Tracking
Measuring what works and following data to make better decisions. It tells you which changes are worth keeping and which to drop.
Chapters
Tools
Track user behaviour, retention and conversion across your web and mobile products in one platform.
Combines email and SMS marketing, marketing automation, and a built-in CRM in a single platform.
Lets people book meetings against your calendar by clicking a shareable link instead of email back-and-forth.
Assigns unique phone numbers to campaigns so inbound calls can be attributed to their original marketing source.
Brings calling, SMS, and email directly into a sales CRM with pipeline management for high-volume outbound.
Combines analytics, session replay, and heatmaps to reveal user behaviour and identify conversion friction.
Pulls metrics from 130+ tools into custom dashboards and reports to consolidate your KPI visibility.
Records and transcribes video calls across major platforms, then automatically generates summaries and action items.
Manage paid search and display advertising campaigns, tracking spend, clicks, and conversions by account.
Measure website and app traffic, user behaviour, conversions, and revenue with free event-based analytics.
Deploy and update tracking tags and pixels on websites and apps without editing code.
Shows visitor behaviour through heatmaps, session recordings and on-site surveys to uncover friction.
Combines CRM, marketing, sales and customer service around a shared contact database with a free tier.
Sends high-volume cold email across multiple mailboxes with automated warmup and a unified reply inbox.
Identifies company visitors to a B2B website and surfaces their contact details for follow-up.
Runs multichannel cold outreach with built-in email warmup, lead database, and deliverability scoring.
Professional network where B2B founders and sellers research, connect with and reach out to decision-makers.
Build interactive dashboards and reports from Google Analytics, Ads and hundreds of other data sources free.
View session recordings and heatmaps free to understand how users navigate your website or app.
Analyse user events to understand funnels, retention, flows and cohort behaviour without writing SQL.
Send invoices, track expenses, reconcile banks and prepare VAT returns for Dutch small businesses.
Manage your sales pipeline visually with drag-and-drop deals, contact management and workflow automation.
Manages contacts, leads, opportunities and pipelines with deep customisation and automation for B2B sales teams.
Unify keyword research, backlink analysis, technical audits and rank tracking in one dashboard.
Links marketing touchpoints and ad spend to customer revenue and pipeline for B2B SaaS teams.
Tracks affiliate and partner commissions, records conversions, and automates payouts for growing programmes.
Builds landing pages with no code, tests variations and routes visitors based on performance.
About this playbook
Measurement means tracking the metrics that matter: website traffic, leads, customer acquisition cost, retention and revenue. Start by choosing a few metrics that tell you if your business is working. Then track them consistently so you can spot trends. Common mistakes include measuring too much and acting on nothing, or measuring vanity metrics like traffic that do not correlate with money. Focus on metrics that connect to revenue and retention. Then build the habit of reviewing them weekly and making small decisions based on what the data says.