A campaign produces a lot of numbers, and most of them are noise. Profile views, opens, clicks, acceptance rate by day of week. They move, they make charts, and they do not tell you what to change. Four numbers do.
1. Reached
How many of the people in the campaign have actually received a first touch. Not "in the list", not "queued": received. If reached is low two weeks in, the problem is upstream of the message. Check whether leads are approved, the browser and extension are connected, actions are waiting on a daily limit, or messages are waiting for a connection to be accepted.
A campaign that has reached 85% of its list is a campaign you can judge. One that has reached 20% is still loading.
2. Replied
Of the people reached, how many wrote back. Anything counts: interested, not interested, "who are you". A reply means the message was read by a person who decided it deserved a human answer.
Read this alongside reply rate: replied leads divided by reached leads. Few replies can indicate a mismatch in targeting, the offer or the message. Fix the first message before touching anything else.
3. Meetings
Of the replies, how many turned into a booked meeting. This is the number the offer controls, and the number the reply handling controls. A campaign with plenty of replies and few meetings has one of two problems: the offer does not survive a second look, or the replies are being answered too slowly, too eagerly, or with a calendar link where a sentence was needed. The post on what to do when they reply is about that gap.
4. Stopped
People taken out of the sequence before it finished: they said no, they opted out, or a send failed and was not retried. A few is normal. A lot is a warning. Rising opt-outs mean the target is wrong for the offer, and the polite people are telling you before LinkedIn does.
What is not on the list
- Views alone. A view does not tell you whether the person is interested. Look for replies and the conversations that lead to meetings.
- Acceptance rate. Useful for diagnosing reached, useless as a goal. People accept requests from strangers all day and never read the message.
- Messages sent. A cost, not a result. A campaign that sent 2,000 messages for 3 meetings did worse than one that sent 300 for 5.
Reading them together
The four numbers form a chain, and a problem shows up as the first link that breaks. Reached low: check approvals, connection status, the extension and queued actions. Replied low: fix the message. Meetings low: fix the offer or the replies. Stopped high: fix the target. Each week, find the first broken link, change one thing, and leave the rest alone until the next read. Agaria also compares the profiles of leads who replied or booked meetings with profiles that did not respond. Those results refine the next lead search within the same campaign.