If you’re a B2B marketer staring down a pile of campaigns and a blinking cursor in Vero’s reporting dashboard, you’re in the right place. This isn’t another high-level overview that tells you to “measure what matters” and walks away. We’ll get into the nitty-gritty of tracking, reporting, and actually using Vero’s features to figure out what’s working—and what’s just eating budget.
This guide is for B2B marketing teams who use Vero for email and messaging campaigns and want practical, no-fluff advice on pulling real insights from their data.
1. Get Your Vero House in Order
Before you even think about reporting, you need your Vero setup sorted. Most campaign reporting headaches start with messy data or unclear goals.
a. Define What Success Looks Like
Don’t just track “opens” and “clicks” because everyone else does. For B2B, real impact usually looks like:
- Demo requests
- Signups or trials started
- Sales-qualified leads (SQLs) generated
- Meetings booked
- Pipeline influenced or revenue generated
Pick the 1–2 metrics that actually move your business forward. Everything else is noise.
Pro tip: Decide before launch what counts as a conversion. Retroactively wrangling this is a nightmare.
b. Clean Up Audiences and Tags
Vero uses lists, segments, and tags. If yours are a mess, your reporting will be too.
- Stick to clear naming conventions (e.g., “2024-Q2-Webinar-Attendees”)
- Use segments for dynamic groups (like “Active Trials”)
- Tag campaigns with themes or goals (e.g., “product-launch”, “nurture”)
Taking ten minutes to organize now saves hours later.
2. Set Up Tracking Properly
If you skip this, reporting is just guesswork.
a. Use Vero’s Built-in Event Tracking
Vero lets you track custom events—think “Signed Up for Demo” or “Clicked Pricing Link”.
- Integrate your product or site with Vero’s tracking snippets.
- Fire events on real actions, not just page views.
- Map key events to the outcomes you defined in step 1.
What works: Custom events tied to business goals.
What doesn’t: Relying solely on “opens” (Apple Mail Privacy killed this metric).
b. UTM Links or Bust
For every call-to-action in your emails, use UTM parameters. Do this even if Vero tracks clicks—Google Analytics (or whatever you use) will thank you.
Best practice:
https://yourdomain.com/demo?utm_source=vero&utm_medium=email&utm_campaign=2024-q2-launch
- Make UTM names clear and consistent.
- Double-check links before sending. Broken tracking = wasted effort.
3. Launch Campaigns With Reporting in Mind
Don’t treat reporting as an afterthought. Build your campaigns so you can measure what matters.
a. Use Clear Campaign Names
When you’re in Vero’s dashboard, you want to see at a glance what each campaign was about. Avoid cryptic codes.
- Good: “2024-Q2-Product-Launch-Invite”
- Bad: “Q2PLINV-24”
b. Schedule for Testing, Not Just Blasting
If you’re A/B testing (and you should), make sure you set up experiments so the results are easy to compare in Vero.
- Test one thing at a time—subject line, CTA, or timing.
- Document what you’re testing right in the campaign notes or title.
Pro tip: Don’t obsess over tiny differences in open rates. For B2B, a few extra demo requests are worth more than a 2% bump in clicks.
4. Use Vero’s Reporting Features—But Know Their Limits
Vero’s reporting is solid for most B2B use cases, but it’s not magic. Here’s how to get the most out of what’s there.
a. The Basics: Opens, Clicks, Bounces
- Opens: Still tracked, but unreliable (Apple and privacy changes). Use as a rough trend, not gospel.
- Clicks: More useful. Pay attention to which links get the most action.
- Bounces/Unsubscribes: Watch for spikes; they can signal list issues or bad targeting.
b. Conversions: The Only Metric That Matters
If you set up event tracking (see step 2), Vero lets you track conversions attributed to campaigns.
- Filter by campaign, segment, or date range.
- Compare conversion rates, not just click rates.
- For longer sales cycles, look at assisted conversions (leads who clicked but converted later).
What works: Tracking custom events tied to pipeline stages.
What doesn’t: Reporting on “engagement” for its own sake.
c. Cohort and Segment Reporting
Vero lets you break down results by audience segments.
- Compare how different industries, company sizes, or lead sources respond.
- This is where you spot what’s resonating (or not) with your actual buyers.
d. Export and Combine With Other Data
Vero can export raw data. Sometimes you’ll need to mash this up with CRM or analytics data to get the full picture.
- Export CSVs for deeper analysis in Excel, Google Sheets, or BI tools.
- Don’t try to make Vero your only source of truth—use it as one piece of the puzzle.
5. Build Reports That Actually Help Your Team
Now that you’ve got the data, here’s how to make reporting less painful (and more useful).
a. Create Simple, Repeatable Report Templates
- Weekly or monthly summaries: Top campaigns, conversion rates, lessons learned.
- Visuals: Simple charts beat spreadsheets full of numbers.
- What’s next: Always include what you’ll test or change based on the data.
b. Share Insights, Not Just Numbers
No one cares about a 32% open rate in isolation. Your team (and your boss) want to know:
- What campaign drove the most pipeline?
- Which messaging flopped, and why?
- What should we do differently next time?
c. Automate Where You Can
Vero’s built-in reporting is fine for regular updates. For more complex needs, consider:
- Scheduling exports to Google Sheets or BI tools
- Setting up alerts for key events (like a spike in unsubscribes)
- Building dashboards that combine Vero and CRM data
Don’t waste time copying numbers into slides every week.
6. What to Ignore (Mostly)
a. Vanity Metrics
- Open rates: Use only as an early warning, not as proof of success.
- Raw email volume: Higher sends ≠ better results.
- “Best time to send” hacks: For B2B, timing matters less than content and targeting.
b. Over-Engineering
- Don’t build a reporting Frankenstack unless you really need it.
- If you can’t explain a report in one sentence, it’s probably not worth making.
7. Troubleshooting: Common Reporting Headaches
- Data doesn’t match CRM: Double-check your UTM links and event tracking. Sync issues are common.
- Low conversion rates: Revisit your audience and offer. Reporting alone can’t fix a weak campaign.
- Missing data: Make sure tracking is set up before launch. You can’t retroactively capture lost events.
Keep It Simple, Iterate Often
Reporting in Vero isn’t about chasing perfect dashboards or drowning in metrics. Track the outcomes that matter, make your reports actionable, and adjust as you go. The best B2B teams keep things simple, share honest results, and aren’t afraid to kill what doesn’t work. That’s how you actually get better—one campaign at a time.