{"id":12229,"date":"2025-06-09T09:22:13","date_gmt":"2025-06-09T09:22:13","guid":{"rendered":"https:\/\/todo.ltd\/?p=12229"},"modified":"2026-05-25T14:40:56","modified_gmt":"2026-05-25T14:40:56","slug":"odoo-erp-marketing-analytics","status":"publish","type":"post","link":"https:\/\/todo.ltd\/en\/blog\/odoo-erp-marketing-analytics\/","title":{"rendered":"How to automate marketing in Odoo ERP"},"content":{"rendered":"Marketers often work in the dark: data on channel performance is scattered across different systems, processes change frequently, and the team works with a large number of tasks.\nFacebook analytics 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. However, only streamlining and automation is the key to sustainable growth. That's why more and more agencies are turning to ERP systems as a tool for building an effective operating model. <a href=\"https:\/\/www.youtube.com\/watch?v=qE9kE82ynSw\">Odoo ERP<\/a> 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.\n\nHowever, the question immediately arises: which system to choose for marketing automation? How does ERP differ from CRM? And are there really ERP solutions designed specifically for marketing?\n\n \n<h2 class=\"wp-block-heading\">ERP or CRM for marketing automation: what's the difference?<\/h2>\n \n\nERP and CRM are often mistakenly seen as interchangeable solutions. In fact, these systems have different goals:\n\n \n<ul class=\"wp-block-list\">\n \t<li><strong>CRM (Customer Relationship Management)<\/strong> - to manage customer relationships. CRM helps to track communications, manage leads, and form a sales funnel.<\/li>\n \n \t<li><strong>ERP (Enterprise Resource Planning)<\/strong> - for full automation of business processes: from project management to finance, warehouse, HR, and even marketing.<\/li>\n<\/ul>\n \n\nSome ERPs, such as <a href=\"https:\/\/todo.ltd\/en\/pro-odoo\/\">Odoo<\/a>have a built-in CRM that allows you to work with all processes in a single environment.\n\n \n<h2 class=\"wp-block-heading\">Benefits of ERP for marketing automation<\/h2>\n \n\nERP implementation provides marketing teams with a number of key benefits:\n\n \n<ul class=\"wp-block-list\">\n \t<li><strong>Reducing the human factor:<\/strong> routine tasks that used to require employee time are automated.<\/li>\n \n \t<li><strong>Save time and money:<\/strong> employees focus on analytics, creativity, and strategy rather than technical actions.<\/li>\n \n \t<li><strong>Transparency and control:<\/strong> easily track the effectiveness of campaigns, resources, and team workload.<\/li>\n \n \t<li><strong>Process integration:<\/strong> everything in a single system - from planning to reporting.<\/li>\n<\/ul>\n \n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><em>Important: ERP will only be effective if you have described and organized business processes. Otherwise, you should start with an audit.<\/em>\n\n<\/blockquote>\n \n<h2 class=\"wp-block-heading\">Odoo - a universal ERP solution for marketing automation<\/h2>\n \n\nOdoo is an open-source ERP system that works on a modular design principle. This allows you to customize it to the needs of a particular company, without unnecessary functions.\n\n \n\nHere are the features <a href=\"https:\/\/todo.ltd\/en\/moduli\/\">modules<\/a>that are best suited for a marketing agency:\n\n \n<ul class=\"wp-block-list\">\n \t<li><strong>CRM:<\/strong> a full-fledged lead management tool integrated with other Odoo modules.<\/li>\n \n \t<li><strong>Marketing automation:<\/strong> creating campaigns, scenarios, and tracking results.<\/li>\n \n \t<li><strong>E-mail marketing:<\/strong> setting up email campaigns, reporting, A\/B testing.<\/li>\n \n \t<li><strong>Social media marketing:<\/strong> centralized content management across multiple networks.<\/li>\n \n \t<li><strong>Website builder:<\/strong> creation of landing pages and websites without knowledge of code.