Track your WhatsApp results with analytics

WhatsApp analytics in Kommo helps you understand exactly how your WhatsApp channel is being used and how much it’s costing you. It’s designed to give you both a big-picture view and the details you need to make better decisions.

You’ll see reports in three key areas:

• Conversations: This tab shows the number of conversations, split into free vs. paid.

-Free conversations happen when a customer writes to you first or when you reply within the 24-hour messaging window. These don’t add to your costs.

-Paid conversations happen when you start a chat or when you reply after the 24 hours have expired.

To learn more about when you’re charged, check our article on pricing rules for WhatsApp Business.

This gives you a clear view of how many conversations fall into each category, how they change over time, and whether your team is making the most of free messaging.

• Templates: This tab shows how your approved WhatsApp templates are performing. For each template, you can track:

- Sent — how many times the template was used.

- Delivered — how many actually reached the customer.

- Read — how many were opened.

- Clicked — how many customers responded.

This helps you find your best templates, spot weak ones, and test new approaches.

• Messages: This tab shows how much you’re spending on WhatsApp over time. You’ll see:

This allows you to connect costs to specific campaigns or busy periods so you can plan your budget better.

Together, these three tabs give you a clear view of both your costs and your performance. To learn more about how WhatsApp Business analytics work, check Meta’s article.

• Monitor free vs. paid conversations: understand how much of your messaging stays within the free 24-hour window and when you’re paying extra.
• Refine template strategy: compare reply rates across templates so you know which ones work best and which need a change.
• Measure campaign results: see how conversation volumes or costs shift after you launch a new campaign.

You don’t need to configure anything extra to use this feature. Once your WhatsApp Business integration is connected, Kommo automatically starts collecting analytics.

1. In Kommo, click on the Stats section. Then go to Analytics and select WhatsApp Business.

1. You’ll see three tabs: Conversations, Templates, and Messages. Click a tab to view detailed stats like date, sent, delivered, etc.

If you select a template that hasn’t been approved by Meta, you’ll see this error message:

If this error happens, check our WhatsApp Business templates article to see how to get your template approved.

Templates aren’t the only thing you can measure in WhatsApp Business. Kommo also allows you to get insights from your Click-to-WhatsApp ad campaigns so you can understand which ones are driving results.

To do this, you’ll need to add UTM tags to your ad links. UTMs are short labels that show where a lead came from. For example:

• utm_source — the source (Facebook, Instagram, etc.)
• utm_medium — the channel type (ad, email, banner)
• utm_campaign — the campaign name (spring_sale, black_friday)

When someone clicks an ad and starts a WhatsApp chat, Kommo automatically captures these UTM values in the lead card. This lets you connect conversations to specific campaigns, compare results across channels, and see which ads bring you the most leads.

To set them up, follow these steps:

1. Make sure your WhatsApp number is already connected in Kommo. If it’s not, follow this guide to connect WhatsApp Business in Kommo.

Important: Your WhatsApp number needs to be linked to a WhatsApp Business account in the same Meta Business Manager as your ad account. Otherwise, Kommo won’t be able to capture UTM data from your ads.

1. In Meta Ads Manager, create a campaign with the Click to WhatsApp objective and set the CTA to Message on WhatsApp. You can follow the steps in this WhatsApp page.
2. Add UTM parameters to your ad link. For example: utm_source=facebook&utm_medium=ad&utm_campaign=spring_sale
3. In Kommo, grant permission to read ad metadata. Go to WhatsApp Business integration → Accounts. In the banner, click the Continue with Facebook button and complete the CAPTCHA.

Grant access to your ad account. Make sure it belongs to the same Meta Business Manageras your WhatsApp Businessaccount. Then pick the right business portfolio.

Select your ad account and click Save.

After the setup is complete, when someone clicks the ad and sends a message:

• Kommo creates a lead in the Incoming leads stage.

• UTM values appear in the Statistics → Tracking data tab of the lead card. Click Show to see the UTM tags from the ad.

To evaluate performance, go to Leads → Search & filter and filter by UTM fields.

This will display all the leads that match the UTM value you entered, so you can see which campaigns are bringing in leads and compare their results.

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

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