When you generate a ad campaign on LinkedIn 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 the step by step of how you should interpret 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 all the secrets for 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 announcements that can be made through the platform. That is to sayThanks 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, the best segmentation can be chosen if they are established geographical areas, level of education and work experience. In addition, it can be programmed if you want to make announcements by bid or by CPM.
Among the most outstanding functions that the campaign manager has LinkedIn can be mentioned the possibility of choosing the language, the start date and the type of placement. By last, LinkedIn It provides 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 analytics for LinkedIn Ads
Once you create an ad campaign you will need to know if it is successful to grow your brand. Due to 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 to get more information. Do not forget that you can create links that are oriented to your company page LinkedIn, so this KPI It is also related to visits to your website.
Prints
When a person sees your ad is called this action Print. Therefore, this metric shows the number of people who viewed your post on your home page.
CTR
If you divide the amount of impressions in the clicks, you get this indicator. That is to say, shows the efficiency percentage 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 make announcements in 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 KPI. Therefore, as decrease this ratio will mean the campaign is cheaper.
CPC
When divide into total money you have spent on your campaign advertising in the numbers of times that users clicked on them, you will get the cost per click. You should try to keep the relationship as small as possible.
Conversions
Conversions are all the actions the user performs when interact with your advertisement.
Average cost per conversion
If you take the total money from the campaign and divide it into the number of conversions, you will be able to see a Average 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, those who may be interested in contacting your company. For this reason it is It is necessary to know the scope or number of possible contacts that you can obtain with an ad.. This information is provided by the mentioned metric.
Average cost for possible contact
If you want know what is the average cost of a possible contact, it will be necessary to compare the total expenses that you had in your campaign with the metric that we mentioned before. Every time the number decreases an indicator is given that your campaign is more efficient.
Total cost
This 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
Anytime download your ad campaign reports you will have to go to the LinkedIn home screen and then select 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 KPI by 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 To export. Next, you must select the type of report what do you want and in what period (per day, monthly or complete). When you have finished, you will have to download the report in format CSV clicking on To export.
What are the KPIs that you should look at according to the objectives of your campaign?
When you run an advertising campaign you will need to pay more attention to some KPIs than others.
Therefore, we will show you the most important metrics according to each situation:
Publicize your brand
If the goal of your LinkedIn ad campaign is to make your brand known, you'll need to pay attention:
- Average cost per print
- Prints
- Total cost
Generate Leads
To generate greater consumer interest in your services or products, you will need that your ad campaign has good parameters in:
- Prints
- Total cost
- CPC
- Conversion cost
- CPM
- Possible contacts
- Average cost of possible contacts
Improve brand perception
In case you guide your campaign to improve brand perception, try to ensure that these metrics have the best result:
- Clicks
- Prints
- CTR
- CPC
- Total cost