how do you measure whether your marketing is actually working?

[Salome Ivaniadze Twinit]

Marketers in the Atlassian ecosystem — how do you measure whether your marketing is actually working? Which metrics are you mostly focused on ? Any tool that helps measuring data and results?

And which channels do you currently commit on the most — LinkedIn, Marketplace listing, Atlassian Community, paid ads, email, something else?

Curious to learn what works best for you — let’s share insights and build smarter strategies together 💡

[Halyna Kudlak _SaaSJet_]

For us as marketplace vendors, it works best to focus on where Atlassian users already are — Community, LinkedIn, Reddit, etc, organic and marketplace search (AI SEO now?🤯). We don’t run Google ads; instead, we try to understand the jobs users need to get done and show how our apps can help on the right channels. For measuring impact, Google Analytics is our main tool for tracking traffic and key events from the listing page.

Curious to hear what’s working for other teams too 👀

[Fares Laroui_Vectors_]

We’ve been experimenting with a bunch of channels the last couple years. Each one has its pros and cons. The key is to find the right balance of effort versus impact. 

Atlassian community is great since the audience is already there. Our own blog helps us reach a wider audience searching for solutions, though ranking is tough for highly competitive keywords, and AI overviews are not helping with traffic. YouTube was kind of a side project but it is great for detailed walkthroughs and best practices. And with in-app messaging, we can reach users at the perfect moment while they're using the app (great to announce new releases and gather feedback).

For tracking, we use Google Analytics. It’s especially useful when you have the right events and UTM parameters set up, so you can see which channels are driving the most traffic and, ultimately, the most free trials. 

Happy to hear if there are any other channels we might be missing!

[Teodora V _Warsaw Dynamics_]

I've always been a data freak, so I always try to instill this mindset in the teams I work with. When we work on a certain marketing asset, we need to write any data points that we can then measure and evaluate success (or loss).

Any available analytics (built in or additional tools like GA) should be utilized. Very similar to what @Halyna Kudlak _SaaSJet_ said, we are where the users are, and that's usually LinkedIn, Atlassian Community, Atlassian Marketplace, and its available optimization strategies, and all Atlassian-related events. 

I am not a proponent of ads, especially in this space. Instead, I always try to find opportunities that support my goal. If it's an app growth - how to position the app better, is everything okay in terms of content, app listings, descriptions, videos? Is there an opportunity for collaboration or integration with partner apps or services?

And of course, always measure results and compare with the work done. Sometimes you may think you made progress, but your team invested way too much to get there :)

[Salome Ivaniadze Twinit]

Great! I really appreciate your engagement with this topic — measuring results is such an important part of any marketing effort.

Honestly, even when we’re consistent on socials and actively working on our digital presence, I still haven’t found a tool or method that clearly shows the buyer journey — especially how users end up choosing an app.

Of course, Google Analytics helps on our own website, but it can’t track what happens on the Atlassian Marketplace itself. As far as I know, even UTM codes don’t work once a user lands on the Marketplace, so we lose visibility after the click.

If there’s any workaround or tool that gives more insight into this part of the journey, I’d love to hear it — please share! @Fares Laroui_Vectors_  with in-App notifications is a good idea, I wasn't practising that much and will definitely try. 

[Aldrin]

I look at conversions coming from each channel, time-on-site, and bounce rate changes after a campaign. Also started tracking AI-based performance since we're testing GEO. Found this useful read—https://crowdo.net/blog/seo-vs-geo-2025/—that explains the difference between SEO and GEO and how they can work together depending on your audience. Helped me figure out what metrics really matter for our outreach.

[Dzmitry Hryb _Mushroom Marketing_]

There’s no one-size-fits-all answer to any of your two questions 😁

The first thing to figure out here is the actual strategy.

• Who do you want to talk to? (many different market segments vs. many different buying committee members, or maybe it’s Solution Partners and consultants this time?)
• Why do you want to do it? (many different customer journey stages and many different informational needs related to them)
• What do you want to say to them? (messaging that will resonate and help the user solve their need)
• How do we define a result for the company vs. the cost of doing this? (many different objectives to set and metrics to move, from broad TAM reach and building trust to decreasing churn and upselling to current customers)

Only then can we move forward to execution. There’s already a thread about channels over here, the answers fit here just as well. It takes some trial and error or research effort to find out which combination gets the message through and finally moves the needle (I guarantee you it’s more than one combined). Btw, @Fares Laroui_Vectors_ @is right about in-product communication, but please keep in mind people can have 50-ish apps on a single instance, so a basic hygiene is needed not to overkill 😅

Then I see a measurement model as a reflection of how well the business understands its customers and how data proficient it is. However sophisticated the tool stack is, expecting a fully traceable journey is equal to a huge disappointment every single time 😉 as the way folks buy stuff is closer to an unstructured chaos. Most of the process is just talking to other people, so even when we can map every interaction with our marketing and sales touch points, we can still barely see ~30% of the whole thing. The bigger the customer, the bigger the mess.

I see too many good ideas rejected because they are “immeasurable”, meaning there’s no direct attributable click through to a conversion. Next time, try to set up an ad campaign without a single CTA and see organic & direct traffic go up immediately 🙃