CRM integration: UTM, consent, dedup

CRM integration works when you care about funnel, attribution, and data quality—not only contact fields.

Send more than contacts

• UTM and source (ads, organic, partners).
• Context: page, form, product interest, budget.
• Consent flags for lawful processing.
• Events: repeat lead, call, purchase, refund.

Deduplication

One email/phone → one contact. Use external IDs to update instead of creating duplicates.

Statuses back to the site

Even a basic reverse sync helps: assigned manager, “contacted”, “paid”, “refunded”. It reduces duplicate support requests and makes customer communication more consistent.

Measuring impact

Track time‑to‑first‑response, conversion to payment, and revenue by source. A good integration turns “leads” into attributed revenue.