Understanding how to use the reporting tools will help you measure your campaign’s success. In this tutorial LinkedIn's Senior Product Marketing Manager Irina Skripnik will walk you through the reporting options you have for measuring the performance of your Sponsored InMail campaigns. Learn how to manipulate the data in your dashboard and how to export your reports.
- [Instructor] Understanding how to use reporting tools will help you measure your campaign success. Once your sponsored InMails are up and running, you'll need to start looking at your reports so you can know how your campaigns are performing. We're at the Campaign Manager dashboard now and the first thing we want to do is select the account we're interesting in. I'm going to select the Marketing Q4 Campaigns. Let's start by looking at your campaign dashboard. Here, you have a view of all of your campaigns that are running. To the right, you'll see an option to show data for a specific date range. If you have a campaign that's been running for over a month, remember to adjust this date range accordingly.
If you scroll down, you'll see the performance for each of your campaigns, including the Sends, Opens, Open Rate, Clicks, Click-through rate, the average cost per open as well as the average cost per send. The Social Actions and the Budget are not as relevant for sponsored InMail. They are much more relevant when you're running sponsored content campaigns. On the left hand side of the graph, you'll see Campaign status. By default your dashboard will display only campaigns that are either live or have already completed. By clicking on the Campaign status drop-down, you'll see the options to display all campaigns.
It's important to note that drafts of your campaigns that are not yet live will not show up in your dashboard unless you select Campaign status All or Draft. This is especially important if you have campaigns that are in draft mode and you need to go back and edit them later. On the right hand side of the screen, you'll see the option to download this report as an Excel spreadsheet. You'll have the option to download the Campaign performance, Ad performance, or Click demographics, and then you can select your timeframe by Daily or Monthly.
Next, you'll want to look at reports within a specific campaign itself. Let's click through into the Marketing Tips USA. All the reports that you're looking at are going to allow you to interact with them in a similar manner. You will choose the date range on the right hand side, and then the left hand side you can choose the different metrics such as Sends, Clicks, Average Cost Per Send, as well as Total Spent. At any time, you can hover over each individual data point to see the value and the date. If I scroll down, I'll see the table view which will show me the ad associated with this campaign.
Here, you'll see the performance broken up by each sponsored InMail message you've setup. At any time, you can choose to download the data that is currently visible on this page. Next to Performance, you see the actions label where you can see the breakout of clicks. Here, you can see the clicks that went to each action, button versus banner versus body hyperlink, if you included one. Leverage these reports as a way to understand what's going on with your campaign. These are useful when you're running multiple creatives in one particular campaign. You can identify the winner and then optimize your budget accordingly. Review these metrics often, now's a great time to explore the campaign manager interface and functionality.
I recommend setting up a few test campaigns just to get a better sense of the flow.
- What is Sponsored InMail?
- Setting up and managing your campaign
- Crafting your message
- Adding your bid and budget, and setting your campaign live
- Reporting on your campaign