CRM

All CRM endpoints are under the prefix /api/brands/{brand}/crm/ and authenticate via EF-Access-Key.

The CRM is structured as:

Entity  (e.g. "Leads", "Deals")
  └── Pipeline  (e.g. "Sales Pipeline")
        └── Stage  (e.g. "Prospect", "Qualified", "Closed")
  └── Fields  (custom fields defined per entity)
  └── Entries  (the actual records)

Entity Presets

Before creating a custom entity you can list and apply built-in presets (e.g. Leads, Contacts, Deals) which come pre-configured with pipelines and fields.

GET /api/brands/{brand}/crm/entity-presets

cURL

curl https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entity-presets \
  -H "EF-Access-Key: your_api_key_here"

{
  "presets": [
    { "key": "leads",    "label": "Leads",    "description": "Track inbound leads through a sales process" },
    { "key": "contacts", "label": "Contacts", "description": "Manage contacts and customers" },
    { "key": "deals",    "label": "Deals",    "description": "Deal tracking with revenue stages" }
  ]
}

Entities

Entities define the type of record tracked in the CRM (e.g. “Leads”, “Customers”). Each brand can have multiple entities.

List Entities

GET /api/brands/{brand}/crm/entities

cURL

curl https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities \
  -H "EF-Access-Key: your_api_key_here"

[
  {
    "id": 1,
    "name": "Leads",
    "slug": "leads",
    "singular_name": "Lead",
    "plural_name": "Leads",
    "icon": "user",
    "color": "#3b82f6",
    "brand_id": 42,
    "pipelines_count": 1,
    "fields_count": 5
  }
]

Get Entity

GET /api/brands/{brand}/crm/entities/{entity}

Returns the entity with its full pipelines (including stages) and fields loaded.

{
  "id": 1,
  "name": "Leads",
  "slug": "leads",
  "pipelines": [
    {
      "id": 1,
      "name": "Sales Pipeline",
      "stages": [
        { "id": 1, "name": "New Lead",   "position": 0, "color": "#94a3b8" },
        { "id": 2, "name": "Contacted",  "position": 1, "color": "#3b82f6" },
        { "id": 3, "name": "Qualified",  "position": 2, "color": "#10b981" },
        { "id": 4, "name": "Closed Won", "position": 3, "color": "#22c55e" }
      ]
    }
  ],
  "fields": [
    { "id": 1, "name": "Email",   "key": "email",   "type": "text" },
    { "id": 2, "name": "Phone",   "key": "phone",   "type": "text" },
    { "id": 3, "name": "Source",  "key": "source",  "type": "select",
      "options": ["Facebook", "Google", "Organic"] }
  ]
}

Create Entity

POST /api/brands/{brand}/crm/entities

name

string

required

Display name (e.g. Leads)

slug

string

required

URL-safe identifier — lowercase alphanumeric, hyphens, underscores (e.g. leads). Must be unique per brand.

singular_name

string

Singular label (e.g. Lead)

plural_name

string

Plural label (e.g. Leads)

icon

string

Icon identifier (max 64 chars)

color

string

Hex color (max 64 chars)

preset

string

Optional preset key from Entity Presets. When set, pre-populates pipelines and fields.

cURL

curl -X POST https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Leads",
    "slug": "leads",
    "singular_name": "Lead",
    "plural_name": "Leads",
    "icon": "user",
    "color": "#3b82f6",
    "preset": "leads"
  }'

{
  "id": 1,
  "name": "Leads",
  "slug": "leads",
  "singular_name": "Lead",
  "plural_name": "Leads",
  "icon": "user",
  "color": "#3b82f6",
  "brand_id": 42,
  "created_at": "2024-12-11T10:00:00.000000Z"
}

{
  "errors": {
    "slug": ["The slug has already been taken."]
  }
}

Update Entity

PUT /api/brands/{brand}/crm/entities/{entity}

Same fields as Create, all optional on update.

Delete Entity

DELETE /api/brands/{brand}/crm/entities/{entity}

Pipelines

Pipelines belong to an entity and contain an ordered list of stages.

