What you’ll need:
Any Kommo plan to use the core Dashboard, Report by activities, Win-Loss analysis, Consolidated report, and Activity log.
Permission to view the relevant report data, pipelines, and leads.
A sales pipeline that reflects your actual process.
Consistent responsible users, lead sources, pipeline stages, tasks, and closed results.
An Advanced, Pro, or Enterprise plan and Admin permissions to configure goals.
A Pro plan or access to Pro features, Admin permissions, and available AI credits to use Analyst mode.
A connected calling or WhatsApp Business integration to review data from those channels.
Keep in mind:
The New leads metric in the Report by activities tracks who created each lead, not the currently responsible user.
The Won and Lost leads metrics track the currently responsible user, regardless of who created or closed the lead.
Conversation widgets show the current situation in real time. They do not change when you select another Dashboard period.
Dashboard widgets store dynamic performance statistics for a maximum of 65 days. Use reports or Analyst mode for longer comparisons.
Most Dashboard widgets are available on any Kommo plan. The Net Promoter Score (NPS) widget requires Pro.
Reports are only as reliable as the information your team records in Kommo.
Tracking team performance is not only about finding who closed the most sales. A useful review should help you understand whether leads are distributed fairly, how quickly clients receive attention, where leads slow down, and which process or teammate needs support.
This guide helps sales managers choose the right Kommo reports, compare results fairly, identify bottlenecks, and turn the findings into specific actions.
Decide what you need to understand
Start with a business question instead of adding every available metric to one Dashboard.
Business question | Metrics to review | Possible action |
|---|---|---|
Does each teammate receive enough opportunities? | Active leads, leads per user, lead sources, and pipeline value | Review routing and lead distribution |
Are new inquiries handled quickly? | Unanswered conversations, median reply time, longest awaiting reply, and overdue response tasks | Adjust ownership, shifts, or response rules |
Are leads moving through the pipeline? | Stage distribution, time in stage, conversion, and Win-Loss results | Review stage requirements or coach the team on the next action |
Is the team following up consistently? | Completed tasks, overdue tasks, leads without tasks, and recorded activities | Improve task discipline or automate reminders |
Who converts opportunities into sales? | Won leads, conversion, revenue, and average sale value | Identify effective behaviors and share them with the team |
Are targets on track? | Goal completion, pipeline value, and prospective sales | Adjust priorities, staffing, or targets |
Which sources generate valuable leads? | Lead volume, Won leads, revenue, and ROI by source | Review campaign spending, routing, or qualification rules |
Choose the right Kommo report
Open the reports from the Insights section in Kommo.
Report or tool | Use it to | Where to open it | Availability |
|---|---|---|---|
Monitor urgent leads, tasks, conversations, goals, and pipeline activity | Insights → Dashboard | Most widgets: any plan. NPS widget: Pro | |
Compare lead, contact, event, and task metrics by user | Insights → Report by activities | Any plan with report permissions | |
Review pipeline movement, conversion, time between stages, and prospective sales | Insights → Win-Loss analysis | Any plan with report permissions and sufficient data | |
Review leads, contacts, tasks, pipeline stages, and workload in one place | Insights → Consolidated report | Any plan with report permissions | |
Review actions performed by users and automations | Insights → Activity log | Any plan with report permissions | |
Set and compare revenue or Won-lead targets | Insights → Goal report | Advanced, Pro, or Enterprise; Admin permissions to configure | |
Connect costs with revenue from a filtered group of leads | Insights → ROI | Any active plan or a 14-day trial | |
Ask questions about workspace data and receive comparisons, tables, or charts | Open Copilot and select Analyst mode | Pro or access to Pro features; Admin permissions and AI credits |
For a complete overview, see Analytics and reports overview.
Build a performance-review routine
Use different reports for immediate work, weekly execution, and longer-term results.
Frequency | What to review | Recommended tools | Expected outcome |
|---|---|---|---|
During each shift | Unassigned leads, unanswered conversations, longest waits, overdue tasks, and leads without tasks | Dashboard | Urgent work receives an owner |
Weekly | Workload, response time, completed and overdue tasks, stage movement, and stalled leads | Dashboard, Report by activities, Consolidated report, Win-Loss analysis | One operational bottleneck is identified and addressed |
Monthly | Won leads, revenue, conversion, average sale value, goals, sources, and user comparisons | Report by activities, Win-Loss analysis, Goal report, ROI, or Analyst mode | Coaching, routing, and planning actions are agreed |
Quarterly | Pipeline design, targets, lead quality, staffing, automation, and reporting definitions | Reports, Analyst mode, and sample lead records | The measurement process remains aligned with the business |
To customize the Dashboard for these reviews, see Set up the dashboard and widgets.
Compare teammates’ work
A fair comparison separates the opportunities a teammate received from how they handled those opportunities and the result they produced.
