Knowledge Base
BlogIntegrationsSign inSign up
Start typing to search…

Standard CRM Integrations

Guide on integrating custom CRMs with AnyTrack for conversion tracking and attribution.

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

This setup involves capturing the AnyTrack click ID on your site, passing it through your CRM, and firing postbacks from the CRM events back into AnyTrack. Once conversions successfully flow into AnyTrack, you can map them further into Meta Conversions API, Google, TikTok or other ad platforms.

Before you begin

  • Verify that your CRM is not natively integrated in AnyTrack
  • You have access to your AnyTrack account
  • You can access your CRM Admin Settings
  • You can access and update your web form code
  • You have access to a Zapier or Make account

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 capture.

  • 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 Capture 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

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). ([AnyTrack Knowledge Base][3])

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.

This postback URL is the main destination for CRM events back into AnyTrack.

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

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

  • The click ID you captured 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. ([AnyTrack Knowledge Base][3])

Example POSTback:

https://t1.anytrack.io/<accountID>/collect/custom?click_id=12345ABC&event_name=Lead&[email protected]&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)

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. ([AnyTrack Knowledge Base][4])
  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. Reveal 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

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 capture the click ID from the URL parameters.

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

The default parameter name is _atid. For example:

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

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

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 Single Page Tracking documentation.

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

  • Make sure your CRM posts the click_id field — missing click ID will prevent 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.

Updated about 9 hours ago