You’re a modern RevOps or sales leader running on two critical fronts: high-volume email sequences in tools like Smartlead or Instantly, and targeted LinkedIn outreach in HeyReach. Each channel looks great in isolation, but which one is actually driving pipeline? If a prospect ignores three emails, then replies to your second LinkedIn message and books a meeting, who gets credit?
If your data lives in separate dashboards, you can’t see the full journey—and that’s a strategic blind spot. This guide shows both a manual spreadsheet method (good for proving the value) and an automated approach (what you’ll scale with).
Why a unified view is non-negotiable
Accurate ROI attribution. Know which touchpoints (email, LinkedIn, or both) moved the deal.
End-to-end journey. See opens → profile views → connections → replies → meetings, across tools.
Smarter bets. Invest in sequences, LinkedIn messaging, or a hybrid based on combined results.
Prevent fatigue. Don’t send “Step 3” when the prospect already booked via LinkedIn yesterday.
The manual method (aka the VLOOKUP voyage)
Trying this once helps define your model—even if you automate later.
Step 1 — Export raw data
Grab CSVs from each platform:
Step 2 — Standardize fields
Make column names consistent (e.g., email, linkedin_profile_url, campaign, timestamp). Pick a primary identifier (email for email tools; LinkedIn profile URL for LinkedIn). If you have both, keep both.
Step 3 — Merge
In Google Sheets/Excel, pick a “master” and use VLOOKUP or INDEX/MATCH to pull the other file(s) in by identifier(s). Create a simple timeline column (sort by timestamp) to visualize touch order.
Step 4 — Analyze
Build pivots: touches to meeting, touches by title/industry, cross-channel overlap, reply rates when both channels engage the same lead, etc.
Reality check: It works, but it’s slow, error-prone, and out-of-date the moment you download it.
The automated method (single source of truth)
Instead of wrestling with flat files, use a platform purpose-built for outreach analytics.
How Outreach Magic does it
Connect your sources (no uploads). Outreach Magic connects to Smartlead/Instantly/HeyReach via webhooks & APIs—data flows in automatically, no manual CSV uploads. See our API & Webhooks.
Identity resolution. We match email events to LinkedIn profiles using stable keys (email, profile URL, company domain) to create a unified lead record.
Automatic enrichment. We add job title, industry, company size, seniority, campaign tags, sentiment, and days to positive to enable precise segmentation.
Unified timeline & attribution. Every touch across tools in a chronological view, with configurable rules (first-touch, last-touch, multi-touch).
Instant answers. In minutes you can ask:
How many touches before a meeting?
Which channel wins for VPs at SaaS companies?
Show leads who opened email but haven’t accepted LinkedIn yet.
Explore more:
Implementation checklist (copy/paste)
Identifiers: Use
emailandlinkedin_profile_urlas primary keys; store both when possible.Taxonomy: Standardize campaigns, sequences, and tags across tools.
Attribution: Agree on first/last/multi-touch rules before reporting.
Freshness: Set webhook subscriptions so events land in near-real time.
Governance: Respect consent; propagate unsubscribes and DNC flags across channels.
QA: Spot-check 5–10 unified records each week.
Stop merging. Start deciding.
Your team’s job isn’t spreadsheets, it’s pipeline. Outreach Magic unifies email + LinkedIn reporting automatically and enriches it so you can focus on strategy, not CSVs. Ready to see the full picture? It’s time to move beyond the silo.
