Web analytics
All abbreviations and terms marked *Click on them to go to the decoding at the bottom of the page.

Turnkey web analytics

Install and configure the analytics system: from the correct tracker* server-event* to the point attribution* and visual dashboardData is valid, metrics are transparent, decisions are valid.

Order implementation

What Web Analytics Can Do

We design the data path from click to revenue: we describe events* adjustable eCommerce*-tracking, we're gathering UTM tags* and data about user-path*. Next, we build funnel* and reports on channels, audiences, creatives, product.

The result for business

  • The unified version of the truth KPI*: CR*, CAC*, LTV*, ROAS*.
  • Correct. cost-marking* and attribution of advertising sources.
  • Transparent Content Analytics, UX and retention*.
  • Prepared insight* and an action plan for marketing and product.
We don't use black boxes. All reports are reproducible, the formulas of metrics are documented.
100% coverage of key events
24/7 monitoring
5 days basic implementation
Server events Anti-AdBlock E-commerce UTM/Click ID GDPR/152-FZ

Tools and architecture

We tailor and customize tools for tasks and traffic, and it's based on web analytics with an advanced event model. session recordings* and heat maps; visualization through dashboards; if necessary - own storage and connectors.

Web analytics and behavior

Marketing and attribution

Dashboards and reports

Data storage and conveyor

  • Warehouse* (e.g. ClickHouse) for raw and aggregated data.
  • ETL/ELT• connectors for import from CRM, payments, advertising.
  • Data Quality*: Validation of scheme and integrity.

Typical stack

Web analytics (events & goals) Session Replay & Heatmaps Server-to-Server Redash / Metabase ClickHouse ETL connectors

Implementation process

Audit and tracking plan

Inventory of current labels and goals. Tracking Plan*: Event names, properties, sources, identifiers.

Tracking on the frontend and server

Connecting client SDKs, configuring server-event* (registration, authorization, payment), eCommerce*.

Attribution and expenditure

Normalize UTM, customize importation* and link sessions with orders/leads.

Dashboards and procedures

Collecting role-oriented dashboard* (CEO/marketing/product), we describe the formulas of metrics and SLAs.

Control of data quality

We configure the alerts for the fall of events, discrepancies of orders and violation of the scheme (DQ checks*).

What do you get?

Documents

  • Tracking Plan* (events, parameters, diagrams).
  • Guidelines for deal* and data policy.
  • Procedures for updating metrics and versioning.

Infrastructure

  • Deployed web analytics and administration panel.
  • Integration with CRM/payments/advertising.
  • Automatic backups and rotating logs.

Accountability

  • Marketing: sources, campaigns, ROI/ROAS, CPA*.
  • Product: funnels, cohort*, retention, activity.
  • Unit economy: CAC*, LTV*, margin.

Support

  • Weekly insight* and an optimization plan.
  • Monitoring quality* and uptime.
  • Team training: marketing, product, analytics.
Get an audit and estimate

Confidentiality and compliance

We're taking into account the requirements GDPR* 152-FZ*: we implement consent banner, data minimization, IP anonymization, storage and access timing, logging configuration changes.

Measures

  • Consent Management* and consent logs.
  • Granular roles and RBAC*.
  • Depersonalization and masking of identifiers.

FAQ

Can you bypass the blockers and maintain accuracy?

Yes, we send critical events from the server.S2S*), use first-level subdomains, retroire and event deduplication.

How long does the basic implementation last?

Most often from 5 to 10 working days: audit → tracking plan → installation → dashboards → procedures.

What's the cost?

The cost depends on the number of sites/services, the volume of events per day and the need for storage, and we will prepare a transparent estimate after a short interview.

Decoding of terms

  • Tracking Plan: a formalized list of events, properties and rules for sending them.
  • Server eventsSending key events off the backend for stability and accuracy.
  • S2SServer-to-Server, data exchange between servers without browser involvement.
  • AttributionA method that distributes the contribution of channels to conversion.
  • dashboards: interactive panels of metrics and graphs.
  • Events: user actions (view, click, purchase, etc.).
  • eCommerce tracking: collection of commodity and custom data (card, basket, checkout, payment).
  • UTM: Campaign parameters in links to identify sources.
  • User JourneyThe user’s path from the first contact to the target action.
  • Funnels: Sequences of steps on the way to conversion.
  • Heatmaps: heat maps of clicks, scroll, attention.
  • Session Replay: воспроизведение анонимизированных sessions для анализа UX.
  • Multi-touch: Multi-channel Attribution Model.
  • Imports of expenditure: downloading campaign costs from offices/files.
  • DWHData Warehouse (Data Warehouse)
  • ETL/ELT: conveyor of data extraction, transformation and loading.
  • Data Quality: data quality, set of checks and alerts.
  • KPI: Key performance indicators.
  • CR: Conversion Rate - Conversion Rate.
  • CAC: Cost of attracting a customer.
  • LTV: lifetime value of the customer.
  • ROAS: refund on advertising costs.
  • Cohort analysis: метрики по группам users, combined by time or attribute.
  • Retention: retaining users over time.
  • CPA: the cost of the targeted action.
  • GDPR: European Data Regulation.
  • 152-FZ: the Russian law on personal data.
  • RBACRole-Based Access Control (Role-Based Access Control)
  • Sustainable tracking: methods to reduce the effect of blockers.
  • InsightsConclusions and hypotheses based on data.
  • Cost markingsLinking costs to campaigns and channels.
  • Analytical platformA system for collecting, storing and analyzing web behavior events.
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