<\/li>\n \n \t<li><strong>Project management:<\/strong> Kanban, deadlines, task control.<\/li>\n \n \t<li><strong>Time tracking:<\/strong> convenient timekeeping and accounting of team working hours.<\/li>\n<\/ul>\n \n\nFlexibility and scalability are key <a href=\"https:\/\/www.youtube.com\/watch?v=1LKwCQAhHPQ\">advantages of Odoo<\/a>which are especially relevant for agencies that are growing or operating in a dynamic environment.\n\n\n<h2>What tasks of a marketer are automated by Odoo ERP<\/h2>\n<ul>\n \t<li>tracking the sources of lead generation (UTM tags: campaign, source, medium)<\/li>\n \t<li>calculation of the cost of a lead for each channel<\/li>\n \t<li>automatic construction of a sales funnel with a breakdown by channels<\/li>\n \t<li>calculating the ROI of marketing campaigns<\/li>\n \t<li>base segmentation: new leads, repeat sales, LTV<\/li>\n \t<li>automatic generation of weekly reports for the manager<\/li>\n<\/ul>\n<h2>Odoo tools to automate marketing and analytics<\/h2>\nWhat can be used in standard Odoo:\n<ul>\n \t<li>UTM is a basic module for collecting utm_source, utm_campaign, utm_medium<\/li>\n \t<li>CRM Dashboards - summarizing KPIs by source<\/li>\n \t<li>Marketing Automation - automatic email campaigns + reports<\/li>\n \t<li>Automated Actions + Email Templates - automatic report sending<\/li>\n \t<li>Odoo Studio - for customizing dashboards<\/li>\n<\/ul>\nAdditionally, you can connect Google Analytics and BI tools for advanced analytics.\n<h2>What it looks like in practice<\/h2>\nAfter implementing Odoo ERP:\n<ul>\n \t<li>all UTM tags are automatically pulled into the lead card<\/li>\n \t<li>the sales funnel is built by channel<\/li>\n \t<li>the dashboard shows not only the number of leads, but also the revenue for each channel<\/li>\n \t<li>a report on the effectiveness of marketing campaigns is sent to the manager by email every Monday<\/li>\n<\/ul>\n<strong>Result:<\/strong> It now takes 10 minutes instead of 10 hours to analyze marketing indicators.\nThe advertising budget has been optimized by eliminating two inefficient channels.\n<h2>Example of UTM tag structure for implementation in Odoo ERP<\/h2>\nTo automatically track lead sources in CRM, it's important to set up UTM tags in all advertising links correctly.\n\n<strong>An example of a link with UTM tags:<\/strong>\n<pre style=\"background-color: #f9f9f9; padding: 10px; border-radius: 5px; overflow-x: auto;\">https:\/\/yourdomain.com\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=brand&amp;utm_term=odoo_erp&amp;utm_content=text_ad\n<\/pre>\n<strong>Basic UTM parameters and their purpose:<\/strong>\n<div style=\"overflow-x: auto;\">\n<table style=\"width: 100%; border-collapse: collapse;\">\n<thead>\n<tr>\n<th style=\"border: 1px solid #ddd; padding: 8px; background-color: #f3f3f3;\">Field.<\/th>\n<th style=\"border: 1px solid #ddd; padding: 8px; background-color: #f3f3f3;\">Example.<\/th>\n<th style=\"border: 1px solid #ddd; padding: 8px; background-color: #f3f3f3;\">Appointment<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_source<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">google \/ facebook \/ email \/ linkedin<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Traffic source<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_medium<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">cpc \/ organic \/ referral \/ email<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Type of traffic<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_campaign<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">brand \/ summer_sale \/ retargeting<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Campaign name<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_term<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">odoo_erp \/ automation \/ integrator<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Keyword (for contextual advertising)<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_content<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">text_ad \/ banner_1 \/ video_ad<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Ad version or content<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p style=\"background-color: #fef7e0; border-left: 4px solid #ffc107; padding: 10px; margin-top: 15px;\"><strong>Tip:<\/strong> Use a single standardized UTM tagging system across all channels. This will allow you to receive clean reports without \"clogging\" sources.<\/p>\n\n<h2>Common mistakes when implementing UTM in Odoo ERP<\/h2>\nTo ensure that analytics in Odoo ERP gives accurate results, it is important to avoid common mistakes. Here's what you should pay attention to:\n<ul style=\"list-style: none; padding-left: 0;\">\n \t<li style=\"margin-bottom: 8px;\"><span style=\"color: #e74c3c; font-weight: bold;\">\u2718<\/span> Non-standardized UTM tags \u2192 \"garbage\" in reports<\/li>\n \t<li style=\"margin-bottom: 8px;\"><span style=\"color: #e74c3c; font-weight: bold;\">\u2718<\/span> Lack of control over UTM in all channels<\/li>\n \t<li style=\"margin-bottom: 8px;\"><span style=\"color: #e74c3c; font-weight: bold;\">\u2718<\/span> No UTM transfer to CRM \u2192 analytics is incomplete<\/li>\n \t<li style=\"margin-bottom: 8px;\"><span style=\"color: #e74c3c; font-weight: bold;\">\u2718<\/span> No automatic report distribution \u2192 manual work<\/li>\n \t<li style=\"margin-bottom: 8px;\"><span style=\"color: #e74c3c; font-weight: bold;\">\u2718<\/span> Lack of a single dashboard for the manager<\/li>\n<\/ul>\n<p style=\"background-color: #e8f5e9; border-left: 4px solid #4caf50; padding: 10px; margin-top: 15px;\"><strong>Recommendation:<\/strong> Before implementing analytics, create <em>checklist for working with UTM<\/em> for your marketing team. This will help you avoid common mistakes and provide high-quality reports in Odoo ERP.<\/p>\n\n<h2>Useful modules for marketing analytics in Odoo ERP<\/h2>\nThe following modules and tools can be used to enhance marketing analytics capabilities in Odoo:\n<div style=\"overflow-x: auto;\">\n<table style=\"width: 100%; border-collapse: collapse;\">\n<thead>\n<tr>\n<th style=\"border: 1px solid #ddd; padding: 8px; background-color: #f3f3f3;\">Module \/ Tool<\/th>\n<th style=\"border: 1px solid #ddd; padding: 8px; background-color: #f3f3f3;\">What it is suitable for<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Basic support for UTM tags<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">utm_source \/ utm_campaign fields<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Displaying sources\/campaigns in CRM<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Automated Action<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Automatic report distribution<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Marketing Automation<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Automatic campaigns + email reports<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Odoo Studio<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Additional fields + dashboards<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">BI Connectors<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Connecting Power BI \/ Google Data Studio<\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Google Analytics connector<\/td>\n<td style=\"border: 1px solid #ddd; padding: 8px;\">Integration of GA analytics into Odoo ERP<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>Marketing automation is an investment in efficiency<\/h2>\n<!-- \/wp:post-content --> <!-- wp:paragraph {\"className\":\"\"} -->\n\nAn ERP system is not just another tool. It is the foundation for the company's development. Thanks to solutions like Odoo, marketing agencies have full control. Marketing and CRM no longer have to exist separately.