Do you want to optimise your LinkedIn marketing strategies & ad campaigns? Are you looking for a simple yet in-depth guide that will teach you how to set up & leverage LinkedIn Ads Reports? Well, look no further! This article will answer all your queries & relieve you of the stress of finding a truly efficient solution. Follow our easy step-by-step guide to help you master the skill of efficiently using LinkedIn Ads Reports to keep track of your marketing performance & refine your LinkedIn marketing efforts.
Upon a complete walkthrough of the content, you will be able to set up LinkedIn Ads campaigns & analytics with ease! It will help you improve upon your LinkedIn Ads campaigns and marketing efforts by teaching you how to monitor your campaign performance, visitor interaction, marketing metrics, etc. You will be able to draw crucial customer-driven insights that you will help you create content that resonates with your audience and boost conversions & performance.
Table of Contents
Introduction to LinkedIn
LinkedIn is one of the most popular and effective lead generation channels, especially for a business to business (B2B) organisation, that has a strong focus on selling products, services & numerous offerings to other companies. With its ads functionality, LinkedIn Ads, you can draw priceless insights about crucial metrics such as clicks, impressions, ad spend, etc. It also provides customer-based demographic information to users, allowing them to optimise their marketing strategies and efforts by setting up goals from the very onset & then tracking their performance.
For further information on LinkedIn & its ads functionality, you can check the official website here.
Setting Up Ads on LinkedIn
Setting up ads on LinkedIn not only helps you boost your content across the web but also helps to find and reach your ideal audience. With LinkedIn Ads in place, you can promote your content by interacting with prospects/ potential clients through personalised messages, thereby urging them to register for events, etc. It helps you drive traffic to your website & build positive brand awareness.
You can learn more about setting up ads on the LinkedIn platform from the following sections:
Creating a Campaign Manager Account
Campaign Manager is an advertising platform supported by LinkedIn that will help you set up an ad account, run your marketing campaigns as desired within your marketing budget. You can click here to go to LinkedIn’s Campaign Manager to start setting up your account.
Determining your Objectives
With your Campaign Manager account set up, you can start defining your marketing goals, objectives & what you want to achieve through your ads. LinkedIn will then analyse this information to determine the success rate & the budget you will require. Setting up goals and objectives such as increasing event attendance, downloads, building awareness, etc. will help LinkedIn refine your marketing campaigns to achieve your goals.
Launching your Ad Campaign
Once you’ve decided your objectives, you now need to start building your audience, decide on your budget, create an impeccable & creative ad and then launch your marketing campaigns.
This is how you can set up ads for your business on LinkedIn.
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It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination. It allows you to focus on key business needs and perform insightful analysis using various BI tools such as Power BI, Tableau, etc.
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Understanding & Working with LinkedIn Ads Reports
To get a holistic view of how your marketing campaign is performing, you will have to draw crucial real-time insights about various metrics, demographics-based information about your audience, etc. LinkedIn is one such platform that can help you out with this. You can use LinkedIn Ads Reports to measure your conversion rates, analyse your ad performance and figure out what type of audience resonates worth your ads. With LinkedIn Ads Reports in place, you can leverage these crucial insights to refine your marketing strategies, target customers better and even look for new opportunities to reach out to a diverse set of prospects.
You can learn more about you can use LinkedIn Ads from the following sections:
Measuring Conversions
You can use conversations to get a clear idea about a visitors’ interaction with your website, by keeping track of sign-ups, purchases, clicks, views, event registrations, etc. Such actions contribute to the growth of your business, help you measure the return on investment (ROI) of your in-place ad campaigns, etc. It also lets you build new strategies to optimise your future campaigns.
To set up conversion tracking, you first need to add LinkedIn Insight Tag to your website’s global footer. LinkedIn Insight Tag is a light JavaScript code that helps enable in-depth campaign reporting. You can check the official installation page here, that will help you set the tag for the website you want to track. In case you feel stuck anywhere, LinkedIn also houses a frequently asked questions (FAQ) page, that will answer all queries.
