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.
Audience and behavioural/social engagement:
- Social actions,
- CPC (cost per click),
- CPM (cost per thousand impressions) and spend.
- 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:
- Job title,
- Company size,
- Location and
Exhibit 17.16, 17.17 and 17.18 depict the metrics and the analytics interfaces in
LinkedIn’s to track campaign performance. Exhibit 17.16 provides a summary for the campaigns over the selected
time range. Users may want to select the “all time” option to see a campaign’s from the time it was launched.
Exhibit 17.16 Advertising Analytics across campaigns. The highlighted Performance Chart and
the Demographic tab lead to exhibits 17.17, 17.18, depicting the campaign performance over time,
and the demographics.
Exhibit 17.17 Advertising Analytics — Performance Chart, tracking metrics over time.
Exhibit 17.18 Advertising Analytics — Demographics.