A leads and cost-per-lead (CPL) dashboard for the stand-up
The ad account shows more leads than the CRM and nobody explains the gap. The agent links spend to deals in Bitrix24 and works out cost per lead.
Medium · 20 min · once a week
What you get
Channel Spend Leads Cost/lead Qualified Yandex Direct 92,000 ₽ 118 780 ₽ 41 VK Ads 35,000 ₽ 64 547 ₽ 11 No source — 27 — 9 27 leads reached Bitrix24 with no tag, so they belong to no channel at all. Sample figures.
A sample on made-up data — your numbers will be your own.
Who it fits
- The ad account shows one cost per lead, the CRM shows fewer deals, and nobody explains it.
- Channels bring traffic of different quality, so one shared cost per lead tells you nothing.
When it won't work
Leads land in CRM with no source: there is nothing to link spend to a deal by.
How the agent does it
Agree on the status
Name which status in Bitrix counts as a qualified lead. The whole second half of the report rests on that one decision.
Run the merge
Spend and deals are joined by tag, not by date and name. Leads with no source aren't smeared across channels to make the table balance.
Check the linkage
Channels get cut at the stand-up on these numbers. Better to show the unlinked share yourself than be asked about it.
What you set
Connect Yandex Direct, Yandex Metrica and Bitrix24. Manually: the period, which Bitrix statuses count as a qualified lead, and the source field.
What you'll need
Starter prompt
Copy the prompt or open it straight in a chat with the agent.
Link spend in Yandex Direct with leads in Bitrix24 for [period] via [source field / utm], reconcile conversions against Metrica. For each channel and campaign calculate: spend, number of leads in CRM, CPL, number of leads in statuses [qualified] and the cost of a qualified lead. Separately show quality: duplicates, spam and rejections with reason [not relevant], the share of leads left untouched for longer than [N hours]. Don't distribute leads without a source across channels proportionally — keep them as a separate line "source not identified" with their share of the total. Show the discrepancy between conversions in Metrica and leads in CRM as a number, don't smooth it over. Don't include revenue and deals in this report. Output a table by channels, a table by campaigns and three lines: where CPL grew, where quality fell at the same CPL, where leads aren't being worked.
Open in chatCheck the leads dashboard. List: — the share of leads that didn't link to a campaign, and how that changes CPL for each channel; — channels where there are fewer leads in CRM than conversions in Metrica, and the possible reasons; — campaigns where CPL is calculated on fewer than [10] leads; — duplicates: by what attribute you merged them and how many leads were lost in the process; — channels where quality fell because of one manager rather than because of the traffic. Mark what you can recalculate yourself and where the CRM data needs cleaning.
A second prompt — the agent uses it to review its own work and show what's left for you.