Setting up omnichannel customer analytics in 1C-Bitrix

Setting up omnichannel customer analytics in 1C-Bitrix

A customer came from Instagram, put an item in the cart from a phone, paid from a laptop, and then called support. These are four touchpoints across three channels — and in Bitrix's standard report they will be scattered. Omnichannel analytics stitches these contacts into a single customer journey. The task is technically non-trivial: you need to link multiple user identifiers from different subsystems.

Customer identifiers in Bitrix

Each subsystem uses its own key:

The connection between FUSER_ID and USER_ID is established during login: USER_ID appears in b_sale_fuser. CRM contact is linked to the website user via the UF_SITE_MEMBER_ID field (if the connection is configured) or by email match.

Building a unified customer profile

A unified profile is a summary record that aggregates all touchpoints. One approach is to create a custom table bl_customer_profile with fields:

customer_uuid   — generated customer UUID
user_id         — ID from b_user (NULL for pure anonyms)
fuser_ids       — jsonb array of all FUSER_ID
crm_contact_id  — CRM contact ID
email           — normalized email
phone           — normalized phone
first_seen      — date of first contact
last_seen       — date of last contact
channels        — jsonb set of channels with dates

Merge occurs by rule: if email or phone matches — it's one customer. Merge is launched by an agent or trigger on each new contact.

Data collection by channel

Web sessions — events OnBeforeUserLogin and OnAfterUserAuthorize capture UTM parameters from $_GET and save the source in user fields b_uts_user or in bl_customer_profile.

CRM activities — the crm module writes activities to b_crm_activity. On incoming call, email or chat, a record is created with OWNER_ID (contact or lead) and TYPE_ID. You can link an activity to a customer profile via OWNER_ID → b_crm_contact → email/phone.

Email lists — if the subscribe module is used, opens and clicks are recorded in b_subscribe_log. For external ESPs (SendPulse, UniSender), you need a webhook that writes events to a custom table bl_email_events.

Analytical queries

After stitching data together, you can build reports on customer journeys. Example — number of orders by first acquisition source:

SELECT cp.first_channel, COUNT(DISTINCT o.ID) AS orders
FROM bl_customer_profile cp
JOIN b_sale_order o ON o.USER_ID = cp.user_id
WHERE o.CANCELED = 'N'
GROUP BY cp.first_channel
ORDER BY orders DESC;

For real-time analytics, results are aggregated hourly by an agent into bl_omni_stats table.

What we configure

• Table bl_customer_profile with merge mechanism for duplicates by email/phone
• Event handlers for login to capture UTM parameters and channel
• Synchronization agent for CRM contacts with site profiles via \Bitrix\Crm\ContactTable API
• Dashboard in admin section with report by channels and conversion by sources