Campaign Analytics
Campaign Analytics tracks campaign performance and the deals influenced by your LinkedIn advertising campaigns. It gives you a single view of ad spend, engagement, company reach, and pipeline impact for every campaign.
What each column shows
Every campaign row displays the campaign name and its ad format (e.g. Image Ad, Text Ad, Video) underneath. The table includes the following columns:
- Ad Spend: Total spend for the campaign in your LinkedIn account currency
- Impressions: Total paid impressions delivered to matched companies
- Engagements: Total paid engagements (likes, comments, shares, follows)
- Clicks: Total paid clicks on the campaign
- Companies Reached: Number of unique CRM companies that were served an impression
- Companies Engaged: Number of CRM companies that interacted with the campaign
- Influenced Deals: Count of CRM deals associated with companies reached by this campaign
- Influenced Pipeline: Total value of open deals influenced by this campaign
- Influenced Revenue: Total value of closed-won deals influenced by this campaign
- Impact: A visual rating of the campaign's overall influence on pipeline and revenue, based on engagement strength and recency
Period-over-period comparison
The Impressions, Engagements, Clicks, Companies Reached, and Companies Engaged columns include a percentage change compared to the previous period. Green percentages indicate growth, while red percentages indicate a decline. This helps you quickly spot which campaigns are trending up or down.
Impact rating
The Impact column provides a quick visual summary of how strongly a campaign contributed to pipeline and revenue. It is calculated by looking at the engagement a campaign generated at companies tied to deals in your CRM, weighted by interaction type and recency.
Clicks carry the most weight, followed by engagements, then impressions. Activity closer to the deal creation date counts more than older activity. Ad format is also taken into account: formats like Image Ads and Video carry full weight, while Text Ads and Follower Ads are discounted because impressions in those formats are less comparable.
You can sort the table by Impact to prioritize campaigns that are driving the most results, and use it alongside the other metrics to decide where to scale or cut budget.
Attribution settings
Click the Attribution settings button to configure how campaign influence is calculated. This lets you control the attribution window and other parameters that determine which deals are considered influenced by a campaign.
Drill down into deals
Click any campaign row to expand it and see the individual deals it influenced. For each deal you can see the deal name, associated company, deal amount, current stage, and when the deal was created. Each deal also shows a Deal Influence score that indicates how much of the deal's total influence is attributed to that specific campaign versus other campaigns reaching the same company.
Sorting and export
Use the Sort by dropdown to reorder campaigns by Impact, campaign name, impressions, engagements, clicks, companies reached, influenced deals, influenced pipeline, or influenced revenue. You can also export all campaign data as a CSV file for further analysis.