How to use Boomerang analytics to measure GTM campaign effectiveness

If you run go-to-market (GTM) campaigns, you know the drill: meetings, dashboards, and a parade of “insights” that don’t actually help you figure out what’s working. This guide is for marketers, founders, and product folks who want to stop guessing and actually measure campaign effectiveness—without getting lost in vanity metrics. We’ll walk through using Boomerang analytics to get clear answers from your GTM data. No fluff, no false promises, just a practical path to better decisions.

1. Get Clear About What You’re Actually Trying to Measure

Before you open another analytics dashboard, pause. Most teams waste time tracking too many numbers. The goal isn’t to report “engagement” or “reach”—it’s to understand if your GTM campaign moves the needle on real business outcomes.

Ask yourself:

  • What’s the actual goal of this GTM campaign? (Leads? Demos? Paid signups? Product usage?)
  • What action do you want customers to take?
  • Which numbers would you be willing to bet your bonus on?

Pro tip: If a metric doesn’t help you make a decision, don’t track it.

2. Connect Boomerang Analytics to Your Campaign Touchpoints

Boomerang is solid for tracking multi-channel GTM efforts, but only if you feed it the right signals.

Here’s the basic setup:

  • Add Boomerang tracking code to your site, landing pages, and key conversion points. Skip tricks—just use the official snippet.
  • Tag your campaign assets (emails, ads, social posts) with UTM parameters or unique identifiers. Boomerang eats these for breakfast.
  • Connect your ad platforms (Google Ads, Facebook, LinkedIn) if you’re running paid campaigns. Most of this is plug-and-play, but double-check the integration works.

What to ignore: Don’t bother integrating stuff nobody uses. If you’re not getting leads from Twitter, don’t waste a day wiring it up.

3. Define Your Key Metrics (and Ignore the Rest)

Here’s where most people go off the rails. Boomerang gives you a buffet of metrics, but you only need a few plates:

The only numbers that really matter:

  • Conversion rate: Out of everyone who saw your campaign, how many did the thing you care about?
  • Cost per outcome: How much are you spending for each real result?
  • Attribution: Which channels, messages, or assets are actually driving those results?

What’s usually a waste of time:

  • Raw impressions: Who cares how many people “saw” your ad if nobody clicked?
  • Bounce rate: Sometimes useful, but don’t obsess over it unless your conversion rate is tanking.
  • Session duration: Unless your campaign is all about long reads, this is a distraction.

Set up custom dashboards in Boomerang to highlight just your key metrics. Hide everything else. The less clutter, the better.

4. Set Up Conversion Tracking That Actually Works

Analytics tools are only as good as your tracking. If conversions aren’t measured right, none of this matters.

Double-check these steps:

  • Define what counts as a conversion. (Form fill? Signup? Purchase?) Be specific.
  • Use Boomerang’s event tracking to fire every time someone completes that action. Test it yourself—don’t trust it’s working until you see your own conversion show up.
  • Set up funnel tracking if your campaign has multiple steps (e.g., ad click → landing page → signup). Boomerang can map this journey, but you need to tell it what the steps are.

Pitfall to avoid: Don’t get lazy and just track “pageviews.” That tells you nothing about actual outcomes.

5. Analyze Your GTM Campaign Data (Without Getting Lost)

Now comes the fun part—or the part where most teams get sidetracked by pretty charts.

Here’s how to cut through the noise:

  • Look for trends, not one-off spikes. Did conversions steadily rise after launch, or just blip once?
  • Compare across channels. Is LinkedIn actually bringing in high-value leads, or just clicks?
  • Dig into attribution. Boomerang’s attribution model isn’t magic, but it’s better than guessing. Don’t blindly trust “last touch”—check if your nurture emails are quietly delivering most of your results.

Red flag: If your dashboard is mostly green arrows and you’re not seeing actual business results, something’s off.

6. Report Only What Matters (and Keep It Simple)

Most GTM reports are full of noise. When you share findings with your team, skip the “here’s everything we tracked” approach.

Instead, answer three questions:

  1. What did we try? (Brief summary of the campaign)
  2. What happened? (Your top 1–3 metrics, in plain English)
  3. What will we do next, based on this? (Real recommendations, not “continue to monitor”)

Pro tip: Screenshots from Boomerang are fine, but don’t send a 20-page PDF. Nobody reads those.

7. Iterate—Don’t Wait for “Perfect” Data

The biggest mistake? Waiting until you have “enough data” or “the full picture.” GTM campaigns move fast. If something’s working, double down. If it isn’t, change it.

  • Check your Boomerang dashboards weekly (or daily, if the campaign is short).
  • Run small experiments. Change one thing (subject line, CTA, channel) and see what moves.
  • Don’t be afraid to kill underperformers. The sooner you stop doing what doesn’t work, the faster you’ll find what does.

Final Thoughts: Don’t Overthink It

Measuring GTM campaign effectiveness with Boomerang isn’t about tracking everything. It’s about tracking the right things, making decisions, and moving forward. Set up your basics, focus on a handful of metrics, and keep iterating. Most “advanced analytics” is just noise anyway.

Keep it simple. Keep it honest. And don’t let anyone tell you otherwise.