Connecting to Bitrix24 to upload data from a CRM

If you use Bitrix24, you can configure integration to upload and analyze data about customers, transactions, and leads in Yandex Metrica. This lets you combine data on actual sales with data on advertising expenses to build end-to-end analytics without involving a developer.

Using end-to-end analytics based on Yandex Metrica, you can:

  • Identify the ad source that led to real sales and was more profitable.
  • Find out what advertising settings were effective in terms of profit and loss, with details up to UTM tags.
  • Allocate an advertising budget based on the data about the return on ad investment.
  • Optimize ads in Yandex Direct for paid orders.

To learn more about why you need to transfer conversion data from a CRM, see the Help section on offline conversions.

To view statistics, use the End-to-end analytics reports:

Note

The Yandex Metrica app in Bitrix24 is only available for the ru domain zone.

Step 1. Prepare your data

This is an optional step.

Yandex Metrica links the data from the CRM with the data about users and site sessions. To link the data, Yandex Metrica uses customer characteristics (phone, email), as well as a special ID (ClientID).

ClientID is a unique session identifier used in Yandex Metrica. This ID helps link the data more accurately.

To maximize the quality of attribution, make sure to pass all available identifiers (phone, email, ClientID). To learn more about attribution quality, see the Help section on offline conversions.

To use the ClientID:

  1. Get ClientIDs using the getClientID method.

  2. Save them in Bitrix24. To do this, create a field with a special name. For example, metrika_client_id. You can add it to leads, transactions, and contacts.

    Allowed field names
    • metrika_client_id
    • metrikaclientid
    • metrika-client-id
    • metrica_client_id
    • metricaclientid
    • metrica-client-id
    • metrika_client_ids
    • metrikaclientids
    • metrika-client-ids
    • metrica_client_ids
    • metricaclientids
    • metrica-client-ids
    • metrika
    • metrica
    • clientid
    • clientids
    • client-id
    • client-ids

Step 2. Create a connection

Alert

You must have edit permissions or be the owner of the Yandex Metrica tag that you’re creating a connection for.

Connect a single CRM to one Yandex Metrica tag. When changing an already connected CRM, the data about orders and customers in Yandex Metrica may be overwritten if there’re duplicate order and customer IDs in the new and old CRM systems.

  1. Log in to Bitrix24.

  2. Go to the Integrations page in Yandex Metrica.

  3. Under Transferring orders from CRM, select Deals and customers from Bitrix24.

  4. On the Upload data from Bitrix24 page, click Install.

  5. You’ll be redirected to the Yandex Metrica app page in the Bitrix24 app store. Install the app.

    If you can't install the app using this method

    In the Bitrix24 app store, find and install the official free Yandex Metrica app.

  6. Go back to the Upload data from Bitrix24 page in Yandex Metrica and enter the address of your Bitrix24 CRM in the appropriate field.

  7. Click Connect Bitrix24. This starts uploading data, which may take several hours.

To ensure that the data has been uploaded, open Yandex Metrica and go to Reports → Audience → Users and customers → Clients.

Step 3. Configure conversion data transferring

After Yandex Metrica receives the initial data, configure the transfer of conversion data from Bitrix24 to Yandex Metrica:

  1. To start receiving orders from Bitrix24 in Yandex Metrica, specify how statuses in your CRM correspond to status types in Yandex Metrica. To do this, go to Upload data from Bitrix24 (Integrations → Transferring orders from CRM → Deals and customers from Bitrix24):

    • You can select multiple statuses from the CRM for the same Yandex Metrica status type. You can use status types in Yandex Metrica reports to filter data and as metrics (orders with different status types are counted in different metrics).

    • If you use leads in your CRM, enable the Upload leads option on the Upload data from Bitrix24 page. They will be displayed in Yandex Metrica reports as orders. To ensure that leads are correctly passed to the Clients report, specify all available customer identifiers (name, phone number, email).

  2. Uploaded data is linked to site sessions of the users known to Yandex Metrica. For more information, see How Yandex Metrica links CRM data to sessions.
    During the first data transfer, Yandex Metrica receives all customer and order data. Orders for the last 21 days will be linked to sessions.

    After the initial transfer, Yandex Metrica continues to receive data on an hourly basis.

    Once you set up the connection, the following “End-to-end analytics” reports become available:

    In addition, the following new goals appear in Yandex Metrica:

    • CRM: Order created: This goal counts orders with the In progress status in Yandex Metrica.
    • CRM: Order paid: This goal counts orders with the Paid status in Yandex Metrica.
    • CRM: spam order: This goal counts orders with the Spam status in Yandex Metrica.
    • **CRM: order canceled **: This goal counts orders with the Canceled status in Yandex Metrica.

    Use them in Yandex Direct conversion strategies and only pay for business-critical actions. For example, for confirmed orders only.

Deleting a connection

  1. Go to the Integrations page in Yandex Metrica.
  2. Under Customers and orders from CRM, click Integration with CRM and select Bitrix24.
  3. On the Upload data from Bitrix24 page, click Delete connection.

New data will no longer be uploaded to Yandex Metrica, and the accumulated statistics will continue to be displayed in reports.

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