Omnia Lab and Roistat: two different jobs in one funnel

What does Roistat do well?

Stated plainly: for the job it was built for, it is a mature and detailed product.

• It pulls ad accounts, the website and the CRM into one loop, showing the customer path from visit to payment and linking ad spend to revenue per deal.
• 200+ ready integrations are advertised — Bitrix24, amoCRM, Yandex Direct, Tilda and more — plus custom development. No manual exports into spreadsheets.
• The Analytics module lists 80+ prebuilt reports by channel, product, device, region and manager: channel ROI, funnel conversion, cost per customer, landing-page and keyword reports.
• Multi-channel analytics chains together the visit IDs of one person, and there are attribution models, cohort analysis and FBA attribution.
• Call tracking comes in static and dynamic forms — down to the keyword and the ad — with unlimited storage of call recordings.
• Speech analytics flags conflict situations in calls, cuts listening time roughly fourfold and covers 100% of calls and scripts: about 22 dictionaries plus your own, quality scored on 22 indicators and an average per-employee score on a 100-point scale.
• The platform also includes a cloud PBX, email tracking, Events, Lead Catcher, live chat and a multi-widget, email and SMS campaigns, marketing automation, bid management, A/B tests, Radar, ad audit and SEO audit.
• The Bitrix24 integration installs as a Marketplace app over OAuth, and lead and deal are linked on the very first data load. A 14-day free trial is offered.

Where does end-to-end analytics stop by design?

None of this is a complaint about the product. It is simply where its job ends — all of it taken from Roistat's own site and documentation.

• Speech analytics works on call recordings uploaded into Roistat. A chat conversation, or a lead that never produced a call, never enters that loop.
• The reporting lens is a marketing lens: channels, landing pages, keywords, ROI, plus a manager cut. It answers "which source pays off", not "what is happening with this particular lead right now".
• The visit-to-deal link rests on the visit ID in the roistat_visit cookie and a roistat field in the CRM. In Bitrix24 that field is created by hand and must carry exactly that name, or the integration will not work.
• Bitrix24 supplies leads and deals; orders are not imported, and Bitrix24's own end-to-end analytics field is not read. The integration requires a paid Bitrix24 plan, the Russian, Belarusian or Kazakh editions, and portal admin rights.
• In amoCRM, deals sitting in the Incoming Leads status are not exported, and duplicate checking uses only the first phone number.
• Pricing scales with website visits, not with deals or headcount. Call tracking and speech analytics are billed separately — speech per minute, with any unused balance expiring after 180 days.

What does Omnia Lab take on?

A different unit of work: not a channel, but one lead and one salesperson.

• First reply is enforced by an escalation ladder at 5 / 10 / 15 / 17 / 20 minutes — team chat, the rep's DM, then the head of sales. Overnight, stages are cancelled rather than pushed to the morning.
• A new lead lands in a priority chat with a Take it button; on timeout it is routed by the shift schedule, and only to people actually on shift today.
• Promises on both sides become work: "I'll call you back" or "I'll send it" turns into a CRM task with a due date, and a customer's "I'll look at it in an hour" becomes a task due 30 minutes after that. The customer coming back closes it automatically.
• A missed call becomes a Call back task due in 30 minutes, and a real conversation of 15 seconds or more closes it.
• Every close into spam or lost is reviewed against the full history. An unjustified close is returned to work — once per deal, with a decision log.
• Every call is scored 0–100: the code computes the score, the model only finds facts with quotes. The rep gets a coaching task written in their own language.
• The CRM fills itself in: deal summary from the call transcript, tasks, verdicts, prepayments. Card comments are only appended, never overwritten.
• A head-of-sales console shows conversion, response time, funnel, rejected closes, at-risk deals, win/loss and the promise register — a data mart refreshed hourly that puts no load on the CRM portal.

How do the two actually differ?

One table instead of scrolling.

Core question

Roistat: which channel pays off and what a customer cost. Omnia Lab: what is happening with this lead right now and what the rep should do next.

Where it lives

Roistat: ad accounts, site and CRM feed its own dashboards. Omnia Lab: inside Bitrix24 or amoCRM and in the team's Telegram — tasks, stages, fields, reminders.

Unit of observation

Roistat: visit, source, channel, keyword. Omnia Lab: lead, conversation, promise, call.

Moment of reaction

Roistat: reporting after the fact, with speech analytics flagging conflict situations in calls. Omnia Lab: a signal in minutes — the 5 / 10 / 15 / 17 / 20 ladder and an hourly unanswered digest from 10:00 to 21:00.

What happens to a bad case

Roistat: it surfaces in a report, and a conflict call triggers a speech-analytics alert. Omnia Lab: a ping to the rep, a CRM task, escalation to the head of sales, and an unjustified close reopened.

Calls

Roistat: speech analytics over uploaded recordings — dictionaries, 22 indicators, an average score on a 100-point scale. Omnia Lab: every call scored 0–100 against a methodology, with a coaching task for new calls and for follow-ups scoring below 65.

Chats

Roistat: the speech loop is built on calls. Omnia Lab: messengers and open channels are the main stream, including marketplace service notices.

What drives the price

Roistat: the number of website visits; call tracking and speech analytics are separate lines. Omnia Lab: scoped to the sales team after an audit, and the audit is free and takes 3–5 days.

Getting started

Roistat: a 14-day free trial to look around. Omnia Lab: 3–5 days to roll out.

What does Roistat cost?

Public prices from the vendor's site, verified 21 August 2026, in roubles. Four plans. Start — 6,500 ₽/mo for 20,000 visits only, 3 tools. Basic — 11,700 to 54,800 ₽/mo, 7 tools. Business — 19,700 to 83,100 ₽/mo, 21 tools. Premium — 40,400 to 166,400 ₽/mo, 23 tools plus premium service. Within a plan the price grows with traffic: 20k, 50k, 250k, 500k and above 500k visits. Annual payment carries a 30% discount (Business at 13,790 ₽/mo instead of 19,700 ₽). An extra project is 3,300 ₽/mo. On top of the subscription: call tracking (1.4 ₽/min for regular numbers forwarded to a phone, free over SIP; 4 ₽/min or 2.6 ₽/min for 8-800 numbers; number rental from 14.33 to 49.67 ₽/day) and speech analytics (0.8 ₽/min deferred, 1.1 ₽/min real time).

We could not find a statement on the pricing page about whether VAT is included.

Which one should you pick?

Start from where the money is actually leaking.

• You cannot tell which ads pay off and want the path from visit to payment — that is Roistat's job.
• You have enough leads, but some never get a first reply, promises get forgotten and deals get dumped into spam unreviewed — that is Omnia Lab's job.
• Marketing is already measured and cost per lead is known, yet revenue is flat — the bottleneck is most likely inside the funnel, between the lead and the deal.
• You need call control against scripts and keyword dictionaries inside a marketing loop — take Roistat's speech analytics.
• You need a call to produce a task, a deadline and a written review in the card, and the head of sales to see who promised what — that is Omnia Lab.

Do they work well side by side?

They do. Roistat reads the CRM and reports on it; Omnia Lab works inside the CRM — routing leads, creating tasks, moving stages, filling in cards. We do not need the roistat field; we fill our own — deal summary and AI analysis status — and deal comments are only appended, never overwritten. In practice the pairing reads like this: Roistat tells you what a lead cost and which channel it came from, Omnia Lab tells you what became of it and why. Cost per lead without response speed and promise tracking explains only half the picture — with existing clients the median first reply moved from 32 to 6.5 minutes and the share of deals with a prepayment went from 4–7% to 13%.