Designing Lead Cards in Bitrix24 CRM

Designing Lead Cards in Bitrix24 CRM

The lead card is the first thing a manager sees when picking up a new inquiry. If it's poorly structured, the manager wastes extra minutes searching for the right field — or, worse, simply doesn't fill in what's needed for analytics. That's why designing a lead card isn't a task of "adding fields" — it's a task of turning the interface into a working tool.

Anatomy of a Lead Card in Bitrix24

The lead card in Bitrix24 (crm_lead) consists of several zones:

Header and key fields — name, phone, email, source (SOURCE_ID), responsible person, stage. These are standard fields in the b_crm_lead table that are always present.

Main information block — a configurable set of fields managed through "Card Settings." You can choose which fields to display, in what order, and group them into sections.

Custom fields — added via b_user_field, attached to the CRM_LEAD entity. Displayed within the same card settings.

Tabs — "Activities," "Chat," "Feed." Custom tabs can be added through Bitrix24 apps (REST API, method crm.lead.tab.set).

Important nuance: the card display settings in Bitrix24 are not global — they operate at the role level (crm.defaultConfiguration.set). Different roles can see a different set of fields in the same card.

What Makes a Good Lead Card

Minimum necessary fields. A lead is not yet a client — it's potential. At the lead stage, you need to collect just enough to qualify: does this person fit the target profile at all? Overloading the lead card with fields meant for established clients is a mistake. All of that will move to the contact/deal upon conversion.

Qualifier fields first. Every business has its own: budget, project type, timeline, region, contact's job title. These should be at the top of the card and visible without scrolling.

Traffic source. The standard SOURCE_ID field is a system classifier. Its values are stored in b_crm_status with ENTITY_ID = SOURCE. If the company has its own source classification — it needs to be customized. Don't create 40 sources where 8 categories are sufficient.

Communication history immediately accessible. The activity feed in the card shows calls, emails, and meetings. If the CRM is integrated with telephony — call transcripts should appear here automatically. This is critical when transferring a lead from one manager to another.

Designing for Roles

The lead card in Bitrix24 can be displayed differently for different roles. A typical configuration:

Inbound lead manager — sees: name, phone, email, source, initial comment, inquiry form (if custom field), quick call/email buttons. Hidden: deal value, UTM tags (visible only to the manager/marketer).

Head of sales — sees all fields plus UTM tags, ad campaign source, and the history of all managers who touched the lead.

Marketer — sees sources and UTM data, does not see full personal client data (GDPR/applicable privacy law).

This configuration is done via crm.defaultConfiguration.set for each role — not through access permissions, but specifically through the visual card configuration.

Case Study: Lead Card for an Online Language School

Client — an online foreign languages school. Lead sources: website (multiple forms), Instagram, VKontakte, partners. Problem: the lead card was standard, managers weren't filling in the required fields, and the marketer couldn't tell which specific form a lead had come from.

Designed card structure:

"Contact" block (always at the top): name, phone, email, messenger (custom "List" type field — WhatsApp, Telegram, VK).

"Qualification" block: language being studied (list), level (list A0–C2), goal (list: work, travel, study, hobby), lesson type (list: individual, group, intensive).

"Source" block: source (standard field + extended list), UTM campaign (custom field, auto-filled from CRM form), UTM content (custom field), form ID on website (custom field).

"Processing" block: date of first contact, date of next touchpoint, reason for disqualification (list, filled when closing the lead as unqualified).

UTM fields were configured as hidden for managers — they are only visible in the manager's and marketer's configuration.

Result: conversion from lead to qualified contact became trackable, and the marketer gained data for optimizing ad campaigns by target segment.

Timeline

Designing a lead card with role configurations, custom fields, and integrations takes 2–5 days: interviews, prototype, approval, implementation, testing, and manager training. For projects with custom tabs via REST API — add 3–5 days for development.