Dynamic Number Insertion by Traffic Source in 1C-Bitrix

Dynamic Number Insertion by Traffic Source in 1C-Bitrix

A marketer wants to know how many calls come from Yandex.Direct versus organic traffic. If your site has a single phone number, this is impossible without call tracking. Dynamic number insertion (DNI) – replacing the displayed number based on the traffic source – solves this. We have implemented dozens of such turnkey integrations – no external services, just pure PHP and Bitrix. Savings on external services can reach 40%.

How Dynamic Number Insertion Solves Call Attribution

Each time a visitor lands, the system identifies their source: UTM tags, click IDs (yclid, gclid), and referrer. If the source is identified, the corresponding phone number from a mapping table is displayed. Thus, you see that a call to +375 29 111-22-33 came from Yandex.Direct, while +375 29 444-55-66 came from organic. Data is recorded in the order and CRM. In practice, up to 80% of calls are correctly attributed after setup. With 2,000 calls per month, that is up to 1,600 attributed.

What You Need for Your Own Call Tracking Integration

Bitrix does not have built-in call tracking. There are two paths: external services (CoMagic, Calltouch, Roistat) with their JavaScript code and monthly fees, or your own implementation based on sessions and UTM parameters. We offer the second option – it is cheaper (only the cost of additional numbers) and fully controllable. Average savings are 60–80% compared to an external service subscription.

According to 1C-Bitrix documentation, the OnPageStart handler runs on every request.

Comparison of Approaches

In-house solution wins on cost and control. External services provide more analytics (call recording, precise attribution) but require budget.

Source Detection Priorities

The rule for selecting a number is based on priority: if yclid exists – number for Yandex.Direct, if gclid – for Google Ads, then UTM channel and referrer. This prevents conflicts.

How We Do It: Stack and Code

To detect the traffic source on the first visit, we use the OnPageStart handler. Parameters are saved in the session:

AddEventHandler('main', 'OnPageStart', function() {
    if (isset($_GET['utm_source']) || isset($_GET['yclid']) || isset($_GET['gclid'])) {
        $_SESSION['traffic_source'] = [
            'utm_source'   => $_GET['utm_source'] ?? '',
            'utm_medium'   => $_GET['utm_medium'] ?? '',
            'utm_campaign' => $_GET['utm_campaign'] ?? '',
            'yclid'        => $_GET['yclid'] ?? '',
            'gclid'        => $_GET['gclid'] ?? '',
            'referrer'     => $_SERVER['HTTP_REFERER'] ?? '',
            'timestamp'    => time(),
        ];
    }
    if (!isset($_SESSION['traffic_source'])) {
        $_SESSION['traffic_source'] = [
            'referrer' => $_SERVER['HTTP_REFERER'] ?? '',
            'direct'   => true,
        ];
    }
});

Source-to-number mapping is stored in a separate table:

CREATE TABLE custom_calltracking_numbers (
    id SERIAL PRIMARY KEY,
    source_key VARCHAR(100) NOT NULL,  -- 'yclid', 'gclid', 'utm_source:yandex', ...
    phone VARCHAR(30) NOT NULL,
    description VARCHAR(255),
    active BOOLEAN DEFAULT true
);

Number selection logic:

function getPhoneByTrafficSource(array $source): string {
    $default = '+375 (17) 000-00-00';

    if (!empty($source['yclid'])) {
        return getPhoneFromDb('yclid');
    }
    if (!empty($source['gclid'])) {
        return getPhoneFromDb('gclid');
    }
    if (!empty($source['utm_source'])) {
        return getPhoneFromDb('utm_source:' . $source['utm_source']) ?: $default;
    }
    if (!empty($source['referrer'])) {
        $host = parse_url($source['referrer'], PHP_URL_HOST);
        return getPhoneFromDb('referrer:' . $host) ?: $default;
    }

    return $default;
}

Number substitution in the site template is done by replacing the hardcoded value with the function call:

$phone = getPhoneByTrafficSource($_SESSION['traffic_source'] ?? []);
echo '<a href="tel:' . preg_replace('/\D/', '', $phone) . '">' . $phone . '</a>';