Use the same context
When comparing users, apply the same:
Date range
Pipeline and stages
Lead source or campaign
Product or service
Region or language
Lead type and value range
Working schedule or shift
Comparing a teammate who receives warm referrals with someone who handles cold advertising leads can produce a misleading ranking.
Check how the metric is attributed
Do not assume that every user-level metric shows who performed the final action.
New leads in the Report by activities are attributed to the user who created the lead.
Won and Lost leads are attributed to the user who is currently responsible for the lead.
The responsible user may not be the person who originally created, managed, or closed the lead.
Open a sample of records before using these metrics for coaching, targets, or compensation.
Review opportunity, execution, and outcome together
Opportunity | Execution | Outcome |
|---|---|---|
Leads assigned | Response time | Won leads |
Lead source and quality | Tasks completed | Conversion |
Pipeline value | Stage movement | Revenue |
Product or territory | Follow-up consistency | Average sale value |
This helps you identify whether a performance difference comes from lead distribution, the way the teammate handles their work, or the final result.
Know where each metric comes from
Standard Kommo metrics: Leads, tasks, stage distribution, conversations, activities, goals, and Won or Lost results available in Dashboard widgets and reports.
Calculated metrics: Average sale value, changes between periods, or combined performance scores calculated from report values or requested through Analyst mode.
Workflow-specific metrics: Qualification rate, stalled leads, returning clients, products, regions, or complaint categories based on your stages, fields, filters, or tags.
Specialized metrics: NPS, AI-agent performance, broadcast results, WhatsApp analytics, and Salesbot analytics collected through their related features.
Find bottlenecks and choose actions
Use report data to identify a specific problem, then confirm it by checking the underlying leads.
Bottleneck | Signals | What to check | Possible action |
|---|---|---|---|
Slow first response | Many unanswered conversations or long reply times | Shift coverage, ownership, workload, routing, and notifications | Rebalance assignments or add response tasks |
Weak qualification | Many new leads but few reach the qualified stage | Lead sources, required questions, fields, tags, and qualification criteria | Standardize qualification or automate initial data collection |
Leads stall after proposals | Many leads remain in the same stage and follow-up tasks become overdue | Proposal quality, timing, sale value, follow-up frequency, and Lost reasons | Improve proposal templates or automate follow-up tasks |
Uneven workload | One teammate has many active leads and overdue tasks while another has spare capacity | Routing, shifts, territories, sources, and pipeline value | Reassign selected leads or update routing rules |
Incomplete reporting data | Missing sources, responsible users, sale values, Lost reasons, or tasks | Field requirements and how consistently the team updates records | Simplify required data or automate stable values |
Do not judge a teammate using one metric. Review workload, opportunity quality, response speed, pipeline activity, and results together.
Turn findings into actions
Use reports to prepare a focused coaching or process discussion instead of presenting a list of numbers.
Observation | Question to investigate | Possible next step |
|---|---|---|
Response time increased | What is making it difficult to answer new inquiries quickly? | Review workload, notifications, or shift coverage |
Activity is high but conversion is low | Which conversations require the most effort, and where do they stop? | Review lead quality, qualification, or objection handling |
Conversion is strong but revenue is low | Are the assigned opportunities smaller, or are larger offers not being presented? | Compare lead value and product mix |
Many tasks are overdue | Are the tasks realistic and connected to a clear next action? | Remove unnecessary tasks or automate task creation |
Leads remain in one stage | What information or decision is usually missing at this stage? | Clarify stage requirements or add an escalation path |
Agree on one or two measurable actions, assign an owner, and set a date to review the same metrics again.
Run your first performance review
Choose one complete period, such as the previous month.
Select one pipeline and users who work with comparable leads.
Apply the same filters across the reports you use.
Review opportunities, response time, tasks, stage movement, Won leads, conversion, and revenue.
Check how each user-level metric is attributed.
Open a sample of leads to confirm that the totals reflect the actual workflow.
Identify one team-wide bottleneck and one user-specific coaching opportunity.
Agree on the action, owner, and next review date.
Compare the same metrics again after the change.
The first review is successful when you can explain performance using comparable opportunities, execution, and outcomes—and turn the findings into one measurable improvement.
Use specialized analytics when needed
Some workflows provide additional analytics that complement the general team reports:
AI agents: Review unique leads, answered conversations, unanswered questions, handover rate, response time, channel distribution, and credit usage. See Use AI agents.
Broadcasts: Review Total, Sent, Delivered, Read, Responded, and Failed messages. See Analyze your broadcasting statistics.
WhatsApp Business: Review messaging volume, engagement, template interactions, supported conversion metrics, and costs. See Track your WhatsApp results with analytics.
Salesbot: Review launches, active sessions, conversion, and how often each step is reached. See Track Salesbot analytics.
Calls: Review call volume, duration, recordings, and related records from a connected calling integration. See Analyze calling activity.