20+ ABM Metrics to Track in Your Campaigns

Account-based marketing (ABM) has changed the way B2B companies engage with high-value accounts. Unlike traditional demand generation strategies, ABM requires a hyper-targeted approach, where success is measured by meaningful interactions rather than broad lead generation metrics. But how do you know if your ABM strategy is working?

Tracking the right ABM metrics ensures that your campaigns are driving engagement, influencing pipeline growth, and ultimately converting key accounts into loyal customers. In this article, we’ll explore the most important ABM metrics to track, from account engagement and pipeline velocity to revenue impact.

Set the Right Objectives Before Tracking ABM Metrics

Before you start any ABM strategy, you need to establish clear, measurable objectives and determine which metrics to track. The most effective framework for setting ABM objectives follows “The Three Rs” approach:

• Reputation: How target accounts perceive your brand (brand awareness, social media engagement, web traffic)
• Relationships: Strength of connections with target accounts (number of contacts, sales conversations, level of engagement)
• Revenue: Tangible financial outcomes (customer lifetime value, average deal size, revenue from target accounts)

When establishing your objectives, ensure they align with your company’s broader business goals and consider where each target account stands in their buyer journey.

ABM Engagement Metrics to Track

Engagement metrics reveal how deeply target accounts connect with your brand, content, and offerings, and they also measure the strength of relationships you’re building with potential customers.

1. Number of Engaged Contacts

Tracking engaged contacts within target accounts provides insight into your campaign’s reach. You need to know how many individuals within accounts interact with your content.

Key factors to measure include:

• Number of calls and meetings with contacts
• Time spent on calls or in person
• Proactive engagement with your brand on social media, website, or offline events
• Introductions made by the customer to other leads

Using lead enrichment solutions can help you gather more information about new contacts within target accounts and engage them better.

2. Engagement Rate

The account engagement rate shows how many of your target accounts are actively engaging with your campaigns. This metric uses this formula:

Account Engagement Rate = (Engaged accounts / target accounts) x 100

This rate reflects prospects’ interest in your offerings. A higher engagement rate suggests your content resonates well with your audience, which helps nurture relationships and guide accounts through the sales funnel.

3. Content Interaction

Content interaction measures how often and deeply target accounts engage with your content assets. These interactions provide insights into which content types and topics capture your audience’s attention.

Track metrics such as:

• Page views
• Content downloads
• Video views
• Social media interactions
• Email opens

By analyzing which content pieces generate the most engagement, you can refine your content strategy to deliver more of what your audience values.

4. New Contacts Added

The growth of new contacts within target accounts indicates expanding influence and potential opportunities. Important metrics to track include:

• Number of target accounts engaged meaningfully
• Average number of contacts engaged within a target account
• Number of accounts where a specific persona has been engaged

Reach Metrics to Track

Reach metrics assess your ability to target and initiate conversations with specific accounts. These metrics show how effectively you’re engaging your audience and penetrating key accounts. Tracking reach alongside other demand generation metrics provides a comprehensive view of your ABM effectiveness.

1. Target Account Reach

Target account reach measures the percentage of decision-makers at a specific account who engage with your marketing efforts. This consists of several parameters revealing your marketing effectiveness.

The formula is:

(Decision-Makers Engaged / Total Decision Makers at Target Account) = Target Account Reach

This metric helps identify which ABM strategies produce results and where adjustments are needed.

2. Account Coverage

Account coverage examines the percentage of decision-makers and influencers within target accounts that you’ve successfully engaged. Higher coverage indicates better alignment with your overall ABM strategy.

To measure account coverage effectively:

• Maintain a list of key contacts within each target account
• Track the number of engaged contacts within each account
• Calculate coverage as the percentage of engaged contacts compared to total relevant contacts

This metric is valuable because a vast majority of marketers use lookalike strategies based on previously qualified accounts to target those most likely to convert.

How is this different from target account reach? While target account reach focuses only on decision-makers, account coverage includes a wider range of stakeholders, including influencers who may not have final purchasing power but still play a role in the decision-making process. 

Strong account coverage ensures you’re reaching not just the key decision-makers, but also those who influence them, increasing your ability to drive consensus and accelerate deals.

3. Cross-Channel Visibility

Cross-channel visibility helps you understand how target accounts interact with your brand across different marketing channels. This dimension reveals whether you’re present in the channels your target accounts prefer.

Example ABM reach metrics that provide cross-channel insights include:

• Identified decision-makers
• Opt-in rate across channels
• Contact addresses per account
• Number of known external influencers
• Volume of contact data

For newcomers to ABM, benchmarking reach might start with simple metrics like contact data volume, while more sophisticated approaches consider the entire buying unit at an account, often segmenting based on each contact’s ability to influence the deal.

Pipeline Metrics to Track

Metrics that show how effectively you’re moving accounts through your sales pipeline provide concrete evidence of campaign success.

1. Meetings Booked

The number of meetings booked with target accounts directly indicates interest and engagement. This metric bridges marketing activities with sales outcomes. By tracking meetings booked and attended with sales representatives, you can identify which strategies drive conversions most effectively.

