The Campainless Blog
In any aspect of digital marketing, you simply can’t avoid metrics. They’re one of the main ways you’re able to measure the impact of your marketing efforts and communicate them to the broader business. LinkedIn is no different. You need to be across your metrics and vigilant about monitoring and reporting on them consistently. This is the only way you’re able to get the most out of your investment in the platform.
We’ve pulled together the key LinkedIn metrics you should be paying attention to. And broken them out by the most common campaign types and objectives, so you can easily be on top of the right numbers for any campaign you run. This will also help you get the most out of your campaigns as a result. Lap these up and commit them to memory!
For lead gen campaigns there are two obvious metrics you want to be honing your efforts on: Volume of leads and Cost per lead (CPL). With these metrics as your KPIs, you can pretty quickly gauge whether or not a campaign is performing and be able to optimize effectively to achieve your goals. If you’re running any lead gen campaigns make sure you know these performance metrics like the back of your hand.
Other metrics: Lead Completion Rate, Clicks, Spend
Conversion campaigns have a similar focus: number of conversions, conversion rate and cost per conversion. These are the three main metrics you want to be keeping your eye on, reporting on and optimising towards in order maximise the potential of your spend.
Other metrics: Spend, Cost per Click (CPC)
If you’re running videos with any campaign objective attached, there are a host specific metrics you should be paying attention to. These are Video Views and eCPV (estimated cost per view). These are your best gauge of performance. You also want to be looking at Views at 25%, Views at 50%, and Views at 75%. These help you get a sense of how much of the video prospects are engaging with (it’s up to you to decide which ones are most helpful).
Other metrics: Completion Rate, View Rate
If you’re running a website visits campaign, you do want to focus on Website Visits. However, it’s important to note here that cross-checking against the Website Visits metric in Linkedin and the actual traffic to the page you’re driving to is very important. This is because there can often be a discrepancy between the two and if there is, you might want to focus more weight on the people who actually end up on your page rather than website visits. You also want to make sure to focus on reach (the number of visits vs your audience) and
Other metrics: Engagement rate, impressions
Sponsored messaging is a unique advertising format that requires specific metrics that are quite different from the other ad formats and objectives. This is because the way these ads work is entirely distinct. You’re wanting to focus on metrics similar to email marketing like Sends, Opens, Clicks, and Click to Open Rate. These will give you the best idea of how your ads are performing.
Other metrics: Cost per Send, Average CPC
LinkedIn event ads also have their own world of specific metrics! We’d recommend looking at metrics like Event Responses, Cost per Event Response, Reach and Spend. Keep your focus on these event-based metrics and you’ll be best placed to get optimal results out of your activity.
Other metrics: Specific Response Ratios (Attendees, Interested, Maybe, Invited)
There you have it! The key metrics you should be paying attention to for each of the main ad formats and campaign objectives. Keep a close eye on each of these and have them in the back of your mind all the time when running LinkedIn ads activity. This way you can always ensure that any activity you manage through LinkedIn has the best chance of delivering results.
