Setting up Bitrix24 CRM lead sources

Lead Source Configuration in Bitrix24 CRM

In the CRM all leads are tagged "Website" — whether from organic search, paid ads, or SEO. It's impossible to tell which channel is more effective. Proper lead source configuration is the foundation of marketing analytics.

The Source System in Bitrix24 CRM

In Bitrix24 the lead source is stored in the SOURCE_ID field (directory CRM_SOURCE) and in UTM fields: UTM_SOURCE, UTM_MEDIUM, UTM_CAMPAIGN, UTM_CONTENT, UTM_TERM.

These are two different levels of detail:

• SOURCE_ID — broad channel: "Website", "Call", "Email", "Social media"
• UTM fields — detailed source: specific campaign, ad, keyword

Both fields are needed. SOURCE_ID for quick grouping in reports, UTM — for precise ROI.

Configuring the Source Directory

The directory is edited at: CRM → Settings → Directories → Lead Source.

Standard values: Call, Email, Website, Advertising, Partner, Internal source, Other.

Add specific channels if they are significant in your business: "Exhibition", "Client referral", "Telegram channel", "Incoming chat." Don't fragment too finely — 7–10 sources is enough. Everything else is detailed with UTM tags.

Automatic Source Assignment

Leads from CRM forms: the source is set in the form settings (CRM → Lead Generation → CRM Forms → [Form] → CRM Settings → Source). Set a specific source, not "Website."

Leads from open channels (chat, VK, Telegram): the source is set in the open channel settings (Contact Center → Open Channels → [Channel] → CRM → Source).

Leads via REST API (crm.lead.add): pass SOURCE_ID and UTM fields explicitly:

$client->call('crm.lead.add', [
    'fields' => [
        'TITLE'          => 'Landing page application',
        'SOURCE_ID'      => 'WEB',
        'UTM_SOURCE'     => $_GET['utm_source'] ?? '',
        'UTM_MEDIUM'     => $_GET['utm_medium'] ?? '',
        'UTM_CAMPAIGN'   => $_GET['utm_campaign'] ?? '',
        'UTM_CONTENT'    => $_GET['utm_content'] ?? '',
        'UTM_TERM'       => $_GET['utm_term'] ?? '',
    ],
]);

Preserving UTM When Converting a Lead to a Deal

When converting a lead to a deal (crm.lead.convert) UTM fields are not automatically transferred to the deal. This is a known Bitrix24 behavior: UTMs are stored on the lead, the deal fields are empty.

Solution via automation: when converting a lead to a deal, the "Change Deal Fields" automation rule copies UTMs from the lead to the corresponding deal fields. Alternatively, via REST in the onCrmLeadConvert event handler.

This is critical for source analytics by deals — without UTM transfer all deals will have no source.

Sources in Reports

After proper configuration, CRM → Analytics → Sources shows: how many leads and deals came from each source, their conversion and total revenue. With connected end-to-end analytics — also the ROI of each channel.

Filtering the funnel by source allows comparison: leads from paid search convert to deals at 12%, from organic — 8%, from an exhibition — 25%. This is data for budget reallocation.

Setup Timeframes

Full lead source configuration — 3–5 hours.