Before you start
UTM tags: add utm_campaign to the links you share, like emails, social posts and partner links. Visits without it show as (not set).
Google Ads or LinkedIn Ads: connect them to see spend, clicks and cost per identified company.
ICP: define one to compare campaigns on ICP fit.
Goals: set them up to see which campaigns lead to conversions.
For setup, see Get started with Web Insights. (link to article)
Which report to use
Report | Use it for |
UTM campaigns | Campaigns tagged with utm_campaign, including tagged Google Ads campaigns |
Google Ads | Google Ads campaigns, with spend, clicks and cost per identified company |
LinkedIn Ads | LinkedIn Ads campaigns, with spend, clicks and cost per identified company |
Compare your campaigns
Go to Web Insights, then Campaigns. Open UTM campaigns to compare your tagged campaigns, or Google Ads or LinkedIn Ads for spend and clicks.
Pick a date range that covers the full campaign run.
Start with All traffic. Compare visits, visit goal rate and ICP ratio (est.) per campaign.
Switch to Identified traffic to see identified companies, ICP companies and Intent Score per campaign.
For paid campaigns, sort by cost per identified company to see which ones reach companies for the least spend.
Dig deeper with filters
Click Show filters to see what's behind each campaign.
Channel: compare campaigns within one channel, like Email or Paid Social.
Landing page: see which campaigns send traffic to a specific page.
Industry or company location: see which campaigns reach one segment.
What to look for
What you see | What it usually means | What to do |
A campaign brings many ICP companies per 1,000 visits | The targeting and message work | Use it as a template for other campaigns |
A campaign brings lots of visits but a low ICP ratio (est.) | It reaches the wrong audience | Review the targeting and the message |
A paid campaign has the lowest cost per ICP company | It reaches fit companies for the least spend | Scale it |
A paid campaign has a high CTR but a low ICP ratio | The ad gets clicks from the wrong companies | Tighten the audience targeting |
A campaign has a high ICP ratio but a low visit goal rate | The right companies arrive, but don't convert | Check the landing page and the offer |
A lot of traffic shows as (not set) | Links are missing UTM tags | Add utm_campaign to your campaign links |
Or just ask
On Discover and above, you can get this report with Ask a question. Try:
How are my campaigns performing?
Which campaigns bring the most ICP companies?
How did my LinkedIn Ads campaigns do last month?
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