What to Measure

TL;DR

Measure the whole path: Targeted list → Send → Visit → Engage → Meeting → Revenue.

Track a short set of decisive KPIs: list health, deliverability, visit rate, microsite engagement, meeting rate, and cost per meeting. Instrument before you launch, review in weekly cohorts, and make decisions from thresholds (not vibes).

1) Pre-flight instrumentation (do this before you run anything)

Identity & tracking

Reverse-IP + people resolution (Vector/LeadForensics), LinkedIn Insight Tag, analytics pixel.

Microsite events: lp_view, engaged_30s, scroll_50, cta_click, booked.

Email events (provider): delivered, bounce, spam, reply, link_click.

UTM + naming

utm_source= coldemail | linkedin | retargeting

utm_medium= smartlead | instantly | thought_leader | doc_ad

utm_campaign= offer_or_playbook + date (e.g., pizza_ops_2025_10_wk1)

utm_content= audience_tier + creative_version (e.g., tierA_doc_v2)

CRM & routing

Fields for source, audience tier, creative, first-touch UTM, owner, and SLA clock.

Lead statuses: Engaged (site) → Contacted → Meeting Set → SQL → Won.

SLAs & alerts

Alert when engaged_30s fires for Tier A (Slack/Email).

SLA: first human touch within 4 hours (same business day).

2) The minimal KPI set (keep it simple)

List health

Email bounce rate < 3%; spam complaint < 0.1%.

Valid match rate from data provider > 85%.

Delivery & reach

Delivered per inbox per day within policy (e.g., ≤15 / inbox).

Visit & engagement

Visit rate from sends = unique microsite sessions / delivered. Target: 8–15%.

Engaged session rate (≥30s or ≥50% scroll). Target: 30–50%.

CTA click rate on microsite. Target: 8–15%.

Sales outcomes

Meetings per engaged account. Target: 10–20%.

Time-to-first-touch (from engagement). Target: < 4h.

Economics

Cost per microsite view and cost per meeting. (See formulas below.)

Formulas

Cost per view = Spend / microsite sessions

Cost per engaged view = Spend / engaged sessions

Cost per meeting = Spend / meetings set

3) Example target funnel (sanity check)

10,000 delivered emails → 1,000 visits (10%) → 450 engaged (45%) →

60 CTA clicks (13%) → 9–12 meetings (15–20% of engaged)

With $500 tooling spend → ~$0.50 per visit → ~$45–55 per meeting (before AE time).

4) Dashboard blueprint (copy this layout)

Exec tab (north star)

Meetings, pipeline $, cost per meeting, win rate, CAC payback.

Ops funnel tab

Delivered → Visits → Engaged → CTA → Meetings (by audience tier and creative).

Cohorts tab

Weekly cohorts by send week; show decay, fatigue, and retarget performance.

5) Decision thresholds (if X then do Y)

Bounce > 3% → Pause cohort, verify emails (NeverBounce/Leadmagic), rotate domain/inbox.

Visit rate < 8% → Fix hook continuity (subject/ad → headline). Test new first line/offer.

Engaged < 30% → Improve above-the-fold (promise, proof, CTA); speed test; shorten copy.

CTA < 8% → Clarify next step; add scheduling embed; reduce competing links.

Time-to-first-touch > 4h → Reroute alerts to backup rep and tighten SLA.

Fatigue (CPM↑ CTR↓) → Rotate creative after 10–14 days; new lead line + new visual.

6) Data to gather before launch (your "campaign brief")

ICP hypothesis (role, firmographics, pains) + tiers (A/B/C) and goals.

Offer & microsite CTA (book, demo, audit, calculator).

List sources (Apollo, Sales Nav, etc.) + verification plan.

Outbound plan (cold email, LI thought leader, doc ad) with daily caps and warm-up.

Follow-up plan (call/DM/microsite resend) and ownership by tier.

Experiment doc with 2–3 test variables (hook, asset, CTA).

7) Event dictionary (so everyone speaks the same language)

SEND_DELIVERED (provider)

VISIT (microsite lp_view with UTM)

ENGAGED (≥30s OR ≥50% scroll)

CTA_CLICK (button/link)

BOOKED (scheduler event)

SQL (qualified in CRM)

WON (closed-won)

Use the same event names across email, LinkedIn, and retargeting so reporting lines up.

8) Cadence

Daily: deliverability/bounce checks, Tier-A engaged alerts.

Weekly: cohort review, creative rotation decisions, list refresh.

Monthly: pipeline attribution, learning doc, next experiment backlog.

9) Compliance & hygiene (don't skip)

Honor unsubscribes and regional send rules.

Maintain domain warm-up and reputation; archive dead inboxes; rotate sensibly.

Respect privacy on reverse-IP; only contact verified business emails.

10) One-page measurement plan (template)

Objective: Book 20 meetings from Tier-A accounts in 30 days.

North Star: Meetings / Cost per meeting.

KPIs & Targets: Visit 10% → Engaged 40% → CTA 12% → Meeting/Engaged 15%.

Instrumentation: Pixels + UTM + events done; SLA 4h; Slack alerts live.

Cohorts: 2025_wk44, 2025_wk45 with creative hook_v1/v2.

Decisions: Use thresholds in §5 to pause/rotate/iterate.

If you keep this tight loop—measure the full path, compare by cohort, act on thresholds—you'll know exactly what to fix next and where the next meeting will come from.