Setting up analytics systems

Why analytics is necessary

Understanding user behavior is not an abstract wish, but a specific need for companies seeking to grow. Setting up analytical systems is not just a Google Analytics counter installation. This is a meaningful work with data, the architecture of their collection and further integration into business processes. It's like hiring a detective who 24/7 monitors every movement of the client on the site and then gives you a report: where he thought, where he got confused, where he left without waiting for the result.

When numbers speak

Let's say you have an online store. You see that users come to the page with the product, but do not buy. Without analytics, it's a dead end: either the problem is in the price, or in delivery, or in the design of the card. But with the right system, you can see at which step the user gets lost. For example, most of them fall off after clicking Buy. You go deeper, it turns out that the payment page takes too long to load on mobile devices. The solution has been found, the data speak louder than hypotheses.

Another example: a niche online 3D design school. The manager doubts whether it is worth spending money on video presentations of the courses. After setting events and analyzing the funnel, it becomes clear: 85% purchases are made after watching the video. Without analytics, it would be impossible to prove that the video brings sales.

Integrations

Integration of analytical tools is not about checkmarks in the interface. This is synchronization between systems: CRM, website, advertising platforms, email marketing, call tracking. You want to know which channels bring live leads, not just traffic.

Let's say you run ads on Facebook, and after implementing GA4 events and server data transfer you see: 70% of Facebook leads are applications from people who never open the letter. While organic traffic brings fewer orders, but 40% of them turn into transactions. It's no longer a matter of taste, but a matter of budget: what to spend it on to get a result.

Another case: promotion of dentistry in Kiev. After integrating Google Analytics with CRM and telephony, it became clear that paid advertising brings many calls, but almost half of them are people who do not reach the record. After the analysis, it turned out: calls are at lunchtime, when the administrator is not available. We decided to connect a virtual assistant, the percentage of records increased.

Analytics as navigation

The correct setting up analytics systems is, in fact, connecting the business to the monitor. Without it, the company works in the dark. He makes decisions with him based on specific signals. You don't just look at the graphs, you interpret patterns of behavior, look for bottlenecks in the funnel and eliminate problems pointwise. It's like a navigation system in a car: it doesn't just show the route, it tells you where there are traffic jams, where there is an accident, and where you can slip faster.

Example: SaaS-service for accountants. Everything seems to be working, but the outflow of customers is high. We installed behavioral analytics, set up events, and it became clear: the majority leaves after the first login. Why? It's too difficult to start working. After simplifying the first screen and adding onboarding, the retention of increased by 32% in two months.

Who really needs it

Who needs it? For all those who want to get out of the stage, it seems to us and move into we see. Startups that test hypotheses and can't afford to spend money blindly. Online schools, for which it is important to understand which advertising bundles work and which simply eat the budget. E-commerce, where every user step is worth its weight in gold and any improvement increases the margin.

B2B segment in which the transaction cycle can take months, and therefore it is especially important to understand which touches really affect decision-making. For example, a real estate agency uses analytics to track repeated visits to the site. If the client returns to the same object three times, it is transferred to the priority category, and the manager is contacted first.

Even offline business can get a huge value from analytics, for example, a cafe in Odessa connected a QR menu with tracking and determined which items are ordered most often after certain promotions. This made it possible to adapt the menu to the behavior of real customers.

Choice between guessing and accuracy

It's not about fashion. It's about survival and growth. It's about choosing between guessing and accuracy. When competition intensifies every day, analytics becomes not just a tool, but a nervous system of business. The system through which business feels, reacts, adapts and develops.