If you’re a GTM manager, you know the drill: run the campaign, pull the numbers, try to prove it worked, repeat. Problem is, most tools either drown you in vanity metrics or hide what actually matters behind fancy dashboards. This guide is for GTM folks who want to use Kleo to track and measure their campaign performance—without the fluff, confusion, or wasted evenings fighting with spreadsheets.
Let’s skip the buzzwords and get into how to actually make Kleo useful for your campaigns.
1. Get Your Foundations Right
Know What Really Matters
Before you touch Kleo, be honest about what you need to measure. Not every click or micro-conversion is worth tracking. For most GTM managers, the list boils down to:
- Leads or signups
- Qualified opportunities
- Pipeline value
- Closed-won revenue
- Cost per lead/opportunity/customer
Stick to these unless you have a very good reason to obsess over “impressions” or “engagement.” If you can’t tie a metric to pipeline or revenue, think twice.
Set Up Campaign Naming Conventions
Kleo is only as organized as you are. If your campaigns are named “Test-1” and “Q3_Blast” you’ll regret it later. Use consistent, descriptive names—think “2024-06 Product Launch Webinar – Enterprise.”
- Pro tip: Document your naming convention somewhere everyone can find it.
2. Connect Your Data Sources
Kleo’s value is in pulling data together. But you have to connect the dots first.
Integrate Your Ad Platforms
Kleo supports direct integrations with ad platforms like Google Ads, Facebook, and LinkedIn. It’s straightforward, but don’t just click through:
- Double-check permissions (read-only is safest unless you’re making campaign changes from Kleo).
- Map each ad account to the right workspace or team in Kleo.
- Watch for duplicated or missing data—most issues come from connecting the wrong ad account or missing a region.
Connect CRM and Marketing Automation
Getting pipeline and revenue data means connecting your CRM (Salesforce, HubSpot, etc.) and, ideally, your marketing automation tool (like Marketo or Pardot). Again:
- Use a service account, not a personal login (trust me, you don’t want reporting to break when someone leaves).
- Map fields carefully—every CRM has its quirks, and what’s called “Opportunity Stage” in Salesforce might be “Deal Status” elsewhere.
- Set up syncing frequency. Daily is usually enough, unless you’re in a high-volume, high-velocity business.
Import Offline or Manual Data
If you run offline events or have channels Kleo doesn’t support natively, you can import spreadsheets. It’s tedious, but it works.
- Clean your data first—Kleo will choke on bad dates or weird characters.
- Stick to the template Kleo provides, or you’ll be debugging CSVs all afternoon.
3. Build Campaigns in Kleo (Don’t Just Report After the Fact)
A big mistake: waiting until a campaign is over to set up tracking. Build the campaign inside Kleo before launch.
Set Up Campaign Parameters
- Define the channels and sources you expect (e.g., LinkedIn Ads, outbound SDR, webinar).
- Assign budgets at the channel or sub-campaign level so you can track spend properly.
- Link assets (landing pages, creatives) if Kleo supports it—this lets you compare performance later.
Use UTM Parameters and Tracking Links
Kleo can auto-generate UTM links for digital campaigns. Use them—don’t trust your team to get UTMs right by hand.
- Standardize UTM parameters across campaigns.
- Share tracking links directly from Kleo with your team.
Ignore: Overly granular UTMs that make reporting a nightmare. If your links have eight parameters, you’re doing too much.
4. Monitor Campaign Performance (During, Not Just After)
Kleo’s dashboards are only useful if you check them before making decisions—not just when the boss asks for a report.
Key Metrics to Watch
- Spend: Track actual vs. planned spend in real time. Catch overages early.
- Leads/Opportunities: Monitor volume and quality, not just raw numbers.
- Cost per Result: Calculate CPL, CPO, or whatever matters for your funnel.
- Pipeline and Revenue: If you’ve integrated your CRM, this should update daily.
Customize Your Dashboards
Don’t settle for the default views. Build dashboards for your actual needs:
- By campaign, channel, or audience segment
- By sales region or territory
- By pipeline stage
Pro tip: Save views for execs that show only business outcomes, not vanity metrics.
Set Up Alerts
Kleo lets you set basic alerts for things like overspending or sudden drops in lead volume. Use them—otherwise you’re just hoping you catch problems in time.
What to ignore: Most “engagement” metrics unless your business genuinely runs on brand awareness.
5. Dig Deeper: Attribution and Quality, Not Just Quantity
It’s easy to get lost in surface-level numbers. Kleo has some attribution features, but don’t expect magic.
Choose an Attribution Model (and Stick With It)
Kleo offers first-touch, last-touch, and multi-touch attribution. Here’s the honest take:
- First-touch: Fine for top-of-funnel marketing, but ignores everything after the first click.
- Last-touch: Better for direct-response campaigns, but misses the influence of earlier touches.
- Multi-touch: Best for longer sales cycles, but can get noisy. Pick a model that matches your business reality—and don’t switch every quarter.
Qualitative Data Matters
Numbers don’t tell the whole story. After a campaign, talk to sales:
- Were the leads any good?
- Did pipeline actually move faster?
- Was all that spend worth it?
Kleo can’t do this for you. Build feedback loops with sales and customer success.
6. Report and Share Results (Without the Spin)
You’re not trying to impress anyone—you’re trying to figure out what’s working.
Export Clean, Actionable Reports
- Use Kleo’s export functions to get clean data for presentations.
- Strip out anything you wouldn’t want to be grilled on in a meeting.
- Focus on business outcomes: Opportunities, pipeline, revenue. Not “Reach.”
Tell the Story, Not Just the Numbers
Include what you’d do differently next time. If a channel flopped, admit it. If something worked, dig into why.
Pro tip: Keep a running doc of “what we learned” for each campaign. In six months, you’ll thank yourself.
7. Iterate—Don’t Overcomplicate
Too many teams try to build a perfect measurement system out of the gate. You’ll end up arguing over data definitions and never launch anything.
- Start simple: Track spend, leads, pipeline, revenue.
- Add complexity only when you’ve outgrown the basics.
- Review after every campaign—what worked, what didn’t, and what to try next.
Final Thoughts
Kleo’s a solid tool, but it won’t do your thinking for you. Focus on the numbers that actually matter to your business, not what looks impressive on a dashboard. Keep your process simple, keep your team honest, and iterate after every campaign. The rest is just noise.