LinkedIn Analytics for Advertising

LinkedIn’s analytics supports a wide range of metrics to evaluating advertising campaigns. These include metrics relating to audience and engagement measurement as well as conversions.

The audience and behavioural/social engagement metrics include:

• Impressions,
• Clicks,
• Click-through-rate,
• Social actions,
• CPC (cost per click),
• CPM (cost per thousand impressions) and spend.

The conversion metrics include:

• Leads,
• Sign-ups,
• Content downloads,
• Purchases, and
• Other desired actions on sponsored content and text ad campaigns.

Information on impressions, clicks, CTR, conversions and conversion rate is available across demographics:

• Industry,
• Job title,
• Seniority,
• Function,
• Company size,
• Location and
• Country.

Exhibit 24.16, 24.17, and 24.18 display the metrics and analytics interfaces used in LinkedIn to track campaign performance. Exhibit 24.16 provides a summary of the campaigns within the selected time range. To view a campaign’s performance from the time it was launched, users can select the “all time” option.

Exhibit 24.16   Advertising Analytics across campaigns. The tabs Performance Chart and Demographic lead to exhibits 24.17, 24.18, depicting the campaign performance over time, and the demographics.

Exhibit 24.17   Performance Chart tracks metrics over time.

Exhibit 24.18   Demographic break-up analysis.