List Pipelines

GET /api/brands/{brand}/crm/entities/{entity}/pipelines

Get Pipeline

GET /api/brands/{brand}/crm/pipelines/{pipeline}

Create Pipeline

POST /api/brands/{brand}/crm/entities/{entity}/pipelines

name

string

required

Pipeline name (e.g. Sales Pipeline)

cURL

curl -X POST https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities/1/pipelines \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{"name": "Sales Pipeline"}'

{
  "id": 1,
  "name": "Sales Pipeline",
  "crm_entity_id": 1,
  "brand_id": 42,
  "created_at": "2024-12-11T10:00:00.000000Z"
}

Update Pipeline

PUT /api/brands/{brand}/crm/pipelines/{pipeline}

Delete Pipeline

DELETE /api/brands/{brand}/crm/pipelines/{pipeline}

Stages

Stages belong to a pipeline and represent progress steps (e.g. “Prospect → Qualified → Closed”).

List Stages

GET /api/brands/{brand}/crm/pipelines/{pipeline}/stages

Get Stage

GET /api/brands/{brand}/crm/stages/{stage}

Create Stage

POST /api/brands/{brand}/crm/pipelines/{pipeline}/stages

name

string

required

Stage name (e.g. Qualified)

color

string

Hex color for the stage badge

position

number

Sort order (0-based integer). Use Reorder to batch-update positions.

cURL

curl -X POST https://app.elasticfunnels.io/api/brands/{brand_id}/crm/pipelines/1/stages \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{"name": "Qualified", "color": "#10b981", "position": 2}'

{
  "id": 3,
  "name": "Qualified",
  "color": "#10b981",
  "position": 2,
  "pipeline_id": 1,
  "created_at": "2024-12-11T10:00:00.000000Z"
}

Update Stage

PUT /api/brands/{brand}/crm/stages/{stage}

Reorder Stages

PUT /api/brands/{brand}/crm/stages/reorder

stages

array

required

Array of {id, position} objects in the desired order.

cURL

curl -X PUT https://app.elasticfunnels.io/api/brands/{brand_id}/crm/stages/reorder \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{
    "stages": [
      {"id": 1, "position": 0},
      {"id": 3, "position": 1},
      {"id": 2, "position": 2},
      {"id": 4, "position": 3}
    ]
  }'

Delete Stage

DELETE /api/brands/{brand}/crm/stages/{stage}

Custom Fields

Custom fields define the schema for entry data. Each entity has its own set of fields.

List Fields

GET /api/brands/{brand}/crm/entities/{entity}/fields

Get Field

GET /api/brands/{brand}/crm/fields/{field}

Create Field

POST /api/brands/{brand}/crm/entities/{entity}/fields

name

string

required

Field label (e.g. Email Address)

key

string

required

Slug key used in values on entries (e.g. email). Lowercase alphanumeric + underscores.

type

string

required

Field type: text, number, date, boolean, select, multi_select, url, email, phone

options

array

For select and multi_select types — array of option strings.

required

boolean

Whether this field is required on entry creation (default: false)

position

number

Display order

reporting_config

object

Optional reporting metadata. Supported keys: reportable (boolean), aggregation_type (numeric, categorical, date, boolean), baseline (min/max numbers), bucket_size (positive number), and preferred_chart (kpi, histogram, pie, bar, line).

cURL

curl -X POST https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities/1/fields \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Lead Source",
    "key": "lead_source",
    "type": "select",
    "options": ["Facebook", "Google", "Organic", "Referral"],
    "reporting_config": {
      "reportable": true,
      "aggregation_type": "categorical",
      "preferred_chart": "bar"
    },
    "required": false,
    "position": 2
  }'

{
  "id": 4,
  "name": "Lead Source",
  "key": "lead_source",
  "type": "select",
  "options": ["Facebook", "Google", "Organic", "Referral"],
  "reporting_config": {
    "reportable": true,
    "aggregation_type": "categorical",
    "preferred_chart": "bar"
  },
  "required": false,
  "position": 2,
  "crm_entity_id": 1,
  "created_at": "2024-12-11T10:00:00.000000Z"
}

Update Field

PUT /api/brands/{brand}/crm/fields/{field}

Accepts the same editable field properties as Create Field, including reporting_config.

