Prooflytics + Kommo: What a Head of Sales Sees in a Unified Dashboard

The head of sales opens Kommo and sees: 120 leads, 18 closed deals, 15% conversion rate. A good month. But where did those 18 come from — Google, Meta, or referral partners? And which channel brought the leads that have been stuck at the “Negotiation” stage for three weeks? Without connecting Prooflytics, these questions go unanswered — the Kommo pipeline knows nothing about traffic sources, and ad platforms know nothing about what happens to leads.

Two Silos That Can’t See Each Other

In most companies, there is an information gap between marketing and sales:

What the head of sales sees in Kommo:
— Number of leads and their movement through stages
— Conversion rate at each stage
— Manager activity
— Revenue from closed deals

What they don’t see:
— Which ad channel each lead came from
— Which campaigns bring leads that actually close
— Cost per closed deal by source
— Time from first touch (ad click) to deal closure

Prooflytics bridges this gap: it connects to Meta Ads, Google Ads, GA4, and Kommo simultaneously — and displays both sides in one place.

What the Head of Sales Actually Sees

1. Conversion by source at each funnel stage

Not just “how many leads from Meta,” but — how many of them moved to “Qualification,” “Negotiation,” “Closed/Won.”

Example output:

The conclusion is clear: retargeting generates many leads with poor conversion. The head of sales can bring this to marketing with concrete numbers, not just a vague feeling that “something is off with that channel.”

2. Lead lifecycle by source

How many days on average pass from first touch to closure — per channel:

• Google Search -> Won: 18 days
• Meta Lookalike -> Won: 24 days
• Partner Referral -> Won: 11 days

This changes the nurturing strategy: Meta leads need more time — a longer nurturing sequence, a later first call.

3. Cost per closed deal by channel

The root problem with CPL optimization: marketing counts cheap leads as a success. The head of sales sees the real numbers:

The “cheapest” channel by CPL is the most expensive by cost per closed deal. Without this data, budget is reallocated in the wrong direction.

How It Works Technically: Prooflytics + Kommo

Prooflytics connects to Kommo via OAuth — authorization takes 10–15 minutes. After connecting, the system receives:
— Lead and deal data (stage, amount, created_at, closed_at, source)
— Stage transition history (for calculating time-in-stage)
— Assigned manager data

Meta Ads and Google Ads are connected in parallel. Prooflytics overlays ad data onto the CRM pipeline using UTM parameters and attribution time windows.

Important: for accurate attribution, all ad links must be tagged with UTMs. If the UTM structure in Kommo was filled in inconsistently (different managers wrote “Facebook,” “fb,” “meta”), data normalization is needed before connecting. This is a key preparatory step — more on working with CRM data in the custom Kommo integrations section.

Marketing and Sales Speaking the Same Language

The main effect of Prooflytics + Kommo is not technical — it’s organizational. The head of sales and the head of marketing start speaking the same language.

Before:
— Head of sales: “These Facebook leads are poor quality, they never close”
— Head of marketing: “Facebook delivers CPL of $18, that’s an excellent result”

After (with Prooflytics data):
— “Facebook Retargeting cost per closed deal is $400 vs $200 for Google. I suggest we reallocate budget.”

Same data, same metrics — decisions are made faster and without conflicting interests.

Who This Is For

Prooflytics + Kommo makes sense if:
— The head of sales wants to understand lead quality from marketing, not just volume
— The company spends $2,000+/month on ads across multiple channels
— Marketing and sales work in separate tools and data doesn’t cross
— The deal cycle is 2+ weeks — attribution there is non-trivial
— Data-backed arguments are needed for budget reallocation

Frequently Asked Questions

Can Prooflytics replace Kommo’s built-in analytics?

No. Prooflytics does not replace Kommo’s native reports — it supplements them with advertising context. Kommo’s built-in analytics shows what is happening in the pipeline. Prooflytics shows why — which channels brought the leads that closed or didn’t close.

Does anything need to change in Kommo before connecting?

If the “source” field in Kommo was filled in inconsistently or not at all — normalization is required. Without accurate source data, attribution will be incomplete. This is a one-time task before launch.

How does Prooflytics attribute leads without UTMs?

Prooflytics uses several attribution models: UTM parameters (priority), time windows (ad click -> lead created in Kommo within N days), and GA4 session source data. Without UTMs, attribution accuracy decreases — which is why UTM tagging is mandatory for reliable data.

Which Prooflytics plans include Kommo integration?

CRM integration (HubSpot, Kommo) is available on the Growth plan ($199/month) and above. The Starter plan ($79/month) includes only ad channels without CRM data. Details at prooflytics.io.

How long does setup take?

OAuth connection of Kommo to Prooflytics — 10–15 minutes. UTM data normalization in Kommo and attribution configuration — 1–3 days depending on data quality. After that, first CRM-attributed data appears within 24 hours.

Summary

• Prooflytics + Kommo: the head of sales sees pipeline conversion broken down by ad channel — not just lead volume, but cost per closed deal by source
• Key metrics: stage-by-stage conversion by channel, time to close by source, cost per deal vs CPL
• Prerequisite: UTM tagging normalization and source field cleanup in Kommo
• Kommo integration is available from the Growth plan ($199/month) on prooflytics.io
• Result: marketing and sales speak the same language when allocating budget

If you want to set up a unified Prooflytics + Kommo dashboard — describe your current UTM structure and source data state in the CRM. Exceltic.dev will prepare the data for connection and configure attribution.