Peculiarities of internal client analytics

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The client uses its attribution model for evaluation, and in the advertising account the algorithm shows statistics by last click. This means that good indicators do not always indicate a KPI (Key Performance Indicators), and bad ones do not always indicate a failure.

We prepared a customized solution for the client to optimize campaigns and transparently see what brings results: We found statistical patterns between targeted advertising indicators and client metrics of internal linkedin data analytics. We divided campaigns into new and remarketing audiences.

Remarketing audiences were segmented by website visit periods and website actions. For new users, the most profitable and best-selling products were selected based on internal analytics data.

For each of these products, individual targeting was selected to show the products to the most interested users. Audiences in campaigns for new and remarketing audiences were also segmented by geo. This approach to segmentation allowed us to transparently assess which advertising campaign settings give the desired result and in which direction the campaigns need to be optimized. Read more about each step below.