The funnel report in Bitrix24 counts honestly — it shows whatever sits in your deal fields. If loss reasons aren't filled in, sources are recorded five different ways, and customers are duplicated because of different phone formats, then the conversion and loss breakdown in the report mean nothing. What needs fixing isn't the report but the data: validating reasons at the lost stage, normalizing phones on the way in, and regularly cleaning out junk fields.

Why does the funnel report show untruths?

There are four typical causes. Empty loss reasons: reps close deals with the first value that comes to hand, or none at all — and the loss report consists entirely of "Other". Inconsistent sources: "Website", "website" and "site" are three different sources to the report, and your advertising looks worse than it performs. Duplicate customers: one buyer lives in two cards with different phone formats, and their path through the funnel is smeared across two deals — conversion comes out understated. Junk in fields: test deals and import leftovers land in the selection right alongside the real ones. The report aggregates fields, so every dirty record shifts the picture. How funnels and stages work in the first place is covered in the breakdown of Bitrix24 funnels.

How do I make the loss reason real?

Making a field mandatory at a stage is the first step, but it only checks that a value is present: "-", "." and "test" are technically filled in. The Compound condition (AND / OR / NOT) robot checks up to four conditions at once with AND or OR logic: the reason field is not empty (the not_empty operator) AND doesn't contain a placeholder (not_contains), and for nested checks there's a JSON mode with and, or and not groups. The robot returns a single Y/N flag: on N the process moves the deal back to the previous stage and assigns the rep a task to state the reason in words. After a month of this discipline the loss report starts naming the real reasons.

How do phones affect funnel conversion?

Directly: duplicate customers arise from different records of the same number. "8 (912) 345-67-89" in one card and "+79123456789" in another are different strings to duplicate detection, the customer is duplicated, and their deals split across two cards. The Format phone robot normalizes the number when a lead is created: it strips spaces, parentheses and dashes and brings the record to a chosen format — +7, 8 or international. It returns a recognition flag (Y/N) — an unrecognized number goes straight to the rep as a task to check — and a digits-only variant for SMS gateways and integrations. A single format merges duplicates and gives the funnel its real conversion back.

How do I clean junk out of deal fields?

The Clear field robot sets an empty value in any field of a deal, contact, company or lead: the inputs are the entity type, ID and field code, e.g. UF_CRM_123456 or COMMENTS, and the output is a success flag (Y/N). Use cases: wipe test values left over after debugging an integration; clear an obsolete custom field before re-mapping it so old values don't bleed into the report; remove a placeholder comment that gets copied from deal to deal. Paired with the compound condition it becomes a filter: the condition finds the junk value by contains, and the clear wipes it. Which fields are even worth creating, and how not to breed too many of them, is covered in the breakdown of Bitrix24 fields.

How do I keep the funnel clean for good?

A one-off cleanup lasts until the next import or new integration. The working approach is permanent checks at the stages: on entry to the funnel the phone is normalized and the source is validated, at the proposal stage the compound condition checks the amount and the completeness of key fields, and at the lost stage exit is blocked without a meaningful reason. Each check is one or two robots in the stage rules, assembled in minutes. Once a quarter a bulk cleanup run over the database is added on top. After that the funnel report can be read literally: the numbers match what's actually happening in sales.

Checklist

Check the loss-reason report — if "Other" is in the lead, start with validating reasons at the lost stage; normalize phones on the way in to merge customer duplicates; find and wipe junk field values; lock the checks into the stage rules. The validation and cleanup robots are in the CRM robots catalog. If the robot you need isn't there, describe the task and we'll build it for free and add it to the shared library.