If you’re running B2B campaigns with Influ2 and wondering which numbers matter (and which are just noise), this guide’s for you. We’ll break down exactly how to measure and analyze campaign performance metrics in Influ2, step by step. No fluff, no hand-waving—just what you need to get real insights and make smart decisions.
Let’s get into it.
1. Get Your Basics Straight: What Influ2 Tracks (and What It Doesn’t)
First, some quick context. Influ2 is built around person-based advertising. That means it tracks engagement at the individual level, not just accounts or broad segments. You’ll see a lot of familiar marketing metrics—impressions, clicks, CTR—but also some unique stuff like “people reached” and actual names tied to actions.
Key metrics you’ll see in Influ2:
- Impressions: How many times your ad was displayed to a person.
- Clicks: How often someone actually clicked your ad.
- CTR (Click-Through Rate): Clicks divided by impressions. Good for quick comparisons, but can be misleading if you obsess over it.
- Engaged People: Individuals who interacted meaningfully—clicked, visited your site, or spent time on your landing page.
- Account Engagement: Roll-up of activity from people at the same company.
- Time on Page / Bounce Rate: How long people stick around after clicking.
- Pipeline Influence: (If set up) Tries to link ad engagement to real sales outcomes.
What’s missing or less useful:
- Influ2 doesn’t track every off-platform action (like replies to sales emails that follow up on an ad).
- “Vanity metrics” like impressions can be distracting—lots of views don’t mean much if no one acts.
Pro tip: Focus on people and accounts actually engaging, not just racking up big numbers.
2. Step-by-Step: Measuring Your Campaign Performance in Influ2
Let’s walk through the actual process. This assumes you’ve launched a campaign and have some data coming in.
Step 1: Log in and Find Your Campaign Dashboard
- Head to your campaign list and click into the campaign you want to analyze.
- You'll land on the overview page, which gives you high-level stats. Don’t stop there—dig deeper.
Step 2: Zero in on the Metrics that Matter
Ignore the urge to gawk at “total impressions.” Instead, focus on:
- Engaged People: Who’s actually interacting? Are they the right job titles or seniority?
- Account Engagement: Are you reaching multiple decision-makers at target accounts?
- Click/Visit Quality: Are people sticking around, or bouncing after 2 seconds?
Step 3: Segment Your Data for Real Insights
- Filter by job title, company, or campaign creative.
- Compare engagement between different audience segments: Are certain industries or roles responding better?
- Check if a specific ad message is outperforming others—use this to tweak your creative.
Step 4: Check the “People” and “Accounts” Tabs
- The “People” tab shows actual names, job titles, and actions taken. This is gold for sales follow-up.
- The “Accounts” tab rolls up engagement for each company. Look for clusters of engagement—these are your hot accounts.
Step 5: Tie Engagement to Pipeline (When Possible)
- If you’ve connected Influ2 to your CRM, you can see if ad engagement is showing up in real pipeline.
- Look for influenced opportunities—don’t expect perfect attribution, but if you see a spike in engagement before a meeting books, that’s a good sign.
3. Digging Deeper: What to Actually Do With Influ2 Data
Staring at charts is pointless unless you act on what you find. Here’s how to turn data into moves.
Find Out Who’s Actually Interested
- Download lists of engaged people. Hand these to your sales team for smart outreach—mention the ad or content they saw.
- Don’t spam everyone who clicked. Prioritize those who clicked multiple times or visited your site more than once.
Spot Warm Accounts, Not Just Individuals
- If you see 3+ people from the same company engaging, it’s worth flagging for account-based follow-up.
- Use this to prioritize your sales pipeline, add personalized touches, or even trigger outbound campaigns.
Test and Tweak—Don’t Set and Forget
- Compare performance across different creatives, offers, or audiences.
- Kill off underperforming ads early; double down on what’s getting real engagement.
- Regularly look at new vs. repeat engagement—are you building momentum or just getting one-off clicks?
Watch for False Positives
- Not every click is equal. Some people click by mistake or out of curiosity.
- If you see high clicks but low time-on-page, your ad might be clickbait (not a compliment).
- Ignore “impressions” as a metric of success; focus on actions.
4. Common Pitfalls: What to Ignore (or Take With a Grain of Salt)
- Obsession with CTR: A high click-through rate doesn’t mean you’re reaching the right people. It just means people are clicking.
- Vanity Metrics: Impressions, reach, and even raw click counts can be inflated. Always look for signals that tie to actual business results.
- Over-complicating Things: Fancy dashboards are fun, but if you can’t explain what you’re looking for in one sentence, you’re probably going too deep.
5. Reporting: Make It Useful (Not Just Pretty)
When you need to share results with your team or leadership, don’t drown them in numbers. Here’s how to make your reporting actually valuable.
- Lead with outcomes: “We reached X target accounts, and Y% of them had multiple engaged people.”
- Highlight what changed: Did a new creative bump engagement? Did targeting a new industry pay off?
- Connect to revenue: Even if it’s directional, show if campaign engagement led to more meetings or pipeline.
Pro tip: Screenshots of people or accounts engaging make it real for sales and execs. Numbers are good, but names and logos drive action.
6. Honest Takes: What Works, What Doesn’t
What works:
- Using Influ2’s person-level data to drive targeted, relevant sales outreach.
- Tweaking campaigns based on actual engagement, not just “best practices.”
- Focusing on accounts where you see multiple touches, not just a single click.
What doesn’t:
- Blindly scaling campaigns based on impressions or CTR.
- Trying to track every single action back to closed revenue (attribution is always murky).
- Ignoring the handoff to sales—marketing can show engagement, but it’s up to sales to follow up well.
7. Real-World Tips for Keeping It Simple
- Don’t let dashboards distract you from the basics: Are you getting the right people’s attention?
- Set up a regular, lightweight review—weekly or biweekly is plenty.
- Keep your reports simple: Who engaged, which accounts are hot, what’s next?
Bottom line: Influ2 gives you a lot of data, but you don’t need to use all of it. Stick to what tells you if you’re reaching the right people and accounts—and use that to inform your next move. No need to chase every metric. Just focus on clear signals, act on what you see, and adjust as you go. That’s how you get real value, not just a pile of numbers.