{"id":5226,"date":"2025-08-28T10:14:57","date_gmt":"2025-08-28T07:14:57","guid":{"rendered":"https:\/\/semseo.md\/?p=5226"},"modified":"2025-09-02T13:29:25","modified_gmt":"2025-09-02T10:29:25","slug":"ru-integratsiya-call-tracking-i-crm-uglublennyj-analiz-dannyh-o-zvonkah-i-prodazhah","status":"publish","type":"post","link":"https:\/\/semseo.md\/en\/articles\/ru-integratsiya-call-tracking-i-crm-uglublennyj-analiz-dannyh-o-zvonkah-i-prodazhah\/","title":{"rendered":"Integration of call tracking and CRM: in-depth analysis of call and sales data"},"content":{"rendered":"Most companies that take orders by phone or actively make calls face the same problems. They have staff, telephony, computers, and loyal customers\u2014everything needed for successful sales. Yet some deals fall through for no obvious reason, and advertising doesn\u2019t always bring customers. In this review, we\u2019ll look at a tool that helps solve such problems.<\/p>\n<p>In December, version 2.0 of the integration between the call-tracking service and CRM\u2014Ringostat and amoCRM\u2014was released. Both companies have been on the market for a long time and are well known in the digital space.<\/p>\n<p><strong>Ringostat<\/strong>:<\/p>\n<ul>\n<li>a service for call analytics and business-process optimization;<\/li>\n<li>an official Google Analytics partner;<\/li>\n<li>combines call tracking, a virtual PBX, and a callback form;<\/li>\n<li>thanks to SIP telephony, is available worldwide and localized in 4 languages.<\/li>\n<\/ul>\n<p><strong>amoCRM<\/strong>:<\/p>\n<ul>\n<li>developed and launched in 2010 under the name qCRM;<\/li>\n<li>a system for managing a customer base, creating deals and tasks;<\/li>\n<li>dozens of ready-made integrations, including with email-marketing services, web apps, and 1C;<\/li>\n<li>a leader among CRMs for small business in Russia\u2019s only industry cloud-services ranking.<\/li>\n<\/ul>\n<p>The new integration is an advanced tool for automating the work of sales teams, marketers, and managers. It unlocks broad opportunities for advertising analytics and assessing business efficiency.<\/p>\n<p>We\u2019ll illustrate how it works using a hypothetical company with real-world problems.<\/p>\n<h3>Scenario<\/h3>\n<p>The event agency \u201cBest Holiday\u201d opened a few months ago. It has only two managers\u2014Anna and Victoria. Senior manager Olga also sometimes talks to prospects and answers calls, but more often she acts as a marketer. Events are emotional, so live phone conversations strongly encourage ordering services. Seventy-five percent of the company\u2019s sales happen by phone.<\/p>\n<p>Initially, the agency allocated a sizable advertising budget. Therefore, for \u201cBest Holiday\u201d it\u2019s important to:<\/p>\n<ul>\n<li>not miss a single lead;<\/li>\n<li>learn which ads lead to closed deals and which ones simply waste the budget.<\/li>\n<\/ul>\n<h3>Background<\/h3>\n<p>A month ago, all deal data at the agency was kept in an online spreadsheet. Because the company advertised actively, many inquiries came in. Over time it became clear the workflow was badly organized:<br \/>\nManagers didn\u2019t pick up the phone in time\u2014clients ended up going to competitors.<br \/>\nIn the rush, incomplete customer data was recorded, and Anna and Victoria struggled to remember how to reach them.<br \/>\nA lot of time was spent entering customer and deal information into the sheet.<br \/>\nManagers forgot scheduled meetings and increasingly heard: \u201cWe waited for your call but didn\u2019t get it, so we chose other planners.\u201d<br \/>\nNo one called back clients who wanted to pause and think about the service.<br \/>\nTime was wasted figuring out whose client it was and who would get the commission.<br \/>\nThe process looked more like chaos. Closing deals largely depended on the managers\u2019 organization and memory. In an event agency, managers often go on site\u2014to events, client meetings, buying supplies, venue checks. Often someone was out of the office, and a colleague had to talk to the client. The \u201cbroken telephone\u201d effect frequently turned into \u201cbroken sales.\u201d<\/p>\n<p>There was another pressing issue. Eager to \u201cshow up\u201d on the market, the agency launched several types of ads at once. When compiling reports to analyze campaign success, Olga couldn\u2019t answer:<\/p>\n<ul>\n<li>which ads most often led to client calls and closed deals;<\/li>\n<li>which ads didn\u2019t work at all or triggered irrelevant calls\u2014clarifications without orders, or simple phone spam pushing office supplies or ready-made lunches.<\/li>\n<\/ul>\n<p>Budget allocation for advertising still had to be done by \u201ctrial and error.