Marketing Analytics
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      Track marketing performance

      Learn how to track effectiveness of your marketing efforts across all channels

      Marketing without measurement is just guessing. With Invelo’s Analytics Dashboard, you can track the real-world results of your marketing efforts—especially direct mail and lead generation campaigns—so you know what’s working, what’s not, and where to make improvements. This guide walks you through the most important marketing-related metrics available in the dashboard and how to use them to sharpen your strategy and maximize ROI.

      Where to find marketing data in the Analytics Dashboard

      Invelo’s Analytics Dashboard is divided into several sections that help you track performance from different angles. When focusing on marketing, the following sections are the most relevant:

      • Marketing analytics

        • Marketing performance (for monitoring effectiveness of marketing across all channels) 
        • In-app marketing spend (for monitoring marketing expenses per source)
        • Persistence report (for analyzing the effect of marketing persistence)
      • Deal analytics 
        • Deal summary (for end-to-end conversion tracking)
        • Team leaderboard (for accountability and execution)

      Let’s dive into how to use each of these to measure and improve your marketing performance.

      Marketing metrics: Measure ROI and efficiency

      This section helps you answer: “Is my marketing spend turning into real results?”

      Key metrics to track:

      • Marketing ROI: This shows how much profit your marketing efforts are generating compared to what you’re spending. Use this to justify your investment or identify the need for changes.

      • Cost per lead: Helps you understand the efficiency of your lead generation campaigns. If costs are rising, it might be time to tweak targeting or messaging.

      • Cost per deal: Tells you how much you're spending to close a deal from your marketing funnel. Track this over time to measure improvements or pinpoint inefficiencies.

      Use case tip: Compare your marketing ROI and cost-per-lead metrics between direct mail and cold calling campaigns to determine which channel delivers better value.

      Campaign performance: Understand what’s driving engagement

      This section helps you answer: “Which campaigns are working best?”

      Key metrics to track:

      • Properties enrolled per campaign: Tells you how widely you’ve distributed your message.

      • Conversion rate per campaign: The ultimate measure of effectiveness. It shows how many enrolled leads resulted in a closed deal.

      Use case tip: If a campaign has high enrollments but low responses, experiment with different messaging or offer types. If a campaign has high responses but low conversions, assess your lead follow-up process.

      Team Leaderboard: Ensure execution and accountability

      This section helps you answer: “Is my team executing our marketing plan effectively?”

      Key metrics to track:

      • Leads contacted by each team member: Ensures team members are following up on the leads generated by your marketing campaigns.

      • Deals closed per team member: Helps link marketing results to sales execution.

      • Average hold time: Shows how long it takes for a lead to convert into a deal—important for optimizing your follow-up timing.

      Use case tip: Use this data to coach team members who may be missing follow-up opportunities, especially from high-performing campaigns.

      Deals and lead performance: Measure your funnel from lead to closed deal

      This section helps you answer: “Are leads from marketing turning into real deals?”

      Key metrics to track:

      • Lead source: Track where your closed deals originated—e.g., direct mail vs. driving for dollars vs. imports.

      • Appointment to offer metrics: Evaluate how effectively your team is progressing leads through the sales pipeline.

      • Lost opportunities: Understand why certain leads didn’t convert and adjust your campaigns or sales process accordingly.

      Use case tip: If a specific marketing source (e.g., absentee owners via direct mail) results in more lost opportunities, review your messaging or retargeting strategy.

      Best practices for using analytics to improve marketing

      • Review Weekly: Keep tabs on cost, responses, and ROI at least weekly so you can pivot early.

      • Compare Campaigns: Don’t just look at one campaign in isolation—compare them to see which ones consistently perform.

      • Educate Your Team: Make sure everyone understands how to read the dashboard and use the data to guide their outreach.

      • Act on Insights: If a campaign performs poorly, pause and revise it. If one is outperforming others, scale it up.

      Tracking marketing performance with Invelo is about turning your data into action. By regularly reviewing the right sections of your Analytics Dashboard, you can confidently refine your marketing, boost ROI, and close more deals.

      If you have any questions or would like help interpreting your metrics, our support team is happy to walk you through it! You can send a message through the in-app chat or email them at support@inveloapp.com.