Question: Marcus has been asked to present the results of a B2B campaign to his company’s leadership team. He prepares a slide showing only click-through rates and video completions. His manager reminds him the audience wants to understand business impact. What should Marcus do to improve his presentation?
- Report campaign results using last-click attribution to keep the story simple and avoid confusing stakeholders.
- Stick with surface-level actions like clicks and completions, since leadership doesn’t expect to see more complex metrics.
- Go beyond short-term metrics by highlighting KPIs that align to business outcomes and using multi-touch attribution to show how different touchpoints contributed across the buyer journey.
- Emphasize only the strongest awareness numbers, since they’re easiest to understand and look impressive to leadership.
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “LinkedIn Marketing Measurement Certification” page.