\u201d<\/p>\n<h3>Integrating amoCRM and Ringostat<\/h3>\n<p>On partners\u2019 advice, Olga watched a video explaining how integrating call tracking and CRM benefits a business.<\/p>\n<p>About a month ago, the decision was made to use amoCRM and Ringostat and set up their integration. This changed the company\u2019s workflow.<\/p>\n<p>Each morning Olga logs into amoCRM as an administrator. On the dashboard she sees a summary of all current deals.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1566\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1200\/h:660\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/1.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"1200\" height=\"660\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1200\/h:660\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/1.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"833\" data-opt-optimized-height=\"458\" \/><\/p>\n<p>In the \u201cDeals\u201d tab she sees the sales funnel\u2014the stages customers pass through before paying. All information is sent here automatically, including data about the ad that triggered the call: the source, channel, and campaign. A unique ID that Google assigns to the user is passed as well. Knowing it, you can analyze revenue by campaigns right in the CRM. Automating this process lets you stream the fact and amount of a closed deal into your analytics system tied to the Client ID.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1567\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1099\/h:661\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/2.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"1099\" height=\"661\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1099\/h:661\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/2.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"833\" data-opt-optimized-height=\"501\" \/><\/p>\n<p>The company uses Ringostat\u2019s combined call tracking. This means two different phone numbers are listed on leaflets and in the newspaper ad. In turn, each unique website visitor sees a substituted number. In total, the company uses 10 numbers displayed to visitors to track online conversions. All this clearly indicates which ad \u201cbrought\u201d the client.<\/p>\n<p>Olga also sees that while no one was in the office, a new client called. He had never contacted \u201cBest Holiday\u201d before, so a contact card, a deal, and a task were created automatically based on the call. If a prospect whose contacts already exist in the CRM had called, only a task and a deal would have been created.<\/p>\n<p>Anna recently returned from vacation and has the fewest open deals. The open task with a deadline for the missed call is automatically assigned to her, so as not to overload busier colleagues. She is also set as the deal owner. When Anna arrives, she gets a notification and sees whom to call back:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1568\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1093\/h:658\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/3.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"1093\" height=\"658\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1093\/h:658\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/3.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"833\" data-opt-optimized-height=\"501\" \/><\/p>\n<p>She calls back promptly, before the client turns to competitors. The task is then marked done.<\/p>\n<p>The new client asks Anna to come soon to the restaurant he has in mind to discuss party details. Anna heads to the meeting but tells Victoria a client might call who wanted to reach her after her vacation.<\/p>\n<p>An hour after Anna leaves, that client does call; there\u2019s already a deal for him. After the conversation, a completed task is created for Victoria\u2014she fulfilled her colleague\u2019s request and spoke with her client.<\/p>\n<p>Anna still owns the deal. Upon returning, she sees a new task with the call recording attached. She listens and notes the outcome in the CRM.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1569\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:670\/h:209\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/4.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"670\" height=\"209\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:670\/h:209\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/4.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"670\" data-opt-optimized-height=\"209\" \/><\/p>\n<p>During the talk with Victoria, the client asked to be called tomorrow at 4 p.m. But at that time Anna will be preparing the banquet hall. She asks Victoria again to contact the customer when she\u2019s unavailable. Anna will see the result of her colleague\u2019s outbound call in the CRM with the recording attached.