So, you’re running campaigns and you’ve got targets to hit. Maybe you’re in marketing, sales ops, or just someone who wants to know if all this GTM effort is actually moving the needle. If you’re using 2xconnect, you’ve got a pile of data at your fingertips—but making sense of it (and actually improving your go-to-market strategy) is another story.
This guide is for people who want to use 2xconnect to get real answers, not just dashboards to show off in meetings. Let’s get into how you actually analyze campaign performance, what’s worth your time, and what’s just noise.
Step 1: Get Your Data House in Order
Before you try to optimize anything, make sure your data is clean and mapped right. Nothing derails campaign analysis faster than garbage in, garbage out.
- Check Your Tracking: Are all your campaigns tagged consistently? UTM parameters, campaign IDs, source/medium—get these right from the start.
- Validate Integrations: If you’re pulling in CRM, ad, or email data, double-check those integrations. Look for missing or duplicate records.
- Set Up Naming Conventions: If your campaigns are named “Spring Launch 2024” and “SPRING_LAUNCH_2024” and “Spring2024,” you’re making life harder for yourself. Pick a format and stick to it.
Pro Tip: Don’t trust auto-magic mapping. Go in and spot-check—especially if you’re syncing with Salesforce, HubSpot, or similar tools. It’s not glamorous, but it saves hours of headaches later.
Step 2: Know What Actually Matters (and Ignore the Rest)
2xconnect throws a lot at you: impressions, clicks, leads, pipeline, revenue, and a few dozen “engagement” metrics. Not all of these matter for every campaign.
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Pick KPIs Based on Campaign Type
- Awareness? Look at reach, impressions, and maybe branded search lift.
- Lead gen? Focus on conversion rates, cost per lead, and quality (not just volume).
- Revenue-driven? Pipeline created, deals won, and ROI. Don’t get distracted by vanity metrics.
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Align With Business Goals: If your GTM strategy is about breaking into new markets, then pipeline from net-new accounts > clicks from existing customers.
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What to Ignore (Most of the Time):
- Social shares, likes, or “engagement rate” alone. They rarely correlate to actual pipeline or revenue.
- Raw open or click rates if you can’t tie them to downstream results.
- Any metric you can’t explain to your CEO in one sentence.
Step 3: Dive Into 2xconnect’s Campaign Analytics
Now, let’s get into the actual analysis. Here’s how to use 2xconnect to get real insight.
a. Find the Campaign Performance Dashboard
- Navigate to the Campaigns section.
- Open the “Performance” or “Analytics” tab (the exact name may vary, but it’s usually front and center).
- Filter by date range, channel, or specific campaign.
b. Segment Your Data
Don’t just look at totals. Break it down by:
- Channel: Which channels are pulling their weight? (Email vs. LinkedIn vs. paid search, etc.)
- Audience: Are certain segments converting better? (Industry, company size, region)
- Stage: Where are leads dropping off? (Awareness, interest, evaluation, close)
Pro Tip: Use 2xconnect’s cohort or attribution reports to see how touchpoints work together. Multi-touch attribution isn’t perfect, but it beats “last click wins” thinking.
c. Look for Patterns (Not Just Blips)
- Trends Over Time: Did results spike after a webinar, then drop? Are you consistently improving month over month?
- Compare to Benchmarks: How do your campaigns stack up against past efforts or industry averages? If you don’t have a benchmark, pick your last quarter as a baseline.
d. Identify Bottlenecks
Are you generating leads but none are closing? Or getting tons of clicks but nobody’s filling out the form? Use funnel or journey analysis to pinpoint where things are breaking down.
Step 4: Make Sense of Attribution (Without Losing Your Mind)
Attribution is a mess everywhere, and 2xconnect is no exception. Here’s how to keep it useful:
- Start Simple: First touch and last touch will get you 80% of the way there. Use multi-touch if you have a longer sales cycle, but don’t get obsessed with pixel-perfect accuracy.
- Look for Themes, Not Absolutes: If three channels always show up in closed-won deals, that’s a clue. Don’t sweat the precise percentage—focus on recurring patterns.
- Remember: Correlation ≠ Causation: Just because a deal touched a webinar and then closed doesn’t mean the webinar caused it.
What to Ignore: Fancy attribution models that take hours to explain and still leave everyone arguing. If you can’t make a clear decision from the attribution data, move on.
Step 5: Translate Analysis Into Actions for Your GTM Strategy
All this data is pointless unless you do something with it. Here’s how to tie your analysis back to real changes in your go-to-market approach.
- Double Down on What’s Working: If a channel or message is consistently driving pipeline, put more budget or resources there.
- Cut or Fix Underperformers: Stop spending on channels that never convert, or overhaul messaging that flops.
- Test, Don’t Guess: Use your findings to run experiments. Change one thing at a time—subject line, offer, audience—and track the result.
- Feed Insights Back to Teams: Sales, product, and leadership all want to know what’s working. Share the real story, not just the “good news.”
Pro Tip: Document your learnings. If you tweak a campaign and see a lift, write it down. Next quarter, you’ll want to remember what actually moved the needle.
Step 6: Avoid Common Pitfalls
A lot of GTM teams waste time on the wrong things. Here’s what to watch out for:
- Chasing Vanity Metrics: Lots of clicks, few conversions? That’s a red flag, not a win.
- Analysis Paralysis: You don’t need perfect data to make better decisions. Look for trends, not perfection.
- Ignoring the Customer Journey: Don’t just focus on the top or bottom of the funnel. Success often comes from fixing what’s broken in the middle.
Step 7: Keep It Simple, Iterate, and Repeat
Campaign analysis in 2xconnect isn’t about building a perfect dashboard or having a 50-slide deck. It’s about finding where your GTM strategy is working (or not), making changes, and repeating the process.
- Start with clean data and clear KPIs.
- Use 2xconnect for what it’s good at: showing you where things are moving the needle.
- Ignore the noise. Focus on what you can control and change.
Final Thought: Don’t overcomplicate it. The best GTM teams keep things simple, make small improvements, and get better every time. Make your analysis a habit, not a once-a-quarter panic, and you’ll actually see results.