If you’re running B2B campaigns and tired of cobbling together reports from half a dozen tools, this guide is for you. We’ll walk through how to use Zeliq analytics dashboards to actually track what matters in your campaigns—without drowning in vanity metrics or fluffy charts. Whether you’re in marketing, sales ops, or just the “data person” by default, you’ll get real-world tips on what to check, what to skip, and how to make these dashboards work for you.
1. Get Oriented: What Zeliq Dashboards Do (and Don’t)
Let’s start with a reality check. Zeliq’s dashboards are built to show you what’s happening with your B2B campaigns—leads, engagement, pipeline, and conversions—all in one place. Here’s what they’re good for:
- Aggregating your campaign data: One login, all your numbers.
- Quick-glance performance: What’s working? What’s stalling?
- Simple drill-downs: See individual leads, companies, or channels.
What they’re not:
- A replacement for deep data science: You won’t be doing complex cohort analysis or multivariate attribution. (If you need this, break out Python.)
- A magic bullet for attribution: Like every tool, Zeliq can only show what you feed it. Garbage in, garbage out.
Pro Tip: Don’t chase every metric. Pick a few that matter to your team and stick with them. Otherwise, you’ll just get dashboard fatigue.
2. Set Up Your Data Sources—Don’t Skip This
Before you can track anything, you have to connect your data. This is the part everyone wants to rush, but it’s worth doing right.
To get started:
- Connect your CRM (Salesforce, HubSpot, etc.) so Zeliq can pull lead and deal data.
- Integrate your marketing platforms (email tools, ad platforms, LinkedIn, etc.).
- Double-check permissions—if you can’t see the data, neither can Zeliq.
What to watch out for:
- Duplicate records: If your CRM is messy, you’ll see weird numbers. Clean up what you can first.
- Missing fields: Make sure key fields (like campaign name, source, status) are mapped correctly. Otherwise, you’ll have big gaps later.
- Historical data: Zeliq will usually only import data from the time you connect, unless you pay for advanced support. Don’t expect to see last year’s campaigns unless you’ve set this up.
Pro Tip: Run a test sync with a small batch of data before going all in. It’s easier to fix issues early than after a full import.
3. Pick the Right Dashboard Views
Zeliq offers a bunch of standard dashboard templates. Not all of them are useful for B2B campaigns. Here’s what to focus on:
a) Campaign Performance Overview
- Shows: Leads generated, conversion rates, pipeline value, and closed deals—usually broken down by campaign.
- Use it for: Answering “Which campaign actually drives pipeline, not just clicks?”
- Skip if: You want channel-level detail; this is high-level.
b) Channel Analysis
- Shows: Performance by source (LinkedIn, email, events, etc.).
- Use it for: Seeing which channels bring in actual sales conversations, not just MQLs.
- Ignore: “Engagement rate” if it doesn’t translate to pipeline. Likes and opens are nice, but deals are better.
c) Lead Journey Tracking
- Shows: How leads move through stages (e.g., from MQL to SQL to deal).
- Use it for: Spotting where leads stall or drop off.
- Good to know: This is only as accurate as your CRM stages. If marketing and sales don’t agree on definitions, your funnel will look weird.
d) Custom Dashboards
- Shows: Whatever you want (if you’re willing to tinker).
- Use it for: Tracking specific metrics (like ABM account engagement) or building views for execs.
- Watch out for: Custom dashboards can get out of hand. Don’t build a Franken-dashboard with 30 widgets.
Pro Tip: Start with the campaign overview, then add others as people ask real questions. Don’t try to impress anyone with “dashboard density.”
4. Interpret the Data—Focus on What Moves the Needle
Once your dashboards are live, the temptation is to stare at them and overthink every wiggle. Instead, look for these signals:
- Trends, not blips: If pipeline jumps one day, check if it’s a fluke (like a big customer signing) or a real trend.
- Conversion bottlenecks: Where do leads get stuck? If your MQL-to-SQL rate is low, dig in—maybe your lead scoring is off, or sales isn’t following up.
- Channel efficiency: Which sources bring in leads that actually close? Not all leads are equal. If paid social brings in a pile of junk, cut back.
- Campaign lag: B2B cycles are long. Give campaigns a few weeks (or months) before judging them. Don’t kill a campaign after five days just because the dashboard is flat.
Common pitfalls:
- Vanity metrics: Don’t let “impressions” or “open rates” distract you if they’re not tied to pipeline.
- Overreacting: Seeing a drop doesn’t always mean something’s broken. Check your data quality, then your process, before making changes.
Pro Tip: Set up a regular review (weekly or monthly) and stick to it. Don’t refresh dashboards every hour—it’s a waste of time and mental energy.
5. Share Insights (Without Creating Dashboard Overload)
Now you’ve got data—don’t drown your team in it. Here’s how to make dashboards useful for others:
- Send snapshots, not links: People ignore live dashboard links. Send a screenshot or PDF with a quick summary in plain English.
- Tailor your views: Execs want high-level pipeline; sales might want lead lists; marketing wants channel breakdowns. Don’t give everyone the same view.
- Highlight one or two actions: “Here’s what’s working, here’s what’s not. Let’s double down on X and fix Y.”
What to avoid:
- Long, automated dashboard emails. No one reads them.
- Sharing every metric “just in case.” Trust me, less is more.
Pro Tip: If people stop asking about the dashboards, you’ve either nailed it (unlikely) or they’re not useful (more likely). Ask what they actually want to see.
6. Iterate—Don’t Set and Forget
Dashboards aren’t a one-and-done project. Your campaigns, teams, and goals change. So should your dashboards.
- Review your metrics monthly: Are you tracking what you really care about, or just what’s easy?
- Adjust filters and views: Maybe you need to break out ABM accounts separately, or roll up campaigns by region.
- Archive old dashboards: Too many views just create confusion. Clean up regularly.
Pro Tip: Don’t be afraid to turn off a dashboard that no one uses. If it’s not driving action, it’s just noise.
Wrapping Up: Keep It Simple, Iterate Often
Analytics dashboards can be a lifesaver—or just another thing to ignore—depending on how you use them. With Zeliq, you get a solid set of tools for tracking B2B campaign performance, but don’t expect miracles. Focus on the handful of numbers that matter, review them regularly, and adjust as you learn. The best dashboards are the ones people actually use. So start simple, ask questions, and don’t let perfect be the enemy of good.
Got questions or hit a snag? You’re not alone. Keep tweaking, stay skeptical, and remember: the goal is better campaigns, not just prettier charts.