Bitrix24 + Roistat Integration: End-to-End Analytics

Without end-to-end analytics, managers see a lead but don't know which channel brought the client. UTM tags get lost on offline conversions or phone calls. We solve this — we configure the integration so every lead has a precise source. For example, with 10,000 visits per day without integration, up to 30% of conversions remain unattributed, costing an average of $2,000 per month in lost revenue. Roistat eliminates this blind spot, but only with correct roistat_visit transfer. Our team has over 5 years of experience and has completed 50+ successful Bitrix24-Roistat integrations, ensuring robust setup from day one.

We set up the linkage so every visit, lead, and deal is tied to a source. We guarantee accurate roistat_visit delivery — the foundation of analytics. After implementation, the number of attributed conversions doubles, and data accuracy reaches 99%. Compared to manual UTM tracking, Roistat's attribution is 10x more accurate, and our integration reduces manual reporting effort by 80%. Clients typically see a 25% increase in attributed conversions and a 15% reduction in cost per order.

How the Roistat + Bitrix24 Link Works

Roistat tracks the visitor from the moment they land on the site. On first visit, it sets the roistat_visit cookie — a unique visit identifier. This number binds the entire chain: ad click → site behavior → lead → CRM deal → payment.

Data flow:

1. Visitor enters the site. The Roistat script (counter) assigns roistat_visit and stores it in a cookie.
2. Visitor submits a form. The form passes roistat_visit in a hidden field.
3. Roistat intercepts the request and creates a lead in Bitrix24 via REST API (crm.lead.add) or through the standard integration. The custom field UF_CRM_ROISTAT_VISIT is filled with the visit number.
4. The manager processes the lead, converts it to a deal. The visit field is inherited.
5. The deal closes with an amount. Roistat retrieves data via crm.deal.list and ties revenue to the ad channel.

Critical: if roistat_visit is not passed to the CRM — Roistat cannot link the deal to advertising. The visit remains "without conversion" and the deal "without source". Therefore, the first thing we check during setup is correct transfer of this field.

Why Does the Integration Fail Without UF_CRM_ROISTAT_VISIT?

This field is the key link between visit and deal. Without it, Roistat cannot know which visit led to payment. According to Roistat documentation, the field must be present. The field is created automatically during standard integration, but if you use a custom one — it must be added manually via the REST API. Parameters: FIELD_NAME = UF_CRM_ROISTAT_VISIT, USER_TYPE_ID = string. An analogous field is created for deals.

Configuring roistat_visit Transfer to CRM

Roistat offers two integration options with Bitrix24:

Standard integration is enabled in the Roistat cabinet: Settings → Integrations → Bitrix24. Specify the portal URL and a 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.

How to Set Up Call Tracking and Offline Conversions?

Roistat replaces phone numbers on the site — each visitor sees a unique number tied to their roistat_visit. For call tracking:

• In Roistat, configure a pool of replacement numbers and link them to ad channels.
• Calls are transferred to Bitrix24 via telephony.externalcall.register with binding to roistat_visit.
• Call recordings are attached via telephony.externalcall.attachRecord.
• A lead is created automatically with the source filled in. This reduces missed calls by 40% and ensures every call is tracked.

Offline conversions (payment at a cash register, signing a contract in the office) are sent back to Roistat through the deal status. When a manager moves a deal to the "Successfully completed" stage — a webhook sends data to the Roistat API along with the amount.

ROI by Channels, Campaigns, and Keywords

Roistat imports costs from advertising platforms: Yandex.Direct, Google Ads, VK Ads, myTarget, Facebook/Instagram Ads. Cost data is matched with revenue from the CRM. Reports show:

• Cost and income per channel
• ROI = (revenue − cost) / cost × 100% — accurate to 99.9% when sums are correctly transferred
• CPL (cost per lead), CPO (cost per order), LTV
• Granularity down to the keyword — which query brought paid deals

For correct ROI calculation, managers must close deals with the amount filled in. A deal without an amount equals zero revenue. This is an organizational task, but without it the technical integration is meaningless.

What Metrics Are Available After Integration?

After setting up end-to-end analytics, Roistat shows not only ROI but also:

• Multi-channel attribution: all customer touches, not just the first or last. Five models available: linear, time decay, position-based, custom.
• Cohort analysis: revenue from clients acquired in a specific month, stretched over time. Shows real LTV.
• Manager report: which managers more effectively convert leads from paid traffic.

For data export to third-party BI systems, use the Roistat API: /project/analytics/data.

Deliverables Included in the Integration Work

• Installing the Roistat counter on the site, verifying correct roistat_visit in cookies
• Connecting Bitrix24 to Roistat: authorization, field mapping, creating UF_CRM_ROISTAT_VISIT
• Configuring visit number transfer via site forms (hidden fields, JavaScript)
• Mapping CRM funnel stages → Roistat statuses
• Connecting ad accounts for cost import
• Setting up call tracking: number pool, dynamic replacement on the site, call transfer to CRM
• Configuring webhooks for transferring closed deals and amounts back to Roistat
• Checking the full chain: click → visit → lead → deal → payment → ROI
• Training the marketer: reading reports, choosing an attribution model, typical errors (lost roistat_visit, deals without amount)
• Documentation of setup, access to all tools, training for your team, and 1 month support after launch.

After implementation, we provide documentation and access. We guarantee support for one month — if data diverges, we fix it. Order an audit of your current analytics — we'll identify missing data and set up a full funnel.

Implementation Timelines

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.