amoCRM report: deals, budget, and loss reasons

amoCRM deals report for clients and sales heads

amoCRM is built around the pipeline: a deal starts at the first stage, a manager moves it through statuses, and it ends in one of two system statuses, Closed - won or Closed - lost. That simple model is enough to answer a client’s main questions: how many deals came in, how many were sold, for what budget, and what happened to the rest. Reportkey reads deals through API v4 and builds a recurring report section from them.

For each deal it takes the budget, pipeline, status, created and closed dates, responsible user, source, loss reason and custom field values. UTM tags written into the card by forms and widgets usually come from those custom fields.

Connecting amoCRM over OAuth

Start on the Reportkey integrations page: enter the account subdomain, sign in as an amoCRM user and approve access. A token pair then refreshes on its own, and the connection is available in all your projects. If access is switched off in amoCRM settings, the connection asks for a new sign-in while the project keeps its pipeline selection.

amoCRM sales analytics: new and won deals

The main block answers how sales are going:

• New deals by creation date — the incoming flow per day, week or month.
• Won deals and won amount by close date in the won status.
• Average deal — won amount divided by the number of won deals.
• Win rate — the share of won deals among all deals closed in the period.

Each pipeline can be viewed separately and compared with the previous period, so inbound and repeat-sales pipelines never get mixed.

Loss reasons in the report

When a deal is closed as lost, amoCRM lets the manager pick a reason from the account list: too expensive, no answer, bought elsewhere and so on. The report shows lost deals, their share and a breakdown by reason. For an agency this is an argument about traffic quality: if half of losses are no answer, the issue is response speed, not ads. Managers have to choose a reason at closing, otherwise losses land in a no-reason row.

amoCRM with Yandex Direct: sources and UTM

The source block splits new and won deals by deal source and by tags from custom fields, so next to Yandex Direct and VK Ads spend you see deals and budget per campaign. This is CRM data, not an ad platform attribution model: a tag shows which campaign produced the lead but ignores repeat visits and untagged calls. Calls can be added from Callibri or Calltouch, and full end-to-end analytics comes from Roistat.

Pipeline status

The last block is a snapshot of open work: deals and budget at each stage of the selected pipeline. It shows where deals pile up, but not their history: each deal counts at the stage it holds when the report is built.

Website visits and goals from Yandex Metrica round out the picture before the sales block. AI notes on charts and your agency logo are not on every plan. Other systems are under CRM integrations, a finished multi-channel example is the freelancer demo report, and terms are on the pricing page.