The LinkedIn B2B Institute, as a leading think tank for B2B growth, emphasizes a balanced approach, valuing both short-term results and long-term brand impact.

Below are the top 10 KPIs to track, each with relevant reference links to B2B Institute resources and related research.

1. Click-Through Rate (CTR)

Definition: The percentage of viewers who click on your ad.
Why: Indicates ad relevance and engagement.
Reference: LinkedIn B2B Institute – Measurement3

2. Cost Per Click (CPC)

Definition: The average cost for each click your ad receives.
Why: Assesses campaign cost efficiency.
Reference: LinkedIn B2B Institute – Performance Branding6

3. Conversion Rate

Definition: The percentage of users who complete a desired action (e.g., form submission, content download) after clicking your ad.
Why: Measures campaign effectiveness in driving business outcomes.
Reference: LinkedIn B2B Institute – The CMO Scorecard1

4. Cost Per Lead (CPL)

Definition: The average cost to acquire each lead generated by your ad.
Why: Ties marketing spend directly to pipeline growth.
Reference: LinkedIn B2B Institute – Measurement3

5. Impressions

Definition: The number of times your ad is displayed.
Why: Indicates campaign reach and visibility.
Reference: LinkedIn B2B Institute – Performance Branding6

6. Engagement Rate

Definition: The level of interaction (likes, comments, shares) your ad receives.
Why: Signals content resonance and brand perception.
Reference: LinkedIn B2B Institute – Cashing in on Creativity8

7. Lead Quality

Definition: The relevance and potential value of leads generated (based on job title, company, or behavior).
Why: Ensures you attract the right decision-makers and influencers.
Reference: LinkedIn B2B Institute – The Hidden Buyer Gap2

8. Return on Ad Spend (ROAS)

Definition: The revenue generated for every dollar spent on advertising.
Why: Connects marketing effectiveness to business outcomes.
Reference: LinkedIn B2B Institute – The Three Drivers of Financial Value3

9. Reach

Definition: The number of unique individuals who see your ad.
Why: Measures the breadth of your campaign’s audience.
Reference: LinkedIn B2B Institute –
Performance Branding6

10. Cost Per Conversion

Definition: The average cost for each completed conversion (e.g., demo request, event registration).
Why: Provides a clear view of campaign efficiency and ROI.
Reference: LinkedIn B2B Institute – Measurement3

Conclusion

Tracking these KPIs provides a comprehensive view of your LinkedIn Ads(link back to home page) performance, aligning with the B2B Institute’s research-driven approach to B2B marketing. For deeper insights and strategies, explore the full range of B2B Institute resources and research at LinkedIn B2B Institute134.

  1. https://business.linkedin.com/marketing-solutions/b2b-institute
  2. https://www.linkedin.com/showcase/the-b2b-institute-linkedin/
  3. https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research
  4. https://business.linkedin.com/marketing-solutions/b2b-institute/about
  5. https://business.linkedin.com/marketing-solutions/b2b-institute/marketing-as-growth
  6. https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/performance-branding
  7. https://business.linkedin.com/marketing-solutions/b2b-institute/thebetas
  8. https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-creative