The LinkedIn Overview is a goldmine for RevOps insights! It can help answer critical questions across efficiency, effectiveness, and alignment for your LinkedIn advertising efforts:

  1. Overall Program Performance & Efficiency:
    1. What is our total investment and return for LinkedIn advertising? (Directly from Ad Spend, Leads, and CPL)
    2. How efficient are our LinkedIn campaigns at generating awareness and engagement? (Impressions, CPM, Clicks, CPC)
    3. What is the overall cost to acquire a lead from LinkedIn, and is it within acceptable benchmarks or targets? (CPL)
    4. Are we effectively converting ad engagement into actual leads? (Comparing Clicks to Leads)
  2. Strategic Allocation & Optimization:
    1. How is our LinkedIn budget distributed across different marketing objectives (e.g., engagement vs. lead generation vs. website visits)? (LinkedIn Spend Over Time By Campaign Objective)
    2. Are we allocating enough budget to objectives that directly contribute to pipeline (e.g., Lead Generation)?
    3. Are there specific months or periods where certain objectives perform better or receive more investment, and why? (LinkedIn Spend Over Time By Campaign Objective)
    4. Which individual ad creatives or campaigns are the most cost-effective at driving clicks and leads? (LinkedIn Summary By Creative, looking at CPC and CPL per creative)
    5. Are there high-performing creatives or campaigns that we should scale or replicate? Conversely, which ones should be paused or optimized? (LinkedIn Summary By Creative)
    6. How is our video content performing in terms of views and completions, and what is the cost associated with that engagement? (Video Views, Video Completions, Cost Per Engagement in LinkedIn Summary By Creative)
  3. Account-Based Marketing (ABM) & Sales Alignment:
    1. Which specific target companies are engaging with our LinkedIn ads? (LinkedIn Performance By Company)
    2. How much are we spending to influence key target accounts (companies in CRM) on LinkedIn? (Spend per company in LinkedIn Performance By Company)
    3. Are we effectively reaching and engaging accounts owned by specific sales representatives or teams? (Company Owner in LinkedIn Performance By Company)
    4. Is our LinkedIn ad spend concentrated on strategic accounts, or is it spread too thin? (Analyzing spend distribution across companies)
    5. Are there accounts where we see high ad engagement but no corresponding leads, indicating a potential gap in follow-up or conversion strategy? (Comparing LI Engagements to LI Leads per company)
    6. Are we investing in reaching companies that are already in our CRM, and how does that performance differ from new target accounts? (“Company in CRM” column)
    7. For critical accounts, what is the cost to generate an engagement (CPE) or a click (CPC) on LinkedIn?
  4. Lead Generation & Quality (Implicit):
    1. Which specific campaigns and creatives are actually generating “LI Leads,” and what is the associated cost per lead for those? (LinkedIn Summary By Creative)
    2. Are the leads generated from LinkedIn campaigns being passed to the correct sales owners in the CRM? (Linking “Company Owner” to LI Leads, though direct lead assignment isn’t explicitly in the data, the connection is there).
    3. What is the journey of a lead from a specific creative? (This dashboard gives the first touchpoint, but RevOps would want to connect this to later stages in the CRM.)

By leveraging these questions, a RevOps professional can move beyond just reporting numbers to actively optimizing processes, improving alignment between marketing and sales, and ultimately driving more predictable revenue growth.

KPI Metrics

  1. Ad Spend – this widget shows you the total spend with LinkedIn during the defined time period
  2. Impressions – this shows the number of LinkedIn Impressions during the defined time period
  3. Avg. CPM – this shows the average Cost per 1000 Impressions during the defined time period
  4. Clicks – this shows the number of LinkedIn Ad Clicks during the defined time period
  5. Avg. CPC – this shows the average Cost per Click during the defined time period
  6. Leads – this shows the number of LinkedIn Leads created during the defined time period
  7. Avg. CPL – this shows the average Cost per Lead generated during the defined time period

LinkedIn Spend Over Time by Campaign Objective

Gain granular visibility into your paid acquisition efficiency with our new LinkedIn Spend Over Time by Campaign Objective widget. For RevOps teams, understanding where the budget is going is just as critical as knowing how much was spent.

