Welcome to this step-by-step guide where we'll walk marketing professionals through the integration process of connecting their LinkedIn Ads account with Looker Studio, formerly known as Google Data Studio. By the end of this guide, you'll be equipped to create insightful, visual reports by harnessing the rich analytics from LinkedIn Ads within Looker Studio's dynamic environment.
To initiate your data visualization journey, establish an account with Looker Studio. For existing Google users, the process is streamlined: your regular Google credentials pave the way for access to Looker Studio.
If this is your first time eliciting authorization for this connector:
Upon completing these steps, your LinkedIn Ads data will flow seamlessly into Looker Studio, enabling you to craft comprehensive, data-driven narratives for your marketing insights.
Embracing Catchr's LinkedIn Ads metrics within Looker Studio unlocks a multitude of possibilities for analyzing and presenting marketing data. Visualizing metrics like impressions, clicks, and conversions in real-time allows for a nuanced understanding of campaign performance. Imagine the impact of segmenting data by company size, industry, or job function to tailor your strategies effectively.
For example, by leveraging Device Type metrics, you can construct detailed graphs illustrating the devices your audience engages with most frequently, helping you optimize your ads for those specific platforms. Alternatively, if you're keen on user demographics, groupings based on Member Country or Seniority can deliver invaluable insights into where your content resonates the most and who it's influencing.
Each of these metrics, including daily, monthly, and yearly granularity, offers an enriched layer of detail to your marketing analysis. Not only do you gain historical insights, but also the ability to forecast trends and adjust your strategies proactively.
To explore a comprehensive list of metrics you can use with Looker Studio, click here.
You have 2 options here. You can take the blank template link and follow the tutorial with it. Or create your own report from scratch.
To do so: click the Create report button at the top right from the data source previously created. Looker Studio now creates a report where you are the owner and contains your data source. You'll find more information about the report interface on this page.
Now, I need to choose the essential KPIs. On my LinkedIn Ads, I'm primarily interested in the leads to my website. I want to know how many people saw one of my ads and became a visitor and how much it cost me.
Here's the list of metrics I will use:
And the breakdown I want to see:
Now that we have the metrics and dimensions list let's place them in the report.
Click on Add a chart, then Scorecard. Next, click in canvas to place this scorecard, and change the metric in the configuration panel to Impressions.
Add a bit of style to this scorecard:
Now that we set up the style for one scorecard, copy and paste it. You will keep the style with the copy and must only change the metric in the configuration panel.
I will create calculated fields for the Cost per Lead and Leads Conversion Rate like this :
Formula for Cost per Lead: "SUM(cost in local currency)/SUM( One Click Leads)
Formula for Lead Conversion Rate: "SUM(One Click Leads)/sum(Clicks)"
And to finish this section, we will align and rename the scorecard so it looks good:
And rename some of the metrics, so the name fits better :
We placed scorecards with the overall metrics. Now it's time to add more charts with our chosen dimensions.
At first, I want a simple table by campaigns with my metrics. To do so:
Add all the metrics to the table.
And finally, we will modify the style of the table:
Let's look at audiences now. A great way to display such information is a pie chart. You can quickly identify big and small audiences.
We will use the Member Seniority dimension to know the age range of our audience:
And we can modify the style easily by copying the table and pasting only the style:
Pie-chart does not have an automatic title. We can add one :
A great way to know which ads work better is to see which creative generates the most leads. Now, we already have a table for the campaign. We can re-use it:
Copy and paste the campaign table.
Change the dimension to Creative Ad Thumbnail and keep only Leads metrics.
Finally, change the type of the Creative Ad Thumbnail to images to display images in your report.
Looker Studio displays the last 28 days of data in your report by default. But you can use a Date range control to modify it live:
You can also add a selector to help viewers to filter the data. For example, a simple selector on the Campaign Type Objective can easily focus the report.
To do so:
You can find the complete template here.
You can quickly copy it like this:
And you are ready to go!