Marketers often work in the dark: data on channel performance is scattered across different systems.
Analytics from Facebook in the Meta dashboard, contextual advertising in Google Ads, and CRM are a separate story. To understand which channels really bring in quality customers and how they move through the funnel, you have to manually tabulate everything.
Odoo ERP allows you to automate marketing.
All data is collected in a single system: from the first click to a successful transaction. Automated dashboards and reports help marketers see the real effectiveness of campaigns and make decisions faster.
What tasks of a marketer are automated by Odoo ERP
- tracking the sources of lead generation (UTM tags: campaign, source, medium)
- calculation of the cost of a lead for each channel
- automatic construction of a sales funnel with a breakdown by channels
- calculating the ROI of marketing campaigns
- base segmentation: new leads, repeat sales, LTV
- automatic generation of weekly reports for the manager
Odoo tools to automate marketing and analytics
What can be used in standard Odoo:
- UTM is a basic module for collecting utm_source, utm_campaign, utm_medium
- CRM Dashboards - summarizing KPIs by source
- Marketing Automation - automatic email campaigns + reports
- Automated Actions + Email Templates - automatic report sending
- Odoo Studio - for customizing dashboards
Additionally, you can connect Google Analytics and BI tools for advanced analytics.
What it looks like in practice
After implementing Odoo ERP:
- all UTM tags are automatically pulled into the lead card
- the sales funnel is built by channel
- the dashboard shows not only the number of leads, but also the revenue for each channel
- a report on the effectiveness of marketing campaigns is sent to the manager by email every Monday
Result: It now takes 10 minutes to analyze marketing indicators instead of 10 hours.
The advertising budget has been optimized by eliminating two inefficient channels.
Example of UTM tag structure for implementation in Odoo ERP
To automatically track lead sources in CRM, it's important to set up UTM tags in all advertising links correctly.
An example of a link with UTM tags:
https://yourdomain.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term=odoo_erp&utm_content=text_ad
Basic UTM parameters and their purpose:
| Field. | Example. | Appointment |
|---|---|---|
| utm_source | google / facebook / email / linkedin | Traffic source |
| utm_medium | cpc / organic / referral / email | Type of traffic |
| utm_campaign | brand / summer_sale / retargeting | Campaign name |
| utm_term | odoo_erp / automation / integrator | Keyword (for contextual advertising) |
| utm_content | text_ad / banner_1 / video_ad | Ad version or content |
Tip: Use a single standardized UTM tagging system across all channels. This will allow you to receive clean reports without "clogging" sources.
Common mistakes when implementing UTM in Odoo ERP
To ensure that analytics in Odoo ERP gives accurate results, it is important to avoid common mistakes. Here's what you should pay attention to:
- ✘ Non-standardized UTM tags → "garbage" in reports
- ✘ Lack of control over UTM in all channels
- ✘ No UTM transfer to CRM → analytics is incomplete
- ✘ No automatic report distribution → manual work
- ✘ Lack of a single dashboard for the manager
Recommendation: Before implementing analytics, create checklist for working with UTM for your marketing team. This will help you avoid common mistakes and provide high-quality reports in Odoo ERP.
Useful modules for marketing analytics in Odoo ERP
The following modules and tools can be used to enhance marketing analytics capabilities in Odoo:
| Module / Tool | What it is suitable for |
|---|---|
| utm | Basic support for UTM tags |
| utm_source / utm_campaign fields | Displaying sources/campaigns in CRM |
| Automated Action | Automatic report distribution |
| Marketing Automation | Automatic campaigns + email reports |
| Odoo Studio | Additional fields + dashboards |
| BI Connectors | Connecting Power BI / Google Data Studio |
| Google Analytics connector | Integration of GA analytics into Odoo ERP |
Conclusion.
Marketing and CRM should no longer exist separately.
Odoo ERP helps to combine marketing and sales data into a single system and automate marketing analytics.
This means more accuracy, less manual work, and more opportunities for business development.
Want to know how this can work in your company? Leave a request - We'll show you on the demo.