This visualization allows you to audit budget allocation against strategic goals—instantly revealing if you are over-indexing on top-of-funnel engagement at the expense of high-intent lead generation. By isolating specific spend windows, you can now correlate objective-based spending with downstream pipeline velocity, ensuring every dollar deployed is driving the specific results your organization demands.

LinkedIn Performance by Company

This widget allows us to analyze the advertising effectiveness and efficiency for each target account, enabling us to understand which companies are most engaged, what it costs to reach and interact with them, and whether they are converting into leads. It’s invaluable for refining ABM strategies and aligning marketing efforts with sales priorities.

  • Company Name/ID: The name of the organization that engaged with our ads and the unique identifier for that company, linking to the Company Overview dashboard.
  • Company in CRM: A True/False indicator showing whether this specific company is already logged in your CRM system. This is crucial for ABM strategies.
  • Company Owner: The name of the sales or account manager who is responsible for that specific company in our CRM. This directly links marketing efforts to sales ownership.
  • Spend: The total dollar amount we have spent on LinkedIn ads that were shown to employees of this particular company.
  • Impressions: The total number of times our ads were displayed to individuals at this company.
  • CPM (Cost Per Mille): The average cost we paid for every 1,000 impressions delivered to this company.
  • Clicks: The total number of times individuals from this company clicked on our LinkedIn ads.
  • CPC (Cost Per Click): The average cost we paid for each click from this company.
  • LI Leads: The number of leads generated directly from LinkedIn ads specifically attributed to this company.
  • CPL (Cost Per Lead): The average cost to acquire a single lead from this company through our LinkedIn campaigns.
  • LI Engagements: The total number of interactions (likes, comments, shares, clicks, etc.) our ads received from this company.
  • Cost Per Engagement: The average cost we paid for each engagement from this company.
  • Video Views: The number of times video ads were viewed by individuals at this company.
  • Video Starts: The number of times video ads began playing for individuals at this company.
  • Video Completions: The number of times video ads were watched to completion by individuals at this company.

LinkedIn Summary by Ad Creative

This widget allows us to evaluate which specific Group by selection is delivering the best results in terms of visibility, engagement, and lead generation, and at what cost. This information is critical for optimizing creative content and overall campaign effectiveness.

  • <Ad Creative> Group by: this is a dynamic selection and allows you to Group by Ad Creative or Campaign. This shows you the unique name or identifier of the specific Ad Creative or Campaign being analyzed. This helps distinguish between different versions or pieces of content used in campaigns.
  • Campaign Name/Campaign ID: The name of the advertising campaign to which this specific creative belongs and the unique identification number for the campaign associated with the creative. This helps contextualize the creative’s performance within a broader strategy.
  • Spend: The total monetary amount we have invested in running this particular Ad Creative or Campaign.
  • Impressions: The total number of times this specific Ad Creative or Campaign was displayed to LinkedIn users.
  • CPM (Cost Per Mille): The average cost we paid for every 1,000 LinkedIn Impressions delivered by this Ad Creative. It’s a measure of how efficiently we’re getting our message seen.
  • Clicks: The total number of times users clicked on this specific Ad Creative or Campaign.
  • CPC (Cost Per Click): The average cost we paid for each Click on this Ad Creative or Campaign. This indicates the efficiency of driving traffic to our landing pages or content.
  • LI Leads: The number of Leads generated directly from interactions with this particular Ad Creative or Campaign. This is a crucial conversion metric.
  • CPL (Cost Per Lead): The average cost to acquire a single Lead through this Ad Creative or Campaign. This is a key measure of lead generation efficiency.
  • LI Engagements: The total number of interactions (likes, comments, shares, clicks, etc.) that users had with this Ad Creative or Campaign.
  • Cost Per Engagement: The average cost we paid for each engagement with this Ad Creative or Campaign. This helps assess how cost-effectively we’re fostering interaction.
  • Video Views: The total number of times the video content within this Ad Creative or Campaign was viewed.
  • Video Starts: The number of times the video content within this Ad Creative or Campaign began playing.
  • Video Completions: The number of times the video content within this Ad Creative or Campaign was watched all the way through to the end.