Sales Funnel Configuration in Bitrix24 Analytics
The funnel shows not "how many deals there are," but "where they get stuck." If 60% of deals stall at the "Proposal" stage — that's a signal: either the proposal is poor, or managers aren't sending it. Without a funnel, this pattern is invisible.
Funnels in CRM vs. Analytical Funnel
Bitrix24 has two concepts of a funnel:
Sales funnel (Pipeline) — these are the actual CRM stages through which deals move. Configured in CRM → Settings → Deal Stages. Each stage is a step in the funnel.
Analytical funnel — a report that shows the conversion between stages. Path: CRM → Analytics → Sales Funnel. This is a visualization of deal movement through the pipeline.
Configuring the Analytical Funnel
The "Sales Funnel" report is configurable:
Report type:
- Conversion — what % of deals moved from each stage to the next
- By money — deal amounts at each stage
- By count — number of deals
Filters:
- Funnel (if multiple funnels in CRM)
- Period — by creation date or modification date
- Manager — one, several, or the whole team
- Source — UTM source or CRM source type
Stages in the funnel — selected manually. Important: the funnel displays only the selected stages, intermediate ones can be hidden. This allows building a "consolidated" funnel: Lead → Negotiation → Won, without detailed intermediate stages.
Lead Funnel vs. Deal Funnel
If leads are enabled in CRM — two funnels are built:
- Lead funnel: New → Qualified → Converted → Junk
- Deal funnel: New → Negotiation → Proposal Sent → Won
Total conversion: how many incoming leads convert into won deals. This is the key indicator of incoming traffic quality and manager performance.
In Bitrix24 these funnels are separate reports. An end-to-end funnel "from lead to payment" is not available out of the box — it is built via BI analytics or a custom report.
Period Comparison
The "Compare with period" button in the report allows overlaying data from two periods. Current month conversion vs. last month — a standard tool at sales department meetings.
Funnel by Source
Often you need to compare: which source delivers the best conversion. The source filter in the report gives a funnel slice for one channel. To compare multiple channels simultaneously, a BI dashboard is needed — the standard report shows only one source at a time.
Configuring Stages for a Correct Funnel
The funnel works correctly only if the CRM stages match the real sales process. Common problems:
- Too many stages — the funnel is split into 15 steps, most of which are formal. A 98% conversion between adjacent stages provides no information. Solution: consolidate to 5–7 meaningful stages.
- "Dump" stages — "In Progress", "Needs Clarification." Deals sit there for months. Solution: each stage must have a clear transition criterion.
- No "Lost" reasons — the funnel doesn't show why deals are lost. Solution: a mandatory attribute when moving to "Failed" — the reason.
Setup Timeframes
Analytical funnel configuration — 2–4 hours. Includes a review of existing CRM stages, report configuration, dashboard creation, and training the manager on working with filters.