LinkedIn Ads
Updated
by Siminta Jacinavice
With this dashboard, we give users all the info they need to understand how their Linkedin Ads are performing, particularly in regards to generating Revenue. From the overall funnel, down to campaign and search query level, you get the full perspective and can make data supported decisions and strategy.
Filters
Date: Set the time period you want to investigate
Stage: You can select your preferred pipeline stage. Read more about the Free Tier Stages here
Attribution: Choose the attribution model which is meaningful for your analysis
- First Touch
- Last Touch
- Linear
- U-Shaped
- W-Shaped
Campaigns: Choose the campaign you want to investigate
Ad Groups: Choose the ad groups you want to analyse
Group By: Choose your preferred option
- Campaign
- Campaign Group
Note: Date is referring to the time period when visitors/contacts interacted with any LinkedIn Ads
Metrics
Cost: The total spend on LinkedIn Ads
Impressions: The number of times your LinkedIn ads are shown. Each time your ad appears on someone's feed it is counted as an impression.
Clicks: Chargeable clicks. Learn more about what is chargeable clicks here.
Visitors: The number of unique users who had a website session which originated from LinkedIn Ads during the given time period
Contacts: The number of visitors who we have been able to attach an email to their user id
Companies: The number of companies who are attached to Contacts, or the number of companies in your CRM who can be attached to any visitor traffic (anonymous)
Cost per Mille (cpm): Cost per thousand, this calculation is used to denote the price over 1,000 impressions
Click Through Rate (ctr): Clicks/Impressions
Cost Per Click (cpc): Total Cost/Clicks
Cost Per Acquisition (cpa): Total Cost/ Attributable Deals
Return on Ad Spend (ROAS): Total Attributable Revenue/ Total Cost
Funnel Overview
Cost → Impressions → Clicks
In this first section, we provide the top of the funnel for your Linkedin Ads for the given time period. This data is pulled directly from Linkedin Ads through our integrations.
Visitors → Contacts → Companies
In the next section, we give an overview of the traffic from Linkedin Ads which is based on the Tracking script we have on your websites.
Value → Deals
In the third section, we provide the total number of Attributable Deals and Attributable Value (revenue) that can be assigned to LinkedIn Ads based on the filters selected.
To calculate these numbers, we first look at the pool of contacts/companies that visited a LinkedIn Ad based on the dates/filters. Once we have that group, we see what deals were closed after their visit, up to today's date. More importantly, we are only looking at deals where we have a recorded history of sessions; Attributable Deals. This pool of attributable deals will make up the basis for this section. For each of these deals and all their sessions, we will run the Attribution Model you have selected so each session is given a deal and revenue amount.
For both Attributable Deal and Value (revenue), we then provide the sum of these amounts for each session that contains a Linkedin Ad, depending on which Attribution Model you have selected.
Note: When using First Touch/Last Touch you will get a round Deal number, as a deal is either First Touch Paid or Not. While with Linear, W-Shaped or U-Shaped you will get a fraction of a deal as most Paid Touchpoints will make up a fraction of the sessions on a deal.
Cpm → Ctr → Cpa → ROAS
On the fourth row, we provide percentages for some common KPIs, most important Return on Ad Spend.
Graphs and Tables
Campaign Performance
In this table, we list each LinkedIn Ad Campaign and their performances (metrics) for the time frame specified by the Date and Aggregate Filter. This will allow you to compare each Campaign in detail, but also compare the performances for specific and detailed timeframes.
Campaign Group Performance
In this report, we list each LinkedIn Ad Campaign Group and their performances (metrics) for the time frame specified by the Date and Aggregate Filter. This information helps to compare and identify the success of your marketing efforts on the LinkedIn platform.
Note: You can open a larger view by clicking on the performance title in the top left corner.
Campaign Performance over Time
We then provide a graph showing the development of your Linkedin Ad Campaigns and their generated deals over the period of time specified in your Filters. Use the Aggregate filter to breakdown the X-Axis as you wish e.g. (day, week, month).
This graph makes it easy to see which Campaign is performing best, but also it shows how long it generally takes for a campaign to win the deals. To do that, select specific Campaign and set Aggregation Filter by days. This will allow you to get detailed analysis on unique campaigns.
Note: time frame is key so you can give enough time to your campaigns to create value.
Company Engagement
This table gives you insights into how companies are engaging with your LinkedIn ads. You can view engagement metrics on campaign or campaign group level. The metrics on this table are reported on monthly level, meaning that we only have the knowledge of which month when a company interacts with your ads.
