Prooflytics: ad campaign analytics closed-loop to the CRM pipeline
A marketer optimises campaigns by CPL — cost per lead. Sales works a pipeline in Kommo or HubSpot. These two systems do not communicate: marketing does not know which campaigns generated closed deals rather than just cheap leads. Prooflytics bridges that gap by connecting ad platforms (Meta Ads, Google Ads, GA4) with CRM data, showing the real contribution of each campaign to revenue.
The attribution problem: two screens that cannot see each other
The marketer looks at Ads Manager: 120 leads in a month at $18 each — a solid CPL. In Kommo over the same month, 4 deals from those 120 were closed, but which campaign they came from is unknown.
Sales looks at the CRM and sees the pipeline. The lead source is whatever the manager typed into the “source” field: “internet,” “advertising,” or nothing at all.
The company spends $3,000/month on ads, gets leads, closes deals — and does not know whether 80% of the budget is working or 20%. Optimisation runs on ad platform metrics (CTR, CPL) rather than actual revenue.
Attribution is the connection between a marketing action (an ad click, a link visit) and a sales result (a closed deal, a payment). Without attribution, marketing and sales are each optimising different metrics and neither sees the full picture.
What Prooflytics is
Prooflytics is a SaaS marketing analytics platform that aggregates data from multiple ad channels and connects it to CRM data. Four modules:
Campaign Intelligence — a daily AI briefing on campaign performance. The system analyses data from Meta Ads, Google Ads, and GA4, detects anomalies, and recommends specific actions: which campaigns are losing effectiveness, which audiences are burning out, where CTR has dropped below the norm. Not a summary table — an interpretation with a recommendation.
Weekly Performance Report — an automated PDF report with period-over-period comparison, delivered by email. Suitable for weekly team reviews or board-level reporting without manually assembling data from five different tabs.
HADI Hypothesis Kanban — a marketing hypothesis tracker: Hypothesis -> Action -> Data -> Insight. The team logs hypotheses, runs experiments, collects results, and draws conclusions. Structures A/B testing without Excel spreadsheets.
Competitor Intelligence — monitoring competitor advertising via Meta Ad Library. What they are running, for how long, in which regions and formats.
How Prooflytics connects to a CRM
For “campaign -> deal” attribution, CRM synchronisation is required. Prooflytics connects to HubSpot and Kommo via OAuth — authorisation takes 10–15 minutes. Once connected, the system retrieves deal data (stage, amount, close date, source) and overlays it on ad data using time windows and UTM parameters.
Stripe and Shopify can also be connected — to link actual payment data, so you see revenue rather than just “deal closed.”
What the marketer sees after connecting the CRM:
— Which campaigns produced leads that reached the “Negotiation” or “Won” stage
— Lead-to-client conversion rate by campaign — not CPL, but cost per closed deal
— Average deal size by traffic source
— Time from first touch to deal close, broken down by channel
The CRM connector is an additional layer — it is not required to get started. Campaign Intelligence and Weekly Reports work on ad platform data alone.
What changes in practice
A company uses two channels: Google Search and Meta Ads. In Meta — three campaigns: retargeting, lookalike, and interest-based.
Without CRM attribution: retargeting has the lowest CPL ($12 vs $22 for lookalike). The marketer scales retargeting.
With Prooflytics and HubSpot data: retargeting generates many leads, but 85% drop off at the first pipeline stage. Lookalike produces fewer leads, but its conversion to closed deal is 3× higher and average deal size is 40% higher. Cost per closed deal for lookalike — $180; for retargeting — $620.
The optimal decision inverts: scale lookalike, not retargeting. Without the CRM data, this was invisible.
This is a typical situation. Optimising by CPL without pipeline data leads to scaling “cheap but useless” leads — ones that never convert.
Prooflytics vs a self-built BI stack
The alternative is to build analytics yourself: GA4 + PostgreSQL + Metabase or Power BI. That stack is more flexible and gives full control over your data, but it requires a developer and 3–4 weeks to set up the ETL and dashboards. The architecture for that kind of integration is described in the article on Kommo and Metabase for CRM analytics without Excel.
