The Complete Guide to Multi-Channel Outreach Reporting
Learn how to unify your email and LinkedIn outreach data into one source of truth for better campaign performance.
Why Multi-Channel Reporting Matters
In today's B2B landscape, successful outreach requires more than just email. LinkedIn has become an essential channel, but managing both creates a fragmented view of your campaigns.
The Problem with Siloed Data
Most agencies run email campaigns through tools like Smartlead or Instantly, while LinkedIn outreach happens through HeyReach or similar platforms. Each tool has its own:
- Lead definitions
- Tracking metrics
- Reply attribution
Building a Unified View
The solution is creating a single source of truth that aggregates data from all your outreach tools. Here's what that looks like:
1. Universal Lead Identity
Instead of treating email leads and LinkedIn leads as separate entities, resolve them to a single identity using email address as the primary key.
2. Combined Timeline
Display all touchpoints—emails sent, LinkedIn connection requests, messages, replies—on a single timeline per lead.
3. Accurate Attribution
When a lead replies on LinkedIn after receiving 5 emails, you need to see the full journey, not just the LinkedIn interaction.
Key Metrics to Track
Focus on these unified metrics:
- Total Touches: Combined email + LinkedIn touches per lead
- Positive Reply Rate: Replies indicating genuine interest across all channels
- Sender Health: Domain and account health across all sending infrastructure
- Lead-to-Opportunity Rate: Full funnel conversion from first touch to qualified opportunity
Next Steps
Start by auditing your current tech stack. Identify all the places where lead data lives and map out how you'll consolidate that information into a unified reporting layer.