Reports & Analytics

Measure What Matters

Measuring and analyzing the performance of your campaigns and initiatives is fundamental to good marketing; it lets you calibrate how you’re doing, learn what works and what doesn’t, and optimize future efforts for maximum impact. With Act-On, you won’t need a degree in finance or statistics to quickly and easily connect the data dots, make informed strategic decisions, and calculate ROI. Act-On’s integrated analytics suite measures what matters. Simply, accurately, and from a single platform.

Act-On Reports

Marketing & Sales Funnel Reports

Tired of doing Excel acrobatics to create actionable reports? Act-On’s Marketing Funnel Reports let you see your conversion flows in a single reporting view, so you have complete visibility into your lead-to-revenue process. Real-time data snapshots continuously capture the progress of your entire opportunity pool at each stage, allowing you to visualize your funnel, including potential revenue, achieved revenue, and process bottlenecks. This is a report worthy of your next budget or board meeting.

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Funnel report

Learn How Your Campaigns Perform




Outbound reporting

Email reports

Measure the performance of your email campaigns in real time. From one-off messages and trigger emails to targeted and automated drip campaigns, get big-picture and drill-down views of delivery, bounces, opens, clickthroughs, clickmaps, performance trends, and more.

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Landing page reports

Discover which channels are the most effective in bringing visitors to your web pages. Dive deep into specific pages and content, drill down into your segments, and even launch additional messages to take advantage of hot opportunities.

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Landing Page report

Forms and media reports

Your website forms can tell you a lot about your audience, and are crucial for converting anonymous website visitors into real, tangible leads. Demo requests, videos, eBooks downloads, and webinar registrations are strong indicators of interest that often move a lead from “warm prospect” to “hot opportunity.” See how these key engagement points are performing and gain insight into what motivates your audience segments … and what doesn’t.

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Form report



Google Adwords

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AdWords integration

Stuck looking at impressions, clicks, and submits in your AdWords account? Act-On takes it one step further and tracks campaign performance all the way to converted revenue so that you can see direct ROI. Our Google AdWords integration provides you with a holistic view of your paid search programs. See your data grouped by ads or keywords, drill into unique ad and keyword performance, and optimize your spend based on how your customers find you.

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Get Prospect & Customer Insights

Website visitor tracking

At any given moment, only 3% of your website visitors identify themselves, meaning a full 97% of your visitors are anonymous. Act-On’s Website Visitor Tracking makes these visitors much less anonymous by using a reverse IP lookup to reveal their company name and location. You’ll also see the pages they visit and the content they pay attention to, revealing their unique interests, needs, and pain points. For known visitors, all website engagement is tracked and logged against the visitors contact profile so that your sales and marketing teams can follow up with relevant, timely information.

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Website Prospector

Forms Contact Profile

Full engagement history for every contact

The more your visitors and buyers interact with your website, content, campaigns, and sales team, the richer their unique profiles become. Act-On keeps track of your contacts’ history – their interactions with you, and your interactions with them. Review in a scrollable timeline or hone in on specific types of activities. This empowers you with a wealth of information that helps you tailor sales conversations and marketing campaigns to the prospect’s unique needs and interests.

Measure Your Online Presence

Traffic analytics

Act-On’s website visitor reports give you quick and easy access to the traffic trends that matter most:

  • Get a breakdown of known vs. anonymous visitors
  • See bounce rates and conversion rates
  • Pinpoint top companies visiting your site
  • See which websites and social networks are referring traffic to you
  • Understand peak days and times for website visits
  • See a breakdown of traffic by geography

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Traffic Analytics
Competitive Insights

Benchmark the competition

Act-On Insight lets you benchmark your online presence against your competitors, including web traffic, blog presence, keywords, and social follower counts. Get a real-time, side-by-side, multi-source view of your online presence – and your competitor’s. Fast and easy to set up, and intuitive to use, Act-On Insight allows you to measure your organization’s online and social footprint, and translate real-time information into actionable insights that can help you edge out the competition.

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Measure Your Revenue Impact

Revenue impact reports

Accurately measure multiple dimensions of marketing effectiveness across the entire revenue cycle, so you can manage the lead lifecycle and stay on track with strategic goals. Revenue impact reports include:

  • New leads generated by source; e.g., webinars, downloads, email, and tradeshows.
  • New opportunities created by source; e.g., sales calls, demos, and referrals.
  • Opportunities won by quantity, campaign type, revenue, and more.
  • Trends over time; e.g., opportunities created and won, and revenue booked.

Dynamic reports can be created and customized on the fly, viewed in real time or across time, and drilled into for deeper understanding of specific details.

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Revenue attribution reports

See which assets and marketing touch points have the greatest influence on closed/won opportunities and revenue. Act-On Revenue Attribution Reports correlate your marketing-engagement data in Act-On with closed/won deals in your CRM tool, allowing you to answer questions, including:

  • Which assets and campaigns influenced the most sales?
  • Which deals have been influenced by marketing campaigns?
  • How many touch points – and what types – are needed to convert a lead or close a sale?

First-touch and multi-touch

First-touch and multi-touch reports let you decide how to attribute revenue to your marketing touch points. For example, short sales cycles with minimal lead-to-revenue touch points are likely best served with first-touch attribution reports. For longer sales cycles with multiple touch points (e.g., email, webinars, landing pages, lead nurturing tracks, etc.), multi-touch attribution is more appropriate because it distributes credit for all touch points along the path to conversion.

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Act-On Reporting - Heatmap

Looking for an Advanced Reporting Tool?

Act-On’s enterprise feature Data Studio makes it easy to view, visualize, and export data so you can use the business intelligence tools you prefer to get valuable marketing insights faster. Everything about Data Studio gives you easy and quick access to all of your data. Gain a comprehensive view of your marketing campaign data, and web interactions, then combine this information with historical data such as purchase behavior and support issues. Use this insight to create personalized engagements that drive loyalty, provide upsell and cross-sell opportunities, and deliver more revenue.

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Marketing Automation & Email Marketing Software You’ll Love

Act-On’s fresh approach to marketing automation and email marketing gives you full functionality without the complexity other systems impose on you. Our streamlined user interface puts first-rate marketing tools at your fingertips, making campaigns and programs easier and faster. Integrate your CRM, webinar management and other tools too, most with one click.

Recommended Resources for Reporting and Optimization

Want to become a marketing reporting hero? Stay up to date with the latest best practices with our free learning resources.

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