Prooflytics is a ready-made product: register, connect your ad channels via OAuth, and have initial data within a day. It suits a marketer who does not have access to a developer or the time to build a BI stack.
| Parameter | Prooflytics | Self-built BI stack |
|---|---|---|
| Time to first dashboard | 1–2 days | 3–4 weeks |
| Developer needed | No | Yes |
| Customisation flexibility | Limited | Full |
| Cost | from $79/month | VPS + BI tool |
| AI interpretation | Yes | No |
| Meta/Google/GA4 support | Native | Via connectors |
What to prepare before connecting
A common issue: Kommo does not have a consistent UTM structure — different managers record the source differently, or the “source” field is left blank. Prooflytics links ad data to CRM data via UTM parameters and time windows. If UTMs are missing or inconsistently applied, attribution will be inaccurate.
Before connecting, you need to:
- Ensure all ad links are tagged with UTMs (utm_source, utm_medium, utm_campaign)
- Normalise the “lead source” field in your CRM — so values are predictable
- Verify that GA4 is correctly capturing events with UTM parameters
This is precisely where custom setup matters more than simply “plugging in the box.” Exceltic.dev helps normalise data in Kommo or HubSpot before launching Prooflytics — more on integration capabilities in the custom integrations for Kommo CRM section.
Who Prooflytics is right for
Prooflytics makes sense if:
— The company uses 2+ ad channels and wants to compare them by real sales outcomes
— The marketer reports to a board and spends several hours manually assembling reports
— The deal cycle is 2–8 weeks — where attribution is non-trivial and first-click/last-click models do not work
— The company uses HubSpot or Kommo and wants a unified view of marketing and sales
— There are no resources to build a BI stack from scratch
Less relevant if:
— There is only one ad channel and a simple funnel without a CRM
— Transactions are instant (e-commerce with no sales cycle)
Frequently asked questions
Does Prooflytics work without a CRM?
Yes. Campaign Intelligence, Weekly Reports, and HADI Kanban work on Meta Ads, Google Ads, and GA4 data alone — CRM connection is not required to get started. Integration with HubSpot, Kommo, Stripe, or Shopify is needed for deal-level attribution and revenue reporting.
How much does Prooflytics cost?
Pricing (as of May 2026): Starter — $79/month, Growth — $199/month, Scale — $449/month. Each tier includes a different set of modules and a different number of connected sources. Enterprise — on request.
How does Prooflytics compare to Looker Studio?
Looker Studio is free but requires manual setup of all connectors and creating reports from scratch. It has no AI interpretation and no ready-made templates for marketing teams. Prooflytics is a ready-made product with pre-built dashboards and recommendations. Looker Studio offers flexibility; Prooflytics offers speed and reduced manual work.
How long does it take to connect Prooflytics to Kommo or HubSpot?
The OAuth connection itself — 10–15 minutes. Correct attribution setup — normalising UTM structure, mapping pipeline stages — 1–3 days depending on the state of your CRM data. If UTMs are missing or the source field has been filled in inconsistently, data cleaning is needed first.
Is there a Russian interface in Prooflytics?
The interface is in English. The product targets the international market: EU and US companies with Russian-speaking marketing teams are the target audience. Russian-language companies operating in western markets and using Kommo or HubSpot work with Prooflytics without a language barrier.
Summary
- Prooflytics connects Meta Ads, Google Ads, and GA4 to the CRM pipeline, showing cost per closed deal by campaign — instead of CPL
- Four modules: Campaign Intelligence (AI briefing), Weekly Report (PDF by email), HADI Kanban (hypothesis tracker), Competitor Intel (competitor ad monitoring)
- Connects to HubSpot, Kommo, Stripe, and Shopify via OAuth — first data within a day
- UTM normalisation and CRM data cleanup are required before connecting — otherwise attribution will be inaccurate
- Pricing from $79/month; a practical alternative for teams that do not want to build a BI stack from scratch
If you use Kommo or HubSpot and want to see which ad campaigns drive closed deals — describe your current UTM structure and CRM data state. Exceltic.dev will assess what needs to be normalised before connecting Prooflytics to your pipeline.