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What's New With the Company Engagement Report on LinkedIn

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One big advantage of account-based marketing — and one that has helped drive the strategy’s widespread adoption — is that it enables marketers to zero in on specific accounts, providing a much clearer idea of whom we want to reach and engage. And because we’re focusing on these distinct audiences, we can have a deeper understanding of actions that bring them closer to our brands and move them forward on the buyer journey.

The Company Engagement Report is a powerful tool found within LinkedIn Campaign Manager that facilitates company-level measurement and reporting, to help bring modern ABM programs to new levels of effectiveness and sophistication.

LinkedIn’s Company Engagement Report

One of the key strengths of LinkedIn as a B2B marketing channel, especially for an ABM strategy, is that members are inherently tied to the companies where they work (not to mention their job titles and functions). 

The Company Engagement Report gathers and presents engagement data within the scope of these target accounts in a way that is most useful and actionable for your strategy.

What is tracked in the Company Engagement Report?

When you pull up this report, you’ll find the following metrics categorized by the companies you’ve identified as highly valuable for your business:

  • Engagement Level: Calculated by taking the sum of ad engagement, organic engagement, and website visits — divided by the number of members targeted and benchmarked across companies marketed to on our platform. 
  • Members Targeted: Number of members who work at the company and have been targeted by a campaign.
  • Impressions: Number of member accounts exposed to your ad.
  • Ad Engagement: Number of likes, comments, clicks, shares, and video views (counted if members viewed at least 25% of the video). Includes paid ads and ads virally shared.
  • Organic Engagement: Total number of interactions from posts from your organization’s LinkedIn Page.
Screenshot of Company Engagement Report in LinkedIn's Campaign Manager

What’s New to the Company Engagement Report in 2023?

We’re excited to announce a new feature that takes data from your Company Engagement Report and creates actionable opportunities within Campaign Manager.

Company Segmentation

Company Segmentation empowers ABM planning and optimization. This feature allows marketers to use their engagement data to prioritize accounts in real time by filtering the engagement report to create a company list segment that can be used in any campaign. Marketers can then optimize and tailor their content based on the engagement level of that given segment.

Increase brand awareness. Expand into a new vertical by uploading your list of target accounts and building segments based on accounts with very low engagement.

Drive leads. Focus on the segment of companies with very high engagement and launch a campaign that targets this list with a lead gen objective.

Full-funnel marketing. Run a full-funnel marketing campaign utilizing dynamic segments by creating tiers aimed at different audience segments focused on awareness, consideration, and conversion, and tailor your content to align with each stage. Direct the awareness tier toward your target audience with very low engagement, the consideration tier at the segment with low to medium engagement, and the conversion tier at the segment with high and very high engagement.

This campaign strategy is self-adjusting, meaning that the engagement status updates daily and funnels prospects through the various tiers of your campaign as they move through different stages of engagement. It’s the ultimate set it and forget it!

Using Company Segmentation on LinkedIn

Once you have filtered by engagement level and prioritized accounts for your segment, you will have the option to create a dynamic or static segment. How do you know which one to use? Let’s say you decide to create a new segment of target accounts that have low engagement

A dynamic segment will update daily with companies from your original list that have low engagement. This is ideal for automating your nurture efforts within your ABM full-funnel strategy as outlined above.

A static segment will be a snapshot of the low engaged companies at that moment and the segment of companies will not change. This is ideal for staying top of mind and reaching a specific set of accounts your sales team is prioritizing.

Screenshot of Company Engagement Report in LinkedIn's Campaign Manager
Screenshot of Company Engagement Report in LinkedIn's Campaign Manager

Downloading and managing the Company Engagement Report

We know that focusing your time on where it matters most is top of mind for all ABM Marketers. 

With Company Engagement Report Export, you can download a CSV file to easily analyze and prioritize accounts, share data with non-campaign manager users, such as executives and sales teams, and facilitate seamless Marketing & Sales alignment, saving you time and giving you the confidence to capture an audience that matters most to your business.

How can I use this information?

The insights collected in the Company Engagement Report empower marketers to do three things: Know, Focus, Understand.

  1. Know if you’re reaching and engaging your priority accounts.
  2. Focus on companies in need of sales and marketing outreach.
  3. Understand how your ads and organic content are landing with these vital audiences.

For example, you can view Impressions to see whether your ads are being viewed by the individuals you want to see them. If not, make quick adjustments to your bid, budget, or ad targeting. 

Or, you can use the holistic Engagement Level metric to see which accounts may be deserving of extra attention and emphasis. Drilling down, if you find disparities between organic and paid engagement within a specific company, consider turning to LinkedIn tools such as Campaign Performance or Content Suggestions to improve results and maximize the targeted impact of your ad spend.

It’s all about helping you definitively answer that age-old question — Is this working? — and take the right steps to optimize your campaign. If you find that your approach is driving high engagement with an account, you might find it’s time to take the next step by reaching out directly to primed decision-makers via LinkedIn Messaging. If not, there are plenty of tweaks to be made and levers to be pulled to get on track.

Unlock Knowledge, Focus, & Understanding Around Your Highest Value Accounts

We developed the Company Engagement Report to help B2B marketers and ABM marketers deliver the right message to the right people at the right time. It’s now free for all users in Campaign Manager, so we encourage you to go in and tap into these powerful insights. For more tips and advice on optimizing your account-based marketing strategy on LinkedIn, take a peek at our starter guide.

Meanwhile, you can subscribe to the LinkedIn Ads Blog to stay updated on all of our new tools and capabilities.

Note: As of November 30th 2023, the Website Demographics page in Campaign Manager is no longer available. We recommend exploring your Audience Insights and your Demographics information for your ad accounts, campaign groups, campaigns, and ads. Learn more about the changes to Website Demographics in Campaign Manager.