How to Use Sales Intelligence Data

Sales Intelligence helps you understand which source a customer came from and what they did before reaching out: clicked an ad, viewed website pages, filled out a form, or called. In the CRM, this data can be linked to a lead, deal, contact, company, or quotation.

For example, a customer visits a website from an advertising campaign, views several pages, and submits a form. If you pass the Sales Intelligence data to the CRM, the manager will see the source of the inquiry, and reports will show which ad brought in the customer and which deal it is linked to.

Tutorials demonstrate how to pass analytics data when creating CRM objects or how to link existing objects to a single trace. Select a practical scenario from the table below.

Quick links: All Scenarios

Connection with CRM ObjectsConnection with CRM Objects

Sales Intelligence data can be passed to five CRM objects: lead, contact, company, deal, and quotation. There are two methods:

• When creating an object — along with its fields in the creation method. The source of the inquiry is passed via UTM fields, and the full customer journey is passed via the TRACE field, if the creation method supports this field. For the universal method crm.item.add, the full trace is linked using a separate method crm.tracking.trace.add. See the tutorial for which fields are available for each object.
• By linking existing objects — using the crm.tracking.trace.add method. The object types — LEAD, CONTACT, COMPANY, DEAL, QUOTE — and their IDs are passed in the ENTITIES parameter. This allows you to link a single object or multiple objects to one trace.

Getting StartedGetting Started

1. Select a scenario from the How to Choose a Scenario table.
2. Prepare a form on your website to collect customer data.
3. If the full customer journey is required, retrieve TRACE via b24Tracker.guest.getTrace(). Pass it when creating the object if the method supports the field TRACE, or link the object to a trace via crm.tracking.trace.add. For objects created with the universal method crm.item.add, use crm.tracking.trace.add. If the source of the inquiry is sufficient, pass the UTM fields.
4. Check the permissions and scopes specified in the selected scenario.
5. Execute the methods in the order described in the scenario.

How to Choose a ScenarioHow to Choose a Scenario

If needed	Open
Pass Sales Intelligence when creating a lead from a form	How to use Sales Intelligence when creating a lead
Create a contact and a deal, then link them to a single trace	How to use Sales Intelligence when creating a deal and a contact
Select a data transfer method: UTM fields, TRACE or a separate trace	How to pass data to Sales Intelligence CRM
View the CRM tracking methods directory	Sales Intelligence in CRM: methods overview