Once you’ve added the tag, you can start creating conversions, that provide insights about how your visitors are interacting with your page. You can add these conversions by choosing the actions that meet your objectives and then label them, for example, as Sign-ups, Leads, etc.
With your conversion tracking now set up, you can start using LinkedIn Ads Reports such as the engagement report, that lets you keep track of the number of likes, shares, comments, etc. It helps you gain a holistic view of customer engagement.
Accessing Reports in Campaign Manager
To start reporting conversion metrics in Campaign Manager, you first need to prepare a company list and then upload it to the “matched audience” section of Campaign Manager.
Once you’ve uploaded it, login to the Campaign Manager using your credentials such as username & password and then select the “matched audience” option, found in the drop-down menu of account assets. The company list will now open up on your screen. You can now click on any one of them to retrieve the engagement report.
The engagement level on the report displays the buyers at your target companies and how they respond to your brand. This level of engagement is calculated by taking the sum of ad engagement, organic engagement, and website visits, then dividing it by the number of members targeted.
This is how you can use LinkedIn Ads Reports to measure conversions.
Analyzing Performance
To analyse how your marketing campaigns are performing, you need to identify some key metrics based on your earlier set campaign objectives. Having a clear idea about the metrics you need to track, helps you identify the right opportunities, refine your strategies and improve upon your ROI.
For example, in case your goal was to drive leads and conversion through your ads, you can keep track of the following metrics:
- Conversion: It indicates the number of times a person did an action upon viewing your ad.
- Conversion Rate: It represents how frequently your ads led to new conversions on your website.
- Cost Per Conversion(CPC): It is the amount you’re spending per conversion. You can calculate it by diving the total amount spent on your ads by the number of customer conversions.
- Leads: It is the number of leads that your ads were able to draw.
- Cost Per Lead(CPL): It is the amount you’re spending per lead. You can calculate it by diving the total amount spent on your ads by the number of leads.
Similarly, in case your goal was to run a brand awareness campaign through your ads, you can keep track of the following metrics:
- Clicks: The number of clicks on your ad.
- Impressions: It represents the number of times people saw your ads.
- Click-through-Rate(CTR): It represents the number of times people saw your ads and clicked on it. You can calculate it by dividing the number of clicks by impressions.
- Average Engagement: Customer engagements refer to actions such as likes, shares, comments, etc. You can calculate your average engagement by dividing the engagement values by impressions.
This is how you can use LinkedIn Ads Reports & Campaign Manager to analyse the performance of your marketing campaigns and ads on LinkedIn.
Using Demographic Insights to Analyze Audience
With LinkedIn Ads Reports in place, you can make use of campaign demographics to understand the kind of audience that resonates with your content. It allows you to draw crucial insights about your audience, such as their professional traits, likes, dislikes, etc., by leveraging their professional data on LinkedIn. With such customer-centric information in hand, you can create tailor-made content for your audience, thereby increasing your chances of converting them into a client.
Having a holistic view of your visitors not only helps you target your existing customer better, but also identify new opportunities of reaching out to a large number of ideal customer prospects, qualified leads, etc.
Conclusion
This article teaches you how you can use LinkedIn Ads as an effective marketing channel for your business. It also provides in-depth knowledge about how you can leverage LinkedIn Ads Reports to keep track of the performance of your LinkedIn Ads-based marketing campaigns and efforts. Carrying out an in-depth analysis of your marketing & customer data requires you to integrate data from a diverse set of data sources.
Integrating such diverse data can be challenging and tiresome, especially for a beginner & this is where Hevo saves the day. Hevo Data, a No-code Data Pipeline, helps you transfer data from LinkedIn(among 30+ free sources) a source of your choice in a fully-automated and secure manner without having to write the code repeatedly. Hevo, with its strong integration with 100+ sources & BI tools, allows you to not only export & load data but also transform & enrich your data & make it analysis-ready in a jiff.
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Tell us about your experience of working with LinkedIn Ads Reports!. Let us know in the comments section below!
Ofem is a freelance writer specializing in data-related topics, who has expertise in translating complex concepts. With a focus on data science, analytics, and emerging technologies.