Delete Field

DELETE /api/brands/{brand}/crm/fields/{field}

Entries

Entries are the individual records in a CRM entity (e.g. a single lead or deal). They are stored and queried via Elasticsearch.

List Entries

GET /api/brands/{brand}/crm/entities/{entity}/entries

entity

string

required

Entity ID

per_page

number

Results per page (max 100, default: 25)

page

number

Page number (default: 1)

pipeline_id

number

Filter by pipeline

stage_id

number

Filter by stage

reference_type

string

Filter by external reference type (e.g. conversion, lead)

reference_id

string

Filter by external reference ID

string

Full-text search on title

include_customer

boolean

Attach matched customer record to each entry (default: false)

cURL

curl "https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities/1/entries?pipeline_id=1&stage_id=2&per_page=50" \
  -H "EF-Access-Key: your_api_key_here"

{
  "data": [
    {
      "id": "es-doc-id-abc",
      "title": "Jane Doe",
      "pipeline_id": 1,
      "stage_id": 2,
      "crm_entity_id": 1,
      "brand_id": 42,
      "reference_type": "conversion",
      "reference_id": "conv-123",
      "assigned_to_user_id": null,
      "values": [
        { "key": "email",       "value": "jane@example.com" },
        { "key": "lead_source", "value": "Facebook" }
      ],
      "values_flat": {
        "email": "jane@example.com",
        "lead_source": "Facebook"
      },
      "updated_at": "2024-12-10T14:00:00Z"
    }
  ],
  "current_page": 1,
  "last_page": 4,
  "per_page": 25,
  "total": 87
}

Get Entry

GET /api/brands/{brand}/crm/entries/{entry}
GET /api/brands/{brand}/crm/entities/{entity}/entries/{entry}

Create Entry

POST /api/brands/{brand}/crm/entities/{entity}/entries

title

string

required

Human-readable label for the entry (e.g. the lead’s name or email)

pipeline_id

number

required

ID of the pipeline this entry belongs to

stage_id

number

required

ID of the initial stage

values

object

Flat key-value object of custom field values (e.g. {"email": "jane@example.com", "lead_source": "Facebook"}). Keys must match a defined field key on the entity.

reference_id

string

External ID to link the entry to another record (e.g. a conversion ID)

reference_type

string

Type of external reference (e.g. conversion, lead, order)

assigned_to_user_id

number

Assign to a specific team member by user ID

assigned_to_team_id

number

Assign to a CRM team by team ID

cURL

curl -X POST https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities/1/entries \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{
    "title": "Jane Doe",
    "pipeline_id": 1,
    "stage_id": 1,
    "reference_type": "conversion",
    "reference_id": "conv-123",
    "values": {
      "email": "jane@example.com",
      "phone": "+15551234567",
      "lead_source": "Facebook"
    }
  }'

Python

import requests

r = requests.post(
    'https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entities/1/entries',
    headers={'EF-Access-Key': 'your_api_key_here', 'Content-Type': 'application/json'},
    json={
        'title': 'Jane Doe',
        'pipeline_id': 1,
        'stage_id': 1,
        'reference_type': 'conversion',
        'reference_id': 'conv-123',
        'values': {
            'email': 'jane@example.com',
            'lead_source': 'Facebook',
        },
    },
)
entry = r.json()
print(entry['id'])

{
  "id": "es-doc-id-xyz",
  "title": "Jane Doe",
  "pipeline_id": 1,
  "stage_id": 1,
  "crm_entity_id": 1,
  "brand_id": 42,
  "reference_type": "conversion",
  "reference_id": "conv-123",
  "values": [
    { "key": "email",       "value": "jane@example.com" },
    { "key": "lead_source", "value": "Facebook" }
  ],
  "values_flat": {
    "email": "jane@example.com",
    "lead_source": "Facebook"
  },
  "created_at": "2024-12-11T10:00:00Z",
  "updated_at": "2024-12-11T10:00:00Z"
}

{
  "errors": {
    "title":       ["The title field is required."],
    "pipeline_id": ["The pipeline id field is required."],
    "stage_id":    ["The stage id field is required."]
  }
}

Update Entry

PUT /api/brands/{brand}/crm/entries/{entry}
PUT /api/brands/{brand}/crm/entities/{entity}/entries/{entry}

Same body as Create. All fields optional — only provided fields are updated.

cURL — update values and reassign

curl -X PUT https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entries/es-doc-id-xyz \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{
    "values": { "lead_source": "Google", "phone": "+15559876543" },
    "assigned_to_user_id": 7
  }'

Move Entry to Stage

Move an entry to a different stage within the same pipeline.

