Setting up automatic lead import from Yandex.Direct to Bitrix24

Setting Up Automatic Lead Import from Yandex Direct into Bitrix24

Leads from Yandex Direct lead forms accumulate in the Direct dashboard or in Yandex Metrica — and stay there. Until a manager manually logs in and transfers the data to the CRM, the lead sits unprocessed. The consequences are clear: response time drops and some submissions are lost during manual transfer. Automatic import removes the human from this chain.

Integration mechanism

Yandex Direct provides two ways to receive leads: the Leads API for Direct lead forms and a webhook configured on the lead form. For Bitrix24, the webhook approach is used — Yandex sends a POST request to the specified URL immediately when a form is submitted.

Step 1. In the Direct dashboard (Tools → Lead Forms), set the webhook URL in the form settings:

https://your-server.com/webhook/yandex-direct-leads

Step 2. The webhook handler creates a lead in Bitrix24 via the REST API:

// webhook/yandex-direct-leads.php
$rawBody = file_get_contents('php://input');
$data    = json_decode($rawBody, true);

// Signature verification (HMAC-SHA256)
$signature = hash_hmac('sha256', $rawBody, YANDEX_WEBHOOK_SECRET);
if ($signature !== $_SERVER['HTTP_X_YANDEX_SIGN'] ?? '') {
    http_response_code(403);
    exit;
}

// Mapping Direct form fields to Bitrix24 lead fields
$leadData = [
    'TITLE'      => 'Lead from Yandex Direct: ' . ($data['campaign_name'] ?? ''),
    'NAME'       => $data['answers']['name']  ?? '',
    'PHONE'      => [['VALUE' => $data['answers']['phone'] ?? '', 'VALUE_TYPE' => 'WORK']],
    'EMAIL'      => [['VALUE' => $data['answers']['email'] ?? '', 'VALUE_TYPE' => 'WORK']],
    'SOURCE_ID'  => 'ADVERTISEMENT',
    'SOURCE_DESCRIPTION' => 'Yandex Direct',
    // UTM tags from form parameters
    'UF_CRM_UTM_SOURCE'   => $data['utm_source']   ?? 'yandex',
    'UF_CRM_UTM_MEDIUM'   => $data['utm_medium']   ?? 'cpc',
    'UF_CRM_UTM_CAMPAIGN' => $data['utm_campaign'] ?? $data['campaign_id'] ?? '',
    'UF_CRM_UTM_TERM'     => $data['utm_term']     ?? '',
    'UF_CRM_AD_ID'        => $data['ad_id']        ?? '',
    'UF_CRM_CAMPAIGN_ID'  => $data['campaign_id']  ?? '',
];

// Submit to Bitrix24
$b24 = new BitrixWebhookClient(B24_WEBHOOK_URL);
$result = $b24->call('crm.lead.add', ['FIELDS' => $leadData, 'PARAMS' => ['REGISTER_SONET_EVENT' => 'Y']]);

Alternative: Yandex Direct Leads API

If the lead form does not support webhooks (legacy forms) — use polling via the Yandex Direct API:

// Cron every 5 minutes: check for new leads
public function importNewLeads(): void
{
    $token = YANDEX_OAUTH_TOKEN;
    $lastImportTime = $this->getLastImportTime(); // from Redis/file

    $response = $this->yandexApiRequest('GetLeads', [
        'SelectionCriteria' => [
            'DateTimeRange' => [
                'From' => $lastImportTime->format('Y-m-d\TH:i:sP'),
                'To'   => (new DateTime())->format('Y-m-d\TH:i:sP'),
            ],
        ],
    ]);

    foreach ($response['Leads'] as $lead) {
        if (!$this->isAlreadyImported($lead['LeadId'])) {
            $this->createLeadInBitrix24($lead);
            $this->markAsImported($lead['LeadId']);
        }
    }

    $this->saveLastImportTime(new DateTime());
}

Idempotency is critical — the same lead must not be created in the CRM twice. Store already-imported IDs in a database table or Redis.

Lead assignment

After a lead is created, it is automatically assigned to a responsible manager via Bitrix24 pipeline robots and triggers, or via REST at creation time:

'ASSIGNED_BY_ID' => $this->getResponsibleManager($data['campaign_id']),

The mapping from a Direct campaign to a manager is stored in a configuration file or in custom settings within Bitrix24.

Deduplication

If a user submits the form twice, a duplicate lead will be created. Basic deduplication: before creating a lead, check whether a lead with the same phone number exists within the last 24 hours:

$existing = $b24->call('crm.lead.list', [
    'filter' => ['PHONE' => $phone, '>=DATE_CREATE' => date('Y-m-d', strtotime('-1 day'))],
    'select' => ['ID'],
]);

if (!empty($existing)) {
    // Add a comment to the existing lead instead of creating a duplicate
    $b24->call('crm.timeline.comment.add', [
        'ENTITY_TYPE' => 'lead',
        'ENTITY_ID'   => $existing[0]['ID'],
        'COMMENT'     => 'Repeat submission from Yandex Direct: ' . $data['campaign_name'],
    ]);
    return;
}

Scope of work

• Webhook configuration in the Direct dashboard or Leads API setup (OAuth, polling)
• Handler development: verification, field mapping, lead creation in Bitrix24
• Storing UTM tags and campaign parameters in custom fields
• Deduplication by phone/email
• Automatic lead assignment
• Testing on live forms, error logging

Timeline: 3–5 days with existing infrastructure. 1–2 weeks including custom Bitrix24 field setup and assignment rules.