​​Track WhatsApp ad campaigns with UTMs

Kommo 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 parameters to your ad links. UTMs are short labels that show where a lead came from.

Some UTM parameters follow common industry standards and should be used consistently. Others are fully flexible and can be named and used in a way that fits your tracking needs.

These are industry-standard and should be used for every campaign to keep your data consistent and easy to compare.

• utm_source — where the traffic comes from (e.g., facebook, instagram, google)
• utm_medium — the traffic type or channel (e.g., cpc, paid_social, email)
• utm_campaign — the campaign name (e.g., black_friday, spring_sale)

These three are considered core UTM parameters and are strongly recommended for all campaigns.

These follow standard naming conventions but are optional and flexible, depending on how detailed your tracking needs to be.

• utm_content — distinguish between ads, creatives, or messages (e.g., video_ad, carousel_1)
• utm_term — track audiences, keywords, or placements (e.g., remarketing, lookalike_3pct)

You can create additional parameters to track any extra details that matter to your business. These are fully customizable.

• Custom names and values based on your internal naming rules (e.g., utm_offer=free_trial, utm_region=emea, utm_agent=ai)

1. Add UTM parameters that you would like to track to the end of your WhatsApp Click-to-Chat link using this format: ?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale

1. If you add more than one UTM, separate them with &.
2. Paste the final link into your ad setup.

Examples:

• https://wa.me/1234567890?utm_source=facebook
• https://wa.me/1234567890?utm_source=instagram&utm_medium=paid_social&utm_campaign=black_friday
• https://wa.me/1234567890?utm_source=facebook&utm_medium=cpc&utm_campaign=holiday_sale&utm_content=video_ad&utm_term=remarketing

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.

Learn more about creating URLs with UTM parameters.

• Identify top-performing ads — see which Click-to-WhatsApp campaigns bring in the most leads.
• Compare channels and audiences — understand whether Facebook, Instagram, or another source delivers better results.
• Optimize ad spend — spot low-performing campaigns early and shift your budget to ads that convert.
• Measure campaign impact — track how lead volume changes after launching or updating ad creatives.
• Improve targeting and messaging — analyze which campaigns attract the right leads so you can refine your creative and audience strategy.

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.

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.
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 Manager as your WhatsApp Business account. 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:

1. Kommo creates a lead in the Incoming leads stage.

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

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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