Re: How to track lead engagement over time by source

ailsadempsey
Level 2

How to track lead engagement over time by source

Hello, is it possible to track leads' engagement with email sends over time segmented by source? We are looking to examine our acquisition avenues and compare engagement rates at sign up compared to X months after acquisition.

I've used email performance reports to look at overall engagement by source but this doesn't help with analysing which leads are more likely to still be engaging after some time (e.g. 3 months after sign up) and identifying any drop off points or trends.

Thanks!

7 REPLIES 7
Ruchi_Lapran1
Level 3

Re: How to track lead engagement over time by source

@ailsadempsey Just came across this post and it was created 2 months back. If it's still unresolved then you can try the following:

Create a segment for marketable leads by Source and use it for grouping leads in the email performance report. You will be able to see engagement metrics against each source. For example:

Ruchi_Lapran1_4-1666771958345.png

This report can be monitored over a period of time (monthly or quarterly) for analyzing which source is bringing in more results and which are not.

For seeing which leads are likely to be engaging, you'll have to use external smartlists.

Balkar_Singh
Level 8

Re: How to track lead engagement over time by source

Yes, it’s possible. You need to define what engagement you want to measure. It can be a variety of things - Clicks in Email, Fills out Form and so on. 

 

  • Create a smart list to define each type of engagement
  • Create a People Performance Report - and add your engagement smart lists as custom columns.
  • Group by ‘Registration Source Type’  or ‘Registration Source Info’.
  • Filter the reports for people created at specific months.

 

1 - Create a Program for building this up. For example, call it Engagement (Tip : Keep it as short as just 1 character if possible)

Balkar_Singh_0-1666806879136.png

 

2 - Define certain engagements which you want to measure by source, across months. For example,  fills out any form in <specific month> once, twice and so on. 

Balkar_Singh_1-1666806879166.png

Balkar_Singh_2-1666806879138.png

 

3 - You may create smart lists to define the engagement you want to measure. Now, create a People Performance Report.

Balkar_Singh_3-1666806879137.png

 

 

4 - Go to the Setup and change it’s ‘Person Created At’ to ‘All Time’

Balkar_Singh_4-1666806879135.png

Balkar_Singh_5-1666806879167.png

 

5 - Drag the ‘Custom Columns’ option to the canvas

Balkar_Singh_6-1666806879168.png

 

6 - Search for the smart lists you have created, and add them to the custom column option.

Balkar_Singh_7-1666806879166.png

Balkar_Singh_8-1666806879138.png

 

7 - The results of those smart lists shall be added to columns like the following. In the below example, the results are grouped by months - hence, we see 244 people filled out a form once in September & were created in September, and 7 people filled out a form twice & were created in September.

Balkar_Singh_9-1666806879138.png

 

8 - If you group this by your acquisition avenues - for which you can use either of two fields, you will be able to see source and engagement across months.

Registration Source Type, Registration Source Info

Balkar_Singh_10-1666806879168.png

 

Balkar_Singh_11-1666806879167.png

 

And these will appear like the following - 

 

Balkar_Singh_12-1666806879132.png

 

9 - Go to smart list, and use a Created At Date filter, to define the set you want to report on (in this case, you want to look at engagement of people created at specific months, grouped by acquisition avenues (which I am assuming Registration Source Info could help with) 

Balkar_Singh_13-1666806879139.png

 

10 - You can create a similar table for each month (i.e. say 12 People Performance Reports for each month)

 

And you can expand the custom columns to more months, and generate something like the following, to view this matrix for each set of people who were created at a specific month.

Balkar_Singh_14-1666806879139.png

 

PS - a lot of possibilities here.

Darshil_Shah1
Level 10 - Community Advisor

Re: How to track lead engagement over time by source

Great stuff, @Balkar_Singh! Thank you!

 

Just wanted to add that, this is great until you need to report on some of the high-volume activities/interactions (like email sent, opens, etc.) as they are retained only for a period of 90 days from the date of activity. Also, to clarify, I'm not advocating for the use of email opens as a solid marketing metric to gauge the performance/success of a marketing tactic, as they could get highly unreliable from the bot activities. 🙂

 

@ailsadempsey, you could do a lot of stuff to get the historical engagement metrics over time if you've RCE, as it queries data from a separate data source than the lead activity log. I feel that setting up proper program channel statuses and ensuring those get updated as people perform the respective interactions would be a neat way to maintain and gauge the performance/engagements over time instead of building a separate setup for all the activity types. 

 

Balkar_Singh
Level 8

Re: How to track lead engagement over time by source

Yes, that's a caveat and if one needs to stay within People Performance Report to address it, it'll be a good idea to use an engagement field on lead instead of filters of activity, for defining & adding custom columns - for example, Scores.

Darshil_Shah1
Level 10 - Community Advisor

Re: How to track lead engagement over time by source

Yes, of course, having scoring tied with the interactions/engagements and with the lead stages would be an ideal way to gauge a person's engagement over time (an E2E lead buyer journey, if you'll). You'd be able to see their level of engagement/propensity to conversion based on the person's revenue stage itself. 🙂

 

Balkar_Singh
Level 8

Re: How to track lead engagement over time by source

With People Performance Report - there're just endless possibilities!

Darshil_Shah1
Level 10 - Community Advisor

Re: How to track lead engagement over time by source

Yes, all thanks to the number of dimensions it allows to add in a single report. 🙂