Analytics overview
11x analytics consolidates outreach, qualification, and pipeline data in one place, reporting influenced pipeline and campaign performance rather than activity counts.
11x analytics consolidates outreach, qualification, and pipeline data in one place rather than requiring you to stitch it from several tools. The important design choice is what it measures: pipeline and influence, not emails sent and replies received. Activity metrics tell you a digital worker is running; pipeline metrics tell you whether it's working.
If you report on activity, you'll optimize for activity. The metric that should drive decisions here is influenced pipeline per campaign — everything else is diagnostic.
What's reported
| Metric | Notes |
|---|---|
| Replies | Diagnostic for messaging quality |
| Meetings | The nearer-term outcome |
| Emails and calls | Volume context, not a goal |
| Connection rates | Call deliverability health |
Broken down by segment and time period, with top-campaign comparisons filtered by accounts influenced or pipeline generated.
| Metric | What it tells you |
|---|---|
| Influenced pipeline | Dollar value of opportunities touched by Alice |
| Account influence | Which accounts were actually moved |
| Average deal size | Whether you're reaching the right segment |
| 90-day pipeline windows | Campaign analysis over a realistic sales cycle |
| Metric | What it tells you |
|---|---|
| Known visitors | Identified individuals and companies |
| Anonymous visitors | Traffic not yet resolved |
| Pages browsed | Which content signals intent |
Intent data feeds directly into outreach workflows rather than sitting in a report. See website visitor tracking.
Filtering
Filter by date, campaign, or segment so reporting is scoped to what you actually want to compare.
Compare like with like. A revival play against closed-lost accounts and a net-new prospecting play will have very different reply rates and very different pipeline per reply. Filtering by campaign is what stops you drawing the wrong conclusion.
What to watch, and when
| Phase | Watch | Because |
|---|---|---|
| First week | Deliverability, reply quality, qualification accuracy | Cheap to fix before volume builds |
| First month | Meetings, rep feedback on quality | Tells you whether thresholds are right |
| Quarter one | Influenced pipeline, average deal size | The first read on whether the motion works |
| Ongoing | Pipeline per campaign, mailbox and number health | Comparing motions; catching degradation early |
Review daily for the first week, not weekly. Early signal tells you whether the ICP is too broad or the messaging is off, and both are far cheaper to fix at low volume.
Judging a campaign
Start from influenced pipeline
Not reply rate. A campaign with a lower reply rate and higher pipeline per reply is the better campaign.
Check average deal size
If it's below expectation, the ICP is reaching too far down-market.
Use the 90-day window
Judging outbound on a two-week window measures noise, not performance.
Cross-check with rep feedback
Reps disputing meeting quality is the earliest signal that qualification needs tuning.
Then look at diagnostics
Reply rate, connect rate, and placement explain why — after you know whether.
Reported outcomes
Customers report 35% of pipeline generated by 11x within the first 3 months and $1M+ pipeline generated in the first 3 months.
Individual customer-reported results published by 11x, not guarantees. See case studies.
Known gaps
11x does not publish specifics on export formats or its ROI calculation methodology. If you need to pull data into a warehouse or BI tool, the API is the route — contact support for the current endpoint reference, which isn't published yet either.