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HubSpot’s reporting tools can report on WhatsApp activity natively once Flowella is connected, because Flowella writes structured data back to the HubSpot contact and to a custom WhatsApp Activity event timeline. This page covers the reports we recommend setting up first and how to surface them on dashboards. Flowella also has its own Analytics screen for channel-level WhatsApp metrics. The HubSpot reports here are for cross-channel views where you want WhatsApp alongside email, calls, and meetings on the same dashboard.

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What Flowella writes to HubSpot

For each contact in your portal that Flowella interacts with, the following properties are kept fresh:
PropertyTypePurpose
whatsapp_opted_inBooleanWhether the contact has consented to WhatsApp
whatsapp_first_message_atDatetimeFirst inbound message
whatsapp_last_message_atDatetimeMost recent inbound message
whatsapp_entry_sourceStringCampaign or CTWA ad that originated the conversation
whatsapp_campaign_idStringFlowella campaign for the most recent conversation
whatsapp_template_last_sentStringMost recent template sent to this contact
whatsapp_message_countNumberTotal messages exchanged with this contact
whatsapp_quality_statusEnumActive / opted-out / blocked / undeliverable
Form submissions made via WhatsApp Flow also create a standard HubSpot Form Submission event on the contact, just as if the form had been submitted on your website. This means HubSpot’s native attribution, lifecycle stage automation, and lead scoring all work on WhatsApp Flow submissions without any extra plumbing.

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Reports we recommend

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1. WhatsApp adoption by lifecycle stage

Shows what fraction of each lifecycle stage has opted in to WhatsApp. Useful for spotting which stages have room to push WhatsApp harder.
  • Object: Contacts
  • Filter: whatsapp_opted_in = true
  • Group by: Lifecycle stage
  • Visualisation: Stacked column or table

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2. WhatsApp-influenced deals

Deals where at least one associated contact had WhatsApp activity in the 90 days before close. Sit this next to Email-influenced deals on the dashboard.
  • Object: Deals (close-date based)
  • Filter: Associated contact → whatsapp_last_message_at is in the last 90 days before close date
  • Group by: Deal stage or Close month
  • Visualisation: Funnel or bar chart

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3. Source attribution for WhatsApp leads

Shows which campaigns are driving WhatsApp conversations.
  • Object: Contacts
  • Filter: whatsapp_entry_source is known
  • Group by: whatsapp_entry_source
  • Visualisation: Bar chart, sorted descending
See UTM tracking for how the entry source is captured.

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4. Template performance by campaign

Tracks which templates correlate with the highest reply rates. Needs reply data from Flowella.
  • Object: Contacts
  • Filter: whatsapp_template_last_sent is known
  • Group by: whatsapp_template_last_sent
  • Metric: Count of contacts where whatsapp_message_count is at least 2 (proxy for reply)

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5. Opt-out and block rate over time

A leading indicator of quality score issues.
  • Object: Contacts
  • Filter: whatsapp_quality_status is opted-out or blocked, changed in the last 30 days
  • Group by: Day or week
  • Visualisation: Line chart
Watch for spikes; they correlate with campaign launches that didn’t go well.

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Building a WhatsApp dashboard

We recommend one dashboard per business question rather than one giant “WhatsApp” dashboard. Common splits:
  • Customer Service WhatsApp — inbox volume, first-response time (from Flowella), opt-outs, quality status
  • Marketing WhatsApp — template performance, campaign-level attribution, conversion to deal
  • Sales WhatsApp — SDR pipeline activity, WhatsApp-influenced deals, win rate by entry source
Each uses different cuts of the same underlying data.

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Cross-channel comparisons

The most useful WhatsApp reports often don’t filter to WhatsApp — they’re cross-channel comparisons where WhatsApp is one slice. Examples:
  • Engagement by channel. Reply rate, time-to-reply, and resolution time across email, WhatsApp, and live chat. Often surprises people: WhatsApp typically has higher reply rates but shorter sessions than email.
  • Cost per qualified lead by channel. Combines Flowella’s per-conversation cost (from Plans & Limits), HubSpot’s email send cost, and your ad spend to give a per-MQL cost by channel.
  • Source → deal velocity. How long from first WhatsApp touch to closed-won deal vs. first email touch.
These reports need data from outside HubSpot too (cost data in particular), so consider piping them through a BI tool. Flowella’s data is queryable via the REST API; see API reference for the endpoints.

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Tips for accurate reporting

HubSpot’s native Sequence reporting won’t include Flowella’s WhatsApp sends. If your reps use both, build a unified “sequence activity” view in Flowella’s Analytics rather than relying on HubSpot’s sequence-only dashboards.
Flowella records timestamps in UTC. HubSpot reports group by the portal’s time zone (set in HubSpot Settings). Make sure these match if you’re comparing Flowella Analytics to HubSpot reports for the same period — a small UTC vs local-time mismatch can shift a metric by a day.
HubSpot’s pre-built single-object reports work for most basic WhatsApp views. For cross-channel and time-to-conversion analysis, use the custom report builder so you can join contacts and deals.
  • Analytics — Flowella’s native WhatsApp metrics, including the metrics that don’t have a HubSpot equivalent
  • UTM tracking — setting up the entry-source attribution that drives several of the reports above
  • Workflow Actions — the workflow actions that generate the activity these reports surface