PUT /api/brands/{brand}/crm/entries/{entry}/stage
PUT /api/brands/{brand}/crm/entities/{entity}/entries/{entry}/stage

stage_id

number

required

Target stage ID (must belong to the entry’s current pipeline)

cURL

curl -X PUT https://app.elasticfunnels.io/api/brands/{brand_id}/crm/entries/es-doc-id-xyz/stage \
  -H "EF-Access-Key: your_api_key_here" \
  -H "Content-Type: application/json" \
  -d '{"stage_id": 3}'

{
  "id": "es-doc-id-xyz",
  "stage_id": 3,
  "updated_at": "2024-12-11T10:05:00Z"
}

Delete Entry

DELETE /api/brands/{brand}/crm/entries/{entry}
DELETE /api/brands/{brand}/crm/entities/{entity}/entries/{entry}

Automation: Create CRM Entry from Conversion

A common pattern is creating a CRM entry whenever a conversion is recorded. Using the EF automation pipeline or an external webhook:

Python

import requests

BRAND_ID = 42
API_KEY = "your_api_key_here"
BASE = f"https://app.elasticfunnels.io/api/brands/{BRAND_ID}/crm"
H = {"EF-Access-Key": API_KEY, "Content-Type": "application/json"}

def create_lead_from_conversion(conversion: dict) -> dict:
    """Create a CRM entry from a conversion webhook payload."""
    return requests.post(
        f"{BASE}/entities/1/entries",
        headers=H,
        json={
            "title": f"{conversion['first_name']} {conversion['last_name']}",
            "pipeline_id": 1,
            "stage_id": 1,   # "New Lead"
            "reference_type": "conversion",
            "reference_id": str(conversion["id"]),
            "values": {
                "email":       conversion.get("email"),
                "phone":       conversion.get("phone"),
                "lead_source": conversion.get("utm_source", "unknown"),
            },
        },
    ).json()

Getting Started

Endpoints

Entity Presets

Entities

List Entities

Get Entity

Create Entity

Update Entity

Delete Entity

Pipelines

List Pipelines

Get Pipeline

Create Pipeline

Update Pipeline

Delete Pipeline

Stages

List Stages

Get Stage

Create Stage

Update Stage

Reorder Stages

Delete Stage

Custom Fields

List Fields

Get Field

Create Field

Update Field

Delete Field

Entries

List Entries

Get Entry

Create Entry

Update Entry

Move Entry to Stage

Delete Entry

Automation: Create CRM Entry from Conversion

​Entity Presets

​Entities

​List Entities

​Get Entity

​Create Entity

​Update Entity

​Delete Entity

​Pipelines

​List Pipelines

​Get Pipeline

​Create Pipeline

​Update Pipeline

​Delete Pipeline

​Stages

​List Stages

​Get Stage

​Create Stage

​Update Stage

​Reorder Stages

​Delete Stage

​Custom Fields

​List Fields

​Get Field

​Create Field

​Update Field

​Delete Field

​Entries

​List Entries

​Get Entry

​Create Entry

​Update Entry

​Move Entry to Stage

​Delete Entry

​Automation: Create CRM Entry from Conversion

Entity Presets

Entities

List Entities

Get Entity

Create Entity

Update Entity

Delete Entity

Pipelines

List Pipelines

Get Pipeline

Create Pipeline

Update Pipeline

Delete Pipeline

Stages

List Stages

Get Stage

Create Stage

Update Stage

Reorder Stages

Delete Stage

Custom Fields

List Fields

Get Field

Create Field

Update Field

Delete Field

Entries

List Entries

Get Entry

Create Entry

Update Entry

Move Entry to Stage

Delete Entry

Automation: Create CRM Entry from Conversion