ABM Results Reporting – How to set up ABM Analytics Dashboards & which ABM Metrics to Track?

One of the biggest challenges we encountered while setting up our ABM campaigns was…actually measuring our ABM campaign results.
First – you need to decide what metrics you want to try. Then how you’re going to track them – and where – in your CRM? Some external analytics tool?

Then, when you know what you want to track – it turns out setting up ABM dashboards in Hubspot is harder than it seems at the first glance. First of all – because you actually need to group your target companies into ABM campaigns somehow to attribute the deals, pipeline, and revenue to the right campaign (to know which campaigns are working, and which are not – not just how much you made and spent overall) – which means you need to associate the right LinkedIn ad campaigns/campaign groups, and the right companies to a specific ABM campaign object. And since you may want to also target the same companies that didn’t convert from one campaign with another campaign later (like we did with our Pendo 2024 and Pendo 2025 campaigns), as well as companies that e.g. were your customer in the past but churned, or had a deal open in the past – you will also need to set timeframes for when the deal has to be created in order for this pipeline to be attributed to this specific ABM campaign – and not another one. 

And if you ever build Hubspot dashboard, you know they are not fun and games 😬.  This ultimately led me to build the analytics dashboards in ZenABM – because calculating some of the metrics I wanted to track with Hubspot was just too complicated and wasn’t scalable. But in the post below, I will describe which metrics we’re tracking, how we’ve built our ABM analytics dashboards in Hubspot first, how we are tracking our TOTAL ABM results and the results for each ABM campaign separately, and how you can do the same without all the building in ZenABM.

ABM Campaign Performance Analytics – Main Dashboard 

“Revops hate her” – that would be my yellow press nickname, if I didn’t work in something as boring as B2B SaaS.

Why? I constantly faff around and add new reports to our “Main ABM Analytics Dashboard” on Hubspot, which makes it super long. Again, why? Because there’s no easy way to change timeframes of your reports rather than adjusting the filters – and if you have a lot of ABM campaign, there will be a lot of filters to adjust. (Which is also why I started working on ZenABM…to have these reports ready at hand and to be able to just adjust the timeframes, each time I’m launching a new ABM campaign 😭)

ABM Metrics you want to track to measure campaign effectiveness

First of all, let’s take a step back – what do you really want to track to understand how your ABM campaigns are performing?

Obviously, you want to track:

• pipeline opened from ABM campaigns
• revenue generated 
• $ spent on LinkedIn ads But also, you want to track some leading & calculated metrics to understand how your campaigns are performing, and if you’re going to hit your goals:
• how many companies moved through respective funnel stages? You don’t want your target accounts to be “stuck” in the awareness stage. You want to see companies moving to the “interested” ABM campaign stage, and beyond – to the “considering” (usually MQL) and “selecting” (SQL) stages. If you don’t open a specific number of deals with a specific ACV from your ABM campaigns – you won’t hit your revenue target.
• Then, there’s the  pipeline per $ spent. This metric will help you understand if you are on track to hit your revenue goals within your ABM budget! E.g. if you need to generate 1 million in revenue, and you have $300,000 in ABM budget, how much pipeline do you need to generate? Let’s imagine your close rate from open deals is 50%. This means that to generate 1 million in revenue, you need to open 2 million in pipeline. So to hit your revenue target – you need to generate $2,000,000/ $300,000 = $6.66 per every 1$ spent. If your ABM campaigns are generating significantly less, even if you’re hitting your pipeline goals – you know you will run out of your budget before you hit your revenue goal.

Let’s dive a bit deeper into the metrics before I show you how to track them on Hubspot.

ABM Campaign ROI metrics – “raw” metrics

I call them “raw” because they come straight from your CRM / LinkedIn Campaign Manager. They help you estimate at a glance how each of your ABM campaigns (and all of them together) is performing vs. the goals you’ve set:

1) Pipeline – the actual pipeline generated from *all* your ABM campaigns in a specific timeframe (month, quarter, this year so far) vs. your pipeline goal (see how to set pipeline goals in this post.)

