Monitoring and analyzing the performance of your LinkedIn ads is crucial for determining what’s working and what’s not. LinkedIn provides robust analytics within Campaign Manager to help you track your ad results over time. Here’s how to access and understand LinkedIn ads analytics to optimize your campaigns.
Find Campaign Manager
The first step is accessing your LinkedIn Campaign Manager, which is where all your ads analytics live. Here’s how to find it:
- Log into your LinkedIn account and go to the “Advertising” section under your profile menu.
- Click on “Campaign Manager” in the left sidebar.
- This will open your Campaign Manager dashboard where you can view reporting for all campaigns.
Campaign Reporting Overview
Within Campaign Manager, you’ll see high-level performance summaries for each of your campaigns. These include:
- Impressions: The number of times your ads were shown.
- Clicks: Total clicks on your ads.
- CTR: Click-through rate, or the percentage of impressions that resulted in clicks.
- Avg. CPC: Your average cost-per-click.
- Cost: How much you’ve spent on the campaign so far.
Reviewing the headlines here can give you a pulse on how your campaigns are performing. You can then click into each campaign for detailed analytics.
Campaign Details Page
Drilling into an individual campaign provides in-depth analytics on performance over time. There are several key reports to analyze:
Campaign Performance Summary
This shows your impressions, clicks, CTR, avg. CPC, and cost data for the full campaign duration. Compare this to your goals and benchmarks to see if the campaign is delivering the desired results.
Daily/Weekly Performance
View performance metrics across days or weeks to understand trends and fluctuations. Significant changes may indicate a need to adjust targeting or creative. Steady, consistent growth is ideal.
Ad Performance
See impressions and CTR for each ad creative within your campaign. This allows you to double down on top performers and potentially pause underperforming ads.
Audience Insights
Analyze the job titles, companies, industries, locations, and demographics reaching your ads. Look for alignment with your target audience and optimize towards engaged segments.
Landing Page Analytics
Assess visitor traffic to landing pages associated with your ads. Monitor bounce rates, time on site, and conversions to improve landing page experience.
Ad Analytics Filters & Settings
Campaign Manager provides robust filters to hone in on the exact ad metrics you want to analyze. Take advantage of these to get segmented data.
- Time: Filter data by specific date ranges and compare performance week-over-week or month-over-month.
- Ads: View analytics for all creatives or select individual ads to isolate their impact.
- Audiences: Filter analytics by demographic, company, job role, and more to analyze what resonates.
You can also customize the columns displayed in your reporting, allowing you to focus on key data points like CTR, CPC, conversions, etc. Adjust time zones for easier reporting as well.
Exporting & Sharing Data
For further analysis and presentation, LinkedIn allows you to export campaign data into a sharable report:
- In Campaign Manager, click on the “Export” button for any campaign or ad.
- Select your desired export options including date range, columns, and filters.
- Choose either .CSV or .PDF format for the exported file.
- The export will download to your computer for easy sharing and distribution.
Optimizing Based on Insights
The most important part of checking your LinkedIn ads analytics is then using those insights to optimize your marketing. Here are some key ways to act on your analysis:
- Refine Targeting: Identify the job roles, industries, companies, and locations driving the most relevant engagement and increase bids to reach more of those audiences.
- Adjust Messaging: Determine the ad copy, calls-to-action, and creative resonating best and amplify those elements across campaigns.
- Improve Landing Pages: Double down on landing pages getting high traffic and engagement while identifying those with high bounce rates to improve.
- Pause Poor Ads: Stop investing spend on consistently underperforming ads creative and reallocate budget to better ads.
- Monitor Trends: Look at performance across days and weeks to time investments around peak engagement periods.
Leveraging LinkedIn’s Analytics
In summary, LinkedIn provides deep advertising analytics through Campaign Manager to guide your optimization efforts. Follow these best practices:
- Check campaign reporting frequently, at least weekly if not daily.
- Dig into detailed analytics for each campaign to identify opportunities.
- Take advantage of filters to analyze performance by ad, audience, and time period.
- Export your data for further finance analysis and presentation.
- Use insights to refine targeting, creative, landing pages, and bid amounts.
Optimizing a LinkedIn ad strategy based on performance data leads to lower CPCs and higher conversion rates over time. With LinkedIn’s detailed analytics, you’ll have the visibility needed to improve results and ROAS across your LinkedIn ad campaigns.
Frequently Asked Questions
How do I access LinkedIn Campaign Manager?
Log into your LinkedIn account, go to the Advertising section, and click on Campaign Manager in the left sidebar. This is where you can view analytics for all your campaigns.
What are the key metrics to analyze in LinkedIn ads?
Focus on impressions, clicks, CTR, average CPC, and costs. Also look at performance by ad creative, audience demographic, and landing page engagement.
How often should I check LinkedIn ads analytics?
Aim to check performance daily or weekly at minimum. More frequent monitoring lets you identify trends sooner and optimize accordingly.
Can I export my LinkedIn ads data?
Yes, you can export campaign data into a sharable .CSV or .PDF report right from Campaign Manager. Use this for further analysis.
What are best practices for optimizing LinkedIn ads?
Use analytics insights to adjust targeting, improve ad messaging, pause poor performers, enhance landing pages, reallocate budget, and monitor daily/weekly trends.
Conclusion
Regularly monitoring LinkedIn ads analytics through Campaign Manager provides the visibility needed to make smart optimization decisions. By leveraging the detailed performance data and exports available, you can refine your targeting, creatives, landing pages, and budgets to improve results over time. Consistent analysis and adjustment is key to getting the most value from LinkedIn advertising efforts.