---
title: "ROI reports overview"
slug: "roi-reports-overview"
description: "Learn what ROI reports are in Kommo, how they work, and how they help you understand which investments actually bring results. "
updated: 2026-05-29T08:36:34Z
published: 2026-05-29T08:36:34Z
canonical: "support.kommo.com/roi-reports-overview"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://support.kommo.com/llms.txt
> Use this file to discover all available pages before exploring further.

# ROI reports overview

> [!NOTE]
> What you’ll need:
> 
> - An active **Pro or Enterprise** plan.
> 
> Keep in mind:
> 
> - You can create up to 25 reports per account.
> - Each report can include up to 50 investments in the table.

## What ROI reports are

ROI reports in Kommo give you a clear view of how your spending connects to the revenue generated by your leads. They bring together the costs you add — like paid templates, tools, services, or ad budgets — with the results those leads produce.

You can use them to understand which efforts bring real value, helping you focus your time and budget where they matter most.

## Use cases

- **Track paid templates —** measure the cost of paid templates you send and see how much revenue those leads generate.
- **Analyze broadcasts —** tag leads reached by a broadcast or bot message and check the return from that audience.
- **Measure ad performance —** filter leads by UTM tags to understand how your ad campaigns perform and which ones deliver real value.
- **Compare lead sources —** check how different channels or acquisition methods contribute to your results and which ones deserve more budget.
- **Review business spending** — combine your ongoing costs with your revenue to understand the overall return of your day-to-day operations.

Once you see how ROI reports fit your workflow, continue with the [how-to-use guide](/v1/docs/create-roi-reports) to create your first report.

## How they work

ROI reports focus on two values — your **Investment** and your **Revenue**. Kommo uses these numbers to calculate your **ROI**, helping you understand how much you spend, how much you earn, and how efficient your actions are.

You’ll see four fields in your reports: ![](https://cdn.document360.io/56933ead-06fc-4574-95de-8fa458a5db1d/Images/Documentation/roi-reports-overview-image-3q446bdt.png)

### Investment

Total spending. This is the full amount you spend on attracting or processing leads. It shows the complete cost behind the revenue you’re measuring.

Investment can include two types of costs:

- **Total cost** — fixed amounts added together. (*For example:* If you add “Paid Ads Cost” = $300, “Customer Support Cost” = $100, "Influencer Marketing Cost" = $150 and "Affiliate Commission Cost" = $50, your Total cost = $500.)
- **Unit cost** — the cost per lead multiplied by the number of leads in your sample. (*For example:* If your report includes 50 leads and you set Unit = $5, Kommo multiplies 50 × 5 = $250.)

### Revenue

Total revenue. Revenue is calculated from the **Sale** fields of all leads in your filtered sample. Kommo adds up these values to show how much you earned from the leads included in your report.

### ROI,%

ROI (Return of investment) shows the ratio of your profit to your expenses. It’s an indicator of how effective your marketing and communication efforts are.

Kommo uses the standard formula:

**ROI = (Revenue – Investment) / Investment × 100%**

**Example:**

Let’s say you added a **Total cost** of $500 for an ad campaign (or as a **Unit cost** example, if you filtered 100 leads and set Unit = $5 **→** 100 × 5 = $500.)

Here’s how Kommo calculates your results:

- **Investment:** $500
- **Revenue:** $1,500
- **ROI = (Revenue – Investment) / Investment × 100% →** (1,500 – 500) / 500 × 100% **→** 200%

This means you spent $500 and earned $1,000 in profit. So for every $1 you spent, you got $2 back.

### Last update

The last time your ROI data was refreshed. It keeps your report accurate, so you always know you’re looking at the latest numbers.

## Customize settings

You can fine-tune your ROI reports at any time to make your results more accurate or more detailed.

Here’s what you can adjust:

- **Add more investments** — include additional Total or Unit costs if you want to track more costs. These updates will be reflected in the Total investments field.
- **Edit an existing investment** — update the amount, name, or type if your spending changes.
- **Remove an investment** — clean up old or incorrect entries to keep your report clear.
- **Adjust your filters** — change the date, tags, UTMs, or other conditions to analyze a different group of leads.

These options help you keep your reports accurate and aligned with your real spending.

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via [WhatsApp](https://api.whatsapp.com/send/?phone=14159141403&text&type=phone_number&app_absent=0). You can also [hire a Kommo partner](https://www.kommo.com/partners/) to do all the hard work for you.

Not a user yet? [Sign up for our 14-day free trial](https://www.kommo.com/product-overview/) or [book a live demo](https://calendly.com/kommo-sales/demo?month=2022-10).

## Related

- [Create ROI reports](/create-roi-reports.md)
- [Analytics and reports overview](/manage-stats-in-kommo.md)
- [Measure client satisfaction with Net Promoter Score (NPS)](/use-net-promoter-score-nps-in-kommo.md)