Matched Audiences in LinkedIn are one the most powerful B2B features advertisers have in 2021. It gives advertisers of all sizes the ability to run account-based marketing (ABM) campaigns without the large investment that some ABM platforms require upfront.
Recently, while uploading some new lists for one of my clients in LinkedIn, I happened to click into a report I haven’t noticed before: The Company Engagement Report.
This report was first introduced to advertisers in late October 2020.
The report offers insight into your Matched Audience lists in two ways:
- The first allows you to see which companies on your list matched a company with a presence on LinkedIn.
- The second allows you to see how many members matched for this company, the number of impressions this company has gather, the number of engagements the company has had (likes, comments, shares, video views, etc.), and website visits. LinkedIn ranks the company’s Engagement Level using its own formula. “Calculated by taking the sum of ad engagement, organic engagement, and website visits, and dividing it by the number of members targeted. The level is determined by comparing it to other companies that serve ads across LinkedIn.”
So now that you know more about this report, let’s hop into how you access it and how you can utilize it in your own campaigns.
How to Find the Company Engagement Report
These instructions assume that you have uploaded a company or email list in LinkedIn, it has processed and has enough users to be utilized in campaigns.
Within your LinkedIn account, click the Account Assets dropdown and select Matched Audiences.
(Assuming you have uploaded a Matched Audience that has processed and has been assigned to a campaign for delivery) Click the audience you’re interested in seeing the report for.
Once you’re in the report, you’ll see a screen similar to the one below.
If you click on a list that was uploaded before February 2021 when this feature was rolled out, you’ll see “Legacy” at the top of your report. This means the list “won’t display whether companies matched or didn’t match to a company page. You may enable the view by re-uploading the list.”
You’ll see columns for engagement levels, number of members targeted, number of ad campaigns that served impressions, impressions, ad engagement, organic engagement, and website visits from the selected audience. You can sort by each column to see which companies had the most or least engagement. Visit the company’s LinkedIn page by clicking on the company name.
For the Website Visits column, you can select a website audience to see how many visits came to that specific page from each company. Select the audience in the Website Audience dropdown and you’ll see the Website Visits numbers change.
If you select an audience that was uploaded after the release of this new feature, you can take full advantage of this report.
For these lists, you can toggle back and forth between Engagement and Details columns.
The Engagement columns will show you what’s outlined in the screenshots above and the Details columns will show you all of the matched data that you uploaded in the spreadsheet. Company Name, domain, Page URL, stock symbol, industries, city, state, country, and postal code. You can also see what industry and company size the company falls into on LinkedIn.
How to Apply the Findings in this Report to Your Marketing
Reviewing the Unmatched companies can give some good ideas on what should be filtered out of your lists moving forward for better match rates. For example, the screenshot below shows several companies that were just question marks.
This information can also give insight into leads that can be filtered out in backend systems like Hubspot, Marketo, Eloqua, etc. Setting up filters at the internal level can keep these junk leads out of the lists and remarketing audiences all the way around.
More Information About Leads
The Industry and Company Size columns are a way to see how LinkedIn classifies these companies. You can get some great ideas on how you may want to pivot your targeting strategies.
Understanding More About Who is Visiting the Website
Sure, you can dig into your client’s backend data or look at Google Analytics until you’re blue in the face. But this report makes it really easy to see which companies have employees who are visiting your website! If you haven’t already, it’s worth setting up several different website audiences so you can see more about which companies are visiting which exact site pages.
With only a few weeks of data in the Customer Engagement report so far, I’m excited to see which companies start interacting with my clients! This is definitely a report I’ll be checking in on monthly!
Have you tried this report? We’d love to hear what you think in the comments below!