How to Set Up Prooflytics in One Day: A CMO Guide

To launch end-to-end analytics that runs from an ad click all the way to a closed deal, you need three things: access to your ad accounts, a connected CRM, and clean UTM tags on your traffic. If you already have them, the basic Prooflytics setup is realistically doable in a single working day - connecting via OAuth takes minutes, not weeks. The full picture with multi-touch attribution will accumulate enough statistics over a couple of weeks, but you will see the first numbers on cost per lead and cost per deal by channel that same day.

I have gone through this setup on several projects as someone who implements the software, not someone who sells it. Below is an honest sequence of steps, with no promises that you “plug it in and the magic happens.” Most of the time goes not into the service itself, but into preparation: finding the access credentials, checking that the UTMs are not broken, and making sure the CRM has a field where the lead source lands. Prooflytics itself is a layer on top of your data, and it will show exactly what makes it into that data.

The Pain It Solves

A typical situation in a team spending 50 to 500 thousand dollars a month on advertising: Meta Ads shows CPL by campaign, Google Ads shows its own CPL, GA4 shows conversions, and the CRM shows deals. Four sources, and not one of them answers the main question a CMO has: how much does a closed deal cost in each channel. Not a lead - actual money in the bank.

Advertising is optimized for cheap leads. But a cheap lead from one channel may close three times worse than an expensive lead from another - and then the channel with the high CPL actually delivers cheaper revenue. Without closing the loop, you cannot see this, and budget leaks into channels that look great in a lead report and poor in a money report. Prooflytics exists to merge these four sources into one picture and to measure the cost not of a lead, but of a result.

Step 1. Preparation: What to Gather Before You Start

This step matters more than the connection itself. If you go into the setup unprepared, the day will be spent hunting for access rather than working. Gather in advance:

• Access to ad accounts. Meta Ads, Google Ads, and everything else where you actually spend money. You need administrator rights, or at least read access to the ad account, not to a personal page.
• CRM access. An account with permission to connect an integration (HubSpot, Salesforce, Kommo). Check with whoever administers the CRM.
• Clean UTM tags. This is the weak spot in 80% of cases. Verify that links in all active campaigns are tagged on a single scheme: utm_source, utm_medium, utm_campaign. One untagged campaign is a hole in attribution for every lead that came through it.
• A source field in the CRM. Make sure that when a lead or deal is created, the source lands on the record - from the form, from a hidden field with the UTM, or from a click ID. If this field is missing, attribution will hit a ceiling at the loop-closing stage.

If your UTMs are a mess, fix that first. Analytics will not repair dirty tags - it will simply expose them. We covered in detail how clean CRM data is what makes attribution possible in our piece on ad analytics with closed-loop attribution to the CRM funnel.

Step 2. Connecting the CRM

It makes sense to start with the CRM, because it is the source of truth about money. In the Prooflytics interface you select your system from the list of integrations and authorize via OAuth: you are redirected to the CRM page, you confirm access, and you are sent back. A minute or two per system.

After connecting, the service pulls in the funnel structure: stages, deal amounts, creation and close dates. Check that the stages came through correctly and that a “closed deal” in Prooflytics means the same thing it does in your CRM - sometimes teams keep several final statuses (won, paid, lost), and it is important that revenue is counted on the right one. If your CRM previously had no systematic source tracking, basic analytics on the CRM data itself is covered in the Kommo CRM review.

Step 3. Connecting the Ad Sources

Next, again via OAuth, you connect the ad accounts one by one: Meta Ads, Google Ads, and the other platforms. After authorization, the service starts pulling data on spend, impressions, clicks, and campaigns. For the first accounts, historical data for past periods is usually pulled in, so spend figures appear immediately rather than starting from zero.

The key thing in this step is that campaign names and UTM tags match. Attribution is built on the join: spend by campaign from the ad account must line up with leads whose UTM names the same campaign. If Google Ads has auto-tagging and gclid enabled, and Meta passes its own click ID, Prooflytics uses both the tags and the click ID to tie a click to a lead. That is why clean tags matter so much in Step 1.

Step 4. Configuring Events, Goals, and the Closed Loop

This is the core of the whole effort. Here you tell the system what counts as a result and how to close the loop from advertising to revenue.

Closed-loop works like this: a lead arrives from advertising with a tag or click ID -> this identifier is stored on the CRM record -> when the deal closes, the CRM returns the result (amount, date, status) -> Prooflytics connects the cost of acquiring that lead with the actual revenue. If the CRM is connected, the link is made automatically using the deal ID as the key.

What to configure in this step:

• Target event. What counts as a conversion: a closed deal, a payment, a qualified lead. It is better to tie it to money than to intermediate statuses.
• Stage mapping. Which CRM funnel stages to treat as significant for the report, and which stage equals revenue.
• Sending the result back to advertising (optional). If you want advertising to learn from real deals rather than from leads, set up offline conversion import. For Google Ads this is done via gclid and the official mechanism - see the Google Ads documentation on importing offline conversions by GCLID. This way Google’s algorithm starts optimizing impressions toward people who actually buy.

