Join Brad Batesole for an in-depth discussion in this video Look at campaign reports, part of Up and Running with LinkedIn Sponsored Content.
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- Once your sponsored updates are running, you're going to want to start looking at your reports. I'm here at the campaign manager dashboard and the first thing we want to do is select the account that we're interested in reviewing reports within. Now from within the lynda.com page I'm going to select on the lynda.com account name. You might remember from earlier when we took a tour of the interface, we took a few minutes looking at this report. At a high level, when you enter into an account, you're going to look at your impressions, clicks, social action, and spend over time for all of the campaigns associated with that account.
Now when I log in, LinkedIn has defaulted me to showing the data for the date range that I can identify in the upper right hand corner of the chart that I can see here in the center of the screen. You'll notice that you have the oppertunity to change the metric by choosing from the dropdown here on the left-hand side so we could look at, say, the average click through rate. And here I can see that performance over time. Now a few things that are helpful as you begin to navigate as you begin your reporting. If I was trying to identify the campaign that had this clickthrough rate in a particular period of time, the easiest way to do that is to select the date range for that time period and then look below at which campaigns are showing data for that date range.
Unless of course you've added in the date within the actual campaign name. And that might be a good tip if you're going to be coming back and looking at campaign performence across a very large account such as this one. Now this view might be particularly useful when you're interested in the aggregate view of things over time. But a lot of the times, you're going to be running many campaigns that don't necessarily have things in common. And therefore, the aggregate view is not necessarily all that helpful.
So instead, you'll want to look at reports oftentimes within a specific campaign itself. When you scroll down in the table below, you can choose the campaign that you're interested in. I'll select this one on the left-hand side labeled June Webinar. Within this view, you now have the opportunity to review data specific to this campaign. Along the top of this screen, you're going to have several options. Performance, ad, audience, and bid and budget. Below this navigation bar, you'll have a view of the impressions, clicks, social actions, and spend to the date range that's selected in the upper-right-hand corner of the chart.
All the reports that you're looking at are going to allow you to interact with them in a very similar manner. You'll choose the date range, you can choose the metric that you're graphing below, and at any time you can hover over each individual data point to see the actual number in the menu that appears. If I scroll down, I'll see the table view which will show me the ads associated with this particular campaign. And I can review the impressions, clicks, click through rate, and so on for that particular ad. If you had multiple ads running within in a campaign, you would see them here.
At any time you can choose download to download the data that is currently visible on the page. So you'd set the page up how you wanted the filtering to be and then you could choose download to pull out a file that you could use in any of your spreadsheet software. If you want to drill into more specifics, you can choose at the menu at the top here. So I could choose ad. This is going to show me the ad. And now I'm looking at the likes, comments, creation date, sponsor date, and so on. This is very similar to what you see as you navigate in any of these reports.
Now these likes and comments are referred to as your social metrics and you can also view those by going into your performance report, scrolling to the bottom, and selecting social actions, which is the link here at the top of the table view. That's going to bring in, again, the likes, comments, but additionally your shares, follows, and other clicks to indicate what social actions took place within this particular ad. Leverage these reports as a way to understand what's going on within your particular campaigns.
These are useful if you're running multiple creatives within one particular campaign. You could identify a winner and optimize out around that. You might use this also to understand various clickthrough rates as you compare campaigns against one another. Review these metrics often, especially when your campaigns are running so that you can get a sense if things are trending in the direction that you want, or if it's time to pull the plug early, reoptimize, and run another campaign.
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