When a client says the leads are junk, lead count and CPL cannot prove otherwise: the answer sits in the CRM. CAPI Platform (capip.uz) connects Meta ads to your client’s CRM — Bitrix24, amoCRM (Kommo) or capiCRM. The report puts qualified leads, sales and cost per customer next to every creative; the CRM outcome goes back to Meta as a signal; the summary reaches the client in Telegram by itself.
The argument always starts the same way: you hold the Ads Manager numbers, the client holds what the sales team said.
The chat is an illustration; the numbers are from a real report (a driving school, 2–8 October 2026). For that same week the report shows 335 qualified leads and 36 sales. The number existed — in the CRM, not in the media buyer’s hands. Below: what a client wants to see in a report, and the four moves that put those numbers in front of you.
Besides spend and cost per lead, a client report should show qualified leads, cost per qualified lead (CPQL), sales, customer acquisition cost (CAC) and the revenue recorded in the CRM — per creative. A report that ends at cost per lead answers one of the client’s five questions.
| The client’s question | The number that answers it | Driving school, 2–8 October 2026 |
|---|---|---|
| Are the ads working? | Spend, leads, CPL — cost per lead | $885 · 863 leads · $1.03 |
| Are the leads any good? | Qualified leads, their share, CPQL | 335 (39%) · $2.64 |
| How many sales? | Leads that reached the sale stage in the CRM | 36 |
| What did one customer cost? | CAC = spend ÷ sales | $24.58 |
| Did the ads pay off? | Revenue recorded in the CRM and ROAS | $5,297 · 5.99× |
Revenue is what managers entered in the CRM: a sale with no amount lowers revenue and ROAS, and the report shows how many sales have none. Cost metrics count only leads tied to an ad. Formulas: CPL, CPQL, CAC, ROAS.
When a client says “junk”, they mean the two or three bad calls a sales manager described. You show the whole week: at the driving school, 2–8 October 2026, 335 of 863 ad leads turned out qualified — 39%. A lead cost $1.03, a qualified lead (CPQL) $2.64. “Qualified” is not your opinion: it is a stage in the CRM, and the client’s own manager moves the lead there.
In Ads Manager the best creative is the one with the cheapest lead. The CRM can say otherwise. At the driving school one creative brought 79 leads at $0.87 each and 0 sales. Another paid $1.28 a lead, 47% more: 77 leads, 26 qualified, 5 sales. Going by cost per lead you would have moved budget to the first; in the report both sit in one table, and the client can see the decision for themselves.
ads_management permission.
Two projects, one week: 2–8 October 2026. None of these is visible when you look at cost per lead.
This is one week of two projects, not a promised result. Not every creative without sales is bad: a new creative’s leads may not have reached payment yet. So judge a new creative by qualified leads and CPQL first. More: cheap leads, no sales.
A lead campaign looks for people who fill in forms, because that is all Meta sees. At the driving school Meta on its own saw 863 leads in the week and none of the 36 sales. With CAPI Platform connected, the moment a lead enters the qualified stage in the CRM a QualifiedLead signal goes to Meta through the Conversions API; a sale sends Purchase.
Tie the stage to a signal
On the Funnel page the qualified-lead stage of the client’s CRM gets QualifiedLead and the sale stage gets Purchase. What each stage means is decided together with the client.
Check that the signal goes out
The “Send a test event” button checks the token, the dataset and the path with one harmless event. After that every signal is in the CAPI events log with its time, name and status.
Create a custom conversion in Ads Manager
QualifiedLead is not a Meta standard event: the platform sends it as a custom event under this name. So a custom conversion is created from it.
Optimise the campaign for that conversion
The campaign’s goal is no longer the number of leads but the qualified lead. Step by step: optimising for qualified leads.
Measure the result by CPQL
Cost per lead may go up; the decision is made on cost per qualified lead and CAC in the report. Compare the week with the one before: the comparison is built into the report.
