So you’ve put in hours (and dollars) launching a go-to-market (GTM) campaign. Now you need to answer the big question: did it work? If you’re tired of vague “engagement rates” and want numbers that actually mean something to your business, you’re in the right place. This guide is for marketers, founders, or anyone tasked with proving that a campaign didn’t just make noise—it moved the needle.
We’ll walk through using Experiense analytics to measure real GTM campaign ROI. No fluff, just steps that work (and a reality check or two on what doesn’t).
1. Get Clear on What “ROI” Means for Your GTM Campaign
Before you even open a dashboard, figure out what “return” matters to your business. ROI isn’t just a formula—it’s a question: “What did we really get for what we spent?”
Start by pinning down: - What’s the goal? (Revenue, signups, demo requests, downloads?) - What counts as a conversion? (Be specific. If it’s a signup, is it any signup or only qualified ones?) - What’s your investment? (Include media spend, creative, and—if you want to be honest—your team’s time.)
Pro Tip: Don’t let someone else’s “industry benchmark” become your North Star. Track what matters for your business, not just what’s easy to measure.
2. Map Your Campaign Touchpoints and Data Sources
It’s tempting to skip this, but mapping where and how people interact with your campaign makes analytics way easier—and more accurate.
What to do: - List every channel: Paid ads, landing pages, email, webinars, etc. - Note where data is tracked: Website events, CRM, ad platforms, etc. - Identify gaps: Are there steps that aren’t tracked? (This is where most “mystery drop-offs” happen.)
Don’t bother: Trying to track every micro-click. Focus on the moments that actually move people closer to your goal.
3. Set Up Experiense Analytics for GTM Tracking
Now, let’s get into the nuts and bolts. You need Experiense set up to capture the right data, or you’ll just be guessing.
a. Install and Configure Experiense
- Add the Experiense tag: Make sure the main JavaScript snippet is on all relevant pages. If you’re using Google Tag Manager, deploy it there.
- Double-check: Use Experiense’s debug tools to confirm data is being sent. Don’t just assume it’s working because “someone from IT said so.”
b. Define Campaign Parameters
- Use UTM parameters: Tag your campaign links (ads, emails, social posts) with UTM codes. This helps Experiense know which source/medium/campaign a visitor came from.
- Set up custom events: Track the actions that matter (e.g., “requested demo,” “signed up,” “downloaded whitepaper”). Use clear, consistent naming—future you will thank you.
c. Connect Other Data Sources
- CRM & ad platforms: Integrate your CRM and ad accounts with Experiense if possible. This makes attribution and ROI calculations much more reliable.
- Offline touchpoints: If a deal closes after a phone call or meeting, find a way to feed that data in. (No platform does this perfectly, but some integration is better than none.)
What doesn’t work: Hoping that “out-of-the-box” settings will magically track your GTM campaign. You need to configure it for your actual funnel.
4. Define and Build Your ROI Dashboard
Don’t get lost in vanity metrics. Build a dashboard that gives you honest answers.
Key widgets to include: - Source breakdown: Where are conversions actually coming from? - Cost per acquisition (CPA): What did you pay for each real conversion? - Conversion funnel: Where are you losing people? (Landing page view → signup → paid user, etc.) - ROI calculation: Use your real costs and revenues, not just “leads generated.”
Pro Tip: If a report looks too good to be true, it probably is. Double-check your filters and attribution windows.
Ignore: “Session duration” and “pageviews” unless you know why they matter for your campaign. They rarely map to actual ROI.
5. Analyze What’s Working—and What’s Not
Once data’s coming in, resist the urge to declare victory or defeat too early. Look for patterns, not just spikes.
How to break it down: - Compare channels: Is paid search beating LinkedIn? Are webinars worth the time? - Look for bottlenecks: Lots of visits, but no signups? Maybe the landing page is the problem. - Check attribution: Are conversions getting credited to the right channel? Multi-touch attribution is messy, but single-touch is usually worse.
Be skeptical of: - Correlation vs. causation: Just because a spike in traffic matched your campaign doesn’t mean it caused the conversions. - Last-click wins: Most buyers touch multiple channels. If Experiense supports multi-touch attribution, use it.
6. Calculate Real ROI
Here’s where the rubber meets the road. ROI = (Return – Investment) / Investment. But in practice, it gets messy.
Simplified steps: 1. Add up real returns: Track revenue (or whatever your goal is) directly tied to the campaign. Use Experiense’s attribution reports, but adjust for deals that closed later or offline. 2. Total your investment: Include all campaign costs. Don’t fudge the numbers to look good. 3. Plug into the formula: ROI = (Return – Investment) / Investment. Expressed as a percentage.
What to ignore: Fluffy “influence” metrics. If you can’t tie it back to a conversion or revenue, it’s a nice-to-have, not ROI.
7. Report with Honesty—Not Hype
This is where a lot of teams slip up. Don’t cherry-pick stats to make a campaign look better than it was.
Tips for honest reporting: - Show all the data: The good, the bad, and the ugly. You’ll learn more from what didn’t work. - Context matters: If something flopped, explain why (wrong audience, weak offer, etc.). - Iterate: Use the results to improve the next campaign. ROI isn’t a one-time thing; it’s a loop.
Pro Tip: Share your dashboard with stakeholders, not just a slide deck. Let them see the real numbers.
What Actually Works (and What Doesn’t)
- Works: Clear conversion tracking, honest ROI math, and focusing on what drives real business results.
- Doesn’t: Overcomplicating attribution, obsessing over vanity metrics, or trusting “set it and forget it” analytics.
Keep It Simple—and Keep Improving
Measuring GTM ROI with Experiense isn’t magic, but it’s not rocket science either. The key is to track what matters, stay brutally honest about your numbers, and use what you learn to get better next time. Don’t get bogged down in endless reports or try to make the data tell a prettier story than reality. Start with the basics, iterate, and let the results drive your next move.