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
Set up all tracking before your first send. You cannot measure what you did not instrument.
Identity & tracking
Reverse-IP + Resolution
Vector/LeadForensics, LinkedIn Insight Tag, analytics pixel.
Microsite Events
lp_view, engaged_30s, scroll_50, cta_click, booked.
Email Events
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: source, audience tier, creative, first-touch UTM, owner, SLA clock.
Lead statuses: Engaged (site) → Contacted → Meeting Set → SQL → Won.
SLAs & alerts
Response Time
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
List Health
Email bounce rate under 3%. Spam complaint under 0.1%. Valid match rate over 85%.
Delivery & Reach
Delivered per inbox per day within policy (e.g., 15 or fewer / inbox).
Visit Rate
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%.
Meetings per Engaged
Target: 10-20%. Time-to-first-touch under 4h.
Economics 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
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)
Act on Thresholds
Bounce over 3% → Pause cohort, verify emails (NeverBounce/Leadmagic), rotate domain/inbox.
Visit rate under 8% → Fix hook continuity (subject/ad → headline). Test new first line/offer.
Engaged under 30% → Improve above-the-fold (promise, proof, CTA); speed test; shorten copy.
CTA under 8% → Clarify next step; add scheduling embed; reduce competing links.
Time-to-first-touch over 4h → Reroute alerts to backup rep and tighten SLA.
Fatigue (CPM up, CTR down) → 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 and microsite CTA (book, demo, audit, calculator).
List sources (Apollo, Sales Nav, etc.) + verification plan.
Outbound plan (cold email, LinkedIn 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
Use the same event names across email, LinkedIn, and retargeting so reporting lines up.
SEND_DELIVERED
Provider confirms delivery
VISIT
Microsite lp_view with UTM
ENGAGED
30s+ OR 50%+ scroll
CTA_CLICK
Button/link clicked
BOOKED
Scheduler event fired
SQL → WON
Qualified in CRM → Closed-won
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
Do Not 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 section 5 to pause/rotate/iterate.
The Bottom Line
If you keep this tight loop - measure the full path, compare by cohort, act on thresholds - you will know exactly what to fix next and where the next meeting will come from.