How to set up end-to-end analytics?

Question

CRM

There is a website + contextual advertising (direct and adwords). Analytics systems are set up - Metrika and Analytics. There are also goals set. Now it is very difficult to calculate the effectiveness of advertising investments, or rather impossible.
How to set up end-to-end analytics to calculate ROMI for each advertising system with keyword detailing?
Roistat is very expensive. Are there any cheap alternatives?

Answer 1

Check out CoMagic and Calltouch. You can send sales data to them to build end-to-end analytics.
Theoretically, you can set up end-to-end analytics simply based on Google Analytics, but you still need to import data on calls, orders by e-mail, sales from CRM into it.