Setting up LinkedIn Ads
Updated
by
Mikkel Settnes
To populate your Paid Overview, Cost, ROAS (Return On Ad Spend) and LinkedIn Ads dashboards with data, you need to enable the LinkedIn Ads integration.
Setting up LinkedIn Ads
- In Dreamdata's main menu on your left side, click on Data Platform and then select "Sources".
- On the Sources page, select "LinkedIn Ads" under the "Paid" section.
- Click "Enable" (a new tab will open).
- In order to proceed you need to be signed into your LinkedIn Account.
- Grant Dreamdata access by Clicking "Allow".
- Make sure relevant accounts are set to "Active" and Click "Save".
- Check if you have permissions for us to pull your lead ads data.
- You're all set 🔥 It can take up to between 24 – 48 hours before data begins to appear.
Tracking
When running LinkedIn Ads it is important to add the campaign id (campaign_id) to the URL of the Ad landing page.
This will allow us to gather specific data on the ad and campaign when your LinkedIn ad visitors land on your website. Most importantly, we will be able to run ROI calculations at the LinkedIn campaign level.
If you however want to add the campaign_id manually, you can follow the steps listed below.
- You want to find the Campaign Id. You can find this within your Campaign Dashboard inside your LinkedIn Campaign Manager account.
- When setting up the Ad you will add a Destination URL where you will provide the landing page along with any UTMs you want to add. Here you need to include '&campaign_id=173778314 (based on the example above)
You will end up with something like the below:
http://dreamdata.io/?utm_source=Linkedin&utm_medium=socialmedia&utm_campaign=Q12021Linkedin&campaign_id=173778314
What data do we get from LinkedIn?
- Lead ads form submission data. Includes:
- Leads collected directly from an ad (last 90 days)
- Leads collected from a company page (all historical data available for your plan)
- Leads collected from an organization’s product page (all historical data available for your plan)
- Leads collected from an event page (all historical data available for your plan, only if hosted on the organization account) - This will only work if the "Use a LinkedIn registration form" checkbox is selected.
- Daily campaign performance report. It contains daily cost, clicks, impressions of each campaign - all historical data available for your plan
- Monthly/Daily company engagement report. It contains metrics of how well companies engage with your LinkedIn ads on monthly or daily level - last 2 years
Because most of the interactions with LinkedIn campaign happen only on LinkedIn platform, it is very difficult to get a complete picture on how your LinkedIn campaigns perform. In order to bridge the gap, we build engagements events (linkedin_ad_engagement) based off company engagement report and include them in customer journey.
How do we build events based on company engagement report?
LinkedIn only report on companies that have more than 3 interactions with your campaign within the time frame (day or month). That means the daily data will miss some clicks and impressions comparing to the monthly data, because company interactions accumulated throughout a month has higher chance to be more than 3.
Assuming the following scenario:
company A interact with your campaign A on 2022-01-15 (2 impressions + 2 click) based on daily company engagement data from LinkedIn.
company A interact with your campaign A in Jan 2022 (with total 15 impressions + 5 clicks) based on monthly company engagement data from LinkedIn.
We construct linkedin_ad_engagement events with following logic:
2 × linkedin_ad_engagement events on 2022-01-15.
3 × linkedin_ad_engagement events on first day of the month 2022-01-01.
You will be able to see those constructed events in customer journey for companies that interacted with your LinkedIn campaigns.
