Labor of Love – The Metadata 2021 Benchmark Report

Jason Widup

Mar 04, 2021

This has been a serious labor of love for the last 6 months and today I’m excited to announce the release of two amazing assets: an advertising benchmark report as well as a dashboard of the raw data behind it based on our customer’s B2B campaigns and experiments on LinkedIn and Facebook through 2020.

And it’s all ungated and freely available to anyone interested.

What is it?

As many of you reading this know, the Metadata platform executes and optimizes thousands of campaigns and experiments across LinkedIn and Facebook on behalf of our clients.

That means we have all of their campaign data from these platforms. Additionally, 65% of our clients integrate their Salesforce instance, so we also have insight all the way into Opportunities and Closed/Won deals. Our benchmark data goes all the way from Impressions through to Closed/Won business.

The Benchmark Report provides our insights and analysis of the data, while the Customer Performance Dashboard gives you a way to filter and sort through all of the raw data to create your own benchmarks and to look at what companies like yours are doing.

Here are a few examples of the things we learned

  • Marketers who experiment more reap the benefits. Of our customers, those who had a higher number of experiments, regardless of how much they spent, ultimately yielded better campaign performance than those who didn’t experiment as much.
  • Popular call-to-actions can be pricey on LinkedIn. The “Learn More” CTA has the highest CTR on LinkedIn, but also the highest CPL. If a campaign goal is lead generation, but the marketer optimizes only for engagement, the price will be more. On the other hand, “Register” is one of the least used CTAs on LinkedIn and carries the lower CPL.
  • Cost-Per-Leads (CPLs) are generally 10-50% lower on Facebook—but quality edges higher on LinkedIn. Some marketers actually get lower CPLs on LinkedIn. For example, for certain personas and in some countries, Facebook is used much less, meaning there is a larger audience on LinkedIn. More inventory means lower prices. That said, from a fit perspective, LinkedIn tends to drive more qualified leads based on conversion to opportunity and won deals.

The sausage-making

We of course didn’t want to identify our specific customers or their performance, so we enriched the account names with information like Primary Industry, Sub-Industry, Annual Revenue Range, # of Employees Range, HQ Country, and Ownership Type (private/public).

Users of the dashboard will be able to leverage all of those filters to see what other companies in their industry, or of their size, are doing – and the performance they are getting.

Despite all of our hard work, this isn’t perfect! There are several things we identified in the data and with how we want to present it that we will improve over time.

For example, the data does not currently support trending over time. We ultimately plan on releasing this quarterly – but this year will do it half-yearly.

Where to find it and how to use it

Everything is available here. From there, you can either download the Benchmark Report, which is a PDF that includes a summary of the data, as well as the CTAs, headline lengths, ad text lengths, etc. that companies are using.

You can also navigate directly to the raw data in our Data Studio Customer Performance Dashboard.

We’re always looking for ways to improve and make this more useful. If you have ideas, please send them to us.

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