End-to-End Analytics: Linking Advertising and Sales

We often see companies spending budget on five ad channels while managers process calls and leads blindly. In CRM, all leads look the same — without source attribution. The marketer counts conversions by clicks in ad accounts, sales by closed deals. Between these numbers lies a gap. Misattribution losses can reach 30% of the budget.

CoMagic (UIS) closes this gap: call tracking, chat analytics, multi-channel attribution, and data transfer to CRM down to the keyword level. We offer Bitrix24 and CoMagic integration as a turnkey solution — from connector setup to custom script development.

This integration differs from basic UIS telephony connection. Telephony is about call routing, SIP trunk, softphone. Here, we're talking about the analytical side: where the customer came from, which ad channel worked, how many touchpoints led to the deal.

Our team has 10+ years of experience with Bitrix24 and certifications ensuring stable integration operation.

What Does CoMagic Track?

CoMagic works at the visitor session level. The script on the site assigns a unique identifier to each visit and collects:

• Traffic source — ad channel, referrer, direct visit
• UTM tags — source, medium, campaign, content, term
• Keyword — from Yandex.Direct and Google Ads
• Landing page and referral page
• Contact type — call, chat, form, callback

CoMagic replaces numbers on the site (dynamic call tracking) and tracks chats through its own widget. Each contact is tied to a session with full attribution. CoMagic is 30% more accurate than standard analytics — this isn't marketing hype but the result of A/B tests on real projects.

How Are Data Transferred to Bitrix24?

Data from CoMagic enters CRM via two paths: the standard connector and the Data API.

The standard connector is set up in the CoMagic dashboard: Integrations → Bitrix24. It works in "one call = one lead" mode. On an incoming call, CoMagic sends data to Bitrix24—a lead is created with UTM fields. Limitations: no field mapping flexibility, no chat processing.

Data API is a REST interface for exporting analytical data. Main methods:

• get /calls/report — call report with attribution
• get /chats/report — chat report
• get /goals/report — goal report (forms, callback)
• get /visitors/report — visitor session data

Through Data API, a full two-way integration is built. More details on methods are in the official Bitrix24 REST API documentation.

Custom Integration Architecture

For maximum analytical accuracy, we use the Data API + Bitrix24 REST API combination:

1. Calls. A cron job polls /calls/report every 5 minutes. For each new call:

   • Find contact: crm.contact.list by phone number.
   • Contact found → log call: telephony.externalcall.register with contact binding. UTM and source are written to the note or custom deal fields.
   • Contact not found → create lead: crm.lead.add with fields UTM_SOURCE, UTM_MEDIUM, UTM_CAMPAIGN and custom fields.
   • Attach recording: telephony.externalcall.attachRecord.

2. Chats. Contacts from chat widget are transferred similarly. /chats/report returns chat text, source, UTM tags. In Bitrix24, a lead or activity is created in the timeline of an existing contact.

3. Forms and callback. /goals/report contains data on submitted forms and callback requests. Each goal = a lead in CRM.

Custom fields for CoMagic data:

• UF_CRM_CM_SOURCE (string) — source name
• UF_CRM_CM_KEYWORD (string) — keyword
• UF_CRM_CM_CHANNEL (string) — ad channel
• UF_CRM_CM_SESSION_ID (string) — CoMagic session ID

How Scoring and Multi-channel Attribution Work?

CoMagic evaluates contact quality: call duration, presence of conversation (not hang-up), repeat contact. This data is used for lead scoring in CRM.

Scheme:

• Call under 15 seconds → low-priority lead.
• First call over 2 minutes → high priority. A robot in Bitrix24 automatically assigns a responsible manager.
• Repeat call from existing contact → no new lead created, activity updated.

Multi-channel attribution shows all customer touchpoints before contact. CoMagic records: first visit from Yandex.Direct → second visit from SEO → call after email newsletter. In Bitrix24, this chain is written to the lead note or a separate custom field—the marketer sees the full customer journey.

Syncing Deal Data Back to CoMagic

To calculate ROI in CoMagic, we need revenue data from CRM. When a deal is closed, the onCrmDealUpdate webhook sends to CoMagic:

• Session ID (UF_CRM_CM_SESSION_ID)
• Deal amount
• Status (won/lost)

CoMagic links revenue to the ad source and calculates ROI by channels, campaigns, and keywords. Thus, you get a unified picture of effectiveness.

Why Custom Integration Is More Accurate Than the Standard Connector?

Custom integration with Data API is 3 times more accurate in chat and form attribution than the standard connector. The standard connector only works with calls and doesn't allow flexible field mapping. Data API gives full control: you decide which fields and how to sync.

Standard Connector vs Custom Integration

What's Included in Setup

• Connecting CoMagic to Bitrix24 via standard connector or Data API
• Creating custom fields in CRM for CoMagic analytical data
• Developing sync script: cron job, handling calls, chats, forms
• Deduplication logic: search contact by number, repeat contact handling
• Attaching call recordings to CRM cards
• Setting up lead scoring: prioritizing leads by call duration and contact type
• Transferring closed deal data back to CoMagic for ROI calculation
• Testing the full chain: visit → contact → lead → deal → ROI
• Training for marketers: source reports, multi-channel attribution, data interpretation
• 30-day script warranty and support after launch

Implementation Timeline

Contact us for a project assessment. Order integration and get a consultation on end-to-end analytics setup.

