Bitrix24 & UIS (CoMagic) Integration: Calls, Call Tracking, Analytics

A client calls from the website, the manager sees only digits — no source, no ad campaign. This is a familiar situation: without attribution, you can't see how many calls came from contextual ads versus SEO, and you can't evaluate the cost per call from each channel. If a call is lost due to an ATS failure — you simply won't know about it. UIS (CoMagic) solves these problems, but without integration with Bitrix24, data remains fragmented. We set up the connection so that each call automatically creates a lead with full attribution. We connect a SIP trunk or REST API — depending on your needs. Result: a unified CRM with analytics for every touchpoint.

Over 7 years of experience integrating Bitrix24 with telephony. Certified specialists. Completed 30+ projects, including call centers with 50+ operators. Quality guarantee on all work. Reduction of non-target ad spend by up to 30% — a typical result after setting up call tracking. Savings are calculated individually based on your budget.

How to Integrate Bitrix24 with UIS (CoMagic)?

The choice of connection method depends on the required depth of analytics.

For basic scenarios, a SIP connector is sufficient. If you need call tracking and advanced analytics — use REST API.

How to Set Up Incoming and Outgoing Calls?

Incoming Calls

On an incoming call, Bitrix24 must:

1. Identify the caller's number via CLIR.
2. Find a contact or company in CRM by phone number.
3. Show the client card to the manager before picking up.
4. Create a call record in the timeline of the CRM entity.

Via the SIP connector, this works out of the box with proper SIP account configuration. Via REST API — a webhook from UIS calls telephony.externalcall.register with parameters PHONE_NUMBER, USER_ID, TYPE=1 (incoming). Bitrix24 automatically brings up the card.

Outgoing Calls

The manager clicks on a number in the CRM card. Two options:

• SIP connector. The call goes through the Bitrix24 softphone directly to the UIS SIP trunk.
• REST API + callback. Bitrix24 sends a request to UIS via callback API — the ATS first calls the manager, then the client. The manager picks up — the call connects.

The second option is more convenient for call centers: no softphone needed, the call comes to a regular work phone.

Call Recording

UIS stores recordings on its servers. Options for uploading to B24:

• Direct link. The telephony.externalcall.attachRecord method accepts a file URL. Bitrix24 downloads and attaches it to the call in the timeline.
• File upload. If UIS provides the file via API, an intermediate script downloads the MP3 and uploads it to B24 via disk.folder.uploadfile, then attaches it to the call.

Recordings are available in the contact and deal cards, and in the general call report.

Why Call Tracking Is Important for Lead Attribution?

The main value of the UIS + Bitrix24 link is understanding where the call came from. CoMagic replaces numbers on the site: each visitor sees a unique number tied to their session. When a client calls, UIS knows:

• Traffic source — Google Ads, Yandex.Direct, SEO, direct visit
• UTM tags — campaign, medium, source, content, term
• Entry page and call page
• Keyword (when integrated with ad accounts)

Accurate attribution allows you to reduce non-target ad spend by up to 30%, with savings depending on your current spend.

This data is transferred to Bitrix24 when a lead or call is created. The scheme:

1. A visitor enters the site. CoMagic assigns a session and replaces the number.
2. The visitor calls. UIS records the call linked to the session.
3. A webhook from UIS sends data to Bitrix24: caller number + source + UTM tags.
4. The webhook handler creates a lead in CRM via crm.lead.add with filled UTM_SOURCE, UTM_MEDIUM, UTM_CAMPAIGN fields and a custom field "Call Source".
5. If the contact already exists — the call is attached to the existing entity, UTM tags are written in a note.

For correct operation, custom fields in CRM must be created in advance. We create:

• UF_CRM_CALL_SOURCE (string) — source name from CoMagic
• UF_CRM_CALL_KEYWORD (string) — keyword
• UF_CRM_CALL_LANDING (string) — entry page URL

<?php require_once($_SERVER['DOCUMENT_ROOT'].'/bitrix/modules/main/include/prolog_before.php'); use Bitrix\Main\Web\Json; $data = Json::decode(file_get_contents('php://input')); $phone = $data['caller_id']; $source = $data['source']; $utm = $data['utm']; $leadFields = [ 'TITLE' => 'Call from site', 'PHONE' => [['VALUE' => $phone, 'VALUE_TYPE' => 'WORK']], 'UF_CRM_CALL_SOURCE' => $source, 'UTM_SOURCE' => $utm['source'], 'UTM_MEDIUM' => $utm['medium'], ]; $lead = new CCrmLead(); $lead->Add($leadFields); ?> 

What's Included in the Work

• Audit of current telephony and CRM
• Connection of UIS SIP trunk or REST app registration
• Incoming routing: queues, IVR, department distribution (on UIS side)
• Mapping UIS internal numbers → Bitrix24 users
• Creation of custom fields for call tracking
• Integration of call recordings (via URL or file)
• Lead creation logic: new lead for each call or only when no contact exists
• Testing: incoming, outgoing, missed, repeat call from existing client
• Manager training and setup documentation

Implementation Stages: Timelines and Cost

Cost is calculated individually depending on complexity. Get a consultation on integration — we will prepare a proposal and assess your project in 1 day.

Bitrix24 Telephony REST API Documentation