You link the client’s group chat to the project once. From then on the report arrives at the set hour: daily, weekly or monthly; in Uzbek, Russian or English. It carries spend, leads, qualified leads and sales, the best creatives and the creatives that spent money without a qualified lead. The chat beside this text is an illustration; the numbers are from the driving school’s real report.
/connect CODE in that chat (the code is valid for 15 minutes).You run several clients from one account. Projects do not mix.
One business, one project: its own ad accounts, CRM, report, CAPI signals and Telegram chats. One CRM is connected per project: Bitrix24, amoCRM (Kommo) or capiCRM.
You invite the client or their staff by link and grant access to their project only. The Viewer role sees the report and changes nothing; a Sales manager opens capiCRM only.
An agency’s system user token can serve several projects inside one organisation and never leaves it. If you work as a team, see the page for agencies.
The interface and the Telegram reports come in Uzbek, Russian and English. The report opens in a browser, on a computer or a phone.
Connecting one business is $159, once. Then $40 a month. With several clients, each is connected as a separate project.
$159once
Ready in 3 days. Lead integration included as a bonus.
Lead, QualifiedLead, Purchase$40a month
After the set-up, every month.
The client provides three things: access to the CRM, access to the Meta ad account, and 3 days. Day 1 the CRM is connected, day 2 stages are tied to signals (together with the client), day 3 a test signal. For comparison: at the driving school $386 went to creatives with no sale in a single week. More: pricing.
What a client may ask you for: the metrics and a list of questions.
“The leads are junk” or “sales don’t follow up”: settling it with numbers.
A custom conversion from QualifiedLead and a new campaign goal.
Judging a creative by sales, not by cost per lead.
A project per client, roles for the team, one token inside one organisation.
A driving school and a learning centre: 7-day and 30-day numbers.
Do not argue about lead count. First agree with the client which CRM stage means a qualified lead. Then show the qualified share and the cost per qualified lead (CPQL) per creative, and pause the creatives with low quality. If qualified leads are many and sales are few, that is a question for the sales team. More: marketing vs sales on lead quality.
The client gives two kinds of access: to the CRM and to the Meta ad account. For Bitrix24 that is an inbound webhook URL, for amoCRM (Kommo) a long-lived token. If the client has no CRM, the platform has its own: capiCRM. You connect it yourself, or leave a request and we set it up in 3 days.
Yes. Each client is a separate project with its own ad accounts, CRM, report and Telegram chats. An invited client sees only their own project. The price is quoted per business: $159 once, then $40 a month.
Signals and the report work at any volume. Meta’s optimisation needs volume: its developer documentation asks for at least 200 leads a month and a target stage that 1–40% of leads reach within 28 days; Meta’s newer “Conversions API for CRM” page says there is no minimum and 200 or more leads are a recommendation. No result is promised in advance.
They do, but by channel: the platform does not tie them to a specific ad automatically. Leads from Meta lead forms are tied exactly; website leads through the UTM tags in the ad link (the ad ID). The report states what share of leads is tied to an ad. The only ad platform is Meta: Facebook and Instagram.
The “Events in the period” method matches the CRM’s weekly numbers. One difference is possible: the report counts people, not rows, so repeat leads of one person are merged by phone. A Bitrix24 Lead that becomes a Deal is also one lead.
Phone and e-mail go to Meta only as SHA-256 hashes; a name is never sent. Contacts read from Bitrix24 and amoCRM are stored only as a hash and a partly masked number; connection keys and capiCRM contacts are stored encrypted. Full text: privacy policy.
Set-up is $159, once: in 3 days the CRM is connected, stages are tied to signals and a test signal is sent; lead integration is included in that price as a bonus. Then $40 a month: CAPI, the report, Telegram reports and lead integration for up to 4,000 leads a month. More: pricing.
The driving school’s and the learning centre’s numbers are from the CAPI Platform report for the week of 2–8 October 2026; project names are withheld. Facts about Meta come from the pages below.
Sign up with Google and connect your first client’s project yourself, or leave a request and we will set it up in 3 days. Set-up is $159 once, then $40 a month.