<\/p>\n<p>A client who previously spoke with Victoria about a party calls again. The call is automatically forwarded to her, and a completed task is created after the conversation.<\/p>\n<p>Similarly, when Anna or Victoria call their clients, a completed task is created and attached to the deal if the call was answered. Olga views current tasks by filtering out completed ones.<\/p>\n<p>Time to analyze sales and manager performance. Olga opens the \u201cAnalytics\u201d section. When building reports, she analyzes the value of closed deals broken down by ad channels, sources, and campaigns. In \u201cGoals,\u201d she sets targets for closed deals for each manager and the required budget.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1570\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1141\/h:410\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/5.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"1141\" height=\"410\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1141\/h:410\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/5.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"833\" data-opt-optimized-height=\"299\" \/><\/p>\n<p>By filtering the report by employee, Olga sees which manager performed best last month, how many deals each is handling, and how many they closed or lost:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1571\" src=\"https:\/\/web.archive.org\/web\/20210518080635im_\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1200\/h:654\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/6.jpg\" alt=\"Call tracking and CRM integration: in-depth analysis of call and sales data\" width=\"1200\" height=\"654\" data-opt-src=\"https:\/\/web.archive.org\/web\/20210518080635\/https:\/\/mlozosug3z4k.i.optimole.com\/EMaOeSg.dTaM~46c7c\/w:1200\/h:654\/q:auto\/https:\/\/semseo.md\/wp-content\/uploads\/2017\/03\/6.jpg\" data-opt-lazy-loaded=\"true\" data-opt-otimized-width=\"833\" data-opt-optimized-height=\"453\" \/><\/p>\n<p>Staff and managers at \u201cBest Holiday\u201d always have reminders of current tasks, figures for closed deals, and ad-channel effectiveness in plain sight. Happy end.<\/p>\n<h3>Summary: which problems the integration solves<\/h3>\n<p>The problems faced by the hypothetical \u201cBest Holiday\u201d are common in business. A lack of analytics data and poor process organization lead to losses. Deals fall through, and the ad budget is spent inefficiently.<\/p>\n<p>To sum up, the amoCRM and Ringostat integration helps by:<\/p>\n<ul>\n<li>Sending call data straight into the CRM\u2014making it easy to monitor managers and see which calls turn into closed deals.<\/li>\n<li>Automatically creating entities (contact card, task, deal) when a call occurs.<\/li>\n<li>Enabling ad-effectiveness analysis\u2014tracking how calls from specific ad channels convert into sales.<\/li>\n<li>Improving customer service\u2014every call is recorded and attached to the deal. You can listen right in the CRM.<\/li>\n<li>Assigning the deal owner from among the least busy managers.<\/li>\n<li>Using reports and call recordings to analyze why deals were lost.<\/li>\n<li>Helping reduce missed calls and control managers at every sales stage.<\/li>\n<li>Sending data not only via API but also via Webhooks\u2014over 30 parameters about calls can be transmitted in real time.<\/li>\n<\/ul>\n<p>These capabilities reduce the impact of the human factor. Automation ensures data won\u2019t be lost and all tasks get done. Most importantly, advanced call-tracking and CRM integration is a step toward end-to-end analytics\u2014essential for crafting an effective business growth strategy.<\/p>\n<p><strong>Learn more about the Ringostat and amoCRM integration, ask experts your questions, or request a demo on the website.<\/strong>","protected":false},"excerpt":{"rendered":"<p>Most companies that take orders by phone or actively make calls face the same problems. They have staff, telephony, computers, and loyal customers\u2014everything needed for successful sales. Yet some deals fall through for no obvious reason, and advertising doesn\u2019t always bring customers. In this review, we\u2019ll look at a tool that helps solve such problems. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5228,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Homepage<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/semseo.md\/articles\/ru-integratsiya-call-tracking-i-crm-uglublennyj-analiz-dannyh-o-zvonkah-i-prodazhah\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:url\" content=\"https:\/\/semseo.md\/articles\/ru-integratsiya-call-tracking-i-crm-uglublennyj-analiz-dannyh-o-zvonkah-i-prodazhah\/\" \/>\n<meta property=\"og:site_name\" content=\"Homepage\" \/>\n<meta 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