Hotmart vs. Kiwify vs. Monetizze: Which One Has the Best Native Metrics?

If you're choosing a digital product platform and care about business data (and you should), the natural question is: which one offers the best native metrics? We compared the dashboards and reports of Hotmart, Kiwify, and Monetizze to answer that question honestly.

The early result: none of the three offer the business metrics a serious infopreneur actually needs. But each has its strengths.

Hotmart: The Most Complete, Yet Still Insufficient

Hotmart is the most mature platform in the Brazilian market and has the most robust dashboard of the three.

What Hotmart offers:

Sales report:

• Sales volume by period
• Gross and net revenue (post-fees)
• Sales by product and offer
• Breakdown by payment method (credit card, bank slip, PIX)
• Sales status (approved, refunded, in dispute, canceled)

Affiliate report:

• Sales by affiliate
• Commissions paid
• Top affiliates by period

Subscription report:

• Active subscribers
• Cancellations in the period
• Recurring revenue

Hotmart Analytics:

• Sales funnel (page visits → checkout → purchase)
• Checkout conversion rate
• Traffic source (limited)

What Hotmart DOES NOT offer:

• MRR with breakdown (new, expansion, contraction, churn)
• CAC by acquisition channel
• LTV by cohort
• Consolidated P&L
• Real margin per product (considering all costs)
• NRR (Net Revenue Retention)
• Churn analysis with reasons and patterns

Kiwify: Simple and Direct, Basic Metrics

Kiwify grew fast by betting on simplicity and lower fees. The dashboard reflects this philosophy: it's clean, but limited.

What Kiwify offers:

Main dashboard:

• Revenue for the period
• Number of sales
• Average ticket
• Sales by product

Sales report:

• Transaction list with status
• Filter by period, product, and status
• CSV data export

Subscription report:

• Active subscribers
• Cancellations
• Forecasted future charges

Checkout analytics:

• Checkout conversion rate
• Cart abandonment

What Kiwify DOES NOT offer:

• Any kind of advanced business analytics
• Detailed refund report with patterns
• Structured MRR
• Full sales funnel
• Traffic source per sale
• Retention metrics
• Financial projections

Monetizze: Focus on Transactions, Little Analytics

Monetizze has a strong base in the affiliate and physical-digital product market. Its metrics are focused on transactions.

What Monetizze offers:

Sales report:

• Sales by period and product
• Transaction status
• Affiliate commissions
• Sales by payment method

Financial report:

• Available balance
• Withdrawals made
• Fees charged

Affiliate report:

• Performance by affiliate
• Affiliate ranking

What Monetizze DOES NOT offer:

• Analytics dashboard
• Conversion funnel
• Subscription metrics (MRR, churn)
• LTV or CAC
• Any growth metrics

Direct Comparison: Metrics Table

Let's compare the three platforms on specific metrics that every digital business should track:

The pattern is clear: all three platforms are good at showing what happened (sales, transactions), but none show what matters for business decisions (margin, CAC, LTV, forecasts).

Why Platforms Don't Offer These Metrics

It's not incompetence. It's focus. Hotmart, Kiwify, and Monetizze are sales platforms. Their core business is processing transactions, managing checkout, paying affiliates, and delivering content. Advanced business metrics are outside their primary scope.

Furthermore, the metrics that really matter (CAC, Ad ROI, P&L) depend on data that sales platforms don't have: how much you spent on ads, how much you pay for tools, what your team costs are. Without this data, it's impossible to calculate real margin.

What to Do If You Need Real Metrics

There are three paths:

Path 1: Manual spreadsheet

Export data from each platform, cross-reference it with ad data and costs, and calculate metrics manually.

Pros: Free, flexible. Cons: Takes hours per week, prone to errors, most people give up within 2 months.

Path 2: Power BI or Google Sheets with APIs

Build custom dashboards by connecting platform APIs.

Pros: Automated after setup. Cons: Requires technical knowledge, constant maintenance when APIs change, no built-in intelligence.

Path 3: Specialized tool

Use a business analytics platform that connects natively to Brazilian platforms.

Groware connects directly to Hotmart, Kiwify, Monetizze, Stripe, and Asaas—and also to Asaas for billing and Stripe for international operations. With this connection, it automatically calculates the metrics that no sales platform offers: MRR with full breakdown, detailed churn, LTV by cohort, CAC by acquisition channel, automated P&L, and NRR.

The advantage of a dedicated tool is that it was built specifically for this problem. It's not a spreadsheet you need to maintain, nor a generic BI you need to set up from scratch.

Which Platform to Choose?

The choice of a sales platform should be based on fees, checkout, delivery features, and the affiliate ecosystem—not on native metrics. Because none of the three solve the business analytics problem.

Choose Hotmart if: You want the most complete ecosystem, accept the 9.9% fee, and value the affiliate network.

Choose Kiwify if: You want lower fees (starting at 6.49%), fast checkout, and don't depend on advanced platform features.

Choose Monetizze if: You work intensively with affiliates or sell physical products alongside digital ones.

And for business metrics, use an analytics layer on top of the sales platform. Your sales data is too valuable to be stuck in a basic dashboard that only shows gross revenue.