Bitrix24 Integration with Roistat
A marketer reports: "We spent 400k on advertising and got 120 leads." The director asks: "How many converted to payment and which channel did they come from?" Silence. Bitrix24's native analytics show sources by UTM, but don't connect ad spend to specific deals across the entire funnel. Roistat solves this — end-to-end analytics from click to payment. However, "connecting Roistat" and "getting working analytics" are two different things. We configure the integration so data aligns correctly.
How Roistat + Bitrix24 Integration Works
Roistat tracks a visitor from the moment they land on your site. On first visit, it sets the roistat_visit cookie — a unique visit identifier. This number ties the entire chain: ad click → site behavior → lead form → CRM lead → deal → payment.
Data transmission scheme:
- Visitor lands on the site. Roistat script (pixel) assigns
roistat_visitand stores it in a cookie. - Visitor submits a form. The form sends
roistat_visitin a hidden field. - Roistat intercepts the lead and creates a lead in Bitrix24 via REST API (
crm.lead.add) or native integration. The lead's custom fieldUF_CRM_ROISTAT_VISITis populated with the visit number. - Manager processes the lead, converts it to a deal. The visit field is inherited.
- Deal closes with amount. Roistat retrieves data via
crm.deal.listand links revenue to the advertising channel.
Critical point: if roistat_visit doesn't reach the CRM, Roistat can't connect the deal to advertising. The visit stays unattributed, and the deal has no source. This is the first thing we verify during setup — correct field transmission.
Configuring roistat_visit Transmission to CRM
Roistat offers two integration methods with Bitrix24:
| Parameter | Native Integration (from Roistat Dashboard) | Custom via REST API |
|---|---|---|
| Complexity | Low — dashboard configuration | Medium — requires form and handler customization |
| Lead Creation | Automatic via connector | Via crm.lead.add with roistat_visit field |
| Deal Statuses | Funnel stage mapping in Roistat interface | Webhook onCrmDealUpdate → Roistat API |
| Multi-Funnels | Limited support | Full mapping flexibility |
| Telephony | Integration via Roistat call tracking | Requires separate setup |
Native integration is enabled in the Roistat dashboard: Settings → Integrations → Bitrix24. You provide the portal URL and REST API token with CRM permissions. Roistat automatically creates the custom field UF_CRM_ROISTAT_VISIT in leads and deals.
For custom integration, the field is created manually via crm.lead.userfield.add:
-
FIELD_NAME:UF_CRM_ROISTAT_VISIT -
USER_TYPE_ID:string -
LABEL:Roistat Visit ID
A similar field is created in deals via crm.deal.userfield.add.
Call Tracking and Offline Conversions
Roistat substitutes phone numbers on your site — similar to CoMagic and Calltouch. Each visitor sees a unique number tied to their roistat_visit. When they call, Roistat knows the source and passes the data to the CRM.
For call tracking to work:
- Roistat configures a pool of substitute numbers and maps them to advertising channels.
- Calls are sent to Bitrix24 via
telephony.externalcall.registerwithroistat_visitbinding. - Call recordings are attached via
telephony.externalcall.attachRecord. - Leads are created automatically with the source pre-filled.
Offline conversions (in-office payment or contract signing) are sent back to Roistat via deal status. When a manager moves a deal to "Successfully Completed" — a webhook sends the data to Roistat API with the amount.
ROI by Channel, Campaign, and Keyword
Roistat imports ad spend from platforms:
- Yandex Direct — spend by campaign, ad group, keyword
- Google Ads — similar, including Performance Max
- VK Ads, myTarget — campaign-level spend
- Facebook / Instagram Ads — via Meta business account
Spend data is matched against CRM revenue. Roistat reports show:
- Spend and revenue per channel
- ROI = (revenue − spend) / spend × 100%
- CPL (cost per lead), CPO (cost per order), LTV
- Granular breakdown down to keyword — which search query brought paid deals
For accurate ROI calculation, managers must close deals with the amount filled in. A deal without an amount = zero revenue. This is an organizational task, but without it, the technical integration is pointless.
Custom Reports and Multi-Touch Attribution
Roistat's standard reports cover 80% of needs. For the remaining 20%, use:
- Multi-touch analytics — Roistat accounts for all customer touchpoints, not just first or last. Models: linear, time-decay, position-based, custom.
- Cohort analysis — revenue from customers acquired in a specific month, tracked over time. Shows real LTV.
- Manager performance report — which managers convert leads from paid traffic most effectively.
For exporting data to third-party BI systems, use Roistat API: /project/analytics/data — returns raw data on visits, leads, and deals.
Implementation Timeline
| Scale | What's Included | Timeline |
|---|---|---|
| Basic | Native integration, one funnel, 1-2 ad channels, verify roistat_visit transmission |
3-5 days |
| Standard | Multi-funnels, call tracking, 3-5 ad channels, report setup | 1-2 weeks |
| Extended | Custom REST integration, multi-touch attribution, offline conversions, team training | 2-3 weeks |
What We Configure
- Install Roistat pixel on site, verify
roistat_visitin cookie - Connect Bitrix24 to Roistat: authentication, field mapping, create
UF_CRM_ROISTAT_VISIT - Set up visit number transmission via site forms (hidden fields, JavaScript)
- Map CRM funnel stages → Roistat statuses
- Connect ad accounts for spend import
- Configure call tracking: number pool, site substitution, call transmission to CRM
- Set up webhooks to send closed deals and amounts back to Roistat
- Verify end-to-end chain: click → visit → lead → deal → payment → ROI
- Train marketer: report reading, attribution model selection, common pitfalls (missing
roistat_visit, deals without amounts)