If the template is not editable, we use the OnEndBufferContent handler:

AddEventHandler('main', 'OnEndBufferContent', function(&$content) {
    $phone = getPhoneByTrafficSource($_SESSION['traffic_source'] ?? []);
    $content = str_replace('+375 (17) 000-00-00', $phone, $content);
});

Work Process

1. Analytics – determine which traffic sources are important, agree on list of numbers.
2. Design – develop table schema and priority logic.
3. Implementation – write handlers, create table, integrate into template.
4. Testing – verify substitution for each source (UTM, clicks, referrals).
5. Deployment – push to production, set up monitoring.

Case Study

Case: an electronics e‑commerce store with four numbers for different channels. After setup, the share of unassigned calls dropped from 70% to 15%. Analytics showed that 35% of calls came from organic, 40% from Yandex.Direct, and the rest from Google Ads and social media. Based on this data, the advertising budget was reallocated, increasing conversion by 12%.

What’s Included in the Work

• Setup of OnPageStart and OnEndBufferContent handlers
• Creation of the custom_calltracking_numbers table
• Implementation of the number selection function with priorities
• Number substitution in the template or via event
• Passing the traffic source to the order (USER_DESCRIPTION field)
• Documentation on adding new numbers
• 30‑day warranty for correct operation

What Professional 1C-Bitrix Installation Includes

We start by checking innodb_buffer_pool_size. The default MySQL value (128 MB) is a death sentence for an online store with a catalog of 10,000+ items. We set 70–80% of available RAM on a dedicated server, 50% on VPS. This single setting speeds up the site by 2–3 times compared to the default. We'll assess your project in one day — get a consultation. Contact us to order turnkey installation with performance guarantee.

How to Choose Hosting and Edition for 1C-Bitrix Installation?

BitrixVM is a virtual machine with a pre-installed stack: nginx + Apache, PHP-FPM, MySQL/MariaDB, Sphinx, Push server. For VPS — the best start. Everything is already configured for Bitrix, including OPcache, log rotation, and firewall. Management via web panel on port 8890. Bitrix documentation recommends starting with BitrixVM for predictable performance.

VPS/VDS is the sweet spot. Minimum configuration for a medium online store: 2 vCPU, 4 GB RAM, SSD. Optimal: 4 vCPU, 8 GB RAM. OS: Ubuntu 22.04 or Debian 12. If not BitrixVM, we configure the stack manually for the task. Virtual hosting — only for business cards and landing pages. Requirements: PHP 8.0+, MySQL 5.7+ / MariaDB 10.0+, 512 MB RAM, .htaccess. 1C-Bitrix hosting partners guarantee compatibility. Dedicated server — for highload. Typical architecture: web server separate, database separate, Redis/Memcached separate. For Enterprise edition — web cluster with load balancer. Cloud (Yandex Cloud, VK Cloud, Selectel) — when load spikes: sales, seasonal peaks. Autoscaling via Managed Kubernetes or simple VM vertical scaling.

Choosing the edition is equally important. A common mistake: choosing "Small Business" for a store that grows to B2B with wholesale prices and three warehouses in six months. Upgrading to "Business" — pay the difference, data is not lost, but it's better to plan ahead. Our specialists select the edition for current tasks and with room for growth. For example, the "Business" license (about 35,000 RUB) pays off through multi-warehouse and 1C exchange, while the wrong choice can lead to a loss of up to 30,000 RUB monthly on excess resources.

What Server Settings Are Critical for 1C-Bitrix?

Web Server and PHP

nginx as reverse proxy + Apache (mod_php) or nginx + PHP-FPM directly. The second option saves memory — Apache is not needed. But some Bitrix modules use .htaccess, so for compatibility we sometimes keep Apache. nginx configuration: fastcgi_read_timeout 300 — for long operations (1C import), client_max_body_size 1024m — large file uploads. Block access to .settings.php, .settings_extra.php, bitrix/.settings.php — they contain database passwords. Rewrite rules from urlrewrite.php — Bitrix generates them, but with nginx + PHP-FPM they need to be duplicated. PHP 8.0–8.2 with extensions: mbstring, curl, gd, xml, json, opcache, redis/memcached. Key php.ini settings: opcache.memory_consumption=256, opcache.max_accelerated_files=20000, max_execution_time=300, memory_limit=512M, upload_max_filesize=100M, post_max_size=128M.

