Bitrix24 Reports Every Manager Needs to Run Sales by the Numbers

Why Deciding by Gut Feeling Costs You Money

Every week a manager spends without reliable sales data, deals stall in the pipeline unnoticed, underperforming reps stay invisible, and marketing budget keeps flowing to channels that stopped converting months ago.

The instinct to "just know" how the team is doing works fine at five people. At fifteen it breaks down completely. Deals pile up on the wrong stage, no one knows which rep is overloaded and which is coasting, and the revenue forecast is whatever the optimistic person in the room says it is.

Bitrix24 (Alaio) CRM Analytics (found under CRM → Analytics in your portal) solves this with a set of ready-made and configurable reports that cover every layer of the sales process - from the first inbound lead to the closed invoice. The reports filter by any field, including custom ones, and every clickable number drills straight into the list of underlying records. No pivot table required.

The Six Reports That Actually Move the Needle

These six Bitrix24 reports - pipeline funnel, sales contribution, revenue forecast, rep workload, lead sources, and task/deadline tracking - cover every decision a sales manager needs to make in a given week.

Below is the reference table. Use it to match the report to the question you are trying to answer and the action it should trigger.

Sales Pipeline and Stage Conversion

The lead and deal funnels in Bitrix24 Analytics show exactly how many records entered each stage, what percentage advanced to the next, and how long records sat at each step - giving you a conversion bottleneck in seconds.

The lead funnel breaks down five states: new, active (at least one activity logged), forgotten (created but never touched), converted, and rejected. That "forgotten" bucket is the one that hurts most - leads arrive, land in the queue, and simply expire. Seeing the number in a report rather than guessing it changes the conversation in every team meeting.

The deal funnel works the same way one level deeper: you see each pipeline stage as a column, and hovering over any column reveals the conversion rate, total value, and average time spent at that stage. When stage three has a 40% drop-off and stage four has 5%, you know exactly where to direct the next coaching session.

For teams managing multiple pipelines - say, new business, upsell, and warranty - each funnel can be analysed independently. Reports filter by pipeline, responsible manager, date range, and any custom field you have added to the deal card.

→ If your pipeline stages themselves need rethinking, see Bitrix24 Sales Funnel Design: Stages, Automation and Conversion Tracking.

Sales Contribution: Rep Performance at a Glance

The Sales Contribution report ranks every rep by total won-deal value for the selected period, adds average deal size and conversion rate, and flags whether those numbers are trending up or down versus the prior equivalent period.

Found at CRM → Analytics → Operational Analytics → Manager Effectiveness → Sales Contribution, this report gives you a ranked table with five columns:

• Deals in progress - total pipeline value (won + active + lost)
• Won amount - sum of all successfully closed deals
• Average won deal - mean value per closed deal in the period
• Conversion rate - percentage of deals closed as won

Bitrix24 grades conversion with built-in thresholds (as of 2026): below 0% is flagged as poor, 0-10% as acceptable, 10-30% as good, and above 30% as excellent. Each metric shows a delta arrow versus the same period last time, so a rep whose numbers look fine in absolute terms but are declining period-over-period is immediately visible.

For deeper activity analysis - how many calls each rep made, what was said, and whether the conversation followed best practices - AI Call Analysis in Bitrix24 adds transcription and quality scoring on top of the volume metrics.

Revenue Forecast

Bitrix24's revenue forecast calculates projected income from deals and invoices currently in the pipeline, updates in real time as deal stages change, and becomes more accurate the more historical data the system contains.

The native forecast in CRM Analytics aggregates weighted pipeline values. Marketplace add-ons (such as the Sales Forecaster app, as of 2026) extend this by pulling from both won deals and paid invoices, building a trend line, and projecting it forward to the end of the current year automatically - no configuration required after installation.

Two practical rules for forecast reliability:

1. Deal amounts must be filled in. A deal card with no value contributes nothing to the forecast. This sounds obvious; in practice, reps skip it constantly until it becomes a required field.
2. Stages must reflect reality. If deals sit on "proposal sent" for three months because no one moves them, the forecast is garbage. Stage-conversion data from the funnel report is the fastest way to catch this.

Lead Sources and Ad ROI

The Lead Sources report in Bitrix24 shows a breakdown of incoming leads by channel - website form, call, email, social media, messenger - so you can see which source delivers volume and which delivers revenue.

The chart is a simple pie/bar breakdown, but the insight is not simple at all: a channel that generates 60% of lead volume but only 10% of converted deals is consuming budget and rep time that could go elsewhere. Connecting each CRM form and each phone number to a unique source tag gives you the granularity you need for these comparisons.

