Use your Measurement Insights page in Campaign Manager for a full-funnel view of performance and business impact across all ad sets in your ad account, all in one place. As you get started with your Insights page, use this guide to learn how to:
- Access and customize your Insights page
- Performance section - Compare key metrics to discover trends and insights
- Companies funnel analysis section - Review where companies are in the marketing funnel
- Pipeline Insights section - Leverage your CRM to see the impact of your LinkedIn marketing strategy
- Top-performing audiences section - Filter your top-performing audiences to better understand your audience engagement
- Top-performing ads and ad sets sections - Review ads and ad sets with the highest key results for each ad set objective
Access and customize your Insights page
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Go to your ad account in Campaign Manager.
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Click Measurement on the left menu, then select Insights.
From here, you can review your page without filtering. However, you can also customize your page data to the time range, objective, and ad sets that you’d like to see.
The following are additional ways to filter and customize your insights.
| The Awareness, Consideration, or Conversion objectives | Click the Ad set dropdown menu, then select the checkbox next to the objective. | Insights on the active ad sets in your selected objective for the specified time range. |
| Specific ad sets | Click the Ad set dropdown menu, then select the checkbox next to each ad set. | Insights specific to the ad sets you select within the specified time range. |
| All ad sets in an objective and additional ad sets in other objectives | Click the Ad set dropdown menu, then select the checkbox next to the objective and each ad set. | Insights on all active ad sets in your selected objective, plus the additional ad sets. |
| Revenue metrics | Click the Overview dropdown menu and select Revenue. | Overall Revenue metrics from your Business Manager CRM data. |
| Revenue metrics and additional ad sets | Click the Overview dropdown menu and select Revenue. Then click the Ad set dropdown menu and select the checkbox next to each ad set. You can also select the Revenue tab at the top of the page. | Revenue metrics specific to the selected ad sets. |
| Time range | Click the Time Range dropdown menu. From here, you can manually enter dates or select them from the calendar. You can also use the presets on the left side of the dialog (for example, Last 90 days). | Insights will only reflect the active ad sets selected during the time range. |
At the top of your Insights page, you can also create a ad set or campaign by clicking the Create button at the top of the page.
Here's a tip
If you choose to filter your page, the data will be based on all active ad sets with the selected objective that are in the selected time range. The Companies funnel analysis section won’t be visible if you choose a filter at the top.
Learn more about the Awareness, Consideration, Conversion, and Revenue filters in the following table.
| Awareness | Measure the impact of your brand awareness ad sets on upper-funnel results. |
| Consideration | Measure the impact of website visits, engagement, and video view ad sets on mid-funnel results. |
| Conversion | Measure the impact of lead generation, talent leads, website conversions, and job applicant ad sets on lower-funnel results, including lead generation and conversions. |
| Revenue | View revenue attribution across all ad sets in your ad account, powered by your CRM data. Metrics are shown in this tab at the ad account and ad set level, which allows you to measure how your LinkedIn Ads influence pipeline and revenue impact. Keep in mind, to view your Revenue metrics in Campaign Manager, you must have CRM data connected through your Business Manager account. |
Performance section - Compare your performance metrics
In the Performance section, you can review and compare key metrics for your selected time range. This can help you discover trends for optimizing your ad set performance.
To review your performance metrics:
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If you haven’t selected a filter at the top of your Insights page, you’ll have two dropdown menus to choose your metrics. Click each dropdown menu to select the metrics you’d like to compare.
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If you selected Awareness, Consideration, Conversion, or Revenue at the top of the page, you’ll see metrics specific to the filter in your chart.
- If you filter by Conversion, you can also select the Ad set attribution view checkbox to see your ad set attribution view in comparison with the Leads metric. The ad set attribution view is based on multi-touch attribution, which shows the distribution of credit across all ad set objectives that contribute to a lead.
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Select the checkbox next to Show spend to see a comparison line for spend on your chart.
- When you compare your performance metrics to spend, you can see if there is any correlation between trends for the different metrics and spend, which can help you identify potential reasons for changes in performance.
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To see the metric comparison, move your cursor over the date you’d like to see and a pop-up box will appear with your metrics.
