Problems
1. The company sees advertising spend and sales data in the CRM separately, and no one can say for sure which traffic channel actually generates profit.
2. It is impossible to calculate ROI and ad payback for each source, campaign, or ad.
3. The marketing budget is allocated blindly — decisions are made based on the number of leads rather than the actual profit they bring.
4. Data on calls, inquiries, and advertising spend is stored in different services, and reconciling it manually takes a lot of time and contains errors.
5. The manager does not see the full "ad → lead → deal → payment" chain and cannot assess the overall performance of the marketing and sales departments.
Task
Connect end-to-end analytics service and configure integration with traffic sources and Kommo CRM to get end-to-end analytics from advertising spend to actual sales.
Solution
1. Traffic sources (ad accounts) were connected to end-to-end analytics service for automatic export of campaign spend.
2. Integration of end-to-end analytics service with Kommo CRM was set up: data on deals, statuses, and sales amounts is transferred to end-to-end analytics service.
3. An end-to-end chain "traffic source → call/inquiry → CRM deal → payment" was configured so that every lead is linked to a specific advertising campaign.
4. Reports and dashboards in end-to-end analytics service were configured to calculate ROI, ROMI, lead cost, and sale cost for each channel.
5. Testing was carried out to verify the correct transfer of data across all traffic sources.
Results
1. The company sees the full chain from ad click to deal payment in a single system.
2. It has become possible to accurately calculate ROI and payback for each advertising channel, campaign, and ad.
3. The marketing budget is allocated toward the sources that actually generate profit, rather than just leads.
4. The time needed to reconcile reports has been reduced — data on advertising and sales is now combined automatically.
5. The manager gained a tool for making decisions based on actual payback rather than the number of inquiries.
1. The company sees advertising spend and sales data in the CRM separately, and no one can say for sure which traffic channel actually generates profit.
2. It is impossible to calculate ROI and ad payback for each source, campaign, or ad.
3. The marketing budget is allocated blindly — decisions are made based on the number of leads rather than the actual profit they bring.
4. Data on calls, inquiries, and advertising spend is stored in different services, and reconciling it manually takes a lot of time and contains errors.
5. The manager does not see the full "ad → lead → deal → payment" chain and cannot assess the overall performance of the marketing and sales departments.
Task
Connect end-to-end analytics service and configure integration with traffic sources and Kommo CRM to get end-to-end analytics from advertising spend to actual sales.
Solution
1. Traffic sources (ad accounts) were connected to end-to-end analytics service for automatic export of campaign spend.
2. Integration of end-to-end analytics service with Kommo CRM was set up: data on deals, statuses, and sales amounts is transferred to end-to-end analytics service.
3. An end-to-end chain "traffic source → call/inquiry → CRM deal → payment" was configured so that every lead is linked to a specific advertising campaign.
4. Reports and dashboards in end-to-end analytics service were configured to calculate ROI, ROMI, lead cost, and sale cost for each channel.
5. Testing was carried out to verify the correct transfer of data across all traffic sources.
Results
1. The company sees the full chain from ad click to deal payment in a single system.
2. It has become possible to accurately calculate ROI and payback for each advertising channel, campaign, and ad.
3. The marketing budget is allocated toward the sources that actually generate profit, rather than just leads.
4. The time needed to reconcile reports has been reduced — data on advertising and sales is now combined automatically.
5. The manager gained a tool for making decisions based on actual payback rather than the number of inquiries.