Understand B2B metrics
Why B2B reporting is about accounts rather than traffic, and which numbers are worth a standing habit.
Almost every analytics tool you have ever used was designed for a business with hundreds of thousands of anonymous visitors. You have a few hundred customers whose names you know. That one difference invalidates most of the default metrics and replaces them with a smaller, harder set you can act on.
Read this before you build anything. A dashboard measuring the wrong thing is more expensive than no dashboard, because people act on it.
Cockpit screens: planned. The Analytics Studio views are not yet on your
tenant. The per-account figures this chapter argues for already are: they sit on
every organization in CRM, and segments can select on them.
- The metrics that matter in B2B — revenue per account, digitalisation share, silence as a churn signal, and why conversion rate is close to meaningless here.