief: four short steps, about three minutes. Say where your ads run and which CRM receives the leads. Within a working day we send a metrics plan and an estimate with the price and the timeline.