What you’ll need:
A Kommo account with campaign data to analyze.
The relevant channel or tracking method set up for the campaign you want to measure.
Keep in mind:
Available metrics depend on the campaign type, channel, connected tools, and your Kommo plan.
Some metrics require additional setup, such as UTM parameters, approved WhatsApp templates, or the Marketing Messages API.
Different analytics tools measure different things, so their numbers may not match exactly.
Campaign analytics in Kommo help you understand what happens after you launch a marketing campaign. Depending on the campaign and channel, you can review message delivery and engagement, track where leads came from, connect campaign activity to revenue, and measure return on investment.
Use this guide to choose the right analytics tool for the question you want to answer.
What you can measure
Campaign results can be reviewed at different levels:
Message performance — see whether messages were sent, delivered, read, replied to, or failed.
Engagement — review replies, button clicks, click-through rate, and other supported interactions.
Lead acquisition — identify which campaign, source, or channel brought leads into Kommo.
Conversions — review supported conversion events and connect campaign activity to lead outcomes.
Revenue and ROI — compare campaign costs with revenue from the leads you are measuring.
Choose the right analytics tool
What you want to know | Use | What it helps you review |
|---|---|---|
Did my broadcast reach and engage recipients? | Total, sent, delivered, read, responded, failed, and supported cost data. | |
How are my WhatsApp templates and messages performing? | Template and message performance, costs, clicks, and supported conversion metrics. | |
Did my campaign generate enough revenue to justify the cost? | Investment, revenue, and ROI for a filtered group of leads. |
How the tools work together
You do not need to use every analytics tool for every campaign. Start with the campaign goal, then use the reports that answer the questions that matter most.
For example, after a paid messaging campaign you might:
Review broadcast statistics to check delivery, reads, replies, and failures.
Use WhatsApp analytics to review template costs, clicks, and supported conversion data.
Create an ROI report for that lead group to compare campaign costs with revenue.
Understand the differences between reports
Different analytics tools answer different questions, so their numbers should not always be expected to match.
Broadcast statistics are message-level. If one lead receives multiple messages, each message can be counted separately.
UTM data is attribution data. It helps identify how a lead reached you; it is not the same as a delivery or engagement report.
ROI reports are lead-based. Results depend on the leads included by your filters and the Sale values recorded for Won leads.
WhatsApp metrics depend on the available data. Some metrics require an approved template, supported message features, or the Marketing Messages API.
Before comparing campaigns
For a meaningful comparison, use the same measurement approach across campaigns:
Compare the same date range.
Use consistent UTM names, tags, or other filters.
Compare the same stage of the funnel, such as leads created, Won leads, or revenue.
Make sure Won leads have a Sale value before relying on revenue or ROI results.
Once you know which analytics tool fits your goal, open the related guide above to review or measure your campaign results.