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Standard CRM Integrations

Attribute CRM conversions like leads, status changes, and purchases back to the ad clicks that drove them. Collect the AnyTrack click ID in your web form, pass it through your CRM, and fire postbacks back into AnyTrack.

Integrating a custom CRM with AnyTrack lets you attribute CRM-side conversion events (like lead creation, status changes, or purchases) back to the user sessions tracked on your website, including precise ad campaign attribution and downstream syncing to ad platforms via the Conversion API.

This setup collects the AnyTrack click ID on your site, passes it through your CRM, and fires postbacks from the CRM events back into AnyTrack. Once conversions flow into AnyTrack, you can map them into the Meta Conversion API, Google, TikTok, or other ad platforms. For the underlying setup mechanics and every parameter the endpoint accepts, see Postback URL Integration and the Custom Integration Params reference.

1. Add the AnyTrack Tracking Tag to Your Site

Section titled “1. Add the AnyTrack Tracking Tag to Your Site”

Before anything else, you must install the AnyTrack Tag on your website. The tag enables automatic click ID generation, session stitching, and event collection.

  • The tracking script should be placed in the <head> of your site pages.
  • Once installed, AnyTrack will automatically generate a Click ID for each visitor session.

This click ID is what ties individual CRM conversions back to the original ad traffic.

2. Configure Your CRM Form to Collect the Click ID

Section titled “2. Configure Your CRM Form to Collect the Click ID”

To ensure the click ID is passed through from your web form into your CRM, you’ll need to:

  1. Add a hidden field in your form for the click ID.
  2. Set the value to the AnyTrack click ID placeholder --CLICK-ID--.
  3. Create a custom field in your CRM so that the click_id value can be recorded by the CRM when the visitor submits the form.

Example:

<input type="hidden" name="click_id" value="--CLICK-ID--" />

When a visitor submits the form, your CRM should receive the click_id field. This allows every CRM lead or conversion to be linked back to the original session and tracked in AnyTrack.

3. Create a Custom Integration in AnyTrack

Section titled “3. Create a Custom Integration in AnyTrack”

AnyTrack provides a Custom Integration option that issues a unique webhook (postback) URL for you to receive conversion events:

  1. Go to the Integration Catalog in AnyTrack.
  2. Search for and add “Custom Integration.”
  3. Install it and fill in required details (name, optional platform info).

When you save the custom integration, AnyTrack will generate a Webhook/Postback URL. This endpoint will be used to send conversion events from your CRM.

4. Set Up an Automation (Zapier / Make.com / Custom Server)

Section titled “4. Set Up an Automation (Zapier / Make.com / Custom Server)”

Most CRMs can fire webhooks, or you can use automation tools like Zapier or Make.com (Integromat) to listen for CRM events (e.g., new lead, deal won) and trigger the AnyTrack postback URL.

Typical workflow:

  1. Trigger: CRM event such as “Lead Created,” “Deal Closed,” or a specific CRM stage.
  2. Action: POST to the AnyTrack webhook URL, including the click ID and any other attributes you want tracked (email, value, product etc.).

This tool (Zapier or Make.com) acts as a bridge to normalize the CRM data and fire the postback to AnyTrack because many CRMs don’t natively format postbacks in AnyTrack’s accepted schema.

5. Add Relevant Parameters and Map Events

Section titled “5. Add Relevant Parameters and Map Events”

When hitting the AnyTrack postback URL, you must include parameters that represent:

  • The click ID you collected on the form (click_id)
  • The CRM event type mapped to AnyTrack standard events (e.g., Lead, Sale, CompleteRegistration)
  • Other useful event attributes like email, value, currency, transaction_id, phone, fullName to feed ad platforms and assist matching. See Event Attributes.

Example POSTback:

https://t1.anytrack.io/<accountID>/collect/custom?click_id=12345ABC&event_name=Lead&email=jane@example.com&value=10.00

Mapping CRM events to AnyTrack events is critical for proper attribution and downstream Conversion API (Meta, Google) distribution.

6. Validate and Then Map to Ad Platforms (Conversion API)

Section titled “6. Validate and Then Map to Ad Platforms (Conversion API)”

Once your CRM conversion events are arriving in AnyTrack:

  1. Check the Custom Integration Event Log to verify events are recorded and click IDs are matched. Missing click IDs lead to “No match found” errors.
  2. In AnyTrack, connect your ad platforms (e.g., Meta, Google Ads) via the Integration settings if not already connected.
  3. Map your event names (e.g., Lead, Purchase) to the corresponding conversions in those platforms.
  4. Enable the Conversion API so these CRM events are sent server-side to each ad platform, improving attribution quality and optimization.

If necessary, you can also enrich events with additional standardized attributes for identity resolution.

Include AnyTrack Click ID in URL for Form Tracking

Section titled “Include AnyTrack Click ID in URL for Form Tracking”

In scenarios where your form cannot support hidden fields, you can append the AnyTrack click ID directly to the page URL. This allows the form to collect the click ID from the URL parameters.

How It Works

Section titled “How It Works”
  1. Script Execution: The script waits for the AnyTrack library to load, retrieves the click ID (atclid), and appends it to the current page URL using a query parameter (default: _atid).
  2. URL Update: The URL is updated via history.replaceState, avoiding a page reload.

Example

Section titled “Example”

The default parameter name is _atid. For example:

https://example.com/landing-page?_atid=ANYTRACK_CLICK_ID

Installation Instructions

Section titled “Installation Instructions”
  1. Copy the provided JavaScript snippet.
  2. Paste it into the <head> section of your site, alongside the standard AnyTrack Tracking Tag.

Customization

Section titled “Customization”

If your form expects a different parameter name, modify the script by replacing _atid with your desired parameter name (e.g., click_id).

For more details, refer to the Append Click ID to URL documentation.

Recap of Key Concepts

Section titled “Recap of Key Concepts”
StepPurpose
Install TagGenerates and tracks click IDs
Form click_idPersists click ID into CRM
Custom IntegrationProvides webhook endpoint to send conversions back
Automation TriggerFires webhook when CRM event happens
Event MappingMaps CRM fields to AnyTrack events
Ad Platform SyncPushes conversions into Conversion API

Troubleshooting Tips

Section titled “Troubleshooting Tips”
  • Make sure your CRM posts the click_id field. A missing click ID prevents attribution.
  • Ensure your automation correctly maps CRM event names to AnyTrack standard event types.
  • Test with known leads to verify the end-to-end flow before going live.
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