End-to-end analytics

It assembles from four layers. First, tagging on every link so the traffic source is known at all. Second, a visitor identifier, the Yandex Metrica ClientID or your own, stored with the lead and passed into the CRM alongside it. Third, call tracking: in many Russian niches the phone is still the primary contact channel, and without dynamic number insertion half of all deals arrive with no source. Fourth, the CRM as the source of truth about money: deal value, stage, close date. A reporting layer then joins all of it into one table.

The value appears at the level of decisions, not reports. Without end-to-end analytics optimisation runs on cost per lead, which regularly produces wrong conclusions: a channel with cheap leads may deliver unqualified enquiries that never reach a deal, while an expensive channel produces most of the revenue. With the money connected you can see which campaigns and which queries pay back and which are being subsidised by the rest. A secondary benefit is feeding lead quality back into the ad platforms so their optimisation trains on deals rather than on form submissions.

Three things break the system most often. First, CRM discipline: if managers do not set stages and amounts, the dashboard shows immaculate zeroes. Second, the attribution window and model: in B2B a deal cycle can run months, and last-click attribution will credit the sale to a branded query when the work was done by the first touch. Third, offline gaps: a showroom visit, a call from a personal phone, an enquiry through a manager’s messenger. Those gaps cannot be closed completely, but they should be estimated rather than papered over by pretending the table covers one hundred percent of revenue.

Related terms

• UTM tagsUTM tags are parameters appended to a link (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that pass the traffic source to analytics; without them paid, placement and email traffic collapses into one undifferentiated referral bucket.
• ROIROI is the return on investment metric: the difference between income and cost divided by cost, expressed as a percentage, with the marketing variant ROMI counting only the advertising budget on the cost side.
• Unit economicsUnit economics is the profitability calculation for a single business unit, usually a customer, an order or a subscription, comparing the revenue a customer brings over their lifetime (LTV) with the cost of acquiring them (CAC), with a ratio of three or more treated as sustainable.
• SEOSEO is the work on a site and its surroundings that earns organic positions in Yandex and Google: technical foundation, keyword coverage, content, commercial and behavioural signals and links, with the first durable results arriving after three to six months.
• Commercial ranking factorsCommercial ranking factors are the group of signals Yandex applies to commercial queries: visible prices, assortment breadth, contact and company details, delivery and payment terms, reviews and live chat, in other words evidence that buying here is actually possible.

Related services

• IT consulting and product auditThe most expensive mistakes in software happen before the first line of code: a misread problem, a stack chosen out of a contractor’s habit, and a specification that does not exist. Consulting exists to settle all of that before the development meter starts running: what to build, out of what, at what cost and in which order. The result is a document, not an opinion on a call.
• Targeted and search advertisingPaid advertising brings traffic the day after launch, and burns budget just as fast when audiences are guessed at and nobody counts the leads. We build campaigns in the channels that genuinely work in Russia in 2026: VK Ads, Telegram Ads and Yandex Direct, plus Meta and Google Ads for projects selling abroad. Tracking goes in before launch, not after.
• SEO and GEO website promotionSearch traffic is the one acquisition channel that keeps working after the ad budget stops. We run two tracks in parallel: classic SEO for Yandex and Google, and GEO, the work of getting your pages quoted inside AI Overviews, Yandex Neuro, ChatGPT and Perplexity, where a growing share of queries now ends. It starts with an audit, never with buying links.

Read more

• SEO in Yandex in 2026: what changed and what no longer worksLink buying is dead weight, templated copy pushes pages into the low-value bucket, and behaviour manipulation is no longer a grey tactic but a way to lose the site. Here is what actually drives Yandex rankings in 2026.
• VK Ads or Telegram Ads: where the 2026 media budget should goMeta is banned in Russia as an extremist organisation and advertising in its ecosystem has been prohibited since 1 September 2025. Here are the two remaining major channels, their economics, their funnels and the compliance rules.
• B2B Content Marketing: Making Articles Produce Leads Instead of PageviewsMost corporate blogs optimise for reach and report pageviews. Here is how to pick topics by funnel stage, why comparisons and pricing breakdowns produce enquiries, why author pages matter and which metrics belong in a monthly report.