If you’re a B2B marketer, you already know the pain of running campaigns that look good on paper but don’t move the needle. Maybe you’ve got a dashboard full of “engagement” numbers, but no real sense if your work is landing with the right buyers. This guide is for you: the person who wants to use Hypertide to actually track and improve campaign performance, not just stare at graphs.
Here’s what you need to know to get useful data out of Hypertide—and what to ignore so you don’t waste your time.
Step 1: Set Up Tracking with a Real Goal in Mind
Before you ever open Hypertide, get clear on what you’re trying to achieve. If you don’t know what success looks like, no tool will save you.
- Pick one or two real business outcomes. (Think: qualified leads, pipeline value, demo bookings—not “likes” or “impressions.”)
- Decide how you’ll measure it. Are you tracking form fills, booked meetings, downloads, or something else? Be specific.
Pro tip: If your sales team doesn’t care about it, don’t track it.
Now, in Hypertide, set up tracking for these outcomes. For most B2B campaigns, this means:
- Integrating your CRM or marketing automation platform so Hypertide can pull in lead and deal data.
- Setting up custom events for things like “demo requested” or “whitepaper downloaded.”
- Connecting ad platforms (LinkedIn, Google, etc.) if you’re doing paid.
What to skip: Don’t bother integrating every tool you own. Start with what actually moves deals, then build from there.
Step 2: Build Campaigns With Tracking Baked In
Hypertide lets you organize campaigns and assets, but it’s only as good as the data you put in. Structure your campaigns so you can actually track what matters.
- Group assets by campaign, not by channel. If you’re running a campaign across email, LinkedIn, and webinars, group them together. You want to see the whole impact, not just channel performance.
- Tag assets clearly. Use naming conventions that make sense six months from now. “Q4_ABM_Email_Invite” beats “Email Blast 2.”
- Set up UTM parameters. Hypertide can auto-tag links, but double-check they match your CRM and analytics conventions.
- Test your tracking. Run a test lead through the funnel and see if everything shows up where it should.
Pro tip: Don’t get fancy with tagging or campaign hierarchy at first. You can always clean it up later, but you can’t retroactively fix bad (or missing) data.
Step 3: Make Sense of the Data (Without Losing Your Mind)
Once your campaign’s live, Hypertide will spit out a lot of numbers. The trick is knowing which ones matter for B2B.
Focus on These Metrics:
- Leads generated (but only if you know what counts as a “good” lead)
- Pipeline created (opportunities tied to your campaign)
- Meetings booked or demos requested
- Influenced revenue (if your CRM sync supports it)
Ignore (or at Least, Don’t Obsess Over):
- Impressions and clicks (on their own, these are just noise)
- “Engagement rate” (unless it’s tied to conversion)
- Time on page (fun to know, rarely actionable)
Hypertide’s dashboards are customizable. Build a view that surfaces just those key metrics. Hide or delete the rest; you’ll thank yourself later.
What works: Hypertide does a good job of tying marketing activity to sales outcomes—if your integrations are set up right and your CRM data isn’t a mess.
What doesn’t: If you’re missing lead source info or have duplicate records in your CRM, Hypertide can’t magically fix that. Garbage in, garbage out.
Step 4: Optimize Based on What Actually Matters
Here’s where most marketers get stuck: staring at dashboards, waiting for something to “pop.” Don’t. You need a plan to actually improve results.
- Set a review cadence. Once a week is plenty for most B2B campaigns. Daily is overkill.
- Look for meaningful patterns. Are certain channels or assets driving more qualified leads? Are some totally flat?
- Talk to sales. Sometimes the numbers lie—ask your sales team if the leads you’re generating are actually any good.
- Iterate, don’t overhaul. If one channel isn’t working, try small tweaks (subject lines, audience, offer) before you kill it.
Use Hypertide’s Features That Actually Help:
- Multi-touch attribution: This is helpful if you have long sales cycles or lots of touchpoints. But don’t overcomplicate it—start simple, then layer in complexity if you need it.
- Automated alerts: Set up notifications for key events (e.g., when a campaign drives a qualified lead). But don’t let your inbox get spammed—focus on what you’ll act on.
- Custom dashboards: Build dashboards for different stakeholders. Sales cares about pipeline, execs care about revenue, and you probably care about both.
What to ignore: Anything that promises “AI-powered optimization” without showing you exactly what it’s changing. Trust, but verify.
Step 5: Report What Matters—And Ditch the Rest
You’ll probably need to show results to someone—your boss, the exec team, maybe even sales. Here’s how to keep it tight:
- Stick to the “so what?” metrics. How many deals, how much pipeline, how much revenue.
- Show trends, not just snapshots. Is performance improving over time? Are campaigns doing better (or worse) than last quarter?
- Be honest about what didn’t work. You’ll get more trust if you call out what flopped—and what you’re doing about it.
- Automate reports where you can. Hypertide lets you schedule reports, but always sanity-check them before sending.
Pro tip: Don’t pad reports with vanity metrics. Nobody’s ever closed a deal because their “engagement rate” went up 2%.
Troubleshooting: When Hypertide Isn’t Telling You What You Need
Even the best setup can go sideways. Here’s what to check if the data looks off:
- Are your integrations still connected? Sometimes tokens expire or APIs break.
- Are UTMs and campaign names consistent everywhere? Mismatches mean broken attribution.
- Is your CRM full of duplicates or bad data? Hypertide can’t clean it for you, but you can at least spot the problem and flag it for your ops team.
- Are you tracking the right conversion events? If the “demo booked” event is missing, you’ll never see it in your reports.
If all else fails, go old-school: export the raw data and check it against your CRM. Sometimes you’ll spot the issue faster outside the platform.
Keep It Simple, Iterate, Repeat
There’s no magic dashboard or secret metric that’ll make your B2B campaigns perform. The basics matter: track what counts, ignore what doesn’t, and keep your setup simple enough that you’ll actually use it.
Hypertide’s a solid tool for B2B marketers if you use it with your eyes open. Focus on pipeline and revenue, listen to your sales team, and tweak as you go. Don’t get distracted by shiny features or endless widgets—just get the data you need, act on it, and move on.
And remember: most “optimization” is just figuring out what’s working and doing more of it. Don’t overthink it.