A step-by-step guide: a five-minute setup — leads from the AI chat and search become cards in your pipeline, with the contact, the comment, the products and the UTM tags of the visit.
KeyCRM is a Ukrainian CRM that thousands of sales teams work in every day: pipelines, cards, tasks and analytics. But something has to fill it with leads, and most of the time that something is a person — a manager reads the website chat, retypes the phone number into the CRM, adds a comment, and repeats.
Looma closes exactly that gap. Connect KeyCRM and every lead your widgets collect becomes a card in your pipeline: with the contact, the comment from the conversation, the products the visitor looked at and the UTM tags of the visit. No exports, no files, no copying. Setup takes about five minutes.
The connection is one-way: Looma writes into your CRM and takes nothing back — no orders, no catalogue. We add the data your CRM would not otherwise have.
Requests from the AI chat, from search and from the widget forms arrive in the pipeline you choose: the contact, what the visitor wrote, the products they looked at and the UTM tags of the visit. Looma finds the buyer in your CRM by phone number — or by email when there is no phone — and creates one when neither turns anything up.
People who left a phone number or an email in the widget but never ordered and never became a lead. Your shop has no record of them by definition — and they are often the warmest list nobody ever got round to. The switch is off by default: you decide whether they belong in the pipeline.
Every lead is sent once. Testing the connection or changing settings will not create a second card, and if a lead gains details after it was sent — a phone number that arrived later in the chat, a changed status — Looma updates the same card and the same buyer.
A KeyCRM account with the Pipelines section enabled and at least one pipeline in it. This matters: Looma cannot create a pipeline for you — the KeyCRM API does not allow it, so that part is a job for the CRM interface.
The Owner or Administrator role in Looma — the Integrations section is limited to those two.
Extra fields for leads in KeyCRM — if you want the visit details in the card: visitor ID, landing page, referrer. Optional, but Looma can only fill fields that already exist.
In KeyCRM open Settings → Public API → Create key and copy it.
In Looma open Integrations → KeyCRM. You will see the list of your sites — each one connects separately. Find the one you need, press Connect, paste the key and save.
Then press Test connection. Looma reads your pipelines, sources and extra fields and stores a snapshot of them — every list in the setup wizard is built from that snapshot. When the check succeeds, the badge next to the site name turns into "Connected" and a green "Connection works" appears below.
The setup wizard appears only after a successful check — otherwise it would show empty lists with no explanation of why.
Two required fields. The pipeline is where the cards land; the source is the KeyCRM label you will later filter website leads by.
Here you map Looma values — visitor ID, session ID, landing page, referrer, site name and lead status — onto your own extra lead fields in KeyCRM. Leave any row you do not need on "Do not send".
The list shows lead-model fields only. A field created for orders cannot be filled from a pipeline card — so if the list is empty, create the fields for leads and test the connection again to refresh the snapshot.
The dialling code without the "+". It is what lets a number written in national format arrive in the CRM in international format.
The main pipeline, on by default. Everything the AI assistant, the search widget and the forms collect.
Off by default, and deliberately so. Without this box only the leads created after you save reach the CRM: the older ones may already be there by another route, and duplicating them helps nobody. If you do want the whole collected base, tick it and it goes over in a steady stream of about ten leads a minute. How many you have right now is printed under the switch.
The same visitors who left a contact and disappeared. Off by default.
Press Save settings — delivery starts within a minute.
The card arrives already filled in:
The buyer's phone and email, plus what the visitor wrote in the chat — the manager does not have to open Looma to understand the context.
The items the visitor looked at, plus utm_source, utm_medium and utm_campaign of the visit — you can see which campaign the lead actually came from.
One thing worth knowing in advance: Looma never sets the pipeline status. The card is created in whatever status the pipeline uses by default, and from there your managers run it — we do not interfere with someone else's process. The Looma-side status is not lost, though: it travels as a plain value through the "Lead status in Looma" row of the field map.
Products have their own quirk: they are sent once, when the card is created. KeyCRM always appends items rather than replacing them, so sending them again would simply double the list.
The badge next to the site name always tells you where you stand: "Connected", "The CRM rejected the key", "Pipelines are turned off in the CRM", "The CRM is not responding". Each one names the thing to fix.
If the CRM refuses ten times in a row — an API key revoked during a rotation, for instance — Looma stops sending and emails the account owner. Nothing is lost in the process: fix the cause, press Test connection, then Retry failed, and the whole waiting queue goes over. The counter measures failures in a row, so any successful send resets it to zero.
No. The whole integration is copying a key in KeyCRM and pasting it into Looma. After that it is two dropdowns and three switches.
About a minute. The backlog transfers more slowly — roughly ten leads a minute, so it does not run into your KeyCRM account's request limit.
Each connects separately, and each can have its own pipeline and source. Keep in mind that KeyCRM issues one key per account, so sites sharing it share the transfer speed too. Looma warns you about that right on the screen.
Looma warns you and then freezes the history: everything already sent stays in the previous account and stops being updated there, and only new leads go to the new one. The pipeline and source selection is cleared as well — pipeline IDs are small numbers that exist in both accounts, so silently keeping the old choice would file your leads into a stranger's pipeline.
Yes, with the Disconnect button — the stored key is deleted. Just remember that the delivery history goes with it: connect the same CRM again and everything is sent a second time, as new cards.
Signing up is free and setup takes about five minutes. Leads from chat and search will start arriving in your pipeline on their own.
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