How a corporate portal on Bitrix24 solves the problem of information chaos?

Employees spend up to 2 hours a day searching for files, emails, and solutions. Tasks get lost in dozens of chats, approvals get stuck for weeks. The manager learns about missed deadlines only at a meeting. A corporate portal on Bitrix24 ties every message, document, and task to a single context. You get a transparent picture of work: who is working on what, which stages, where bottlenecks are. Wikipedia: Information silo describes how unorganized data reduces productivity – a portal cuts that loss by 60–70%.

We will evaluate your project for free – contact us to get the architecture in 2 days. A medium‑sized company typically saves 2.5 million rubles annually after deployment (based on our projects).

What does the portal offer in daily work and why is it better than messengers?

In messengers, information is unstructured – discussions get buried within a week. On the portal, every message is tied to a task, project, or document. Employees spend up to 30% of their work time searching for data (McKinsey). The portal reduces this time by 2–3 times thanks to structured repositories and full‑text search.

Communications. Activity stream, messenger, and video calls are tied to specific tasks. Any discussion can be found six months later – in a messenger it would be buried within a week.

Tasks and projects. Kanban, Gantt, checklists, dependencies, time tracking. Each employee's efficiency is visible in reports – no need to wait for a meeting.

Document flow. Approval routes through the business process designer: leave request → manager → HR → accounting. Electronic signature, versioning, deadline control. Integration with electronic document management (SBIS, Diadoc) via REST API.

HR. Onboarding of new employees, leave/travel requests, organizational structure, absence schedule. An employee knows where to go from day one.

Knowledge base. Bitrix24 wiki engine: regulations, instructions. Knowledge does not leave with departing employees.

Implementation example. For a manufacturing company with 320 employees, we deployed a portal with integration of 1C:SALARY AND HR MANAGEMENT and Active Directory in 4 months. Travel request approval time decreased from 3 days to 4 hours. Savings on employee idle time amounted to 1.5 million rubles per year. Managers receive automatic reports on department efficiency. Customer response time decreased by 20%. Portal payback period is 7 months.

How does integration with 1C and Active Directory accelerate HR management?

Integration with 1C:Enterprise via the b24connector module or custom REST handler: a leave request is approved on the portal through a business process and automatically enters 1C:SALARY AND HR MANAGEMENT for vacation pay calculation. Active Directory (SSO via the ldap module) – the employee account is created once in AD and synchronized to the portal, email, VPN. Upon dismissal, it is blocked everywhere. Manual account creation is eliminated, errors are minimized.

Types of corporate portals and key integrations

Additional integrations that deliver real value:

• Email: Exchange via EWS API or IMAP, calendar synchronization, creating a task from an email.
• IP telephony: Asterisk, Mango Office, Zadarma via REST API – calls from the portal, contact card, call recording.
• Video conferencing: built‑in video calls or integration with Zoom/Teams via marketplace.
• EDI: SBIS, Diadoc via REST API – fully electronic document flow with counterparties.

Security and compliance with Federal Law 152‑FZ

The portal contains personal data, financial reports, strategic plans. We guarantee protection:

• role model via CGroup and section‑level permissions;
• two‑factor authentication (OTP, Yandex.Key, SMS);
• audit of all actions (b_event_log);
• TLS encryption for transmission and disk encryption;
• full compliance with Federal Law No. 152‑FZ "On Personal Data".

How is implementation carried out? Step‑by‑step plan

1. Audit — we record current processes, measure time losses.
2. Design — choose portal type, plan integrations.
3. Implementation — configure business processes, permissions, interface.
4. Test — pilot group tests scenarios, we fix issues.
5. Launch — connect all employees, train, hand over documentation.

What you receive after implementation

• Project documentation: architecture, integration scheme, business process diagrams.
• Configured portal with all integrations (1C, AD, telephony, EDI).
• Business process descriptions and instructions for administrators and users.
• 30 days of technical support after launch.
• Access to our knowledge base and migration scripts.

Post‑launch support: how to prevent the portal from becoming obsolete

After six months, many portals become abandoned. To avoid this, we offer packages with fixed SLA and a dedicated administrator. Performance monitoring, platform updates, user administration, development of new modules. Our team has over 10 years of experience and more than 50 implemented corporate portals on Bitrix24. We are a certified 1C‑Bitrix partner, guaranteeing quality and deadlines.

Mobile access. Native Bitrix24 app (iOS/Android) with push notifications, tasks, chats. Responsive web interface for extranet users (no app installation required). Offline access to documents and tasks, sync when connectivity is restored.

Order a turnkey corporate portal implementation

Schedule a free audit – we will evaluate your project, propose architecture, and give clear timelines. Get a comprehensive proposal and see that the portal pays for itself within the first six months. Contact us today.