You’ve got your creative set and your nurture streams up and running. But how do you know what’s working--and more importantly--how to boost performance down the road? This webinar will walk you through how to take advantage of all the reporting available in Lead Accelerator, and apply this data to driving even more powerful results for your programs. Bill Buecksler, marketing automation consultant, walks you through the reporting capabilities of Lead Accelerator and how to use this data to increase performance. Topics will include how to: -Use data from the Audience Insight report to influence your Lead Accelerator program -Understand the metric definitions within the Nurture Streams Performance Table -Explore the effectiveness of your program throughout the marketing funnel with the Funnel Impact report -Apply your learnings to increasing overall performance with Lead Accelerator

2. 2
LinkedIn Lead Accelerator:
Performance and Reporting
​ Bill Buecksler
​ Marketing Automation Consultant
​ LinkedIn

3. 3
• Got a question? Submit it in the
Q&A box.
• Slides and recording will be sent via
email post event
• Follow us for more: @LinkedInMktg
• Subscribe to our blog! Text 948222
to (781) 262-3877
How to Engage with Us

4. Let’s Talk About
4
• Understanding Metrics & Reporting
• Measuring Performance through the Funnel
• Influencing Lead Accelerator with Audience Insight Data
• Applying Learnings to Boost Performance & the Power of
the Export
• Q&A

5. Metrics
5

6. 6
Understanding Lead Accelerator Metrics:
Nurture Stream Performance

7. 7
Understanding Lead Accelerator Metrics:
Nurture Usage

8. Reports
8

9. 9
Reports:
Nurture Stream Performance

10. 10
Reports:
Nurture Stream Performance

11. 11
Reports:
Nurture Stream Performance

12. 12
Reports:
Nurturing Usage

13. 13
Reports:
Nurturing Usage

14. Full Funnel Analytics
14

15. 15
Reports:
Funnel Impact

16. 16
Reports:
Funnel Impact

17. Leveraging Audience Impact Data
17

18. My Assumptions
18

19. Assumption 1:
Nurturing ~100% of Contact Tier

20. Assumption 2:
Utilizing All Inventory Channels
Facebook News Feed:
LinkedIn Sponsored Content:
Display:

21. 21
Audience Impact Repot

22. 22
Audience Impact

23. The Power of the Export
23

24. 24
Export

25. Dimension or Metric Isn’t in Dashboard
Dimensions
25
1
1. Channel
2. Creative Group
3. Month or Week
1. Landing Page
Conversion Rate
2. % of Impressions, Clicks
or Actions
Metrics

26. Combine Data Sets
E.g., combine performance data with CRM lead data
26
2
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
50
100
150
200
250
300
January February March April May
Total Actions
MQLs
MQL Rate

27. Need True Graphs, Not Screenshots
27
3
vs.

28. See Trends by Larger Time Intervals
Compare metrics… why haven’t post-click actions
gone up?
28
0
500
1000
1500
2000
2500
3000
Total Actions Post-Click Actions Client Actions
Action Changes Over Time
December
January
February
March
April
Example of
combining data
sets

29. See How Channels Contribute to Performance
Why have Facebook actions decreased?
29
0
100
200
300
400
500
600
December January February March April
Post-Click Actions by Channel
LISU
FBNF
Display

30. 30
Is the Ad or the Landing Page to Blame?
A sharp decline in CTR points to the ad creative
0%
5%
10%
15%
20%
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
December January February March April
Banner CTR vs Click to
Conversion Rate
CTR Click to Conv.
0%
5%
10%
15%
20%
25%
0.00%
0.50%
1.00%
1.50%
December January February March April
Facebook CTR vs Click to
Conversion Rate
CTR Click to Conv.

31. 31
Highlight Best & Worst Offers
Sort by
Impressions/
Action

32. 32
Export: Audience Impact Example

33. A Few Final Thoughts
Test and Optimize! This isn’t the Ronco oven – we can’t just set it and
forget it. Give your retargeting program love on a regular basis because
audiences are dynamic.
Leverage new content. Content is constantly being created, so don’t be
afraid to refresh content for your Lead Accelerator program.
Measure performance through the sales pipeline. Truly measuring
return on ad spend doesn’t end when a user converts and gives you their
contact information. Track ad campaign performance in your CRM as well.

34. Help Center Links:
• Optimization Overview
• http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-Optimization-
Overview
• Understanding Lead Accelerator Performance Metrics
• http://help.lms.linkedin.com/hc/en-us/articles/206430177-Understanding-Lead-Accelerator-
performance-metrics
• Nurturing Usage Report Overview
• http://help.lms.linkedin.com/hc/en-us/articles/203992878-Nurture-Usage-Report
• Funnel Impact Report Guide
• http://help.lms.linkedin.com/hc/en-us/articles/203993378-Funnel-Impact
Helpful Links:

35. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.