When you generate a you will need to understand the efficiency of it. For this, you will have to master the metrics offered by campaign manager analytics.
this tool allows you to know different actions that consumers took each time they saw your ad. Therefore, it will be necessary for us to teach you step by step how you should interpret the analytics LinkedIn Ads.
We will also talk about the KPI’s that you should look at according to the objectives you have. Do not miss any detail because we will miss you all the secrets to a successful campaign.
LinkedIn Campaign Manager What is it and what are they for?
Campaign Manager is a tool that offers LinkedIn to configure the ads that can be made through the platform. Namelythanks to this function you can choose the type of ad, assign a budget and designate the market you want to reach. For this last option, you can choose the best segmentation if you establish geographic areas, education level and work experience. In addition, it can be programmed if you want to make ads by bid or by cpm.
Among the most outstanding functions that the campaign manager of LinkedIn can be mentioned the possibility of choosing the language, the start date and the type of placement. Finally, LinkedIn It offers a forecast of results showing the size of the public, the number of impressions and the percentages of clicks according to the choice of the campaign.
Learn step by step how to interpret LinkedIn Ads analytics
Once you create an ad campaign you will need to know if it is successful in growing your brand. Because of this, the platform offers you a analytical tool to interpret the results of your actions.
Within the LinkedIn Ads analytics are these KPIs:
clicks
This metric shows the number of times people clicked on your ad for more information. Do not forget that you can create links that are directed to your company page of LinkedInso this KPIs It is also related to visits to your website.
Impressions
When a person sees your ad is called Impression. Therefore, this metric shows the number of people who saw your post on your home page.
CTR
If you divide the number of impressions by clicks, you get this metric. Namely, shows the percentage of efficiency that exists in the ads, since it establishes a relationship between the publication and the interest of the reader. The higher, the better.
cpm
To advertise on LinkedIn you must assign a budget. If you want to know what is the relationship between the total spent and 1000 impressions, you can see it in this KPIs. Therefore, as decrease this ratio will mean that the campaign is cheaper.
cpc
When divide by total money you have spent on your campaign advertising in the numbers of times that users clicked on them, you will obtain the cost per click. You should try to keep the ratio as small as possible.
conversions
Conversions are all the actions that the user performs when interact with your advertisement.
average cost per conversion
If you take the total amount of money from the campaign and divide it by the number of conversions, you will be able to see a average of how much it costs you to get conversions through ads on LinkedIn.
possible contacts
Everytime that you run a campaign, you reach a certain number of users, who may be interested in contacting your company. For this reason it is It is necessary to know what is the scope or number of possible contacts that you can obtain with an ad. This information is provided by the aforementioned metric.
Average cost per possible contact
If you want find out the average cost of a possible contact, you’ll need to compare the total spend you had on your campaign to the metric we mentioned earlier. Each time the number decreases an indicator is given that your campaign is more efficient.
Total cost
East KPI will show you the amount of money you spent on interactions that your ads had and the impressions of them.
Steps to download campaign reports for your LinkedIn ads
Whenever you want download your ad campaign reports you will have to go to the LinkedIn home screen and then select to Products. Then you’re going to have to choose advertise to access the campaign manager. Once you are in this section, you will have to click on the name of the campaign and then choose the function campaign performance. You will find a graph that is activated by default with the click metric.
But you can change the KPIs clicking on the drop-down menu located at the end of each element. If you want to download this graphic on your computer, click on the campaign and then go to the top right of the screen and choose the option Export. Next, you must select the report type what do you want and in which period (per day, monthly or full). When you have finished, you will have to download the report in format CSV clicking on Export.
What are the KPI’s that you should look at according to the objectives of your campaign?
When you carry out an advertising campaign you will need to pay more attention to some KPIs than to others.
Therefore, we will show you the most important metrics according to each situation:
Make your brand known
If the goal of your LinkedIn ads campaign is to get your brand out there, you’ll need to pay attention to:
- average cost per impression
- Impressions
- Total cost
Generate Leads
To generate greater consumer interest in your services or products, you will need your ad campaign to have good parameters in:
- Impressions
- Total cost
- cpc
- cost per conversion
- cpm
- possible contacts
- Average cost of possible contacts
Improve brand perception
In case you direct your campaign to improve the perception of the brand, make sure that these metrics have the best result:
- clicks
- Impressions
- CTR
- cpc
- Total cost
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