\nOdoo ERP helps you combine marketing and sales data into a single system and automate marketing analytics.\nThis means more accuracy, less manual work, and more opportunities for business development.\n\n<strong>Want to know how this can work in your company?<\/strong> <a href=\"https:\/\/todo.ltd\/en\/moduli\/#get-demo\">Leave a request<\/a> - We'll show you on the demo.","protected":false},"excerpt":{"rendered":"<p>\u041c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0438 \u0447\u0430\u0441\u0442\u043e \u043f\u0440\u0430\u0446\u044e\u044e\u0442\u044c \u0443 \u00ab\u0442\u0435\u043c\u0440\u044f\u0432\u0456\u00bb: \u0434\u0430\u043d\u0456 \u043f\u0440\u043e \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c \u043a\u0430\u043d\u0430\u043b\u0456\u0432 \u0440\u043e\u0437\u043a\u0438\u0434\u0430\u043d\u0456 \u043f\u043e \u0440\u0456\u0437\u043d\u0438\u0445 \u0441\u0438\u0441\u0442\u0435\u043c\u0430\u0445, \u043f\u0440\u043e\u0446\u0435\u0441\u0438 \u0447\u0430\u0441\u0442\u043e \u0437\u043c\u0456\u043d\u044e\u044e\u0442\u044c\u0441\u044f, \u0430 \u043a\u043e\u043c\u0430\u043d\u0434\u0430 \u043f\u0440\u0430\u0446\u044e\u0454 \u0437 \u0432\u0435\u043b\u0438\u043a\u043e\u044e \u043a\u0456\u043b\u044c\u043a\u0456\u0441\u0442\u044e \u0437\u0430\u0434\u0430\u0447. \u0410\u043d\u0430\u043b\u0456\u0442\u0438\u043a\u0430 \u0437 Facebook \u0443 \u043a\u0430\u0431\u0456\u043d\u0435\u0442\u0456 Meta, \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u043d\u0430 \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0432 Google Ads, CRM \u2013 \u043e\u043a\u0440\u0435\u043c\u0430 \u0456\u0441\u0442\u043e\u0440\u0456\u044f. \u0429\u043e\u0431 \u0437\u0440\u043e\u0437\u0443\u043c\u0456\u0442\u0438, \u044f\u043a\u0456 \u043a\u0430\u043d\u0430\u043b\u0438 \u0440\u0435\u0430\u043b\u044c\u043d\u043e \u043f\u0440\u0438\u0432\u043e\u0434\u044f\u0442\u044c \u044f\u043a\u0456\u0441\u043d\u0438\u0445 \u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432 \u0456 \u044f\u043a \u0432\u043e\u043d\u0438 \u0440\u0443\u0445\u0430\u044e\u0442\u044c\u0441\u044f \u0432\u043e\u0440\u043e\u043d\u043a\u043e\u044e, \u0434\u043e\u0432\u043e\u0434\u0438\u0442\u044c\u0441\u044f \u0432\u0440\u0443\u0447\u043d\u0443 \u0437\u0432\u043e\u0434\u0438\u0442\u0438 \u0432\u0441\u0435&hellip;&nbsp;<a href=\"https:\/\/todo.ltd\/en\/blog\/odoo-erp-marketing-analytics\/\" rel=\"bookmark\">Read More \"<span class=\"screen-reader-text\">How to automate marketing in Odoo ERP<\/span><\/a><\/p>","protected":false},"author":8,"featured_media":12230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","neve_meta_reading_time":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[4,5,7],"tags":[],"class_list":["post-12229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-erp-systemy","category-odoo","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u042f\u043a \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0443\u0432\u0430\u0442\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0432 Odoo ERP | ToDo<\/title>\n<meta name=\"description\" content=\"\u0414\u0456\u0437\u043d\u0430\u0439\u0442\u0435\u0441\u044c, \u044f\u043a \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0443\u0432\u0430\u0442\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0442\u0430 \u0430\u043d\u0430\u043b\u0456\u0442\u0438\u043a\u0443 \u0432 Odoo ERP: UTM-\u043c\u0456\u0442\u043a\u0438, \u0432\u043e\u0440\u043e\u043d\u043a\u0430 \u043f\u0440\u043e\u0434\u0430\u0436\u0456\u0432, ROI, \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0447\u043d\u0456 \u0434\u0430\u0448\u0431\u043e\u0440\u0434\u0438.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/todo.ltd\/en\/blog\/odoo-erp-marketing-analytics\/\" \/>\n<meta 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