LinkedIns decrease in “impressions”

Have you also experienced a decree se in impressions on your sponsored content? Then there might be an explanation. LinkedIn has changed the way in which views of sponsored content are being registered.

As of March 2018, advertisers on LinkedIn may notice that fewer impressions are being registered. In this article we explain these changes, and what they mean to you as an advertiser on LinkedIn.

Why fewer impressions?

As of March 2018, an impression will only count as an actual impression when an ad is at least 50% displayed on a user’s screen, for at least 1 second on desktop and 300 milliseconds on a mobile device.   

LinkedIn’s change does not affect how often your ad are shown or the number of users being able to see your ads. However, the change does affect how LinkedIn will perceive an impression after the new update.

This means fewer impressions when looking into your analytics, relative to your historical average. On the other hand, the update gives a more accurate image on your impressions, and you get to know that users have seen by your ad – and didn’t just scrolled by quickly.

What does this mean for you as an advertiser?

In short, you can analyze your campaigns based on different metrics:

  • Clicks – the number of times someone has clicked on your ad
  • Impressions – the number of times someone saw your ad
  • Click-through-rate (CTR) – number of clicks divided by the number of impressions

In the future, you may find that your impressions will be fewer – and because of that you might experience an increase in the CTR, due to the decrease in impressions per. Campaign.

It also seems that LinkedIn has increased the prices if you are paying per thousand impressions. Therefore, you have to be even shaper on your purpose when designing your ads, and maybe even consider whether it may be more advantageous to change the setup and pay per click instead of per impression.

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