CRM Integration

CRM Integrations & Revenue Attribution

Connecting your CRM data with Ruler Analytics allows you to attribute Sales and Revenue back to the marketing campaigns that generated the original enquiry. This provides clear visibility into campaign performance and enables accurate ROI reporting across your marketing channels.

Ruler supports integrations with many CRMs via direct API connections, allowing workflows to be configured automatically. Where an API connection is unavailable, offline data can still be ingested using alternative methods.

Available CRM Data Import Methods

Ruler can ingest offline CRM data using the following methods:

• CSV Upload Webhooks
• API Upload
• CRM API Integrations

Using one of Ruler’s native CRM API integrations enables both:

Importing CRM data into Ruler (such as Revenue and Opportunity stages) Sending marketing attribution data from Ruler back into your CRM records. This creates a two-way integration between your CRM and Ruler Analytics.

Search and Update CRM Records

Also referred to as the “Find and Enrich” workflow.

This integration allows Ruler to search your CRM records using identifiers captured during a conversion, such as:

• Email address
• Phone number

When a matching CRM record is found, Ruler can automatically update the record with marketing attribution data collected during the customer journey.

Examples of data Ruler can enrich CRM records with include:

Source / Medium Campaign Landing Page Keyword GCLID / Click IDs Session Data

This enables sales and marketing teams to view lead source information directly within the CRM.

Requirements for Find and Enrich Integrations

To configure this workflow, the following is required:

• Active CRM API connection
• Custom CRM fields created for Ruler data
• Confirmation of the CRM record type to update: Contact /Lead/ Deal

Opportunity Stage Reporting

The Opportunity Report in Ruler is designed to track key pipeline milestones that occur after the initial lead enquiry.

Typical examples include:

• Marketing Qualified Lead (MQL)
• Sales Qualified Lead (SQL)
• Opportunity Created

This reporting allows you to:

Measure the quality of leads generated by marketing campaigns Understand which channels drive qualified opportunities Send earlier qualification signals back to advertising platforms Improve Smart Bidding performance for long sales cycles Requirements for Opportunity Reporting

To configure Opportunity reporting, Ruler requires:

Active CRM API connection Confirmation of your CRM workflow and pipeline structure Identification of the statuses/stages that should trigger reporting events Mapping of CRM fields to Ruler reporting fields.

Revenue Reporting

The Revenue Report allows you to track closed sales and attributed revenue directly against the marketing activity that generated the original lead.

This enables you to:

Measure ROI by channel and campaign Report on true revenue attribution Understand cost per sale and ROAS Send offline conversion events back to ad platforms Improve campaign optimisation and Smart Bidding performance Requirements for Revenue Reporting

To configure Revenue reporting, Ruler requires:

• Active CRM API connection
• Confirmation of your CRM workflow and sales process
• Identification of the CRM record type containing revenue data
• Mapping of CRM fields to the required Ruler reporting fields

Required Field Mappings

The following CRM fields are typically required:

Summary__

By integrating your CRM with Ruler Analytics , you can:

• Attribute revenue back to marketing campaigns
• Enrich CRM records with marketing source data
• Track opportunity milestones through the sales funnel
• Improve reporting accuracy across channels
• Send offline conversions back to advertising platforms
• Optimise Smart Bidding and campaign performance based on real revenue outcomes