Setting Up Reports for Management in Bitrix24
A manager opens Bitrix24, goes to CRM analytics and sees charts that don't answer any of their questions. How many deals did each manager close this month? What's the average deal duration through the pipeline? How many leads expired without processing? Standard reports show "something", but not what's needed. Configuring reports isn't about pretty charts, it's about answers to specific management questions.
What's Available Out of the Box
Bitrix24 provides several analytics tools:
CRM Analytics (CRM → Analytics) — built-in reports: sales funnel, deal dynamics, sales plan, manager effectiveness. Filtered by period, responsible, funnel. Can't: add custom fields, change grouping, build cross-table.
BI-Constructor Reports — available on "Professional" and higher plans. Connected via CRM → Analytics → BI-Constructor. Bitrix24 generates OData-endpoint that connects to external BI tools: Google Looker Studio, Power BI, Yandex DataLens.
Lists and Smart-Processes — not reports in the traditional sense, but sortable and filterable lists with Excel export that solve part of the problem.
Configuring Built-in CRM Reports
Before building something custom, check — perhaps built-in reports solve the problem after proper configuration.
Sales Funnel. Shows conversion between stages. Works correctly only if deal stages have proper semantics (STAGE_SEMANTIC_ID). If all stages are "In Process" — funnel shows one bar. Check: CRM → Settings → Directories → Deal Stages. Stages with "Success" (S) and "Failure" (F) semantics form funnel exits.
Manager Effectiveness. Counts quantity and sum of closed deals. Filter by period and direction. Useful for weekly meetings. Limitation: doesn't account for custom fields — if a manager's KPI depends on "Service Type" custom field, this report won't show it.
Sales Plan. Configured in CRM → Analytics → Plan. Set target sum per month for each manager. Bitrix automatically calculates completion percentage by successful deals. Simple, but works only with deal sum (OPPORTUNITY).
BI-Constructor: Connecting External Tools
For a manager who needs non-trivial reports, BI-constructor is the most flexible tool.
Connecting to Google Looker Studio:
- CRM → Analytics → BI-Constructor → create access key
- Copy OData-endpoint like
https://your-portal.bitrix24.ru/rest/{user_id}/{key}/bi.dataset.data.json - In Looker Studio: Add Source → JSON Connector → paste URL
- Configure dataset: fields map automatically
What data is available through BI-Constructor: deals, leads, contacts, companies, product items, activities (calls, emails, meetings). Custom fields (UF_CRM_*) included in export.
Example report "Average deal cycle by managers":
- Source: deals with S semantics (successful)
- Calculated field:
DATE_CLOSE - DATE_CREATE(days) - Grouping: responsible manager
- Aggregation: AVG
- Visualization: horizontal bar chart
Five Reports Every Manager Needs
| Report | Source | Tool |
|---|---|---|
| Plan execution (actual/plan by managers) | Deals | Built-in "Sales Plan" |
| Funnel conversion by stages | Deals | Built-in "Funnel" |
| Overdue leads without processing | Leads | BI-Constructor or filter + export |
| Average check and deal cycle by channels | Deals + UTM | BI-Constructor |
| Manager activity (calls/emails/meetings) | CRM Activities | BI-Constructor |
Automatic Report Distribution
Manager shouldn't log in to B24 every morning. Looker Studio and DataLens have scheduled distribution function — PDF report arrives to email Monday morning. Bitrix24 itself has no automatic CRM report distribution — only manual export or BI tool with schedule.