End-to-end analytics configuration consists of three main steps:
1. Activating integration with an advertising service
2. Activating and configuring integration with a supported CRM system
3. Settings in the Ringostat Personal Account
1. Activating Integration with an Advertising Service
Activate integration with one of the advertising campaign systems:
You also have the option to configure manual expense imports from your system as a CSV file.
After activating one of the integrations or configuring manual import, Ringostat will begin receiving and processing data about your advertising expenses.
2. Activating and Configuring Integration with a Supported CRM System
Bitrix24
amoCRM
Creating an Outgoing Webhook in the CRM System
If your Ringostat project is integrated with amoCRM, Pipedrive 2.0, Hubspot, or Salesforce — the Ringostat system will automatically create a webhook when the integration is activated.
If your project is integrated with Bitrix24, retailCRM, or ZohoCRM — you need to create an outgoing webhook inside the CRM system. Let's go through this configuration for each system:
3. Settings in the Ringostat Personal Account
1. Enabling End-to-End Analytics
For end-to-end analytics to work, Call Tracking must be enabled in the project. This can be verified on the page "Funds" - "Plans & Pricing" - "Advanced Features":
To enable end-to-end analytics in your personal account, go to the page "End-to-End Analytics" - "Settings" and activate the toggle:
When the end-to-end analytics toggle is activated, the system will check whether Call Tracking is enabled:
if Call Tracking was activated — a pop-up notification will appear with information about successful activation: "End-to-End Analytics enabled";
if Call Tracking was NOT activated — a warning will appear with the option to confirm activation of Call Tracking and end-to-end analytics for the project: "Call Tracking will be enabled in the project for End-to-End Analytics to work. Are you sure you want to do this?";
if "Yes" is selected — Call Tracking and end-to-end analytics will be activated for the project, and a notification about successful activation will be displayed.
For projects that have not switched to new pricing plans, end-to-end analytics can be activated on the page "Funds" - "Service Management" as a sub-product of Analytics, and on the page "End-to-End Analytics" - "Settings":
After activating end-to-end analytics, proceed to configuring the attribution model.
2. Configuring Goals
This is an optional step. You can create your own goals for more precise revenue distribution. For example, for the status "In Progress" you can set the goal "Prepared a commercial proposal", and for the status "Negotiations" — "Received documents" or "Scheduled a consultation". As a result, the goal will be assigned the "weight" you define when the client reaches it. Even at the same stage, different goals can be closer or further from a sale — and therefore have different "weights".
Click "Add Goal" and enter it in the corresponding field.
Distribute the deal lifecycle statuses in CRM across Ringostat stages. To do this, drag the statuses from the "Pool" block into the corresponding blocks to the right of it.
Add a new intermediate goal to the weight settings. Before adding — save the settings.
- If you want any deal stages to not be processed by the Ringostat system, leave them in the "Pool" block — they will remain inactive.
- You can change the mapping of CRM deal stages to Ringostat stages at any time.
3. Weight Distribution
Weight is the contribution of a particular channel to a sale. Before making a purchase, a user may interact with a brand dozens of times, and not every interaction is equally valuable. Weight is assigned to each funnel stage depending on its value for the company's marketing. This value can be measured on any scale convenient for you, for example, from 0 to 10. Weight distribution is a conditional distribution of the won deal amount across the sources that led to the transition to a particular stage. If there was 1 advertising source and it alone brought the lead, and then the deal closed — 100% of the won deal amount will be assigned to it. Regardless of weights. For example, we distributed weights like this:
The total weight in this case is 100. That is, 100 = 100% of the deal. To calculate the cost of the first visit, whose weight is 5, you need to calculate the percentage of the total weight: 5/100*100% = 5% of the deal amount.
4. Configuring the Half-Life
Thanks to the half-life period in Ringostat end-to-end analytics, you can set the value for goals taking into account the length of the sales cycle. The longer it is, the longer the half-life period should be. We recommend setting it equal to the deal cycle.
The half-life period is the time over which the value of an interaction gradually changes. In the case of advertising, the closer to the conversion — the more valuable the channel that brought it. The half-life period takes into account how long ago the user performed certain actions, i.e., reached business goals. For example, visited the website for the first time, called for the second time, etc. The most recent interaction point is considered the most significant, and the value of others decreases with the age of the transitions.
5. Specifying the Margin Percentage
Margin is the ratio of the cost price of a product unit to the selling price of a product unit. This parameter is used to generate the "Recommended Rate" metric on the "Analytics" page.
4. Disabling End-to-End Analytics
When attempting to disable end-to-end analytics, a pop-up window appears to confirm the action.
When confirming the disabling (option "Yes") — end-to-end analytics is disabled, while Call Tracking is not disabled. After this, a notification is displayed with information about successful deactivation: "End-to-End Analytics disabled".
If Call Tracking is disabled in a project with activated end-to-end analytics — end-to-end analytics is not disabled; it can be used partially, to the extent possible without analytical data from Call Tracking.
In projects that have not switched to new pricing plans, when Analytics (call tracking) is disabled, end-to-end analytics is also disabled.