How to pass CRM data into Metrica and see real sales
Contents
Share
CRM data is passed into Metrica to tie sales and deal statuses to the on-site history. Yandex Direct’s help says that all visits, including fraudulent ones, are written into the CRM and analytics systems. Activity that Direct’s reports have already filtered is therefore still visible there. A real sale in the CRM and a click Direct left in the report are not the same set of rows. Click fraud that Direct has already removed can remain in the CRM as a visit.
The upload adds clients and orders to the statistics. Besides the link to history, the help names optimizing Direct toward redeemed orders, signed contracts, and payment after a lead, segments from offline data, including lookalikes and people who did not visit the site before the purchase, and a separate look at “good” leads: not every form fill becomes a payment. A “good lead” here is one whose status was passed from the CRM, not an automatic phone check.
Where to upload, and what writes the visit
Direct describes the Conversion Center as one window for conversions from offline, from calls, and from online: you can see which ads brought them and what they cost. A CRM upload in CSV also goes by FTP or SFTP, by an HTTP or HTTPS link, and through Google Sheets. The data lands in Metrica, and conversions and goals are created from it. Statistics and optimization on these goals are available to every Direct login that has access to the counter the data was uploaded to.
An offline conversion is written into a visit by passing ClientId, UserId, yclid, or PurchaseId, the identifier of a “goal event” goal, and a time in Unix. For yclid, the conversion attaches to the visit with that ad, not to the last visit. The data lands in the visit if no more than 21 days pass between the visit and file processing. The help calls ClientId the most accurate identifier for offline data: it is a random anonymous browser identifier. A CRM order already added to a visit can still be changed for another 111 days. Those are deadlines for supplementing a visit, not a personal-data retention period. The Conversion Center does not set a new deadline: it shows where to look at the upload.
ClientId for forms and orders on the site is taken with getClientID and written into a hidden field. The page asks you to look at the share of linked conversions in the counter settings on the “Data upload” page. Linkage statuses in offline-conversion reports, it says, can display incorrectly at the moment.
| What you pass | Where it sits | Limit |
|---|---|---|
| yclid, a goal, a Unix time | The visit with that ad | No more than 21 days before processing |
| ClientId | Offline data, the most accurate according to the help | A random anonymous browser identifier |
| An order already added | An edit in the same visit | Another 111 days |
| A deal status | A “good” lead, if the status came from the CRM | Not a phone check |
A value for advertising cost share is not an export of payment
For the “Maximum conversions” strategy with a limit on advertising cost share, you pass the revenue from promotion into Direct: the value and the currency of the goal value. The ways in the help: the “Autocollect: order placed” and “Autocollect: purchase” goals for an online store, a value in the strategy settings, goal revenue in the Metrica interface, reachGoal with a value, and ecommerce with a price. The page explicitly allows the value in the Metrica interface to be an average order value or an approximate estimate, without exact financial figures. That is not an export of a payment fact from a CRM.
An average order value in the goal settings and a status of “paid” from the CRM answer different questions. The first limits advertising cost share with an estimate you typed. The second writes an order into the visit if the identifier and the deadline matched. One cannot stand in for the other: a strategy with an advertising-cost limit does not start reading the till on its own until you pass a value, and the value may be approximate.
Visits that Direct has already filtered are still written in the CRM. Optimization toward redeemed orders looks at the status you passed, and it does not erase the fraudulent visit’s row from the CRM. Invalid clicks can therefore stay visible in analytics after Direct’s report removed them. Whether the account returns the money is not decided by a CRM upload — that is the article on refunds. Who clicks without a purchase is in the article on who clicks ads. The difference in terms is in the article on click fraud and sklikivanie.
Passing a CRM into Metrica means uploading clients and orders, writing ClientId into a hidden field, and making the 21 days for yclid. Seeing real sales in this scheme means looking at deal statuses, not at the average order value in the goal value, and not only at the visits Direct left in its report.