Knowing how to effectively measure the performance of your campaigns is the most critical part of online advertising. When you run your ads on LinkedIn, you have a variety of tools available to measure your performance and optimize your campaigns. This vi
- [Voiceover] Knowing how to effectively measure the performance of your campaigns is the most critical part of online advertising. When you run your ads on LinkedIn, you have a variety of tools available for you to measure your performance and optimize your campaigns. Now let's start on the campaign overview page in Campaign Manager. There are three reporting sections on this page. At the top, you'll see the campaign summary. Right underneath it, you adjust both the metrics, such as impressions, conversions and total spent, as well as the timeframe that you have, to today, yesterday and this past month.
What you select here is what will show up in your report below. And if you have campaigns that run across multiple months, select all time to make sure you capture all of your data. Next, you'll see a graph representation of your results. You can hover over the graph to see the metrics that you selected at the top. Now at the bottom, you'll a detailed campaign performance break out. Next to each campaign you'll see performance metrics like impressions, clicks, average click through rate, total spent and others. Performance data is the default view at the top of this chart.
Click into the different links at the top to view conversion data, social actions, as well as budget. Now remember if you click into conversions and you don't see data here, it's likely because you haven't set up conversion tracking for your campaign. If you click into social actions, remember that you'll only see metrics here if you're running a sponsored content campaign. This is where you'll see the likes, the comments, the share, the follows and other clicks to your content. Please remember that the follows counted here are from your sponsored content campaign and not organic posts on your page.
Another tip I wanted to share with you is the break out of social clicks data will only show for the last 60 days here. After 60 days, all social actions will be grouped under total social actions column. You can also have the option to download these reports as CSV files. Click download and then select the option that works best for you. Campaign performance includes a summary of all of your campaigns. Ad performance includes results for each creative that you've run. And demographics performance includes the click demographic data for your text ads and sponsored content campaigns and opens demographics for your sponsored InMail campaigns.
Make a selection, choose a time frame that works best for you, either daily or monthly, and then click download. Now a more graphic representation of demographics data is at the top next to the time series. Here you'll see the demographic click data that's available. You can select from the targeting category that you wanted to select. For example, job title, job function or company size. And then you can select the date range that you want to see the data for. For member privacy reasons, the data will only be shown if there's at least 10 clicks per category.
Which is why you'll see here that many of the fields are saying below reporting minimum. Now with each campaign, you can click in to see the advertising level of reporting. This is especially helpful if you're running an A/B test with two different creatives. And I encourage you to run at least two to three different creatives for each campaign, so that you can A/B test and optimize. Similar to the campaign level reporting, you can update your metrics and the time range for your report. You can download your report. You can engage with your graph and compare your ad's conversions, performance and social actions.
Now in the exercise files, you'll find a helpful guide to reporting and analytics, called crash course to metrics. Please take a moment to explore the campaign reporting options, since this is such a critical step towards running a successful campaign.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions