What is a CRM deal
Deals help you track sales opportunities and manage your pipeline efficiently.
Definition
A deal in User.com represents a specific sales opportunity or business transaction that you want to track through your CRM process. Deals help you manage sales opportunities from the moment a lead shows interest all the way to a successful close or, if needed, track deals that are lost or postponed. Each deal has its own profile where you can store important information like deal value, expected closing date, status, and related activities.
Deals can be created and managed manually by your team (for example, when a sales rep logs updates the deal after the meeting with the lead) or automatically using automations based on user behavior or events (such as a user submitting a demo request form or reaching a certain lead score). This flexibility ensures that both direct sales actions and marketing-driven lead generation can seamlessly feed your pipeline.
By using deals, you can build structured sales pipelines, prioritize your follow-ups, forecast revenue, and ensure that no opportunity falls through the cracks. Deals also create a clear connection between your users, companies, sales tasks, and team members, allowing you to organize and optimize your sales efforts efficiently.
Deal Profile
Each deal in has its own dedicated profile where all relevant information is stored and organized. The deal profile gives your team a complete overview of the opportunity’s status, potential value, and history - helping you manage sales efforts in a structured and efficient way.
On the right you can find:
Attributes: These are fields describing the deal, such as value, currency, expected close date and any other. You can use standard or custom attributes to track anything relevant to the deal.
History: The timeline of the changes of the stages of this specific deal.
On the left:
Assignee: A person from your team responsible for this sales opportunity.
Person: The contact person/lead the deal refers to.
Participants: A list of users associated with the deal. These might be the contacts from the same organization as the "person".
Products: A list of the products this specific deal is connected to.
Company: A company your lead (person) is from. It's a useful element for the B2B CRM usage.
Tags: A list of tags assigned to the deal.
Middle section:
Pipeline and Stage: Each deal is placed on a specific pipeline and a specific stage. Here you can check current configuration pf the deal and move it to another stage/pipeline.
Timeline: It gives you a chronological view of all key interactions and updates related to the deal. This includes activities, chat messages, notes and campaigns sent to the person and participants of the deal and events (both simple and product).
Notes: You can easily add notes to log important updates or context (they will also be stored on a timeline).
Activities: You can create activities like calls, meetings, or tasks related to the deal and the person assigned.
New email: A possibility to send a single-recipient campaign to the person.
This structured setup makes it easy to monitor the status of every opportunity, collaborate across teams, and ensure that no action item or deadline gets missed during the sales journey.
How to Create a Deal
Every deal is created within a pipeline and assigned to a specific stage, which reflects its current status in your sales process (New, Qualified, Proposal Sent, etc.).
You can create a deal manually by going to the CRM > Deals section both on a table and pipeline view. Deals can also be created automatically via automations based on user actions or conditions, ensuring your pipeline stays active and up to date without manual effort.
Note that deals can be added at any stage, depending on where the opportunity enters your process.
To find more about the process please check a dedicated article.
Data Structure
Deals are an essential part of the CRM ecosystem, and they are deeply connected to other objects within the platform. These relationships helps ensure your pipeline reflects all interactions and supports smooth collaboration across sales, marketing, and support teams.
Here's how deals fit into the data hierarchy:
Users: Every deal must be linked to a specific user - person. This is usually the lead or contact who is directly involved in the opportunity. This connection allows you to track conversations, engagement, and progress at the individual level.
Companies (optional, but recommended for B2B): Deals can also be linked to a company profile. This is especially helpful for account-based sales approaches where multiple users from the same company are involved.
Products: You can associate products with deals to indicate what exactly is being sold. Deals can include one or more products, each with specific quantities or pricing, giving your sales team better insight into revenue breakdowns and customer interests. It also gives you a possibility to use the deals as orders.
Deals as Orders
User.com allows you to treat deals as orders, making it possible to store detailed order information directly within a deal using the "order_products" attribute. This attribute lets you associate structured product data such as product ID, quantity, value, and currency with each deal. The data can be added or updated through public API endpoints, and when present, it's visible in the deal profile and accessible via snippet tags, making it easy to include product details into any type of content and personalize it.
The "order_products" attribute allows to store the information about order in the following format:
[
{
"product_id" OR "product_custom_id": "value",
"quantity": value,
"value": value,
"currency": "value"
}
]You can populate the "order_products" attribute through public API requests, using the following endpoints:
POST /deals/
PATCH /deals/:id/
PUT /deals-by-id/:custom_id/
POST /deals/update_or_create/
The "order_products" value can be returned with public API or be shown in the Deal profile (if the attribute has a value).
You can also print order details using deal snippet tags in emails, chat messages, or other templates.
For example:
{% deals for_last_days=1 count=5 filter_by='created_at' order_by='created_at' order=1 as deal_list %}
{% for deal in deal_list %}
id: {{ deal.id }}
custom id: {{ deal.custom_id }}
name: {{ deal.name }}
value: {{ deal.value }}
value usd: {{ deal.value_usd }}
ca string: {{ deal.ca_string }}
custom int: {{ deal.custom_int }}
{% for order in deal.order_products %}
name: {{ order.product.name }}
description: {{ order.product.description }}
custom id: {{ order.product.custom_id }}
product url: {{ order.product.product_url }}
image url: {{ order.product.image_url }}
special price: {{ order.product.special_price }}
target group: {{ order.product.target_group }}
brand name: {{ order.product.brand_name }}
city: {{ order.product.city }}
country: {{ order.product.country }}
order_quantity: {{ order.quantity }}
order_currency: {{ order.currency }}
order_value: {{ order.value }}
{% endfor %}
{% endfor %}
By storing and exposing order data within deals, you streamline operations, improve communication, and bring transactional and relationship data together—helping teams stay aligned and customers better served.
Deal management
To learn about deal management, read this article.
Use Cases
Deals are essential whenever you need to track a potential sale, business opportunity, or transaction that moves through a structured process before closing. They are especially powerful in B2B environments, where multiple conversations, meetings, and decision-makers are involved, but they are just as useful for B2C businesses managing high-value or longer-cycle sales.
You should use deals when:
You want to track individual sales opportunities linked to specific users or companies.
Your sales process includes multiple steps or stages (e.g., qualification, proposal, negotiation, closed won/lost).
You need to forecast future revenue based on the value and probability of open deals.
You want to coordinate tasks (calls, emails, meetings) associated with winning a deal.
You want to automatically generate deals when users perform important actions, like submitting a form, requesting a quote, or reaching a milestone in their customer journey.
Deals are not just for traditional "sales" teams—they can also be used for:
Managing partnership opportunities or reseller agreements.Tracking upsells or renewal opportunities with existing customers.
Organizing high-touch onboarding processes for new clients.
By using deals, your team ensures every opportunity is visible, measurable, and actionable, leading to a more predictable and organized pipeline.
Related Articles:
How to create a deal