Payment tracking in CRM: record a payment and see the lead source

Without payment tracking in CRM, ads are judged by requests, not by money. An online school gets requests from webinars and from targeted ads. Webinars bring more requests, but people who came from targeted ads pay more often. Without the “request — payment” link this stays invisible, and the budget goes where there are only the curious.

In the CRM, every payment is linked to a lead, and the lead keeps its source, campaign and keyword. A payment on the “Payments” tab turns the lead into a deal. The “Statistics” tab shows where the client came from.

Payments automatically go into the website analytics and funnel analytics reports (“Website analytics” and “Funnel analytics” in the “Leads” menu). Each payment is counted in ad ROI by its own source and campaign. No need to merge spreadsheets by hand. Payment tracking is available on any plan, and end-to-end analytics comes with the “CRM + Telephony + Automation” plan and above, with no extra fees or separate services.

Watch the two-minute video, and below you'll find the step-by-step setup.

What payment tracking gives a business

• A marketer sees which campaign brings paying clients, not just requests. The budget can be moved to the ads that pay off.
• An online school with installment payments: each payment is a separate line with a date, category and purpose. You can see who paid a deposit and who has already paid the rest.
• The head of sales looks at the “Only deals” list and the payment totals in the kanban columns. Revenue by stage is visible without separate reports.
• A manager sees the client's local time marked “Night” and doesn't call at the wrong time. This matters if clients live in other time zones.
• The owner can trust the numbers: the “Payment” stage can't be set without a payment, so the reports have no deals without money.

How a lead becomes a deal

A lead is any request, and a deal is a lead that has at least one payment. Deals are shown in the “Only deals” list, and you can show separate fields and stages for deals.

The source is where the client came from, the campaign is a specific ad, and the keyword is the search query the ad was shown for. The lead gets this data by itself when the request comes from the website.

The “Payment” stage is special: a lead can't be moved to it without a payment, neither in the card nor in the list. If you choose “Payment” in the card header, the “Add payment” window opens right away.

How to record a payment in CRM

1. 1
   Open the lead card

   From the table or the kanban. This is the customer profile in CRM with the whole history.
2. 2
   Go to the “Payments” tab

   And click “Add payment”.
3. 3
   Enter the amount

   In the “Amount, ₽” field, decimals allowed.
4. 4
   Choose a category and a purpose

   For example, the “Training” category and the “Deposit” purpose. The “+” button next to the field creates a new category.
5. 5
   Check the date

   “Date and time” shows the current time by default.
6. 6
   Click “Add”

   The payment is saved right away, and the lead becomes a deal.

You can also add a payment from the table: the “Payments” cell → “Add a payment”.

The “Payments” tab: all of the client's payments

At the top are “Payments” and the total amount. Below is the list: amount, category, purpose, date and who added the payment. The total of all payments is also shown on the “Main” tab, in the “Paid” row.

A payment added by mistake is deleted with the bin icon next to it → “OK”. The payment is deleted right away.

The “Statistics” tab: where the client came from

Here you can see how the client found you:

• “Client path” — the site visit, the request and the payment, with dates and the time between them;
• “Where the client came from” — capture type, source, campaign, keyword, search phrase, platform;
• “Request page” — the page address and the link tags (UTM tags are additions to the address that show which ad it was);
• “Form on the site” — which form it was and what was filled in;
• “Client” — address, the client's time marked “Night”, operating system, browser and location;
• “View history” — all of the client's visits with dates, source and campaign, if they came to the site two or more times.

If the source wasn't detected, set it by hand: “Change source” → “Source”, “Campaign”, “Keyword” → “Save”.

Lead source in CRM: capture type and the form filter

The capture type is the way a lead appeared: “Lead from the website”, “Call”, “Callback”, “Email request”, “Telegram”, “Visitor identification”, “Import”, “Created manually”, “API” and others. The system sets it itself, and it can't be changed by hand. A website lead gets its source, campaign and keyword from the visit: from the ad's UTM tags, the search engine or the site the client came from.

To gather all leads from one channel, open the list filter: it has the “Source” → “Campaign”, “Capture type”, “Pages”, “Domains” and “Website capture forms” conditions. For example, the “Find an apartment” form together with the “Yandex Direct” source shows requests only from this form and this ad, and you can save the set of conditions as a view. Forms get into this list after you mark up your website forms — how to do that is covered in the article on website form to CRM.

Deals and payments in the list

The list filter has the “Payment” (“Yes” / “No”), “Payment date”, “First payment date” and “Payment purpose” conditions. The “Leads or deals” → “Only deals” condition opens the list of deals. In the kanban, the payment total is shown in each column header, and sorting “By numbers” → “Payments” brings big deals to the top.

After that, payments work by themselves: the “Website analytics” report calculates revenue, profit and ROI (return on ad spend) for each source and campaign. And sales funnel analytics shows how many leads paid and for what amount.

Read also: Customer profile in CRM: full history, client replies and tasks, Marketing ROI tracking: which ads pay off and which drain your budget, Sales funnel conversion rate: at which stage you lose clients