How to pass customer and order data from a CRM

You can send data about customers, their orders, products, and services from your CRM to Yandex Metrica. This information helps you to:

Understand which sources brought the most orders and profit.
Analyze conversion to order and profit for any cross sections. For example, by region, device type, and so on.
Create customer segments for advertising campaigns in Yandex Direct. When creating segments, you can use any data about customers (for example, orders) and their behavior on the site. Segments can be used for targeting ads, searching for similar users, and adjusting bids.
Optimize advertising campaigns for creating orders and paying for them.

You can:

Use simplified data uploading.
Pass additional data about orders and customers.

How it works

The transmitted customer data is linked to sessions in Yandex Metrica. The linking is based on customer characteristics (phone number and email address) and a special ID (ClientID).

ClientID is the ID of a unique website user that Yandex Metrica creates automatically.

Information about orders is linked to a user's most recent session and customer data. Order statuses are analyzed, too.

You can update previously uploaded data as often as you like. To do this, just upload new data to Yandex Metrica.

Updating your CRM data also updates order statuses and recalculates statistics for them. For example, an order was created but not paid: it was transmitted to Yandex Metrica with the “In progress” status. Yandex Metrica calculates the statistics based on the status. After that, the order is paid and transmitted to Yandex Metrica with the “Paid” status. Then the statistics for the order is updated.

After the data is passed, the “CRM: Order created” and “CRM: Order paid” goals are automatically created in Yandex Metrica according to the transmitted orders and statuses. Unlike the data in the report, the goal data is not updated with the status change. Each order registered with a certain status is taken into account. For example, if an order is created and transmitted to Yandex Metrica with the “Created” status, it counts towards the “CRM: Order created” goal. When the customer pays for the order, the updated status is transmitted to Yandex Metrica and counts towards the “CRM: Order paid” goal.

In the “CRM: Order created” and “CRM: Order paid” goals, the profit from the deals specified in the CRM is transmitted as revenue. You can use revenue by goal for the Maximum conversions strategy with cost capping by Cost revenue ratio in Yandex Direct.

Data delivery formats

You can send customer and order data from your CRM using:

Both formats support the attribution of conversions to sessions based on customers' phone numbers, email addresses, or hashes of this data.

After successful upload:

The goals “Order created” and “Order paid” are created. You'll be able to generate reports on them in Yandex Metrica and Yandex Direct and use the goals for optimizing Yandex Direct campaigns.
You can use customer data for segmenting statistics in most Yandex Metrica reports and for ad campaign targeting in Yandex Direct.
Order data can also be used in reports.

Along with order information, detailed data delivery allows passing information about product lists used to make the order, as well as arbitrary parameters for your customers. Based on this information, you can create audience segments and target your campaigns at them.