Compare the following metrics for your selected ad sets and time range.
| Awareness | Impressions | Number of times your ad is delivered. |
| Reach | Unique accounts exposed to one or more impressions. |
| Dwell time | Average seconds spent viewing your ad. |
| Click-through rate | Clicks divided by impressions. |
| Consideration | Clicks | Total chargeable clicks. |
| Website visits | Number of member accounts who visit your website or landing page. |
| Video views | Two or more seconds of playback with 50% of the video visible or a CTA click (whichever is first). |
| CPC (Cost per Click) | Total ad spend divided by total clicks. |
| Conversion | Leads | Number of leads collected through ad sets. |
| CPL (Cost per Lead) | Amount spent per lead collected. |
| Qualified leads | Number of qualified leads collected through ad sets. |
| CPQL (Cost per Qualified Lead) | Amount spent per qualified lead collected. |
Revenue | Revenue won | Total revenue influenced by ad sets over the 180 days prior to opportunity closing date. |
| Return on ad spend | Revenue won divided by ad set ad spend. |
| Opportunities won | Total number of closed won opportunities influenced by ad sets over the 180 days prior to opportunity closing date. |
| Pipeline amount | Total value of open opportunities influenced over the 180 days prior to opportunity creation date. |
Companies funnel analysis section - Review where companies are in the marketing funnel
In the Companies Funnel Analysis section, you can see where companies are along different marketing stages over the past 180 days. The marketing stages include:
- Awareness
- Consideration
- Leads
- Qualified leads
- Opportunities
- Closed won
To review Qualified Leads, Opportunities, and Closed Won stages:
Pipeline Insights section - Leverage your CRM to see the impact of your LinkedIn marketing strategy
When you choose to share your CRM data from Business Manager to Campaign Manager, you have access to key revenue metrics on your Measurement Insights page. To view these metrics, click the Revenue tab at the top of the page. You can then view the Pipeline Insights section.
Use the Pipeline Insights section to view the following revenue metrics, which can help you understand the overall quality and conversion rate of LinkedIn opportunities.
| Opportunity win rate | Number of won opportunities divided by the number of closed opportunities. Results are for opportunities influenced by LinkedIn marketing over the 180 days prior to opportunity closing date. |
| Average deal size | Average revenue won amount for won opportunities. Results are for opportunities influenced by LinkedIn marketing over the 180 days prior to opportunity closing date. |
| Average days to close | Average number of days between opportunity creation and opportunity close date for won opportunities. Results are for opportunities influenced by LinkedIn marketing over the 180 days prior to opportunity closing date. |
Top-performing audiences section - Filter your audiences to better understand your audience engagement
In the Top-Performing Audiences section, you can review metrics to better understand the member accounts and companies that are engaging with your ads.
To view more about member account and company attributes:
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Click the Show dropdown menu to see attributes by member account or company.
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If you select Members attributes, choose from the buttons at the top to view key results by:
- Job seniorities
- Locations
- Job functions
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If you select Companies attributes, choose from the buttons at the top to view key results by:
- Companies names
- Sizes
- Industries
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Click Explore to see more information.
Here's a tip
New data can take up to 48 hours to process and show on your Insights page.
Top-performing ads and ad sets sections - Review ads and ad sets with the highest key results for each ad set objective
In these sections, review what ads are receiving the highest key results for each ad set objective (Awareness, Consideration, Conversion, and Revenue), and what ad sets have the highest key result for each objective, to help you understand what’s driving success.
To explore more information about your ads and ad sets, you can:
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If you didn’t select a ad set objective at the top of the page, you can:
- Click Explore next to the objective (Awareness, Consideration, Conversion, or Revenue) to see information specific to the objective.
- Click View all ads or View all ad sets at the bottom of each section to access the reporting table for your ads or ad sets.
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If you selected a ad set objective at the top of the page, click View all [ad set objective] ads or View all [ad set objective] ad sets to access the reporting table filtered by the ads or ad sets of that ad set objective.
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Click the ad or ad set name to access more information, such as a performance chart or professional demographics summary, for the specific ad or ad set.
Learn more about metrics available in Campaign Manager