Agents were dialling in one window and logging calls in another. We built a click-to-call bridge between Bitrix24 and Aircall, with number normalisation so every call lands on the right record automatically
The challenge
Agents worked across two systems all day. A number was read off a Bitrix24 record, typed into Aircall, the call was made, and then the outcome was typed back into Bitrix24 by hand. Calls got logged against the wrong record, or not at all, and the CRM stopped being a reliable picture of what had actually happened with a lead. Numbers were also stored inconsistently — local format in some records, international in others, with spaces and brackets — so even automated matching would have failed on a large share of them.
Two systems, one workflow
The client ran sales and support through Bitrix24 and made calls through Aircall. Neither knew the other existed. Every call meant copying a number out of one system and the result back into the other.
The cost wasn’t only the typing. When logging depends on someone remembering to do it after the call, a predictable share never gets logged. Managers reviewing a lead couldn’t tell whether it had been contacted twice or five times.
The number problem
Before any integration could work, the phone numbers had to agree with each other.
The same Australian mobile appeared in the CRM as 0412 345 678, +61412345678, (04) 1234 5678 and several other ways. A naive match on the stored string fails for most of them.
We normalised every number to E.164 — the international standard format — on both sides of the integration. That happens before any lookup, so matching is exact rather than approximate. It’s an unglamorous piece of work and it’s the reason the rest of the integration is reliable.
What we built
Click-to-call from Bitrix24. An agent clicks the number on a lead, contact or deal and Aircall places the call. No copying, no switching windows.
Automatic call logging. Aircall webhooks report call events back into Bitrix24, where each call is written to the matching record with its direction, duration and outcome. Nobody types this in.
Lead automations on top. Once calls are reliable data rather than manual entries, they can drive automation — stage movement and follow-up tasks triggered by what actually happened on the call.
Error handling that fails safely. Malformed numbers are caught before a call is attempted. If Aircall is unreachable or a webhook doesn’t match a record, the failure is logged rather than swallowed, so nothing disappears silently.
What changed
Call logging stopped being a task. Agents make calls from one screen, and the CRM records them without anyone deciding to. Because the history is complete, the automation and reporting built on top of it can be trusted.
Frequently asked questions
Can Bitrix24 integrate with Aircall?
Yes. Bitrix24 has no native Aircall connector, but its REST API and Aircall's webhooks can be bridged with a custom integration that supports click-to-call and automatic logging.
Why does phone number formatting matter in a CRM integration?
Because matching is exact. If the same number is stored several ways, calls attach to the wrong record or none. Normalising everything to E.164 first is what makes the rest reliable.
What happens if the telephony provider is down?
The failure is logged and the CRM stays usable. An integration should never block the team when a third-party service is unavailable.