So, you’ve launched your GTM (go-to-market) campaign and you’re wondering if people are actually engaging — or if you’re just shouting into the void. This guide is for you if you’re using Humanlinker and want to cut through the noise to actually measure what’s working. No more guessing, no dashboards full of vanity metrics, and definitely no waiting around for some “insight” to magically appear.
Let’s break down exactly how to dig into your engagement metrics in Humanlinker, what numbers matter, which ones to ignore, and how to actually use this data to make your campaigns better.
1. Get Set Up: Make Sure Everything’s Tracking
Before you start poking around in reports, make sure Humanlinker is actually tracking what you need.
- Confirm your GTM campaign is live in Humanlinker. If you only created a draft, nothing’s being tracked.
- Check that tracking is enabled for every channel you’re using (email, LinkedIn, calls, etc.).
- Test it yourself. Send yourself a campaign message and open, click, or reply. See if Humanlinker logs your actions.
- Don’t trust defaults. Sometimes a new integration or channel isn’t tracking out of the box. Double-check.
Pro tip: If you’re not sure, go to your campaign dashboard and look for “last activity” or “latest engagement.” If it’s blank, something’s broken.
2. Know What You’re Actually Measuring
It’s easy to get lost in a sea of numbers. Here’s what matters for GTM campaigns:
- Open rate: Did anyone bother to look? (Low bar, but still.)
- Click-through rate (CTR): Are they curious enough to dig deeper?
- Reply rate / Response rate: Are you sparking actual conversations?
- Meeting booked rate: Are you getting the result you want?
- Unsubscribe or opt-out rate: Are you annoying people?
Ignore these (mostly): - “Impressions” or “delivered” counts. Unless deliverability is your main problem, these just tell you your messages didn’t bounce. - “Time on page” (unless you’re driving to a landing page and that’s your goal). - “Views by device/browser.” Fun trivia, rarely actionable.
3. Dive Into the Humanlinker Dashboard
Now, the (hopefully) fun part: seeing your real numbers.
A. Find the Right Place
- Go to your GTM campaign in Humanlinker.
- Click into the “Analytics” or “Engagement” tab. (Names sometimes change, but look for anything labeled “metrics,” “reporting,” or similar.)
- Filter for the specific campaign or audience segment you care about.
B. Look for These Visuals
- Funnel view: Tracks how many people opened, clicked, replied, and booked a meeting. If you see a big drop-off at one stage, that’s where you’re losing people.
- Timeline graphs: Shows engagement over time. Are you peaking, dropping off, or seeing consistent interest?
- Top-performing templates or messages: Which specific emails or LinkedIn messages are actually working?
Pro tip: If you’re running multiple variants (A/B tests), compare them here. Don’t just look for the winner — look for the why.
4. Interpret the Numbers (Without Fooling Yourself)
Stats are easy to misread. Here’s how to stay honest:
- Open rate: If it’s below 30%, your subject lines or initial hooks are weak — or you’re hitting spam. If it’s above 50%, nice job, but don’t get cocky; opens alone don’t pay the bills.
- Click-through rate: 5-10% is decent for cold outreach. Under 2%, your CTA is probably too weak or too hidden.
- Reply rate: In B2B, 2-5% is actually good. If you’re over 10%, double-check it’s not just out-of-office replies.
- Meeting rate: This is the real gold. Over 1% for cold campaigns? That’s solid.
What to ignore: - One-off spikes, especially right after launch. Sustained engagement is what matters. - Vanity metrics Humanlinker might surface (like “total messages sent”) — sending a lot doesn’t mean you’re connecting.
5. Spot Patterns and Outliers
Don’t just look at averages. Dig a little deeper:
- Which channels work best? Is LinkedIn getting replies but email isn’t? Or vice versa?
- What days/times perform better? Sometimes Tuesday mornings crush it; Friday afternoons, not so much.
- Are certain templates killing it? Double down on those — but don’t overuse them or you’ll burn them out.
- Negative signals: High unsubscribe or opt-out rates mean you’re missing the mark.
Pro tip: Export your data (CSV or Excel) if Humanlinker’s dashboard is limiting. Sometimes a simple spreadsheet tells a clearer story.
6. Take Action: Tweak, Test, Repeat
All the analysis in the world doesn’t matter unless you do something with it.
- Kill the losers: Pause or rewrite messages/templates with the worst engagement.
- Double down on winners: Use high-performing templates more, or adapt their style to other messages.
- A/B test: Always be running small tests — subject lines, CTAs, send times. Don’t overhaul everything at once.
- Adjust your targeting: If you’re seeing bad engagement across the board, maybe it’s the audience, not the message.
Don’t overcomplicate it: You don’t need a PhD in stats. If something’s obviously not working, change it. If something’s working, do more of it (until it stops).
7. Set Up (Simple) Ongoing Reporting
You don’t need a 30-page PowerPoint. Just set up a basic rhythm:
- Weekly or bi-weekly check-ins: Look for trends, not day-to-day blips.
- Share only what matters: Stakeholders care about meetings booked, replies, and maybe click rates. Don’t drown them in noise.
- Document changes: Note when you test a new template or change your approach, so you know what’s driving results.
Honest Takes: What Works, What Doesn’t, and What to Ignore
- Don’t chase perfection. Your first campaign probably won’t be a home run. That’s normal.
- Ignore the hype. No tool (even Humanlinker) is magic. The hard part is the message and audience, not the dashboard.
- Automated “insights” can mislead. If Humanlinker gives you generic tips (“send more messages!”), take them with a grain of salt.
- Focus on conversations, not clicks. The goal is actual human engagement. If you’re getting replies and meetings, you’re winning.
Keep It Simple, Keep Improving
Engagement metrics can be overwhelming, but they’re really just signals telling you what’s working and what isn’t. Don’t obsess over every number. Focus on a few key metrics, act on what you learn, and keep tweaking. The simpler your process, the more likely you’ll stick with it — and the better your GTM campaigns will get over time.
Now, go look at your data, make one change, and see what happens. That’s how you get better — not by reading, but by doing.