How to send CRM data to Yandex Metrica and see real sales from your ads

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Many companies track only form submissions in their analytics and have no idea how many of those leads actually turn into sales.

As a result, ad platforms learn from the wrong data: the algorithms optimise for any lead, not for good customers.

The fix is to integrate your CRM with Yandex Metrica. That way you can send real deal stages to your analytics, for example when a client signs off the contract or pays for an order.

In this article we'll cover:

• how sending CRM data to Metrica works;
• why you need the Client ID;
• how to set up the integration using AmoCRM and a Tilda site as the example;
• the caveats with phone calls and messengers.

Why send CRM data to Metrica

If you only track form submissions or visits to a "Thank you" page, your stats will be inaccurate. For example:

• a user submits an enquiry;
• a manager handles it;
• the client backs out or turns out not to be a fit.

For the ad platform this still counts as a conversion, even though no sale happened.

If you pass data from the CRM instead, you can track real business events:

• an order is created;
• the client enters negotiations;
• the contract is agreed;
• the order is paid.

Then the algorithms learn from quality leads, not just enquiries. This helps you:

• improve lead quality;
• optimise ads better;
• see the real number of sales coming from ads;
• measure marketing ROI more accurately.

How the integration works

The principle is simple.

1. A user visits the site.
2. Yandex Metrica gives them a unique identifier, the Client ID.
3. The user submits an enquiry.
4. The Client ID is sent to the CRM along with the enquiry.
5. When a manager moves the deal to the right stage, the CRM sends an event to Metrica.

For example: a lead comes from an ad, the manager moves the deal to "Contract approval", and the CRM sends a conversion to Metrica. That's how you track real sales stages, not just enquiries.

The key piece: the Client ID

The whole setup relies on the Client ID. It's a unique visitor ID that Metrica creates automatically and stores in a browser cookie. In the browser's developer tools you'll see it as _ym_uid.

It's what links together:

• the user on the site;
• their enquiry;
• the deal in the CRM;
• the conversion in analytics.

So the main condition for the integration is passing the Client ID to the CRM.

Setup with AmoCRM and Tilda

The principle is the same for almost any CRM and any website platform.

Connecting the integration

In AmoCRM:

1. Open Integrations.
2. Find Yandex Metrica.
3. Click Connect.

The integration is free and takes a couple of clicks.

Mapping the fields

After connecting, set up the data transfer. The main fields are:

• email;
• phone;
• Client ID.

Map the Client ID to the matching Metrica field, and data will flow correctly between the services.

Passing the Client ID from the site

The next important step is making sure the Client ID is sent along with the enquiry.

On Tilda this works automatically; you just need to enable cookie passing in the form settings:

1. Open the form settings.
2. Go to the integrations section.
3. Turn on "Pass cookies".

From then on the Client ID goes to the CRM by itself.

If your site is custom-built

If a developer built your site, Client ID passing may not be set up. In that case you need a brief for the developer so the Client ID is sent with the form and saved in the CRM. Without it the integration won't work.

Goals in Yandex Metrica

Once the CRM is connected, goals are created automatically, such as "Order created" and "Order paid". You decide which funnel stages count as a conversion:

• "Order created": negotiations, decision-making;
• "Order paid": won deal, contract approved.

Note: if a deal moves back and forth between stages, the conversion is still counted only once.

Why it's better to record leads through the CRM

Many sites count enquiries via the "Thank you" page, but that has a flaw: duplicate conversions. A user refreshes the page and Metrica counts another conversion.

When the goal is recorded through the CRM, only real enquiries count and duplicates are excluded. Your analytics become much more accurate.

Tracking phone calls

For calls you need dynamic call tracking, such as Callibri, CoMagic or similar services. They swap the phone numbers on the site, pass the Client ID and tie calls to ad sources.

What about messengers?

They're trickier. WhatsApp barely supports passing analytics data. In theory you can put the Client ID into the first message, but in practice it's unreliable: if the user edits the text, the ID is lost. So messengers usually leave a small margin of error in your analytics.

Summary

Integrating your CRM with Yandex Metrica takes you from simply counting enquiries to full end-to-end sales analytics. Once it's set up you can:

• see real sales coming from ads;
• optimise campaigns for quality leads;
• train the algorithms on profitable customers;
• measure marketing performance accurately.

The key is to pass the Client ID correctly. If it gets through, you can build this integration with practically any CRM and any website.