Setting up CRM forms on Bitrix24.Websites

Setting Up CRM Forms on Bitrix24 Sites

A CRM form in Bitrix24 is a lead capture form that creates records directly in the CRM: leads, deals, contacts, and requests. Unlike a standard form that sends data to an email address, a CRM form handles all processing automatically inside Bitrix24 — routing, manager notification, and automation triggers.

CRM Form Types and Their Purpose

Bitrix24 offers several form operating modes:

• Lead — creates a lead in the CRM; suitable for cold traffic when it is not yet known whether the submission will convert to a deal
• Deal — creates a deal directly; used when qualification happens before submission (e.g., a landing page form with a specific offer)
• Contact/Company — updates or creates a contact; for data-update forms in a personal account
• CRM Activity — creates an activity (call, meeting) for an existing contact

The mode is set in the form settings: CRM → CRM Forms → Create Form → Settings → CRM Object Type.

Form Configuration

Fields and mapping. Each form field is mapped to a CRM object field. Standard fields (NAME, PHONE, EMAIL) are mapped automatically. Custom fields must be created in the CRM in advance and then selected in the form's field mapping.

UTM tags. The CRM form automatically captures UTM parameters from the page URL and writes them to the lead/deal fields — provided the «Capture UTM tags» option is enabled in the form settings.

Duplicate handling. Configure the behavior when an existing contact with the same phone number or email is found: create a new record, update the existing one, or merge.

Embedding the Form on a Bitrix24 Sites Page

The form is embedded via a widget or inline code. In the Bitrix24 Sites editor, use the «CRM Form» block in the visual editor.

To embed on an external website:

<!-- The form script is generated in Bitrix24: CRM → CRM Forms → {Form} → Embed -->
<script data-b24-form="inline/5/abc123" data-skip-moving="true">
(function(w,d,u){
    var s=d.createElement('script');s.async=true;s.src=u+'?'+(Date.now()/180000|0);
    var h=d.getElementsByTagName('script')[0];h.parentNode.insertBefore(s,h);
})(window,document,'https://company.bitrix24.com/upload/crm/form/loader_5_abc123.js');
</script>

The form loads asynchronously and does not block page rendering.

Configuring Post-Submission Automation

The core value of a CRM form is the automatic trigger of an action chain. This is configured in CRM → Automation → Robots for the relevant lead stage:

• Notification to the responsible manager (immediately)
• Confirmation email to the submitter (immediately)
• Task for the manager: «Call back» in 15 minutes
• Move the lead to the «In Progress» stage

Timeline