Database and Caching

MySQL/MariaDB. Key my.cnf parameters: innodb_buffer_pool_size — 70–80% RAM, innodb_log_file_size=256M, tmp_table_size=256M, max_heap_table_size=256M, thread_pool_size — number of CPU cores. Encoding utf8mb4 mandatory, otherwise emoji and special characters break. Redis is preferable to Memcached for Bitrix — supports persistent connections and is more reliable. In production, Redis handles concurrent writes three times faster than Memcached under typical load. Configure in .settings_extra.php:

'cache' => ['value' => ['type' => ['class_name' => '\\Bitrix\\Main\\Data\\CacheEngineRedis']]]
'session' => ['value' => ['mode' => 'default', 'handlers' => ['general' => ['type' => 'redis']]]]

sudo apt install redis-server
sudo systemctl enable redis

SSL, Email, and Cron

SSL — Let's Encrypt via certbot in 90% of cases. Redirect HTTP → HTTPS (301), HSTS, TLS 1.2/1.3, OCSP Stapling. In Bitrix, switch to HTTPS in the main module settings. Email: abandon mail() — connect SMTP (Yandex.Mail for domain, Mail.ru for Business). Be sure to configure SPF, DKIM, DMARC. Without SPF, emails go to spam. Test deliverability via mail-tester.com — score 9+/10. Cron: Bitrix agents switch to system cron — * * * * * /usr/bin/php /var/www/bitrix/modules/main/tools/cron_events.php. Schedule 1C exchange (15–60 min), search reindex, backups (mysqldump + rsync, rotation 7+4), temporary file cleanup.

Security and Administration

File system: owner www-data, directories 755, files 644, upload 775. nginx blocks access to configuration files. Enable Bitrix Proactive Protection — WAF, activity control (block after 5 failed attempts), kernel integrity check. For admin panel: two-factor authentication via Google Authenticator or OTP, restrict access by IP via nginx for paranoid.

How Long Does 1C-Bitrix Installation and Configuration Take?

Post-Installation Checklist

1. Performance Monitor (/bitrix/admin/perfmon_panel.php) — aim for 30+ points. Below 20 means serious configuration issues.
2. System Check — automatic check of all parameters. Red items must be fixed, yellow — case by case.
3. Security Scanner — check for typical vulnerabilities.
4. PageSpeed Insights — TTFB < 200ms on VPS, LCP < 2.5s.
5. Test 1C exchange — if integration is planned, verify CommerceML exchange before launch.

Additionally, check software versions, caching settings, cron operation, SSL certificate, SPF/DKIM/DMARC, access rights, delete default users and pages. For projects with 54-FZ, ensure fiscalization is configured via OFD provider.

Deliverables

• Fully configured server for 1C-Bitrix with MySQL, PHP, nginx optimization.
• Installed and activated license of the required edition.
• SSL certificate, email settings, cron and backups.
• Documentation: all configuration parameters, access credentials, cron tasks.
• Content manager training: how to log into admin panel, add products, upload images.
• Post-installation support for 30 days — consultations on settings.

Why Trust Professionals with Installation?

Incorrect installation means lost time and money. We've seen projects where a store on "Start" couldn't handle 50 visitors because innodb_buffer_pool_size wasn't configured. After migrating to VPS with correct configuration, the site "flew". Incorrect configuration can cost 30,000 RUB monthly due to excessive resource consumption. You get a ready-made architecture that scales. Order turnkey 1C-Bitrix installation — get a reliable platform for business growth. Contact us for a free consultation: we'll calculate the cost and time for your project. Over 7 years of experience, 120+ Bitrix projects implemented, including highload stores with million-item catalogs. Get in touch — we'll help configure Bitrix for your project.