What to look for:

• High volume + low conversion → Qualification problem or wrong audience targeting
• Low volume + high conversion → Scale this channel; it is underinvested
• High volume + high conversion but declining → Saturation; refresh the creative or targeting
• Leads with no source tagged → Fix your data entry process before analysing anything else

The rejection-reason breakdown (available in the lead analysis module) adds a second dimension: if 35% of rejected leads are marked "not our target customer," the problem is upstream in the ad targeting, not in how reps handle calls.

Rep Activity and Workload Reports

Activity reports track calls, tasks, meetings, and messages per rep over any selected period, letting managers separate a pipeline problem (not enough quality leads) from a behaviour problem (not enough outreach).

Bitrix24 consolidates this data in the Operational Analytics section and in several marketplace productivity dashboards. The core metrics worth monitoring weekly:

• Calls made and received per rep
• Tasks created, completed, and overdue
• Deals touched versus deals untouched in the period
• Average response time on new leads

Workload visibility also matters for team management: a rep with 80 open deals and another with 25 are not in the same situation, and a pipeline distribution problem is not visible until you look at load data. Productivity dashboards (available as Bitrix24 Marketplace add-ons, as of 2026) pull tasks, calls, chat messages, and time logs into a single view and can push daily summary digests directly into a team chat.

For teams where projects and tasks are intertwined with sales - common in IT services, consulting, and construction - Project Management in Bitrix24: Tasks, Gantt, Scrum and Workload Planning covers the task analytics side in detail.

Task and Deadline Reports

Task and deadline reports surface overdue follow-ups, missed commitments, and deals with no next action scheduled - the silent killers of sales pipelines that never show up in a revenue report until it is too late.

Bitrix24's standard task analytics show completion rates, overdue counts, and time-in-status. For sales teams, the most useful filter is "deals with no open task or activity scheduled" - this list is where deals go to die quietly. Setting an automation rule that flags or escalates deals with no activity in N days removes the need to run this report manually.

A well-configured Bitrix24 setup pairs task reports with automated robots: when a deal sits on a stage past a defined deadline, the system creates a supervisor notification automatically. This means the report moves from a reactive audit tool to a proactive alert system.

How the Data Flows: Report Architecture in Bitrix24

Data from different sources - website forms, telephony, and manual entry - feeds Bitrix24 CRM, where it powers the analytics layer and, optionally, the BI Constructor for advanced dashboards.

flowchart LR
    WEB[Website Forms] --> B24[Bitrix24 CRM]
    PHONE[Telephony / Calls] --> B24
    MANUAL[Manual Entry / Integrations] --> B24
    B24 --> FUNNEL[Pipeline & Funnel Reports]
    B24 --> CONTRIB[Sales Contribution]
    B24 --> SOURCES[Lead Source Reports]
    B24 --> ACTIVITY[Activity & Workload Reports]
    B24 --> FORECAST[Revenue Forecast]
    B24 --> BI[BI Constructor Dashboards]
    BI --> DASH[Management Dashboard]
    FUNNEL --> DASH
    CONTRIB --> DASH
    SOURCES --> DASH

For teams that need cross-entity dashboards beyond what native reports provide, How to Create a BI Report in Bitrix24 with BI Constructor walks through building custom charts from raw CRM data using SQL datasets.

First-Week Reporting Checklist

Switch on these six reports in your first week and you will have enough data to run a structured pipeline review within 30 days - without waiting for a custom analytics project.

Use this checklist to prioritise setup:

• Enable CRM Analytics - confirm the section is visible for your user role; adjust CRM rights if not
• Tag every lead source - assign a unique source to each web form and phone number before analysing channel ROI
• Make deal amount a required field - without it, the forecast and contribution reports are incomplete
• Set the reporting period consistently - weekly for activity reports, monthly for contribution and forecast
• Turn on the Sales Contribution report - run it for the last three months to establish a baseline
• Review the lead funnel for "forgotten" leads - set an automation to reassign or escalate leads with no activity after 48 hours
• Schedule a weekly pipeline review - use funnel + contribution + forecast as the three-slide agenda; nothing else is needed to run the meeting

For teams building out Bitrix24 from scratch, the Bitrix24 Onboarding Questionnaire: 50+ Questions to Ask Before You Start helps surface the process and data requirements that determine which reports will be most relevant to your business.

What ACP Group Configures for You

Running reports is one thing. Having reports that reflect your actual sales process - your stages, your custom fields, your team structure, your lead sources - is another. As a Bitrix24 Gold partner with over 1,300 completed projects, ACP Group configures CRM analytics and management dashboards mapped to how your business actually sells: which pipeline stages matter, which rep metrics align with your KPIs, and which BI charts your leadership team will actually open on Monday morning.