End-to-End Analytics in B2B: From Advertising to Payment in 1C
In B2B, an inquiry is not yet a sale. Weeks or months pass between the first click and payment, along with multiple meetings and proposals. If you evaluate advertising solely by cost per inquiry, you might shut down the channel that brings your largest clients and scale the one that generates empty inquiries.
What you need to connect
| Stage | System | Data |
|---|---|---|
| Click and visit | advertising, website analytics | channel, campaign, keyword |
| Inquiry | website, Bitrix24 | source, contact |
| Deal | Bitrix24 | stage, amount, manager |
| Payment and shipment | 1C or MoySklad | actual revenue and margin |
| Repeat orders | 1C, portal | customer value over time |
What you can see
- customer acquisition cost rather than cost per inquiry;
- revenue and margin by advertising channels;
- which campaigns bring in dealers who purchase regularly;
- how much time passes from the first touchpoint to payment.
B2B specifics
- a single company may submit multiple inquiries from different employees;
- the decision is not made by the person who clicked on the ad;
- some deals are closed offline after meetings;
- customer value becomes visible only after several months of repeat orders.
Therefore, end-to-end analytics in B2B is built at the client company level, not for an individual lead.
Frequently asked questions
Do you need a paid end-to-end analytics service?
Not necessarily. Often, it is enough to pass data properly between your website, CRM, and 1C, and build reports on that data.
How do you track offline sales?
By capturing the source in your CRM during the initial inquiry and linking the deal to payment in 1C.
How long does it take to see results?
For B2B, it takes at least one full deal cycle, usually several months.
