A manager wants to see: how many deals each salesperson closed last month, which deals have been stuck at the 'negotiation' stage for more than two weeks, and the average check per traffic source. Standard Bitrix24 reports count deals by modification date, not closing date — causing period discrepancies of 30–40%. We, engineers with 10 years of Bitrix24 experience, eliminate these distortions: we configure filters, create custom reports, and automate distribution. Result: a transparent funnel in 1 day.
For example, we recently worked with a company where a sales team of 12 inflated their numbers by 25% because the report counted modifications instead of closings. After setting the filter to closing date, the funnel became accurate, and the manager saw the real picture: conversion to payment was 18%, not 27% as previously thought. Such distortions are critical for planning.
What analytics tools are available?
Bitrix24 CRM has three analytics layers:
Built-in reports (CRM → Analytics) — sales funnel, manager analysis, dashboards. Work out of the box, flexible filters, no setup required. But they do not allow adding arbitrary metrics and custom fields.
Report builder (CRM → Analytics → My Reports) — allows selecting fields, groupings, filters and creating your own report. Includes custom fields (UF_CRM_*). Can be saved and shared with the team.
BI connector (Bitrix24 → BI Analytics) — exports CRM data to BI tools (Power BI, Tableau, Google Looker Studio). Used for advanced analytics beyond the capabilities of built-in reports.
Why do standard reports give incorrect data?
Built-in reports count deals by modification date by default, not by closing date. If you need to evaluate conversion for a month — without the closing date filter, the selection will include deals modified during that period but closed earlier or later. This distorts the funnel by up to 30%. We explicitly set the filter so that the data matches the actual picture. Bitrix24 report documentation confirms this nuance.
How to create a custom report in the builder?
Path: CRM → Analytics → All Reports → Create Report. Steps:
- Select the entity type (deals, leads, contacts, smart processes).
- Select fields to display — including custom fields
UF_CRM_*. - Configure grouping (by manager, source, stage, period).
- Set up filters.
- Choose a view: table, chart (bar, pie, line).
The created report is saved in CRM → Analytics → My Reports and is available to all users with analytics view permissions. The report builder allows creating dashboards 3 times faster than manual export to Excel.
Setting up automatic report sending
Reports from the builder can be scheduled for automatic sending: [Report] → Settings → Scheduled sending. The report arrives by email as an attached file (Excel or PDF). Frequency: daily, weekly, monthly. Recipients: specific users or a group. For example, we configured auto-sending for a department of 10 managers — saving 15 hours per month on preparing summaries.
Common mistakes when setting up reports
Common mistakes include: wrong date filter (default is modification date, need closing date), missing grouping by fields when managers work with different stages, using the standard funnel for smart processes (the default funnel does not support them, need to create a separate report), and manager reports not including activities if they are not filled in CRM. We fix each of these during setup.
How to choose the right tool?
| Task | Tool | Complexity |
|---|---|---|
| Quick sales funnel | Built-in reports | low |
| Manager analysis with detail | Built-in reports | low |
| Custom metrics (UF fields, arbitrary groupings) | Report builder | medium |
| Automatic report distribution | Report builder + scheduling | medium |
| Cross-entity consolidated analytics | BI connector or custom development | high |
Setup timelines
| Task | Time |
|---|---|
| Setting up standard reports and filters | 1–2 h |
| Creating a set of custom reports via builder | 3–5 h |
| Setting up automatic report sending | 1 h |
| Comprehensive setup for a sales department | 1 working day |
What's included in turnkey report setup?
- Audit of current reports and business needs.
- Sales funnel and manager analytics configuration.
- Creation of custom reports in the builder (up to 5 reports).
- Configuration of scheduled auto-sending.
- Documentation on reports and instructions for employees.
- Team training (1 hour online).
- Guarantee of correct operation — 2 weeks of support.
The cost is calculated individually. Contact us for a consultation — we will analyze your CRM and suggest the optimal set of reports. Order report setup — get the first report in 2 hours.
Our experience: 10+ years in Bitrix24, 50+ CRM implementations, 5 years on the market. We guarantee transparent reports without 'dead souls' in the funnel.