2) Deals opened – How many deals have you opened from the companies in your ABM campaigns (after the campaigns have started, and only from the companies that saw your ads a specific number of times – we call it the “ABM influenced pipeline” and calculate it only based on deals from companies that had at least 10 ABM ad impressions, and only if the deals opened *after* they hit the required number of impressions.)

3) MQLs (however you define them – e.g. demos, trials etc.) generated from the companies in your ABM campaigns (after the campaigns have started, and again – only from the companies that saw your ads a specific number of times.)

4) ABM Ad Spend – how much you’ve spent on all the ad campaigns associated with your ABM campaigns vs. how much you’ve budgeted for them.

5) ACV – what is the Average Contract Value from the deals you’ve opened from your ABM campaign target lists vs. the target ACV you aimed for (without it, it would be hard for you to estimate your campaign revenue goals and the target audience size! See our ABM budget calculator for more info. )

6) Revenue –  this is lagging, as – depending on your sales cycles – deals opened from ABM campaigns running this year may close well into…next year – but you want to keep an eye on it (or do a proper cohort analysis).

7) Number of accounts targeted in your ABM campaigns – which is a sum of all the “identified” accounts per campaign.

ABM Campaign performance leading metrics – calculated metrics 

These ABM metrics you will need to calculate based on the “raw” metrics above.

1) Pipeline per $ spent 

2) Number of accounts in different stages vs. goal

2) Campaign stage conversion rate metrics

• Awareness Rate (number of aware accounts / total number of identified accounts)
• Interest Rate
• Selection Rate (Conversion rate to pipeline)
• Customer Rate

Now let’s see how to measure each of these ABM metrics on individual ABM campaign level, and for all your ABM campaigns overall – in Hubspot.

Setting up your ABM results tracking “Master Dashboard” in Hubspot

First of all – you need to make sure that all the companies you’re targeting with your ABM campaigns: a) are on Hubspot b) have a unique identifier e.g. “in ABM Campaign” company property – which will allow you to “assign” them to the right ABM campaign.

You can upload your target company list to a Hubspot list and create a “in ABM Campaign” company property based on the list(s) membership. Or you can target companies with your LinkedIn ABM campaigns using broad targeting on LinkedIn based on industry, company size and job titles/functions – and let a tool like ZenABM deanonymize which companies have engaged with your ads (based on LinkedIn API data), and push them to Hubspot:

Then, create a new dashboard called “Main ABM results tracking dashboard”, and add the following reports to it:

Report 1: ABM Campaign performance – Pipeline Generated – all ABM Campaigns – all time

This report shows you the Key Peformance Indicators of your ABM campaigns – total number of companies targeted, total pipeline opened, and average ACV from all open deals in your all campaigns: 

Data sources: deals, companies. Primary data source: Companies.

Configure: chart type: KPI 

Values:

• Total number of companies
• Total pipeline opened so far
• ACV (# Amount)

Filters:

• Filter by the Company property, including the ABM Campaign Membership you created in the previous step – e.g. “ABM Campaign Name” or “In ABM Campaign” – select the right ABM campaign.
• Choose all the ABM campaign stages from SQL & “below” – i.e. open deal, disqualified, closed lost and closed won (to capture the “entire” pipeline opened from this ABM Campaign, regardless of what happened with it.)
•  Select the right Deal type
• Select Deal Amount is “known”
• Select “Deal Create Date” is – between the ABM campaign start date and 180 days after its end (or however long you want your “buffer” period to be – before you decide you don’t want to “count” the deals as influenced by this ABM campaign anymore.)

• Repeat this for every single campaign you’re running…yes, this means you’ll need to update every single report on your main ABM dashboard each time you launch a new ABM campaign 😬 which is also why I’d recommend you use ZenABM , which does this automatically every time you launch a new campaign:
  

Ok, what’s next?

Report 2: Closed won deals from all of your ABM Campaign Report 

This report will help you understand how many deals your sales team has won from ABM so far:

1. Data sources

• Primary: Companies

• Secondary: Deals (keep both connected so you can pull deal-stage & amount fields)

2. Configure tab

3. Filters tab

Set the top drop-down to “ANY of the filters below” – this lets you stack a separate AND block for each ABM campaign, all connected with OR logic.

Create one AND block per campaign you want to include. Each block should contain all of the following filters: