Skip to main content

Integrating your CRM

Connect your CRM to Billy Grace to optimize your marketing on deal, contact, or company values

Written by Lily Mineur
Updated over 2 weeks ago

We will guide you through the steps to connecting your CRM to Billy Grace. Currently, we support the following CRMs:

  • Hubspot

  • Pipedrive

Contact our team if you have a different CRM. Continue reading for the step-by-step guide to connect Hubspot or Pipedrive.

There are a few benefits to having a CRM integration in Billy Grace:

  • You can optimize your marketing on deal, contact, and company values and not just CPA

  • You can optimize your marketing on deals that are closed and not just submissions

  • You will have new and returning customer metrics

    • These metrics are determined by whether a deal has an organisation_id that has seen a deal before or not.

Setting up a CRM integration is quite technical, as probably you need to push new ID's to, for example, deals in your CRM and push this ID with an event to Billy Grace. Therefore, we advise to follow the below documentation together with a developer.

  1. How it works

To connect your CRM with Billy Grace, you need to ensure that every form submission can be matched to a deal (contact or company) in your CRM.

This works as follows:

  • A unique transaction_id is generated for each form submission on the website

  • This ID is sent to Billy Grace via a form_send event (as a transaction_id)

  • The same ID is stored in your CRM (on the deal, contact or company)

  • Billy Grace matches marketing data with CRM data using this ID

In the documentation below we refer to 'deals' but we also support the flow - form_send -> contact / company. Please get in touch via support if that is the required set-up.

2. Technical flow

Summary

For each form submission, a unique transaction_id must be generated. This ID is:

  • Pushed to the dataLayer via a form_send event

  • Sent along with the form submission via a hidden field (billy_grace_transaction_id)

  • Stored on the deal in HubSpot / Pipedrive

Why this is required

Billy Grace requires a unique transaction_id for each form submission to link conversions to marketing data.

Without this ID, Billy Grace cannot perform attribution on leads and conversions cannot be matched to channels, campaigns or ads.

Expected setup

  • Each form submission generates a unique transaction_id (e.g. UUID)

  • The ID is pushed to the dataLayer via a form_send event

  • The same ID is sent with the form via a hidden field (billy_grace_transaction_id)

  • This ensures the ID is stored on the deal in HubSpot

  • Applies to all forms on the website

  • Google Tag Manager (GTM) can capture the form_send event for Billy Grace tracking

Technical flow

  • Each form generates a unique transaction_id upon submission

  • A form_send event containing this transaction_id is pushed to the dataLayer

  • The transaction_id is sent via a hidden field and stored in the billy_grace_transaction_id field in HubSpot / Pipedrive

  • Billy Grace matches conversions based on the transaction_id

4. Implementation steps

Follow these steps to complete the integration:

  1. Send a form_send event including the transaction_id

    1. For every deal submission, you need to send us a custom event with a transaction_id. The only supported event name to use with a CRM integration currently is: form_send

    3. Learn more about configuring events.

  2. Create a field (property) in your CRM named billy_grace_transaction_id on deal level.

    1. This field should be called: “billy_grace_transaction_id”. This field needs to contain the same ID as the transaction_id that you send in the form_send event. (step 1).

  3. Ensure the transaction_id is:

    • Included in the dataLayer

    • Added to the form_send event as transaction_id

    • Stored in the CRM field

  4. You need to connect your CRM account in Billy Grace. At the bottom of this article, the steps for the different types of CRMs we support are shown.

  5. Congrats you’ve set up your CRM integration with Billy Grace! After the initial data has been processed (this will take at least one day) you should see two new custom events in Billy Grace:

  • crm_deal_received. This contains all deals, except the ones that have the status ‘lost’, 'deleted' or closed won. (these stages can be edited on step 6).

  • crm_deal_closed. This contains all deals that have the status ‘won’.

6. Navigate to the CRM page under 'Settings' to select the deal received and deal closed statuses.

The events in reports will only show deals that match with the selected deal stages. It is possible to add multiple deal statuses into one event. If the deal status changes to a value that is not present in one of these fields, the deal will not be counted in the event.

For example:

Deal received contains the deal status = Intro Call / Demo

When the deal status changes to for example proposal sent it will not be counted as a crm_deal_received event. If you do want the deal to still be counted as a crm_deal_received event you should include the status:

Connect your Hubspot account within Billy Grace

  1. Navigate to the page settings -> integrations -> click on the button "Authorize E-commerce or CRM platform

  2. Click on CRM platform -> Hubspot -> you should see a similar pop-up

  3. Follow the steps in the integration process and you should be finished! Let us know if you encounter any issues.

Connect your Pipedrive account within Billy Grace

  1. Navigate to the page settings → integrations → click on the button “Authorize E-Commerce or CRM Platform”

  2. Click on CRM platform → Pipedrive → fill in your account name

  3. Finish the authorization and you should be set!
    ​

Related Articles
Configure Custom Events for E-commerce
Configure Custom Events for B2B & B2C
Channable — Profitability Metrics
Troubleshoot: Custom event issues
Medusa
Did this answer your question?