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  • John Callanta

7 KPI's For A Successful Mid-Funnel Campaign



Running a mid-funnel LinkedIn campaign requires a strategic approach to engage and nurture potential customers who have shown interest in your brand. To effectively measure the success of your campaign, it's essential to define the right key performance indicators (KPIs).


In this blog post, we will explore the 10 primary and secondary KPIs of a mid-funnel LinkedIn campaign, delving into the importance of each metric and the insights they provide. Understanding these KPIs will empower you to optimize your campaign, nurture leads, and drive meaningful results.


Primary KPIs:


Click-Through Rate (CTR)

CTR measures the percentage of users who clicked on your ad. A high CTR indicates that your ad resonates with your target audience and attracts their attention. Monitoring CTR helps you evaluate the effectiveness of your ad's messaging, creative elements, and call-to-action. A strong CTR shows that your ad is compelling and engages users to take the next step in the customer journey.


Landing Page Conversion Rate

This metric measures the percentage of visitors who land on your dedicated landing page and convert into leads or take a desired action. A high landing page conversion rate indicates that your landing page effectively convinces and persuades users to take action. Monitoring this KPI helps you optimize your landing page, improve the user experience, and maximize lead generation.


Form Conversion Rate

Form conversion rate measures the percentage of users who complete a form on your landing page to provide their contact information. Monitoring this metric helps you assess the effectiveness of your form design, form length, and overall lead capture process. Optimizing the form conversion rate ensures a smooth and frictionless experience for potential customers.


Cost Per Lead (CPL)

CPL calculates the average cost incurred to generate a lead through your LinkedIn campaign. It helps you assess the efficiency of your budget allocation and cost-effectiveness of your lead generation efforts. By monitoring CPL, you can optimize your campaign strategy and allocate resources to channels that provide the best return on investment.



Secondary KPIs:


Time Spent on Page

Time spent on page measures how long users engage with your landing page or content. A longer average time spent on page indicates that users are invested in your content and actively consuming it. Monitoring this metric helps you identify engaging content and optimize user experience to keep potential customers interested and informed.


Engagement Rate

Engagement rate measures the level of interaction your campaign receives, such as likes, comments, and shares. A high engagement rate indicates that your content resonates with your target audience, sparking conversations and encouraging social sharing. Monitoring this metric helps you gauge the relevance and effectiveness of your content strategy in fostering meaningful connections with potential customers.


Return on Ad Spend (ROAS)

ROAS assesses the revenue generated compared to the amount spent on advertising. Monitoring ROAS helps you determine the profitability of your LinkedIn campaign. By analyzing this metric, you can make informed decisions regarding budget allocation, optimize your campaign for better returns, and maximize your marketing investments.


A successful mid-funnel LinkedIn campaign requires careful monitoring and evaluation of the right KPIs. By tracking primary KPIs such as CTR, landing page conversion rate, CPL, engagement rate, and lead quality, you can optimize your campaign's performance and drive meaningful results.


Additionally, secondary KPIs like time spent on page, form conversion rate, email open rate, lead-to-MQL conversion rate, and ROAS provide valuable insights for further optimization and nurturing of leads.


By leveraging these KPIs effectively, you can refine your campaign strategy, enhance lead generation efforts, and guide potential customers through the mid-funnel towards conversion.

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