Internal CRM Integration

Priority: 6 (closes the loop between ads and business outcomes)

Role

The internal Kobi CRM holds ground-truth business objects: leads, appointments, enrollments, orders, bookings. Digital Ads consumes CRM data for offline conversion import and CAPI enrichment; CRM consumes ad metadata for attribution on records.

Integration pattern

CRM entities (conceptual)

Entity	Example fields for ads
Lead	`lead_id`, `created_at`, `source`, `gclid` (Google) or `fbclid`/`ttclid` + `utm_*` (social), `kcid`, `kpv`, `status`
Appointment	`appointment_id`, `scheduled_at`, `value`, `gclid`
Enrollment	`enrollment_id`, `program`, `value`, `fbclid`
Order	`order_id`, `revenue`, `gclid`, `items`

API contracts (to be implemented)

Outbound from CRM (webhook or poll)

POST /integrations/crm/conversions

{
  "tenant_id": "uuid",
  "event_type": "qualified_lead",
  "event_time": "2026-06-09T10:00:00Z",
  "value": 150.00,
  "currency": "TRY",
  "identifiers": {
    "gclid": "...",
    "email_sha256": "...",
    "phone_sha256": "..."
  },
  "crm_record_id": "..."
}

Inbound to CRM (campaign context)

When lead created from form:

Google leads: resolve from gclid + kcid/kpv — no utm_* (UTM spec)
Social leads: resolve from click ID + utm_campaign / utm_content + optional kcid

Platform routing

CRM event	Google Ads	Meta	TikTok
Qualified lead	Offline conversion	CAPI + offline	Events API
Purchase	Offline + value	CAPI Purchase	Complete Payment
Enrollment	Offline	CAPI custom	Custom event

Match rate monitoring

Track upload success, match rate, dedupe with online events
Alert when EMQ or Google match rate drops below threshold

Human touchpoints

CRM field mapping approval per vertical
PII hashing policy sign-off
Definition of "qualified lead" vs raw form fill

Security

mTLS or signed webhooks between CRM and Conversion Tracking service
No raw PII in logs; hashed identifiers only in transit to platforms
Tenant isolation on all CRM API calls

Dependencies

GA4 SoT for web-side validation
Platform accounts live (Google Ads, Meta)