Revenue Operations isn’t just about tracking spend—it’s about proving influence. While native LinkedIn analytics provide the basics, this report contextualizes your data within your broader attribution model. By utilizing Engagement Scoring, we allow you to move beyond simple Click-Through Rates and visualize how Paid Social is actually influencing the buying committee.

Here’s what it specifically does, and which widgets provide that information:

  1. Quantifies Your Investment: It tells you exactly how much money you’ve spent on LinkedIn ads. (Ad Spend)
  2. Measures Immediate Engagement: It tracks the total number of clicks your LinkedIn campaigns generated and calculates your average Cost Per Click (CPC), showing you the efficiency of your ad spend in driving initial interest. (Clicks)
  3. Assesses Strategic Impact (Contribution to Score): This is a key part. The report uses a specific attribution or scoring model (identified as ‘Relative Weights (standard90)’) to assign a value or “score” to the touches and interactions your LinkedIn activities are generating. This score isn’t just about raw clicks; it aims to quantify the deeper impact of your campaigns on the customer journey or your overall marketing goals. (Contribution to Score)
  4. Identifies Audience Reach and Influence: It shows you how many unique companies and individual people have been engaged by your LinkedIn marketing efforts, indicating the breadth and depth of your audience interaction. (Engaged Companies)
  5. Tracks Performance Trends Over Time: It visualizes how your LinkedIn activities’ “Contribution to Score” has evolved month-by-month throughout the year. This helps you identify periods of higher or lower impact, spot trends, or understand the seasonality of your performance. (LinkedIn Contribution to Score Over Time)
  6. Provides Granular Campaign Analysis: Most importantly, it breaks down all these key metrics (spend, score contribution, number of interactions or “touches”, cost per touch, people engaged, and companies engaged) by individual LinkedIn campaign. This allows you to pinpoint which specific campaigns are driving the most value, which are less efficient, and helps inform strategic adjustments for future campaigns. (LinkedIn Campaign Overview)

In essence, this report helps you move beyond basic metrics to truly evaluate the strategic value and ROI of your LinkedIn marketing efforts, enabling you to make more informed decisions about your future campaigns and budget allocation.

KPI Metrics

  1. Ad Spend – this widget shows you the total spend with LinkedIn during the defined time period
  2. Clicks – this shows the number of LinkedIn Ad Clicks during the defined time period
  3. Avg. CPC – this shows the average Cost per Click during the defined time period
  4. Contribution to Score – this shows the Raw Score associated with the touches over the selected timeframe.
  5. Engaged Companies – the count of Companies with Engagement over the period selected.
  6. Engaged People – the count of People with Engagement over the period selected.

LinkedIn Contribution to Score Over Time

The “LinkedIn Contribution to Score Over time” widget is designed to show you how the impact of your LinkedIn marketing efforts changes and evolves month-by-month over the specified reporting period.

  • Trend Analysis: You can see if your LinkedIn’s impact is growing, declining, or staying consistent over time.
  • Seasonality: It helps identify if certain months or quarters naturally yield a higher or lower contribution to your overall score, potentially due to industry cycles, budget fluctuations, or specific campaign launches.
  • Performance Spikes/Dips: You can pinpoint specific months where LinkedIn activity had a particularly strong (or weak) influence. This allows you to investigate what campaigns were running during those times, what the market conditions were, or if there were any significant strategic changes.
  • Strategic Planning: By understanding when LinkedIn is most impactful, you can better plan your campaign launches, budget allocation, and content strategy throughout the year to maximize your “Contribution to Score.”

LinkedIn Campaign Overview

The “LinkedIn Campaign Overview” widget is essentially your detailed report card for every individual LinkedIn campaign you’ve run within the specified timeframe.

Think of it as a microscope that lets you zoom in on each specific marketing initiative on LinkedIn to understand its individual performance and impact.

  • Identify Your Winners: You can quickly spot Campaigns that delivered a high “Contribution to Score” or engaged many People/Companies efficiently (low “Cost per Touch”). These are your successful strategies to replicate.
  • Pinpoint Underperformers: Conversely, you can see Campaigns with high spend but low (or zero) score contribution or engagement. This signals an opportunity to investigate why they weren’t effective or if their tracking is incorrect.
  • Optimize Budget Allocation: By understanding which Campaigns are most efficient and impactful, you can make data-driven decisions about where to allocate future marketing dollars. Should you double down on a low “Cost per Touch” campaign, or re-evaluate a Campaign with high spend and no measurable impact?
  • Campaign Strategy Refinement: The data helps you understand what types of content, targeting, or offers resonate best with your audience on LinkedIn, informing your creative and strategic choices for future campaigns.
  • Account-Based Marketing (ABM) Insights: The “Companies Engaged” metric is particularly valuable for ABM strategies, showing which specific Campaigns are successfully reaching your target accounts.