Keep
- Target accounts engaged: visits, content and meetings by account.
- Pipeline from target accounts and win rate against non-target accounts.
- Velocity: time from first engagement to opportunity.
Add
| New metric | How to measure |
|---|---|
| Share of answers | Tracked buyer questions where AI names you |
| AI-sourced accounts | Identified companies from ChatGPT ads and answers |
| AI visits per target account | Repeat visits from AI sources by account |
| Question-to-meeting rate | Meetings per ad group, by buyer question |
Drop or demote
- Impressions per account without engagement.
- Click-through rate as a success measure on its own.
Why it matters
In G2's 2026 survey, 69% of software buyers changed their vendor choice because of what a chatbot told them. An ABM report that can't see AI misses part of the decision.
A monthly ABM dashboard
| Metric | Target list | Everyone else |
|---|---|---|
| Accounts identified from AI | ||
| Accounts engaged (2+ visits or a reply) | ||
| Meetings | ||
| Opportunities | ||
| Pipeline | ||
| Share of answers on tier-1 questions |
Questions
What's a good share of answers?
It depends on the category. Track the trend against your top three competitors rather than an absolute number.
Should AI-sourced accounts count as marketing-sourced?
Agree a rule with sales: first touch, or first meaningful touch. Apply it consistently.
How long before ABM metrics move?
Identification and engagement move in weeks; opportunities follow your sales cycle.
Why impressions per account mislead
An account can receive hundreds of display impressions without anyone noticing. Counting them as engagement inflates ABM reports and hides whether the programme reaches people who are actually researching. AI-era ABM should count actions: visits, questions answered, meetings.
Linking share of answers to accounts
Share of answers is a market-level measure, but you can make it account-relevant: track the questions your tier-1 accounts are most likely to ask, and report share of answers for that set separately. If it rises and tier-1 AI visits rise with it, the work is reaching the right companies.
Reporting cadence
Weekly for identified accounts and alerts, monthly for engagement and share of answers, quarterly for pipeline and win rates.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.