How to track and analyze campaign performance metrics in Nrich

If you’re running paid campaigns through N.rich and you actually care about results—not just reporting on “impressions”—this guide’s for you. Whether you’re a demand gen marketer or a performance lead, you want to know which numbers matter, where to find them, and how to make real improvements.

Here’s a practical, hype-free walkthrough for tracking and analyzing your campaign metrics in N.rich, so you don’t waste your budget (or your time).

1. Get Your House in Order: Set Up Tracking Right

Before you start obsessing over numbers, make sure you’re actually tracking the right stuff. N.rich can spit out lots of data, but not all of it’s useful. Here’s what you need to do first:

  • Set clear goals. What are you trying to achieve? More pipeline? Brand awareness? Don’t skip this—it’ll save you headaches later.
  • Integrate your CRM and analytics tools. If you want to track leads through to revenue, connect N.rich to Salesforce, HubSpot, or whatever you’re using. Most of these integrations are plug-and-play, but double-check that data’s syncing both ways.
  • Use UTM parameters. Seriously, don’t skip this. If you’re not tagging your links, you’ll never know what’s actually working.
  • Confirm your pixel or tracking script is firing. Test it with Google Tag Assistant or a similar tool. If it’s not working, nothing else matters.
  • Check your privacy settings. GDPR and all that. If you’re marketing to Europe, make sure your tracking is compliant—N.rich has tools for this, but you need to turn them on.

Pro tip: Don’t trust the default settings. Go into the N.rich platform and review what’s actually being tracked. It’s easy to assume “it’s all set up,” but you’d be surprised how often something gets missed.

2. Know What to Track (and What to Ignore)

N.rich offers tons of metrics, but not all of them matter. Here’s a breakdown:

Numbers That Actually Matter

  • Impressions: Good for a gut check on reach, but don’t obsess.
  • Clicks: Useful, but only if they turn into something real.
  • Engaged Accounts: N.rich’s special sauce—shows which companies are actually interacting with your ads. This is where most of the value is.
  • Conversions: However you define them—form fills, demo requests, downloads.
  • Pipeline and revenue: If you’ve integrated your CRM, track what actually drives deals. This is the gold standard.

Numbers That Don’t Move the Needle

  • Click-through rate (CTR): It’s fine, but rarely tells the real story in B2B.
  • View-through conversions: These are often fuzzy; treat them with skepticism.
  • “Reach” or “views”: Not worthless, but easy to inflate and misinterpret.

Rule of thumb: If you can’t explain what a metric means to your sales team, it’s probably not that important.

3. Find Your Metrics in N.rich

Once you’re set up, here’s how to actually find the data:

  1. Log in to N.rich.
  2. Go to the Campaigns dashboard. Here you’ll see a list of your running (and past) campaigns.

  3. Click into a campaign to get the details. You’ll see a dashboard with:

    • Top-level stats (impressions, clicks, spend)
    • Account-level engagement (which companies are interacting)
    • Conversion data (if you’ve set up goals)
    • Funnel breakdowns (if you’ve integrated with your CRM)

  4. Download reports as CSV or connect to your BI tool. If you have a favorite dashboard in Tableau or Power BI, use N.rich’s export or API options.

Heads up: Some metrics (like pipeline influence) only show up if you’ve hooked up your CRM. If you don’t see those numbers, check your integration settings.

4. Analyze: Turn Data Into Something Useful

Here’s where most people get stuck. They look at a bunch of numbers, nod, and move on. Don’t do that—here’s a better approach:

a. Start With the Big Picture

  • Are you actually reaching the right accounts? Check the “engaged accounts” list.
  • Is spend going where you want? Look at account-level spend and engagement.

b. Look for Patterns

  • Which creative or messages get the most engagement?
  • Are certain industries or company sizes more active?
  • Are there campaigns burning budget but not driving conversions?

c. Get Granular (But Not Lost)

  • Drill down into individual accounts. Are your target accounts engaging, or just random companies?
  • Track conversion paths. Are people clicking but not converting? Maybe your landing page stinks.

d. Connect to Revenue

  • Use CRM integration to see which campaigns are driving actual pipeline and closed deals.
  • Don’t get distracted by “leads” if they never go anywhere.

Pro tip: Set up regular (weekly or bi-weekly) reviews. Don’t wait for the end of the quarter—fix what’s broken early.

5. Take Action: Optimize, Don’t Just Report

Data is useless unless you do something with it. Here’s what to focus on:

  • Pause what’s not working. If a campaign’s burning through budget and not driving engagement or conversions, kill it or shift spend.
  • Double down on what’s driving pipeline. If a particular message or account segment is working, put more budget there.
  • Test, but don’t get cute. Run simple A/B tests on creative or landing pages. Don’t change everything at once; you’ll never know what helped.
  • Work with sales. Share engaged account lists—these are warm targets for outreach.
  • Update your targeting. If certain companies or segments never engage, stop wasting ads on them.

What doesn’t work: Chasing vanity metrics or optimizing for impressions/clicks alone. That might make your reports look nice, but it won’t help your business.

6. Avoid the Common Traps

N.rich makes ABM advertising easier, but these mistakes still trip people up:

  • Relying only on default dashboards. Custom reports or exports often tell a clearer story.
  • Getting lost in the weeds. Track a handful of key metrics, not everything.
  • Forgetting to connect CRM data. Otherwise, you’ll never know if you’re driving revenue.
  • Not checking data quality. Garbage in, garbage out—make sure integrations are working and data makes sense.
  • Ignoring feedback loops. Marketing and sales should actually talk about these numbers.

7. Iterate and Keep It Simple

You don’t need a PhD in data science to run effective campaigns in N.rich. Track what matters, ignore what doesn’t, and make small improvements each week. Don’t wait for “perfect”—just get started, look at real results, and adjust as you go.

At the end of the day, marketing’s supposed to drive business, not just fill dashboards. So keep your tracking simple, stay honest about what’s working, and keep iterating. That’s how you’ll actually get value from your N.rich spend.