If you’re running B2B campaigns and want to know if they’re actually working, you need more than just gut feeling and a pile of leads. You need real numbers, not just the ones that look good in a slide deck. This is for marketers and sales ops folks who are tired of chasing vanity metrics and want to actually prove what’s moving the needle. We're going to dig into how to use the analytics features in Usergems to track and measure what matters—without getting lost in the weeds.
Step 1: Get Clear on What Success Actually Looks Like
Before you start poking around dashboards, pause and figure out what you care about. Usergems analytics can surface a lot of data, but unless you know what you’re after, it all just turns into noise.
- What’s your real goal? Is it meetings booked, pipeline generated, deals closed, or something else?
- Don’t settle for “leads touched.” If your boss only cares about revenue, tracking clicks or opens won’t help your case.
- Pick 1-2 real metrics. For most Usergems campaigns, that’s usually:
- Meetings booked with target contacts
- Opps created or pipeline generated from those contacts
Pro tip: If you’re not sure, start with pipeline created from Usergems contacts. It’s the closest proxy to revenue and harder to fudge.
Step 2: Set Up Campaigns in Usergems the Right Way
You can’t measure what you don’t track. Setting up your campaign properly in Usergems is the difference between “wow, actionable insights!” and “why is this report empty?”
The Basics
- Define your campaign audience. Are you tracking all job changes, or just execs at target accounts? The more focused your audience, the easier it is to measure impact.
- Tag your campaigns. Use consistent naming and tags (e.g., "Q2 Outbound," "Renewal Campaign") so you can filter later.
- Sync with your CRM. Make sure Usergems is pushing activity to Salesforce or HubSpot. If it’s not syncing, you’re flying blind.
What Not To Do
- Don’t try to track everything. Start with a pilot group or segment.
- Don’t ignore CRM hygiene. If your CRM is a mess, your analytics will be too.
Pro tip: If your sales team is running their own outreach—make sure they’re using the right templates or campaigns, or your data will be all over the place.
Step 3: Use Usergems Analytics to Track the Right Metrics
Now for the fun part: actually measuring what’s happening. Usergems gives you a few dashboards and reports, but not all of them are equally useful.
What to Look For
- Sourced Pipeline
- How much pipeline (in $) is being created from Usergems-sourced contacts?
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Check the “Pipeline Created” chart for your campaign. This is your core metric.
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Meetings Booked
- See how many meetings came directly from Usergems contacts.
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Filter by campaign or rep to spot who’s making it work.
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Contact Engagement
- Look at which contacts are opening, replying, or booking.
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Don’t get suckered by opens—replies and meetings matter more.
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Conversion Rates
- What % of Usergems contacts turn into opps? Into closed-won?
- This tells you if your campaign is just busywork or actually closing deals.
What To Ignore
- “Touches” or “outreach sent.” These are activity metrics, not outcomes.
- Open rates. Everyone likes a good number, but it doesn’t pay the bills.
- Total contacts added. More isn’t always better. Quality > quantity.
Step 4: Slice and Dice the Data for Real Insights
Just staring at aggregate numbers won’t tell you the whole story. Usergems lets you filter by campaign, rep, account, or segment—use this to your advantage.
Useful Ways to Break Down Results
- By rep: Who’s actually converting Usergems contacts to meetings? Use this to coach or swap out messaging.
- By segment: Do execs respond better than managers? Are certain industries a dead end?
- By campaign: Which campaign themes or sequences work best? Don’t assume—it’s easy to be wrong.
Watch Out For
- Small sample size. Drawing conclusions from five meetings is risky. Wait for enough volume before making big changes.
- Cherry-picking. Don’t just look at your best campaign—check the flops to learn what not to do.
- Attribution overlap. If you’re running other campaigns, make sure Usergems is actually the source—don’t double-count.
Pro tip: Take screenshots of the dashboards that matter and share them with your team. It keeps everyone honest and focused.
Step 5: Tie Usergems Data Back to Revenue
At the end of the day, pipeline and revenue are what matter. Usergems can track “sourced” and “influenced” pipeline, but be aware of what these terms really mean.
Sourced vs. Influenced
- Sourced: The contact or account came directly from Usergems, and your team worked it from scratch.
- Influenced: Usergems flagged the contact, but maybe they were already in a deal. Influenced is nice, but it’s not as strong as sourced.
What’s Honest (and What Isn’t)
- Don’t claim full credit for “influenced” revenue unless Usergems truly moved the deal forward.
- If your sales cycle is long, look at pipeline created—not just closed revenue. It’ll take time for deals to close.
Pro tip: If you’re reporting up, be clear about what counts as sourced vs. influenced. Transparency builds trust (and saves you from awkward questions later).
Step 6: Iterate—Don’t Set and Forget
The real value in Usergems analytics comes from regular check-ins and tweaks. What worked last quarter might flop this quarter.
- Run weekly or monthly reviews. Look at your core metrics, not just activity.
- Test new segments or messaging. Don’t assume you’ve found the magic formula.
- Kill what isn’t working. Not every campaign’s a winner, and that’s fine.
When Usergems Analytics Isn’t Enough
- If you need super-custom attribution, you’ll need to export data and join with your CRM or BI tool.
- Usergems is strong on contact-level tracking, but less so on multi-touch attribution. Don’t expect it to solve all your analytics headaches.
Keep It Simple and Keep Going
Tracking campaign success with Usergems isn’t rocket science, but it’s easy to overcomplicate. Focus on real outcomes, ignore the vanity fluff, and tweak your campaigns based on what the data actually says. You don’t need a perfect dashboard—just enough signal to know what’s working. Start simple, measure honestly, and adjust as you go. That’s how you actually move the needle.