Top 5 LinkedIn Ads Metrics To Track When Starting Out

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Phil Hughes

LinkedIn is a B2B behemoth! Its analytics platform stands out as one of the best out there. LinkedIn Ads is by far and away one of the biggest and most in-depth ad platforms on the planet. There are about 134.5 MILLION active users on LinkedIn each day. That’s a lot of business folk that your ads can reach.

So, you have your business website up and running. It looks great and works well. It’s very easy for potential customers to buy from you and get in touch. But instead of the sounds of a cash register, you are hearing crickets.

Regardless of what product or service you are offering, you need customers. You need a way to promote your business and gain the attention of potential customers. This is where LinkedIn comes in.

It can be tough and takes a long time for you to grow a LinkedIn Company page. To start seeing results on your website. Luckily LinkedIn has provided a way for you to get in front of more people. As well as other ways to promote your website and business, using their Ads platform.

Oh, before we get started. If you want to know how data from LinkedIn Ads, sits within a larger data-driven marketing approach? Check out this guide I’ve put together called What Is Marketing Analytics And Data-Driven Marketing.

LinkedIn Ads – Reaching Your Audience

You have created an amazing website. It’s a great way to introduce your products or services to customers. Trying to get visitors to your website can be a challenge. If you are willing to spend money and have a budget. Then running a LinkedIn ads campaign is a great way to get your website in front of the right people.

There is a variety of different ads that you can run using the LinkedIn Ads platform. I won’t go into detail about the type of ads in this post. I’m going to focus on the LinkedIn Ads metrics that you can review, no matter what sorts of ads you’re running.

Regardless of what product or service you are offering, you need customers. You need a way to promote your business and gain the attention of potential customers. LinkedIn Ads solves this problem for you, but how do you know if your ad campaign is working or not?

Top 5 LinkedIn Ads Metrics To Track

Your website has been up and running for a good few months now. You have a number of products and services that you want to promote. You have created a marketing plan, identified who your customers are, and what problems you can solve for them. Then tailor your message to show people how you can help them.

“How do I know if my marketing plan and messaging are going to work?”

I’ve lost count of the number of times I’ve turned to an ads platform to get a website, landing page, products page, and eCommerce store in front of people.

LinkedIn ads are no different. If you are a B2B business it makes perfect sense to give LinkedIn ads a try. Yes, they tend to be more expensive than other ad platforms. But if you get your campaign right, the ROI can be huge.

Here are the 5 metrics I would look at when reviewing LinkedIn Ads campaign insights. To see if the ads are working and if my landing page and messaging engage people.

Impressions

Impressions relate to how many people see your ad. Regardless of whether they interacted with the ad, scrolled past it, or ignored it completely.

This insight is an interesting one for me. you can see how your ad(s) is performing by reviewing this stat.

If you planned your ad campaign correctly and researched what keywords or sites to display ads on. Your impressions number should be relatively high. It is a very quick way to see if your ad strategy is getting in front of people.

Clicks

LinkedIn Ad’s clicks metric shows you how many times your ad was clicked after it has been displayed to someone.

For me, this is the most important stat from the LinkedIn Ads metrics. This means someone found your ads interesting and wanted to read more. They clicked the link, image, or video and went to your website.

If you click numbers are high. This should improve the Page Views metrics in your Google Analytics stats too.

Click Through Rate – CTR

The ‘click through rate’, shortened to ‘CTR’ is also another interesting stat. It’s represented by LinkedIn Ads platform as a percentage. A percentage of what though?

To calculate the CTR: divide the number of clicks by the number of impressions. Then times it by 100.

So let’s say you are getting 23 clicks and 491 impressions. Divide 23 by 491 and multiply by 100, this gives you 4.68%. Almost 5 per cent of people saw or clicked to view the content. Not bad, not bad at all.

If an ad is getting a lot of impressions, my rule of thumb is to try and get a 5-10% click-through rate. If you’re hitting this number, or even higher, then you know you are doing something right.

But what if you aren’t even getting the 3% average? What if, like me, you have some ads that have had a 0.50% click-through rate? What can do you?

First, check your ad(s). Is the title intriguing? Does the image/video stop the scroll? Does it make people want to click the link? Does the description also want to make people click? Is it providing enough information? The right information? Are people scrolling past it and ignoring it?

Second, are you targeting the correct people? If you have an ad about generating marketing reports. But the ads are appearing for people who are more interested in financial reporting. Then you will need to review the ad campaign and make sure your keyword strategy is right.

If all else fails, you may need to go back to the drawing board and review what audience you are trying to reach.

Conversions

Tracking conversion on your website can be difficult to set up, but it is well worth the effort.

First, you need to decide what the single goal of the ad campaign is to be. Do you want to track purchases on an eCommerce store? Do you want to track sign-ups on your website? Do you want to see if someone downloaded your free report?

This LinkedIn Ads metric is a great way to instantly see if your ad campaign is working.

If you’re an eCommerce store selling t-shirts (one of the many businesses I’ve dabbled in over the years). Your conversion could be a purchase, if the number is zero then you’re spending money with nothing coming back in return.

But let’s say you are spending £10 on ads, and you need to sell 3 t-shirts to be profitable, you can easily see if you’re ads are working as you would like.

Cost

This sounds simple but you need to know how much you are spending.

I’ve spoken to so many business owners and marketers who have run LinkedIn Ads campaigns and haven’t watched what they were spending.

Then, at the end of the month, they get an invoice for thousands of pounds from LinkedIn. But, they have made little or no sales from an ad campaign. It can be disheartening.

So tracking the amount you are spending on each campaign over a period of time. Combined with your conversion count it is the best way to see if you are running a successful ad campaign or not.

Conclusion: Top 5 LinkedIn Ads Metrics

There you have it. Elementary Analytics’ guide to the Top 5 LinkedIn Ads metrics to track. A great way to monitor and stay on track in the early days after you have launched a website and trying to promote your business.

I would love to hear your thoughts on which metrics to track and if you found this post useful.

Regards, Phil.

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Thanks for reading.

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