Reporting & Tools
Measurement Stack & Weekly Deliverables
All data sources, reporting tools, and the weekly deliverable format for tracking campaign performance and visitor engagement.
Data Sources
HubSpot CRM
- Contact engagement tracking
- LinkedIn lead gen form sync
- Source contact lists for ad audiences
Key use: Check if any existing contacts have engaged with ad content (will be picked up automatically).
LinkedIn Ads Manager
- Impressions, clicks, CTR, CPL
- Lead gen form submissions
- Audience Insights (company engagement)
Key use: LinkedIn has an audience insights function that shows which companies are engaging -- pull this into weekly reports.
Google Analytics
- Spot check that GA is installed on Lyrical site
- UTM-tagged traffic from ad campaigns
- Blog post page views and engagement
Action needed: Verify GA is firing properly on the Lyrical site before campaign launch.
Visitor Identification
Clearbit Reveal or Snitcher
A visitor identification tool installed on the Lyrical website will allow us to see which companies and contacts are visiting the site from our UTM-tagged ad traffic. This is a critical piece of the reporting stack for understanding who is engaging beyond what LinkedIn and Google Ads can tell us.
Clearbit Reveal
- Company-level identification
- Integrates with HubSpot natively
- Enterprise-grade data quality
Snitcher
- Company + contact-level identification
- More affordable for smaller volumes
- Google Analytics integration
Action needed: Evaluate and install one of these tools on the Lyrical website. This will significantly enhance our ability to report on who is engaging with ad-driven content.
Weekly Deliverable
End-of-Week Email Report
Sent every Friday with the following sections
Budget Pacing
Current spend vs. monthly budget, daily run rate, projected end-of-month spend. Flagging if over or under pacing.
Campaign Metrics
Impressions, clicks, CTR, CPM, CPC, leads, cost per lead. Week-over-week trends.
LinkedIn Audience Insights
Which companies are engaging with ads (from LinkedIn's built-in audience insights functionality). Job titles and industries seeing highest engagement.
Visitor Identification
Companies and contacts identified via Snitcher/Clearbit visiting the Lyrical site from UTM-tagged ad traffic. (Available once tool is installed.)
HubSpot Contact Engagement
Any existing contacts in HubSpot that have engaged with ad content or visited the blog post. New leads captured via LinkedIn lead gen forms.
Recommendations & Next Steps
What's working, what to adjust, any action items for the Lyrical team or for us heading into the following week.
Reporting Stack Summary
| Data Source | What It Tells Us | Status |
|---|---|---|
| LinkedIn Ads Manager | Ad performance, lead gen form fills, company engagement insights | Ready |
| HubSpot CRM | Contact engagement, lead capture, existing contact activity | Ready |
| Google Analytics | On-site behavior from UTM-tagged traffic, blog post engagement | Needs Verification |
| Clearbit Reveal / Snitcher | Company/contact-level visitor identification on Lyrical site | Not Installed |
| Google Ads | Search/display ad performance, Customer Match engagement | Not Started |