If you’re running B2B campaigns and you’re tired of staring at dashboards that never seem to translate to real sales, this guide is for you. We’re going to walk through how to track and analyze campaign performance in Revreply without wasting your time on vanity metrics or getting lost in the weeds.
You’ll get honest advice on what’s worth tracking, what you can safely ignore, and how to actually use the numbers to make your sales team’s life easier. Let’s get into it.
Why B2B Campaign Metrics Get Messy
Tracking campaign performance sounds easy—until you actually try to do it. B2B sales cycles are long. Deals involve multiple stakeholders. Campaigns overlap, and “success” is rarely as clear as a single click.
Here’s what usually goes wrong:
- Data overload: Too many platforms, too many numbers, not enough insight.
- Vanity metrics: It’s easy to chase opens, clicks, and impressions that don’t move the needle.
- Disconnected tools: Marketing and sales blame each other, and no one knows which campaign actually worked.
- Lack of follow-up: Even good campaigns get ignored if no one acts on the data.
If you’re nodding along, let’s flip the script. Revreply was built to help B2B teams cut through the noise—if you set it up right and focus on what matters.
Step 1: Set Up Your Campaigns with Clear Goals
Before you even think about analytics, set one or two specific outcomes for each campaign. In B2B, this almost always comes down to booked meetings or qualified leads—not just email opens.
Skip these traps: - “Awareness” as a goal. You’re not selling soda. - Tracking every possible metric “just in case.” - Counting replies that go nowhere.
Do this instead: - Define your campaign goal in plain English. (“Book 10 demo calls from SaaS companies with 50+ employees.”) - Know what counts as a “conversion.” Is it a booked meeting? A positive reply? A form fill? - Set a timeframe. “This quarter” is usually long enough.
Pro Tip
Write your campaign goal on a sticky note and put it on your monitor. If you can’t tie a metric back to that goal, ignore it.
Step 2: Get Your Tracking Basics Right in Revreply
Once your goals are clear, set up tracking in Revreply so you actually capture the right data.
Checklist: - UTMs & Tags: Use unique tags for every campaign and channel. Don’t reuse names—future you will thank you. - Contact Segmentation: Make sure your lists are up to date and segmented by industry, company size, or whatever matters for your target. - Integration Health: Double-check that Revreply is syncing with your CRM (Salesforce, HubSpot, etc.). If it’s broken, fix it now. - Custom Fields: If you want to track something specific (like “referral source” or “ABM target”), set it up before launch.
What to ignore:
Don’t bother with every single field or tag just because it’s there. More options just means more confusion later.
Step 3: Track the Metrics That Actually Matter
Here’s the honest list of what you should care about in B2B outbound or email campaigns:
Metrics Worth Watching
- Delivered: Did your email actually land?
- Open Rate: Only useful as a deliverability check. High opens, low replies = your message isn’t connecting.
- Reply Rate: The real signal. How many legit replies (not OOO or auto-responses) did you get?
- Positive Reply Rate: Out of total sends, how many replies moved things forward? (Book a meeting, ask for info, etc.)
- Meetings Booked: The end goal.
- Conversion Rate: Meetings/booked vs. total contacts reached.
- Bounce Rate: High bounces mean your list is stale—fix this ASAP.
What to Stop Obsessing Over
- Click Rate: Unless your CTA is a link (rare in B2B outbound), this doesn’t matter.
- Open Times: Neat, but not actionable.
- Email client/device stats: Fun for marketers, useless for sales outcomes.
If You Run Multichannel Campaigns
If you’re using LinkedIn, phone, or direct mail in addition to email: - Track touches per contact. How many times did you reach out before getting a response? - Which channel actually drove the reply or meeting? Tag this in Revreply.
Step 4: Use Revreply Reports (Without Getting Lost)
Revreply’s analytics are powerful, but it’s easy to drown in filters and charts. Here’s how to keep it simple:
The 3 Reports to Focus On
- Campaign Summary:
- Shows total sends, opens, replies, meetings, and conversion rate.
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Use for weekly check-ins to spot big changes.
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Reply Breakdown:
- Filters out auto-replies and tracks positive/negative replies.
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Use to see if your messaging is actually working.
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Pipeline Attribution (if enabled):
- Connects campaigns to actual deals in your CRM.
- Use to see which campaigns create real pipeline, not just noise.
Ignore:
- Charts that slice the same data a dozen ways. If you need to squint to see a difference, it’s not meaningful.
Pro Tip
Export reports to CSV and run your own quick math in Excel or Google Sheets. Sometimes, it’s faster than clicking around in the dashboard.
Step 5: Analyze, Adjust, Repeat (But Don’t Overthink It)
The point of tracking isn’t to create pretty charts—it’s to get better results. Here’s a simple loop you can run every week or two:
- Review your key metrics.
- Are you hitting reply/meeting targets?
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Any sudden drops or spikes?
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Compare segments.
- Are certain industries or titles responding more?
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Did a new message or subject line change the numbers?
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Make one adjustment.
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Change your messaging, your timing, or your list—just not everything at once.
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Give it time.
- B2B cycles are slow. Don’t declare a winner after three days.
What to Watch For
- Plateauing Reply Rates: Time to refresh messaging or your target list.
- Lots of Opens, Few Replies: Strong subject, weak pitch.
- High Bounces: Your data needs cleaning.
What Not to Worry About
- “Industry benchmarks.” They’re usually made up or not relevant to your exact audience.
- Perfection. If your team’s booking meetings and moving deals, you’re winning—even if your open rate isn’t 40%.
Step 6: Share What Matters With Your Team
There’s no point in tracking all this if no one knows what’s working.
- Weekly Standups: Share one or two key stats (replies, meetings booked, conversion rates). Skip the rest.
- Highlight Wins and Misses: Celebrate what’s working, but be honest about what’s not.
- Document Learnings: Jot down what you changed and what happened. In three months, you’ll want to look back.
Pro Tip
Automate sending a one-page summary from Revreply to your team every Friday. If people actually read it, you’re doing it right.
Final Thoughts: Keep It Simple, Iterate, and Ignore the Hype
Tracking campaign performance in Revreply isn’t rocket science, but it’s easy to make it harder than it needs to be. Focus on the metrics that tie directly to your real goals—usually replies and meetings. Ignore the fluff, automate what you can, and review your numbers just enough to make smart adjustments.
Don’t chase perfection or get distracted by shiny new charts. The teams that win are the ones who keep it simple, tweak as they go, and actually follow up on what they learn. That’s it.
Go run your next campaign—and let the data help, not distract.