What Is Kommo and What It's Used for in Marketing and Sales

Kommo (formerly amoCRM) is an omnichannel CRM focused on conversation-based sales automation. It centralizes messages from WhatsApp, Instagram, Messenger, email, and other channels into a single interface, and allows you to manage visual pipelines, automate follow-ups, and measure the customer lifecycle from acquisition to close. For digital marketing agencies, understanding what Kommo is helps recommend suitable tools to their clients and build monthly marketing reports that reflect the real impact of each communication channel.

What is Kommo and what is it used for in marketing and sales?

Kommo is a CRM platform designed for teams that manage high volumes of conversations with potential customers. Its main focus is the conversational sales model: instead of recording only static contact data, Kommo organizes the complete history of interactions across each channel and links it directly to the stages of the sales funnel.

Unlike more complex CRMs such as HubSpot or Salesforce, Kommo prioritizes visual simplicity and native integration with messaging apps. This makes it especially useful for small and medium-sized businesses operating in markets where WhatsApp and social media dominate commercial communication.

The profiles that use Kommo the most include:

• Sales teams that manage leads across multiple messaging channels simultaneously.
• Digital marketing agencies that need to show their clients the complete lead journey, from first contact to conversion.
• Small and medium-sized businesses looking for an agile alternative to more expensive or complex CRMs.
• Entrepreneurs and freelancers who manage customer relationships without a formal sales team.
• Sales directors who want real-time visibility of the pipeline without relying on spreadsheets.

Main features of Kommo

Centralization of communication channels

Kommo connects messages arriving via WhatsApp, Instagram Direct, Facebook Messenger, Telegram, email, and other channels into a single inbox. The sales team responds from a single platform without losing the context of each conversation.

This functionality reduces errors from duplicate contacts and eliminates time lost switching between applications. For agencies managing client accounts across multiple verticals, this represents a direct reduction in operational work.

Visual pipelines and lead management

Kommo’s pipeline works as a Kanban-style visual board. Each lead occupies a card that moves through customizable stages: first contact, qualification, proposal sent, negotiation, and close.

From each card, it’s possible to view the complete conversation history, pending tasks, attached documents, and team notes. This centralizes customer information and prevents knowledge from remaining stuck in a salesperson’s personal email.

Sales workflow automation

Kommo allows you to configure automations that are triggered by specific events: when a lead reaches a certain pipeline stage, when X days pass without a response, or when the customer opens a message. Automatic actions include:

• Sending messages via WhatsApp or email.
• Automatically changing the pipeline stage.
• Assigning the lead to a specific salesperson.
• Creating follow-up tasks for the team.
• Triggering internal notifications.

Integrations and open API

Kommo integrates with email marketing tools, ecommerce platforms, billing systems, and automation apps like Zapier or Make. It also offers an open API that allows custom development for companies with specific workflows.

What to include in a monthly marketing report when using Kommo

When an agency manages clients who use Kommo as a CRM, the monthly marketing report should go beyond ad spend and traffic metrics. The tool generates conversion data that completes the funnel’s story.

A complete monthly marketing report for clients using Kommo should include the following sections:

1. Executive summary: key results for the month on a single page. Investment, leads generated, conversions, and cost per acquisition.
2. Traffic and reach metrics: GA4 sessions, Google Ads or Meta Ads impressions and clicks, click-through rate (CTR), and cost per click (CPC).
3. Leads generated by channel: how many leads came in from each acquisition channel (paid media, organic, social media, referrals).
4. Pipeline status in Kommo: how many leads are at each stage, how long they’ve been stuck, and how many were lost during the month.
5. Conversion rate by stage: percentage of leads that move from one stage to the next. Identifies bottlenecks in the sales process.
6. Average response time: how long it takes the team to contact a new lead. This directly impacts the close rate.
7. Closed sales and attribution: revenue generated during the month and which marketing channel originated each close.
8. Monthly comparison: evolution of key metrics compared to the previous month or the same period last year.

Centralizing this data in a single dashboard eliminates the time account managers spend building reports manually. Tools like Master Metrics allow you to connect paid media sources (Meta Ads, Google Ads, TikTok Ads) with conversion data and present them in an automated dashboard that the client can check in real time, without depending on the team exporting data every month-end.

Kommo vs. CRM alternatives for sales and marketing teams

Choosing the right CRM depends on team size, the communication channels the business uses, and the level of customization required. The following table compares Kommo with three common alternatives:

Frequently asked questions about Kommo

Are Kommo and amoCRM the same thing?
Yes. Kommo is the current name of the platform formerly known as amoCRM. In 2022, the company changed its name to Kommo to better reflect its focus on conversational sales and its expansion into global markets outside of Russia. The main features remain the same and have continued to evolve under the new name.

Is Kommo only for sales teams, or is it also useful for marketing?
Kommo is useful for both teams. For sales, it manages the pipeline and conversations with leads. For marketing, it allows you to segment contacts, send nurturing campaigns, and measure how many leads move through the funnel based on their originating channel. Marketing agencies use it to demonstrate to their clients the impact of campaigns on business results.

What communication channels does Kommo support?
Kommo integrates WhatsApp Business, Instagram Direct, Facebook Messenger, Telegram, email, web forms, and live chat, among others. All messages from these channels arrive in a unified inbox, allowing the team to respond from a single platform without losing the history of each conversation.

Is Kommo suitable for digital marketing agencies?
Kommo is useful when the agency directly manages a client’s sales process or needs to show conversation and pipeline data in its reports. However, for managing multiple client accounts and consolidating ad spend data, agencies usually need a complementary reporting tool that integrates sources like Meta Ads, Google Ads, and GA4.

What Kommo data should be included in a monthly marketing report?
The most relevant Kommo data for a monthly report includes: number of new leads by channel, conversion rate by pipeline stage, average response time, lost leads and reason for loss, and closed sales with channel attribution. This data complements ad spend and traffic metrics to show the complete result of the strategy.

What’s the difference between Kommo and marketing reporting software?
Kommo manages the sales process and conversations with leads. Marketing reporting software, like Master Metrics, centralizes paid campaign data, web traffic, and conversions into automated dashboards for agencies. Both tools are complementary: Kommo records what happens in the sales process, and Master Metrics allows you to visualize the origin of those leads and the performance of each acquisition channel in one place.

Does Kommo integrate with Google Ads or Meta Ads?
Kommo allows you to connect Facebook and Instagram lead generation forms so that prospects enter the pipeline directly. However, integration with ad platforms for advertising performance analysis is limited. For that type of analysis, agencies use specialized reporting tools that connect directly to the APIs of Meta Ads, Google Ads, and other platforms.

Conclusion

Kommo is a solid tool for teams that manage sales through messaging channels. Its strength lies in centralizing conversations, automating follow-ups, and visualizing the pipeline in real time. For small and medium-sized businesses operating in environments where WhatsApp and social media dominate customer communication, it represents a competitive alternative to more complex and expensive CRMs.

For digital marketing agencies, knowing Kommo has direct practical value: when a client uses this tool, the monthly marketing report should include pipeline and conversion data, not just ad spend metrics. Knowing what to include in a monthly marketing report—investment, leads by channel, conversion rate by stage, response time, and attributed closes—is what differentiates an operational report from one that drives strategic decisions.

Building that report manually every month consumes time that an agency could dedicate to higher-value work. Master Metrics automates the consolidation of data from Meta Ads, Google Ads, GA4, and other platforms into a dashboard that the client can check at any time. If your agency manages multiple accounts and wants to reduce the time spent on reports without sacrificing information quality, Master Metrics is the logical next step.