So you’re running B2B campaigns and need to know what’s actually working—not just what looks pretty in a slide deck. You’ve heard about Gyaan, or maybe you’re already using it, but the dashboards and data can feel like a bit of a maze. This guide is for marketers, growth folks, and anyone who’s tired of vague metrics and wants to get real answers from their data.
Here’s how to use Gyaan analytics to measure your B2B campaign performance, step by step. No fluff, no hype, just what you need to know.
1. Know What Matters (and What Doesn’t)
Before you even open Gyaan, let’s get something straight: not every metric is worth your time. B2B campaigns have longer sales cycles, more stakeholders, and a lot of noise. Focus on the stuff that actually ties to pipeline and revenue:
- Leads generated (but only if they’re real prospects, not random downloads)
- Account engagement (are target companies actually interacting?)
- Sales pipeline influence (did this campaign help close deals or move them forward?)
- Cost per qualified lead/account
- Deal velocity (did things speed up?)
Ignore vanity metrics like impressions, generic website visits, or social likes—unless you can directly connect them to meaningful business outcomes.
Pro tip: Before tracking anything, get clear on what “success” actually means for your team (not just what marketing wants to report).
2. Set Up Your Gyaan Tracking Properly (Don’t Skip This)
Gyaan is only as good as the data you feed it. A bad setup means garbage in, garbage out. Here’s what you need to do:
a. Integrate Your Data Sources
- CRM: Connect Salesforce, HubSpot, or whatever CRM you use. This links campaign engagement to real opportunities and revenue.
- Marketing Automation: Pull in data from tools like Marketo, Pardot, or Mailchimp. You want to see the full customer journey.
- Ad Platforms: Sync with LinkedIn, Google, Facebook—wherever you’re running campaigns.
- Website Analytics: Plug in Google Analytics or similar for web activity.
Don’t just connect accounts—map fields so leads, accounts, and opportunities match up across systems. Otherwise, you’ll get a mess of duplicates or missed data.
b. Define Campaigns and Sources
Gyaan can’t read your mind. Make sure you: - Tag each campaign consistently (e.g. “Q2 ABM Pilot – LinkedIn”) - Use UTM parameters on every link you share, so Gyaan knows where traffic is coming from - Double-check that form fills and CTAs are actually tracked—test them yourself
c. Set Up Custom Events (if needed)
If you have non-standard conversions (like demo video views, interactive tools, or in-product actions), set up custom event tracking. Gyaan supports this, but it takes a little technical work. If you’re not sure, ask your dev team for help—it’s worth it.
3. Start With the Right Dashboards
Gyaan comes with a bunch of dashboards and reports. Most people get lost here. Here’s what actually matters for B2B:
a. Campaign Performance Overview
This should answer: - Which campaigns generated the most qualified leads? - What’s the cost per qualified lead/account? - Which channels are actually driving engagement from your target accounts?
b. Account-Based Analytics
Especially for ABM (account-based marketing), look for: - How many target accounts engaged? - Which accounts moved further down the funnel after a campaign? - Are certain industries or company sizes responding better?
c. Pipeline Influence
This is the gold standard for B2B. Find the report that shows: - Which campaigns touched deals that actually closed - How much pipeline and revenue each campaign influenced (not just sourced) - Deal velocity (are campaigns shortening the sales cycle?)
d. Custom Reports
If the defaults don’t fit, build your own. For example: - Lead source by opportunity stage - Multi-touch attribution models (if you’re feeling brave)
Ignore “reach” and “impressions” dashboards unless you have a good reason. They look nice, but don’t pay the bills.
4. Dig Into Attribution (But Don’t Overcomplicate It)
Attribution is where a lot of B2B marketers get stuck. Don’t get hung up on having a “perfect” model—just aim for “good enough to make decisions.”
Single-Touch vs. Multi-Touch
- Single-touch (first or last touch): Simple, but leaves out a lot of the story. Okay for quick wins.
- Multi-touch: More accurate, but gets messy fast. Gyaan supports linear, time-decay, and custom models.
What Works
- Use multi-touch attribution if you have long, multi-step journeys (most B2B).
- Look at which campaigns consistently show up in closed-won deals—not just the first or last click.
What to Ignore
- Don’t obsess over perfect attribution. There’s always some “dark funnel” activity (like word of mouth, offline convos).
- Don’t waste time tweaking models monthly—pick one that fits your sales cycle and stick with it for a while.
5. Turn Data Into Action (Not Just Reports)
It’s easy to treat analytics as a scorecard. The real value is using it to make decisions. Here’s how to actually improve your B2B campaigns with Gyaan:
- Double down on what’s working. If LinkedIn ABM campaigns are driving pipeline, shift more budget there.
- Cut what’s not. If you see lots of clicks but zero qualified leads from a channel, stop spending there.
- Test messaging and formats. Use Gyaan data to see which emails, ads, or offers actually move accounts forward.
- Share real insights with sales. Show which accounts are showing intent or engaging, so sales can prioritize outreach.
Pro tip: Set up automated alerts for key metrics (like cost per qualified lead), so you know when things are going off the rails—before the end of the quarter.
6. Common Pitfalls to Avoid
A few things that trip up even experienced teams:
- Chasing “perfect” data: There will always be gaps. Don’t let that stop you from acting on what you do know.
- Over-customizing everything: Start with the basics before building complex custom dashboards or attribution models.
- Ignoring sales feedback: If sales says the “leads” aren’t any good, dig deeper. Campaign data is only half the story.
- Reporting for reporting’s sake: Only pull reports you’re actually going to use to make decisions. Everything else is busywork.
7. Keep It Simple and Iterate
The best B2B marketers don’t obsess over dashboards—they use tools like Gyaan to answer specific questions, then tweak and test. You don’t need a 50-page report. Focus on a handful of metrics that tie directly to revenue, set up your tracking cleanly, and check your dashboards regularly.
If something seems off, dig in. If you’re not sure a metric matters, ask, “Would I change my budget or strategy based on this?” If not, skip it.
Analytics isn’t magic. It’s just a way to see what’s working and what’s not, so you can do more of the good stuff. Stick to what’s useful, and don’t let the data distract you from actually running great campaigns.