Development of end-to-end marketing analytics for SaaS solutions in the business market segment (B2B)

The article examines the possibilities of improving marketing Internet analytics for SaaS-solutions that are oriented to the business market segment (B2B), by using standard web analytics tools in combination with external systems. This approach takes into account the peculiarities of the SaaS market and allows you to track the entire path of the client on the way to sale. The essence of the approach is assigning each user a unique identifier that allows you to track the user at each stage of the sales funnel. As a result, this approach to the marketing analytics of SaaS-solutions allows you to get an objective assessment of the work of advertising channels, providing reliable information about the work of each advertising channel.