How do you measure the success of CRM and email management?
We track how quickly leads get a reply, how many move from one stage to the next, and email opens and clicks. We also carry the ad or page each lead came from into the CRM, so you can see which sources bring customers.
What we count
- How fast a new lead gets a first reply.
- How many leads move from one pipeline stage to the next.
- Email opens, clicks and replies.
- Which source each lead and each customer came from.
The source on every contact
A CRM that only holds names is a list. We wire forms to keep the campaign and click ID, so each lead carries the ad it came from through to the sale. Then you can see which ads bring your best clients, not only which bring forms.
On our own CRM, a new lead triggers an alert by text, chat and email and a prompt to call within 10 minutes, and a status change moves the deal. It is described on the Pacing CRM page.
Checking the email numbers
Email tools report their own revenue. For an online shop on Klaviyo, we'd check those figures against the shop's own orders and against what GA4 saw before deciding an email is working.
The reports live in Looker Studio. More in CRM management and email.
The tools in this answer
KlaviyoEmail and SMS for online shops. It knows what each shopper browsed, left in their basket and bought, so the right email goes out on its own. It's the one we'd pick for a shop.CRM
Looker StudioWhere our client reports live: weekly and monthly dashboards the whole team can open, built on data we've checked.Reporting
GA4Counts sessions and events. We check it against the raw data before we report from it.Reporting
Where this came up in our work
Also worth asking
Other answers about the same tools.
What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
What is CRM and lead flow management?
A CRM is where your contacts and deals live. Lead flow is how an enquiry gets there: the form, the tracking behind it and the follow-up. We connect them so each lead arrives with its source attached.
Why is tracking important for my marketing?
Without it you're guessing which ads, pages and emails bring customers. Ad platforms also bid on what you tell them, so missing or wrong conversions mean they find the wrong people.
What is ongoing management, support, and reporting?
It means we don't launch your marketing and leave. We keep running and improving your ads, website and tracking on a retainer, and send reports that show what's working and what we'd change.
Still have questions?Talk to us
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.