2. Pipeline Influence

Understanding how ABM initiatives influence pipeline creation helps justify your investment and fine-tune your approach. Track which accounts entered the pipeline following specific ABM activities, and measure the total pipeline value influenced by your campaigns. This metric connects marketing efforts directly to revenue potential.

3. Conversion Rate by Stage

Monitoring how accounts move through each pipeline stage gives visibility into where accounts gain momentum or get stuck. Track the percentage of accounts that progress from one stage to the next, and identify consistent bottlenecks.

Also, measure the time accounts spend in each stage to spot inefficiencies. By addressing sticking points with targeted content or sales enablement materials, you can improve overall pipeline health.

4. Sales Velocity

Sales velocity measures how quickly accounts move through your pipeline to closed deals. Higher velocity indicates your ABM efforts are accelerating the sales process. The formula is:

Pipeline Velocity = (SQLs in the pipeline × average deal size × overall win rate) / length of sales cycle (days)

Revenue Metrics to Track in ABM

Tracking revenue metrics shows the financial impact of your ABM strategy. Companies with successful ABM strategies usually report higher customer loyalty, profitability, and larger deal sizes.

1. Average Deal Size

Average deal size measures whether your targeted approach generates larger deals compared to other marketing strategies. The formula is:

Average Deal Size = Total revenue / closed-won opportunities in a set period

By tracking this consistently, you can also determine if your ABM campaigns are targeting the right high-value accounts.

2. Customer Acquisition Cost (CAC)

CAC is important for ABM because personalized campaigns often require more resources than traditional marketing approaches. To calculate CAC:

CAC = Total sales and marketing costs / Number of new customers acquired

While ABM strategies may initially show higher acquisition costs, evaluate these against the larger deal sizes and lifetime value they generate.If your CAC is still too high, you can implement different strategies for lowering customer acquisition costs to improve your ABM ROI.

3. Return on Investment (ROI)

Measuring ROI tests your ABM program’s financial success. This metric helps determine if resources invested in your ABM strategy are generating sufficient returns.

When calculating ABM ROI, consider both immediate revenue gains and long-term value from target accounts. ABM benefits often extend beyond direct earnings to include strengthened relationships and increased credibility with key accounts.

Retention and Expansion Metrics to Track

Measuring retention and expansion metrics shows the enduring value of your target accounts and the effectiveness of your approach over time.

1. Churn Rate

Account churn rate measures the percentage of target accounts that discontinue their relationship with your company. This KPI highlights potential issues in your ABM strategy.

The formula is:

Account Churn Rate = (Lost customers / Total customers at the beginning of tracked period) × 100

Intent data and competitive insights help spot accounts that might be considering a switch—before their renewal date comes up. Catching these signals early gives you time to step in, address concerns, and reinforce the value of your solution.

2. Customer Lifetime Value (CLV)

Customer Lifetime Value quantifies the total revenue a customer is expected to generate throughout their relationship with your company. For ABM, this metric evaluates the long-term value of relationships established through your targeted programs.

The formula is:

Customer Lifetime Value (CLV) = (Average Revenue Per Account × Gross Margin %) / Account Churn Rate

Focusing ABM campaigns on the right accounts leads to longer retention and higher spending over time, directly boosting CLV. Historical opportunity data is a great starting point for these calculations.

3. Upsell and Cross-Sell Success

ABM doesn’t end when you close a deal, it just marks the beginning of a deeper relationship. According to a Demand Gen Report, 80% of marketers confirm that ABM improves lifetime value by facilitating increased upsells and renewals.

To track upselling and cross-selling, use these formulas:

• Cross-selling rate: (Total Customers Cross-Sold / Total Customers) × 100
• Upselling rate: (Total Customers Up-Sold / Total Customers) × 100

Monitoring these metrics identifies which target accounts are expanding their investment with your company. For deeper analysis, compile a list of upsold and cross-sold accounts to identify common criteria such as company budget, size, or other factors that can establish qualifying parameters for future sales strategies.

Advanced ABM Metrics to Track

Advanced metrics provide deeper insights into the effectiveness of your ABM strategy.

1. In-Market Account Engagement Rate

This metric identifies companies actively researching solutions like yours. It’s measured by tracking engagement across multiple intent signals, such as:

• Surges in third-party intent data (e.g., Bombora’s Intent Score)
• Increases in website visits from target accounts
• Ad engagement from known accounts
• Content downloads or demo requests from key decision-makers

Tracking these behaviors helps prioritize accounts with higher conversion potential.

2. Multi-Touch Attribution Across Target Accounts

This measures how well your ABM strategy creates multiple touchpoints across channels. Instead of relying on last-touch attribution, track:

• Number of engagements per account across email, ads, website, and sales outreach
• Ad impression frequency for key accounts
• Lead-to-opportunity conversion rates based on multi-channel engagement

Track the Right ABM Metrics With Metadata

Tracking the right ABM metrics helps you understand what’s working, refine your strategy, and drive real results.

Need an easier way to launch, track, and optimize your ABM campaigns? Metadata automates campaign execution, integrates with your CRM and marketing tools, and provides real-time insights into performance. With AI-driven audience targeting and attribution tracking, Metadata helps you measure the right metrics and scale your ABM strategy efficiently. Book a demo to learn more.