How does your team manage tracking KPIs and goals by channel?

We use a centralized dashboard that aggregates data from all our tools (e.g., CRM, marketing automation, analytics platforms). Each channel has its own set of KPIs that align with its role in the funnel. For example: Top-of-Funnel Channels (paid social, SEO): Impressions, clicks, and conversions to MQLs. Mid-Funnel Channels (email, nurture campaigns): Engagement rates, MQL to SQL conversion. Bottom-of-Funnel Channels (ABM, sales assist): SQL to opportunity and pipeline generated. Weekly syncs he ...Read More

This is the million-dollar question! It’s a real challenge for many companies, as it touches on all the complexities of attribution. I would start by defining a straightforward way to track each channel’s performance across the funnel stages—Leads, MQLs, and SQLs—for different channels (events, paid, product, organic, etc.). Next, analyze past results to identify where you have control over volume, and adjust planning for the upcoming quarter based on these insights. For ongoing tracking, the te ...Read More

Attribution tools: HubSpot/Salesforce - tracks lead source through the funnel with specialized tools like Bizible or Dreamdata to track more complex multi-touch journeys Channel-specific tracking includes: UTM parameters on everything (campaigns, content, social posts) Conversion pixels for paid channels Promo codes for podcasts, events, offline channels Dedicated landing pages per campaign/channel Often times it’s easy to get sucked into wanting to have perfect tracking. Remember that the point ...Read More

Managing and tracking KPIs by goals and channels can vary from team to team, depending on team structure and organization. For example, your organization may have a dedicated role or team for marketing analytics and reporting, while other teams may be structured differently, with the campaign manager or channel owner responsible for managing and tracking KPIs and goals. In any case, I recommend developing a scorecard with the top-line KPIs and goals you want to achieve for a specific time frame. ...Read More

There are a few processes my team manages uses to track KPIs by channels. First is clear goal setting for both leading and lagging indicators by channel.  Leading indicators differ by channel, while lagging indicators include leads, pipeline, funnel conversions. Both are looked at frequently to make stop, start, continue decisions.  Second, all data stems from a single source of truth reporting in Hubspot, and then is sliced and diced by various segments and views by channel dashboards. This mea ...Read More

We try to keep it simple. We align the channel to where it will impact the in the funnel and then create a KPI for the funnel stage and channel. That means that a channel might show up a couple times. For example for Paid search we can have a mid-funnel KPI for lead creation, and a bottom of funnel KPI for sourced pipeline or bookings. We track efficiency metrics next to production metrics to compare over time periods (MoM, QoQ, YoY) to get a sense of relative performance of the dollars spent in ...Read More

I track KPIs and goals by channel using a centralized dashboard that pulls data from all my marketing platforms. This gives me a real-time view of performance.Here’s how I do it: Set clear KPIs for each channel based on campaign objectives, ensuring they align with overall business goals. Use consistent tracking parameters to compare performance across channels. Review performance regularly to spot trends, adjust your strategy as needed, and optimize your campaigns for better results. Dive deepe ...Read More