So, you’re trying to figure out if your accounts are actually engaging—not just clicking an email or wandering onto your homepage. Tracking account engagement in B2B (and especially in Rb2b) is a bit of an art and a bit of a science, and most people make it way harder than it needs to be. If you’re running ABM campaigns, trying to prove your team’s impact, or just tired of “vanity metrics,” this guide is for you.
Here’s how to get a handle on what your accounts are really doing, using analytics tools that actually work.
Step 1: Get Clear on What “Account Engagement” Means (and Doesn’t Mean)
Before you touch any tools, decide what you actually want to know. “Engagement” gets thrown around a lot and can mean anything from “opened a newsletter” to “scheduled a demo.” The trick is to get specific.
Useful engagement signals: - Multiple people from the same company visiting your site - Repeated visits from the same account over time - Key pages viewed (e.g., pricing, product details, case studies) - Downloads, webinar signups, or trial requests by account members
Things to ignore (seriously): - Single visits from a random user at a target company - Traffic spikes from bots (still happens) - One-off email opens (especially since email pixels are hit-or-miss now)
Pro tip: Engagement should tie back to your goals. If your sales team doesn’t care about it, it’s probably not worth tracking.
Step 2: Make Sure Rb2b Is Set Up to Track Accounts (Not Just Leads)
A lot of analytics tools are stuck in a lead-based world. Rb2b is built for account-based marketing, but you still have to set it up right.
What you want: - Tracking that rolls up activity at the account level, not just individual users - The ability to see which companies are active, how often, and what they’re doing
What to check in Rb2b: - Is company/IP data being captured when users visit? - Are you matching users to accounts based on email domain, CRM data, or something smarter? - Can you group website and campaign activity by account, not just by user?
If you’re not sure, ask your Rb2b admin or poke around in the account settings. Don’t just assume it’s happening automatically.
Step 3: Connect Rb2b to Your Analytics Tools
Most teams use a mix of analytics tools—Rb2b’s built-in reporting, Google Analytics, maybe something like Mixpanel or Segment. The point isn’t to use more tools, but to make sure the right data is flowing between them.
How to do this without losing your mind: - Integrate Rb2b with your CRM (like Salesforce or HubSpot) so account info is synced - Use Rb2b’s tracking pixel or JavaScript snippet on your site—skip this and you’ll miss most data - If you use Google Analytics, set up custom dimensions for company/account so you can view activity by account
Watch out for: - Data gaps if you’re only tracking “known” users (e.g., logged-in visitors) - CRM integrations that sync once a day—real-time is better if you can get it
Pro tip: Don’t bother connecting every tool under the sun. Start with the basics, see what questions you can answer, and add more only if you hit a wall.
Step 4: Define the Engagement Metrics That Actually Matter
Now the fun part—deciding what to track. Here’s where the temptation to track “everything” kicks in. Resist it.
Metrics that usually matter: - Number of engaged accounts: How many of your target accounts did anything meaningful this week/month? - Engagement depth: Did people from the account view important pages, download resources, or interact with campaigns? - Engagement frequency: How often are accounts coming back? One visit isn’t much; three+ visits from multiple users starts to matter. - Buying signals: Demo requests, pricing page visits, repeat logins—these are gold.
Metrics to ignore (unless you have a good reason): - Raw pageviews (not tied to accounts) - Social likes/shares (unless you’re running a social ABM campaign) - “Time on site”—it’s a noisy metric that rarely tells you much
How to set these up: - Use Rb2b’s reporting to create dashboards grouped by account - In Google Analytics or your BI tool, build reports that roll up user actions at the company level - Set up alerts or workflows for “hot” accounts (e.g., three people from the same company just hit your pricing page)
Step 5: Segment, Score, and Prioritize Accounts
Not all engagement is the same. Someone poking around your blog isn’t as valuable as someone comparing pricing.
How to make this actionable: - Segment accounts: By industry, company size, funnel stage, or intent - Score engagement: Assign points for high-value actions (like demo requests) and fewer points for lighter touches (like a blog visit) - Prioritize: Flag accounts that hit a threshold, so sales or customer success can jump in
What works: - Simple scoring models (e.g., 10 points for a demo request, 5 for a case study view) - Automated alerts for sales—don’t make them fish through a dashboard
What doesn’t: - Overcomplicated scoring models with a dozen variables (nobody trusts or uses them) - Manual workflows—if it’s not automated, it’ll get skipped during busy weeks
Pro tip: Pilot your scoring model with a handful of accounts and see if it actually predicts real interest. Tweak from there.
Step 6: Make It Visible—Share Engagement Data With People Who Can Act On It
You can have the best engagement tracking in the world, but if nobody sees it, it’s useless. The goal is to get insights in front of sales, marketing, or customer teams—whoever needs to act.
Ways to do this: - Push engagement alerts into your CRM, Slack, or email (where your team actually lives) - Set up regular reports or dashboards that highlight “hottest” accounts, new activity, and trends - Give sales reps a simple view—if they need to log into three tools, it won’t happen
Pitfalls to avoid: - Overwhelming people with too much data—stick to clear signals, not noise - Reporting for the sake of reporting—make sure there’s a “so what?” for every metric
Step 7: Keep It Simple and Iterate
Don’t expect to get this perfect on your first try. The only thing worse than not tracking engagement is overcomplicating it and burning out after a month.
- Start with one or two metrics that matter
- Watch how your team uses the data
- Add or adjust as you learn what’s actually useful
What to ignore: Shiny “AI engagement scoring” features that promise to do it all for you. They rarely deliver anything you couldn’t do manually, at least to start.
Honest Takes: What Works, What Doesn’t, and What to Ignore
What works: - Tracking real actions tied to accounts, not just individuals - Simple, clear dashboards everyone can understand - Automated alerts tied to meaningful activity
What doesn’t: - Tracking every metric just because you can - Relying only on individual-level analytics (it misses the big picture) - Spending weeks building dashboards nobody checks
Ignore: - Any tool or feature that takes longer to set up than the value you get from it
The Bottom Line
Tracking account engagement in Rb2b isn’t about fancy dashboards or chasing every possible metric. It’s about knowing which accounts are actually interested, so you can do something about it. Start with the basics, keep it simple, and improve as you go. If it’s not helping your team take action, cut it. You’ll get better results (and keep your sanity).