Performance measurement: which metrics you should check regularly

Performance measurement: which metrics you should check regularly

SalesViewer® not only provides signals about your website visitors – but also the basis for measurably managing your sales and marketing activities. In this article, we will show you which key figures you should keep an eye on regularly, how you can evaluate your campaigns properly and what role the comparison with the actual visitor behavior on your website plays.

The aim is to find out: Is the right traffic arriving? Is it behaving as your campaign intended? And: Where exactly are you losing potential prospects in the process – even though they are already engaging with your content?

1. Check traffic quality – does the traffic match your campaign?

A high number of visitors alone is not an indicator of campaign success. The decisive factor is whether the right companies come to your website – i.e. those that you wanted to reach with your campaign.

SalesViewer® allows you to compare campaign sources with actual visitors (companies): Which companies are coming via Google Ads, social media or a specific landing page? Do the industry, region or company profile match your target group and your keyword setup?

Particularly helpful: Our Google Ads Premium integration allows you to evaluate ad campaigns directly at account level. This allows you to see whether your ads are not only generating clicks, but also attracting the right company visitors.

2. Understand behavior – what do visitors do on your website?

More important than the number of page views is the quality of the interaction. Do visitors stay on the relevant content? Are prices, services or product details called up? How often does an account return?

SalesViewer® makes this information transparent – even over several visits. You can see which content generates attention, how deeply a company engages with your offer and where interest may drop off.

3. Make conversion barriers visible

Not every website visitor becomes active immediately – so it is all the more important to be able to understand the behavior of these visitors in the context of your company. SalesViewer® makes it possible to close precisely this gap and make potential conversion hurdles visible:

1. Visitor behavior per company: You can see which pages a recognized company has visited, how often it has been on the website and which focal points in information behavior are recognizable – e.g. product details, integrations or service content.
2. Session recordings (premium feature): By recording visit sessions, it is possible to track how people from the respective company move around the website – including clicks, mouse behavior and scroll paths. This makes aborts, confusion or technical problems visible.
3. Click paths and bounce points: SalesViewer® shows which pages are frequently visited, but also which are left conspicuously quickly. This indicates a lack of relevance, misleading content or UX problems.
4. Campaign comparison with real visitor behavior: Do the companies recognized match the target group of your campaign? If relevant accounts are landing on your site but not converting, the cause may lie in the website experience or content – not necessarily in the campaign itself.

These insights can be used to derive specific optimization potential – based on data and with a view to real company visits.

4. Monitor recurring visits and intensity

Companies that appear multiple times on your website send a strong signal. Pay attention to how often accounts return, how many different pages are visited and whether certain touchpoints such as events, whitepapers or product pages are accessed more frequently.

This information can be specifically filtered in SalesViewer® and regularly displayed in reports. This creates an early indicator of active interest – even for accounts that have not (yet) registered.

5. Transfer measuring to the routine

Set up fixed times to evaluate your campaign performance with SalesViewer® – e.g. as part of your weekly sales meeting or the monthly evaluation of your marketing measures.

Combine:

• The number and quality of new accounts,

• The origin of these accounts (campaigns, channels, pages),

• The behavior on your website,

• And the resulting sales campaigns.

This allows you to create a consistent measurement logic from the first visit to the qualified lead – regardless of whether a form was filled out or not.

If you need help setting up reports, comparing campaigns or evaluating your data, we are always at your side. Our consultants support you in setting up filters, interpreting your visitor quality – and help you to integrate SalesViewer® seamlessly into your marketing and sales processes.