Setting up end-to-end analytics in Bitrix24

Setting Up End-to-End Analytics in Bitrix24

A marketer knows that 150 leads came from contextual advertising. How many of them became paid deals and for how much — they can't answer. End-to-end analytics closes this gap between ad spend and actual revenue.

How Bitrix24 End-to-End Analytics Works

The end-to-end analytics module (\Bitrix\CrmAnalytics) connects advertising sources to CRM entities through a chain: ad click → site session → lead/deal in CRM → payment.

Technically this is implemented via:

1. JavaScript tracker on the site (/bitrix/js/crm/analytics/...) — collects UTM tags and sends them to Bitrix24
2. CRM forms or callback widget — the conversion point where session data is bound to the lead
3. Fields UTM_SOURCE, UTM_MEDIUM, UTM_CAMPAIGN, UTM_CONTENT, UTM_TERM in CRM entities — store the source of each lead

Working Condition: A Single Ecosystem

Bitrix24 end-to-end analytics works fully only when:

• The site runs on 1C-Bitrix (or the Bitrix24 widget is installed on the site)
• Leads enter the CRM through CRM forms, the chat widget, or calls
• UTM tags are applied to all advertising links

If leads are entered manually or come from external forms — the source is lost. Solution: pass UTM data via REST when creating a lead (crm.lead.add) in the UTM_SOURCE and other fields.

Connecting Ad Accounts

Direct integrations with ad platforms: Yandex.Direct, VKontakte (ads), myTarget. Connection: Analytics → End-to-End Analytics → Advertising Channels → Add.

After connection Bitrix24 imports spend by campaign and calculates ROI: how much was spent on a campaign vs. how much revenue deals with that UTM_CAMPAIGN brought in.

Spend import — once a day via an agent. Real-time data is not available.

End-to-End Analytics Reports

Main reports:

• Lead sources — how many leads from each channel
• Ad ROI — ROI per campaign, linking spend and revenue
• Funnel by source — lead-to-deal conversion broken down by source
• Attribution — which source to credit with multiple touchpoints (first touch, last touch, linear)

Path to reports: CRM → Analytics → End-to-End Analytics.

Limitations

Bitrix24 supports last-touch attribution out of the box. First-touch or linear attribution — only on plans with advanced analytics. Check your plan before configuring.

Data is stored for 90 days on cloud plans (depends on the plan). For long-term analysis, export to BI tools is required.

Setup Time

Full end-to-end analytics setup — 1 working day. Accurate data will appear after 2–4 weeks once sufficient statistics have accumulated.