Setting up lead scoring in Bitrix24 CRM

Setting Up Lead Scoring in Bitrix24 CRM

Lead scoring is the assignment of a numeric score to each lead based on its characteristics and behavior. The goal: managers work with the hottest leads first, not in the order they arrived. Without scoring, a warm lead who submitted a large-value request waits in the queue behind a cold one who downloaded a free resource.

Scoring Approaches in Bitrix24

Bitrix24 does not have a built-in scoring engine, but it provides the tools to implement one: custom fields, robots, and the REST API.

Custom field «Score» — a numeric field (UF_CRM_LEAD_SCORE) on the Lead entity. Created in CRM → Settings → Custom Fields → Lead → Add Field → Integer.

Robots — award points when conditions are met. The «Change Field» robot cannot add to the current value — it can only set a specific value. This is a limitation. For accumulative scoring, the REST API is required.

Scoring Model

A typical scoring model for B2B leads:

Implementation via REST API

Scoring logic is implemented via a webhook triggered on lead creation and update:

// /local/rest/lead_scoring.php
$payload = json_decode(file_get_contents('php://input'), true);
$leadId  = $payload['data']['FIELDS_AFTER']['ID'] ?? null;

if (!$leadId) exit;

$b24   = initBitrix24Client();
$lead  = $b24->call('crm.lead.get', ['id' => $leadId])['result'];
$score = calculateLeadScore($lead);

$b24->call('crm.lead.update', [
    'id'     => $leadId,
    'fields' => [
        'UF_CRM_LEAD_SCORE'       => $score,
        'UF_CRM_LEAD_SCORE_DATE'  => date(DATE_ATOM),
    ],
]);

// If the score is high — notify the senior manager immediately
if ($score >= 60) {
    $b24->call('im.notify.personal.add', [
        'USER_ID' => SENIOR_MANAGER_ID,
        'MESSAGE' => "[b]Hot lead![/b] Score: {$score}. Lead: {$lead['TITLE']}",
    ]);
}

function calculateLeadScore(array $lead): int
{
    $score = 0;

    // Source
    $sourceScores = [
        'RECOMMENDATION' => 30,
        'ORGANIC'        => 15,
        'ADVERTISING'    => 5,
        'WEB'            => 10,
    ];
    $score += $sourceScores[$lead['SOURCE_ID']] ?? 0;

    // Amount
    $opportunity = (float)($lead['OPPORTUNITY'] ?? 0);
    if ($opportunity >= 500000) $score += 25;
    elseif ($opportunity >= 100000) $score += 15;
    elseif ($opportunity >= 50000)  $score += 10;

    // Data completeness
    if (!empty($lead['EMAIL'])) $score += 5;
    if (!empty($lead['PHONE'])) $score += 5;
    if (!empty($lead['COMPANY_TITLE'])) $score += 5;

    // Custom fields (company size, job title)
    $companySize = $lead['UF_CRM_LEAD_COMPANY_SIZE'] ?? 0;
    if ($companySize > 100) $score += 20;
    elseif ($companySize > 20) $score += 10;

    // Negative factors
    if (str_contains(strtolower($lead['COMPANY_TITLE'] ?? ''), 'competitor')) {
        $score -= 50;
    }

    return max(0, min(100, $score)); // Cap at 0–100
}

Score Visualization

The score is displayed as a column in the leads list by configuring the view in CRM → Leads → Settings → Columns. For visual highlighting of hot leads — color coding via row highlight rules (Bitrix24 supports color highlighting in the CRM grid).

Sorting leads by score — via custom sorting in the list view: CRM → Leads → Sort → By «Score» field descending.

Case Study: Scoring for a SaaS Company

A company sells a CRM system to small businesses. Leads come from the website (form, chat), advertising, and partners. Without scoring, managers processed leads in order of arrival — and called those who had downloaded a lead magnet first, instead of those who had requested a demo for a 50+ person team.

A scoring model was implemented (8 criteria, 0–100 points):

• Leads scoring 70+ are flagged «Hot» — the manager receives a push notification immediately
• Leads scoring 40–69 — processed within 2 hours
• Leads below 40 — automatically moved to email nurturing without manager involvement

Result after 3 months: lead-to-deal conversion increased from 12% to 19%. Time to first contact with hot leads dropped from 4 hours to 20 minutes.

Timeline