Overview
Publishing a campaign is the beginning, not the end. Once it’s live, your job is to watch how it performs against your goals, identify where the funnel is leaking, and use the data to make targeted improvements. GTM Suite gives you the tools to do all of this without switching between platforms.
Start With the KPIs
Open your campaign from Brand Marketing → Campaigns and check the four headline metrics first:
| Metric | What to Look For |
|---|
| Campaign Reach | Is the campaign reaching enough people? Low reach usually points to budget, audience targeting, or channel distribution issues |
| Avg. Conversion Rate | Is the rate tracking toward your target? A rate well below target early in a campaign signals messaging or landing page problems |
| Avg. Time to Convert | Are leads converting quickly or sitting idle? Long conversion times can indicate friction in the mid-funnel |
| New Customers | The bottom-line output — are you acquiring the customers you planned for? |
Diagnose by Funnel Stage
If the headline numbers are off, the AIDA funnel view tells you where in the journey the problem is.
Awareness is low — Not enough people entering the funnel
- Check ad spend and audience targeting on your Ad Platform channels
- Review organic channels — is your SEO content driving traffic? Run a keyword research check or a new SEO audit to spot gaps
- Add or activate additional Awareness-stage channels
Interest drop-off — People are aware but not engaging
- This usually points to a messaging or relevance problem
- Review landing page copy with the Copy Optimizer to improve keyword alignment and persona fit
- Watch session recordings on the landing pages linked to your Awareness channels — look for early exits and friction points
Desire is weak — Leads aren’t moving from engagement to intent
- Tighten your value proposition messaging — revisit your ICP value props and check they’re reflected in mid-funnel content
- Email and direct channels at this stage should be highly specific to the persona — use the Campaign Assistant to regenerate mid-funnel copy if needed
Action conversions are low — Intent exists but people aren’t completing
- This is almost always a CTA or conversion goal problem
- Check your Conversion Goals in the associated Digital Experience — confirm the goal is correctly configured and active
- Watch session recordings on the conversion page to identify rage clicks, form abandonment, or broken flows
- Simplify the CTA — fewer steps, clearer value, lower commitment ask
Retention is dropping — Customers aren’t staying engaged post-conversion
- Review your Retention-stage channels (email, SMS, referral) and confirm they’re active and syncing
- Check open and click rates on Retention email channels via your connected integration
Use Source Attribution
Click View Source Attribution on any funnel stage to see which channels and traffic sources are driving activity at that step.
This answers the most important optimization question: which channels are actually working?
If one channel is driving 80% of your conversions, allocate more budget or effort there. If a channel shows high reach but zero conversions, pause it and redistribute.
Check Integration Sync
Metrics are only as good as your data. If a channel shows Pending or Error sync status, you may be making decisions on stale or incomplete data.
Go to Settings → Integrations to verify your connections are healthy. Re-authenticate any integrations showing errors, then return to the campaign and confirm metrics update on the next sync cycle.
Watch Session Recordings
For any campaign with a web page or landing page channel, link the page to a Digital Experience and monitor sessions directly.
What to look for:
- High bounce rate on the landing page → headline or above-the-fold copy isn’t connecting
- Users scrolling past the CTA without clicking → CTA placement or wording needs work
- Form abandonment → form is too long or asks for information too early
- Rage clicks on non-clickable elements → UI confusion
Use the AI Summary on recordings to surface friction points without watching every session in full.
Improve Content Mid-Campaign
You don’t have to wait until a campaign ends to improve the copy. GTM Suite lets you iterate while the campaign is live:
For ad copy — Update headline and description variants in the Google Ads channel, then let the platform optimize toward the better performer.
For email sequences — Edit subject lines or body copy on underperforming emails before the next send. Reschedule if needed.
For landing page copy — Run the Copy Optimizer on your live page URL with updated keywords or a different ICP persona to get a revised version, then publish the update.
For social posts — Reschedule or replace low-engagement posts on the social calendar with variants that lead with a different value prop or CTA framing.
Use GTM Intelligence for Account Signals
Go to GTM Intelligence → Accounts to see which companies are visiting your site while the campaign is running.
If your Awareness and Interest numbers look healthy but conversions are low, high-intent account data can tell you who is in your funnel — enabling your sales team to do targeted outreach before the prospect converts on their own.
Cross-reference the companies showing up in GTM Intelligence with the personas in your ICP. If the wrong types of companies are engaging, your Awareness targeting likely needs tightening.
End-of-Campaign Review
When a campaign completes, run a structured review before archiving:
- Record actuals — Note final Reach, Conversion Rate, Time to Convert, and New Customers against your original targets
- Identify the top-performing channel — Use source attribution to confirm which single channel drove the most conversions
- Identify the biggest drop-off stage — This is your primary optimization target for the next campaign
- Save high-performing content — Export top-performing ad copy, email subjects, and social posts to your Assets Library for reuse
- Update your ICP — If certain personas converted significantly better than others, adjust your ICP to reflect this
- Archive the campaign — Keeps the data accessible without cluttering your active campaigns list
Quick Reference: Problem → Action
| Symptom | Where to Look | What to Do |
|---|
| Low reach | Awareness channels, attribution | Increase budget or add channels |
| High bounce on landing page | Session recordings, Copy Optimizer | Rewrite headline and CTA |
| Low email open rate | Email channel metrics | A/B test subject lines |
| Form abandonment | Session recordings, Conversion Goals | Simplify the form |
| Wrong companies in funnel | GTM Intelligence | Tighten ad audience targeting |
| Metrics not updating | Integration sync status | Re-authenticate the integration |
| Conversions not counted | Conversion Goals | Verify goal URL or event name |
