How to measure LinkedIn Ads Brand Recall using Factors

78% of B2B content marketers use LinkedIn for paid ads. In this massive sea of ads, how do you know whether users remember yours? Do they just continue scrolling or visit your site for further information? 

As a marketer, having these details is critical to ensure maximum ROI from your LinkedIn ad campaigns. Read ahead to learn how you can use Factors to measure brand recall of LinkedIn ads ⬇️

How can Factors measure LinkedIn ads' brand recall? 

Let’s say you want to measure brand recall over the last quarter. Start by creating a funnel report with the first event being a LinkedIn ad view and/or click to see how many users viewed/clicked on your LinkedIn ad. 

Next, add "web session" as the second event to identify how many accounts engaged with your LinkedIn ad and proceeded to visit your website. Here’s what the data would look like:

In this case, over 1000 users visited your website from the 9000 that viewed your LinkedIn ad. If you want more granular insights into how long each company took to visit your site, you can add a filter that allows you to see the company domain and how many times they viewed your ad and visited your site. 

You can use this data in many ways, such as:

• If you notice a drop in LinkedIn ad views to website visits, you can rework your ad strategy to attract more users to your site. 
• You can see how many of these companies visiting your website fall under your ICP, which tells you whether your messaging resonates with your target audience.
• A user visiting your site regularly after viewing your ads indicates higher intent to buy, so your sales team can step in and send personalized emails.

Thanks to the Factors and LinkedIn partnership, your marketing team will have complete insight into LinkedIn ad performance and how it contributes to overall revenue generation. 

💡Read how you can use Factors to measure LinkedIn ROI accurately

How Rocketlane Measures Brand Recall with Factors

Rocketlane is a customer onboarding and Professional Services Automation (PSA) platform that allows you to view project performance. Here’s how they use Factors to measure the impact of their marketing efforts:

The Problem

Rocketlane wanted to track the efficiency of its marketing programs but found it challenging for the following reasons:

• They had limited clarity on the ROI of their demand generation strategy, specifically their LinkedIn ad campaigns.
• The marketing team wanted to understand the connection between website visits and pipeline generation but didn’t have a single source of truth that could present this data in a unified manner.
• Rocketlane needed a better way to connect their tools for tracking leads, campaign performance, and collaboration.

The Solution 

Once Rocketlane began searching for a solution to these challenges, they explored a pilot program with Factors.

‍Better Marketing ROI

Rocketlane used Factors to create multiple reports and funnels that gave them the complete picture of how accounts engaged with their website after viewing their LinkedIn ads.

They could also see how LinkedIn influenced their pipeline growth over the past 3 months. 

Seamless Integration with Existing Tech Stack

Instead of having data scattered across multiple tools and CRMs, Rocketlane could unify its data on Factors and have a bird' s-eye view of its campaign performance. The marketing team made data-driven decisions to pause campaigns that weren’t getting results and refine their existing strategies. 

Discover High-Intent Accounts

Factors helped Rocketlane identify high-intent accounts engaging with their website, which allowed their sales team to personalize their outreach. Rocketlane could prioritize accounts based on engagement and add high-fit accounts to their nurture sequence while directing the rest to remarketing campaigns. 

Results

In a short period, Rocketlane saw some incredible results like:

• 23% Higher MQLs from ABM campaigns
• 6500+ ICP Accounts Identified/month
• Overall improvement in lead generation and marketing ROI

They continue to use Factors and chose to expand their usage beyond the current integration; using our platform to its fullest potential to unlock growth and success.

Testimonials

Steve Colberg (head of Growth at Rocketlane) expressed how using Factors helped them finely tune their marketing efforts and better define their ROI. 

Grow Pipeline with Factors

If you want to build brand recall for your LinkedIn ads, skip the guesswork and make informed decisions to create effective ad campaigns. Speak to our team today to learn more about how Factors can help you improve brand recall and drive revenue from LinkedIn ads.