Campaign metrics recap marketing activity.  They don't tell you what consumers are doing right now — or what they're about to do next. And with open rates inflated, click-to-open rates cut in half, and CTR declining year over year, the data most teams rely on is only getting less reliable.

The signals that actually reveal consumer intent sit outside your campaign report. This cheat sheet breaks down all seven to unpack what campaign data shows you versus what each behavioral signal shows you, what to track, and how to use it.