The LinkedIn – Funnels Tab connects the dots between your LinkedIn marketing activities and the complete customer journey through your sales funnel.

In essence, it’s taking your investment and efforts on LinkedIn and showing you their direct impact on how prospects move from initial awareness all the way to becoming a customer.

  1. How much are we investing in LinkedIn advertising and what’s the immediate return in terms of clicks? (Ad Spend & Clicks)
  2. Are our LinkedIn campaigns effectively engaging our target audience at the company and individual level, and are they contributing to our overall scoring models. (Engaged Companies, Contribution to Score)
  3. How are LinkedIn ad events influencing customer journeys across our marketing and sales funnel, and where are we seeing pipeline and bookings materialize? (Journeys with LinkedIn Ad Events, {{groupBy}} Detail)
  4. What are the quarterly trends for journeys influenced by LinkedIn ads moving through our funnel? (Funnel Time Comparison (Journeys w/ LinkedIn Events))
  5. Are our individual LinkedIn campaigns demonstrating a statistically significant return on pipeline investment? (Lift Analysis By <Group by>)

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.

Funnel Time Comparison (Journeys with LinkedIn Events)

This widget provides a dynamic, historical perspective on the health and flow of your customer funnel as it’s influenced by your LinkedIn advertising efforts, allowing you to identify trends, measure progress, and understand the cyclical nature of your LinkedIn impact.

Lift Analysis by Campaign

This widget is designed to help you understand the direct financial return (specifically, in terms of pipeline generated) from your individual LinkedIn advertising campaigns.

Statistical Significance

  • This is a crucial concept in lift analysis. It tells you whether the observed Pipeline ROI (or any lift) is likely a real effect of the campaign or just due to random chance or noise in the data.
  • When it says ‘Yes’, it means there’s a high probability that the campaign genuinely contributed to the pipeline, and the results aren’t just a fluke.
  • When it says ‘No’ (as it does for all your campaigns), it means that any observed lift (even if it were greater than 0) is not strong enough or consistent enough to be confidently attributed to the campaign itself. The difference between the campaign’s performance and the average performance is not statistically significant.

*This widget has a Dynamic Group by allowing you to select either Campaign or Company Name

Stage Detail

This widget provides a granular breakdown of engagement, pipeline, and revenue metrics for each stage of your customer journey, specifically for journeys that have involved LinkedIn ad events.

Think of it as a microscope looking at the health and activity within each funnel stage, but only for those prospects who have interacted with your LinkedIn ads.

When configured to LinkedIn Campaign Detail it shows you the specific impact of each LinkedIn ad campaign on customer engagement, pipeline generation, and closed-won revenue.

  1. Touches – The total number of interactions or events (e.g., clicks, views, engagements) associated with that specific campaign.
  2. Active Pipeline – The monetary value of pipeline (opportunities) that are currently active and have been influenced by this campaign.
  3. Journeys Touched – The number of unique customer journeys that included an event from this campaign.
  4. Pipeline Touched – The total monetary value of all pipeline (opportunities, regardless of current status) that have had a touchpoint from this campaign.
  5. Bookings Touched – The total monetary value of won opportunities (bookings) that have been influenced by this campaign.
  6. Companies – The number of unique companies that engaged with the campaign.
  7. People – The number of unique individuals who engaged with the campaign.