Step 5. Validating the Data

Do not skip this step, or the first dashboard can be misleading. Reconcile three numbers:

• Spend. The total spend in Prooflytics for the period should match what the ad accounts themselves show. A discrepancy of a couple of percent is normal (different time zones, rounding); a discrepancy of several times over is a signal that the account is not fully connected.
• Leads. The number of leads in the CRM for the period should line up with what the service sees. If Prooflytics shows far fewer leads, then some of them arrive without tags and are not being attributed.
• Share of “(not set)” / direct traffic. If a huge share of leads comes in with no source, the problem is in UTM tagging or in source capture on the form, not in the analytics. This is the most common diagnosis during validation.

The goal of validation is to understand what percentage of the data you can trust from day one. Usually it is 70 to 90%, and that is normal for a start.

Step 6. The First Dashboard

Once the data lines up, you build the first dashboard. Do not try to put everything on it at once - at the start, one screen that answers the question “where is the money going and what is it bringing in” is enough:

• Spend by channel for the period.
• Leads and their cost (CPL) by channel.
• Deals and cost per deal by channel - where the loop has already closed.
• Revenue by channel.

Even if the deal loop has not fully closed (long deals have not finished closing yet), the picture on spend and CPL by channel is already honest and immediately useful. Prooflytics additionally runs several attribution models and produces a daily summary explaining what changed - but you will appreciate that in the second or third week, once history accumulates.

Common Mistakes at the Start

• Dirty UTMs. The most common one. Inconsistencies in utm_source (google / Google / google_ads), empty utm_campaign, untagged campaigns. Attribution is only as accurate as the tags are clean.
• No source capture on the form. A lead is created in the CRM, but without a UTM and without a click ID. Then there is nothing to close the loop with. Fixed by a hidden field on the form that pulls the tags and gclid.
• Wrong revenue stage. The wrong status is counted as a “closed deal,” and the money report lies. Checked in Step 2.
• Expecting the full picture on day one. Multi-touch attribution requires statistics. A day gives you spend and CPL by channel - which is already a lot - but cost per deal on long deals will mature later.
• Connecting the ads, forgetting the CRM. Then you get yet another lead report, just like the ad accounts, with no revenue. The whole point is closing the loop on the CRM.

What You Will See on Day One

Realistically, by the end of the setup day you will have:

• A single spend figure across all connected channels in one place, with no exports from four accounts.
• CPL by channel, calculated on leads from the CRM rather than on conversions from a pixel.
• The first spend -> deal connections for the leads whose loop has already closed (short deals).
• An understanding of what percentage of the data you can trust and where the tagging gaps are.

What you will not have on day one: settled multi-touch attribution and accurate cost per deal on long B2B deals with cycles measured in months. That accumulates as deals close. But the direction - which channel is overvalued on leads and undervalued on money - is often visible already in the first data.

Term: Closed-loop - a link in which the deal result from the CRM is returned to the click source, so that you see not the cost of a lead but the cost of money in the bank for each channel. CAC per channel / cost per deal by channel - how much ad spend goes into one closed deal from a specific channel. This number, not CPL, is what shows the real effectiveness of a channel.

Frequently Asked Questions

Is it really possible to do it in one day? The basic setup - yes, if access and clean UTMs are ready in advance. Connections go through OAuth in minutes. “Not fitting it into a day” almost always means the time went into finding access and fixing tagging, not into the service itself.

Do you need a developer? For connecting via OAuth - no, that is done in the interface. A developer may be needed earlier: to add UTM and gclid capture into hidden fields on your forms, if it is not there yet. This is a one-time job, and the Exceltic.dev team usually handles it during implementation.

What if the UTM tags are a mess? First put the tags in order, then connect the analytics. Prooflytics will show the problem honestly (a large share of leads with no source), but it will not fix it for you. Clean tagging is a precondition, not a result of the setup.

When will attribution become accurate? Spend and CPL by channel - immediately. Multi-touch attribution and cost per deal - as statistics accumulate and deals close, usually from a couple of weeks. For long B2B cycles - longer, on the timeline of the deals themselves.

How is this better than the reports in the ad accounts themselves? The ad accounts count a conversion on their side (a form fill, a lead) and do not know whether a deal closed or for how much. Closing the loop on the CRM adds what they do not have: real revenue and cost per closed deal for each channel.

Bottom Line

Setting up Prooflytics in a day is not a marketing promise - it is a matter of preparation. Access and clean UTMs account for 80% of success; OAuth connections take minutes. By the end of the day, a CMO has what they usually lack: a single spend figure by channel and a CPL calculated on CRM data, and within a couple of weeks - an honest cost per closed deal for each channel.

If you want to roll this out without the hassle of form tagging and click ID capture - Exceltic.dev sets up Prooflytics and brings your UTMs, CRM, and ad sources into order turnkey. Get in touch, and we will walk through these steps on your data.