Explanation of the campaign score

Everything you need to know about campaign goals and the performance scorecard

1. Where to find the campaign scorecard

• Navigate to Marketing & Campaigns
• Open a LinkedIn Ads campaign.
• Go to the Overview tab of the campaign.

1. This is your overall campaign score, based on the goals you set for this specific campaign. The higher the percentage, the closer you are to reaching your goals.
2. Click this button for more details about your campaign score.

2. Explanation of goals and analytics

Once you've opened the details of the scorecard, you'll see a number of Key Performance Indicators. The figures on the right side of the scorecard are your campaign goals, the figures on the left side represent your current performance. 

1. Click through rate (CTR): What percentage of people who see your ads actually click on them? 
2. Conversion Rate:  What percentage of people who click on your ads actually become leads? Depends on the type of campaign, for example: What percentage of people who open a LeadGen form become leads?
3. Cost per click (CPC): The average cost per click.
4. Cost per lead (CPL): How much ad budget you spend on 1 lead.
5. Audience Utilization: The percentage of people in your target audience that interacted with your ads. The higher the percentage, the lower the chance that this campaign will generate any new leads.

3. How to set campaign goals

• Go to the Settings tab of the the LinkedIn Ads campaign.
• Click Goals.
• This overview allows you to set goals for the campaign.
• Note: It's not possible to set a goal for cost per lead. This figure is calculated from the goals set for conversion rate and cost per click.