At Sid, we help you run hyper-targeted ad campaigns to decision-makers within your Ideal Customer Profile (ICP). But how do you know if it’s working? This article explains how to interpret your campaign results and what to expect from an Account-Based Marketing (ABM) strategy.
What Data Can You See in the Platform?
Sid provides a performance dashboard that includes:
Impressions: How often your ads have been shown. If you put this in relation to how big your audience is, you will get how many times they have seen your ads.
Clicks: Total clicks on your ads.
Click-Through Rate (CTR): How engaging your ads are. Keep in mind that people rarely click on a B2B ad in general. A CTR of 0,4 is a good CTR.
Above presented data can be persented on campaign level, ads level and company level.
What About Conversions and Sales?
Our campaigns are designed for branding, positioning, and trust-building, not immediate conversions. ABM is an air cover for your sales team. So, in order to reap what you sow, you should align sales with your marketing by targeting the same audience.
Ways of aligning sales and marketing:
Add your sales team's prospects to your campaigns in Sid.
Give your sales team access to the platform or export the results from the performance breakdown. When looking at the results for a company and who is targeted at the same company, you know who to contact.
Make sure to highligt your commercial team in the ads.
If you want to scale your sales team, let us help with outreach on LinkedIn. Have a look at our add-on Precision Connect
Why Do Sid Clicks and Google Analytics Sessions Not Match?
You may see more clicks in Sid than sessions in Google Analytics. There are many reasons why, here are some:
The platforms (LinkedIn/Meta) count all clicks (e.g., image clicks, profile clicks).
Google Analytics only counts full sessions on your site, with cookies accepted. Otherwise, they won't show.
In-app browsers (like LinkedIn) may block tracking or strip UTM parameters.
Bounce before load = no GA session.
This discrepancy is normal in digital advertising.
How to Interpret Branding Impact?
You might not see immediate spikes in organic or direct traffic - but that doesn't mean your campaign isn’t working.
Consider:
B2B sales cycles are long.
Most buyers are not ready to buy now - Sid builds trust and recognition over time.
Branding "spillover" can take 60–120 days to influence other channels like search or direct.
If your traffic hasn’t spiked yet, it may simply be too early to evaluate full ROI.
Why Do Some Ads Perform Better Than Others?
Several factors influence performance:
Ad relevance to individual roles (some ads resonate more with certain personas).
Platform cost differences: LinkedIn impressions cost more than Meta.
Auction dynamics: LinkedIn prioritizes high-relevance ads for delivery.
We monitor and optimize ad delivery, but variance is expected.
💡 Every 60 days, you receive a new set of ads to refresh creatives and reduce ad fatigue.
What’s a Realistic Timeframe for Results?
Sid is built for long-term impact:
First signs of uplift: typically after 60 days.
Brand recognition and sales acceleration: often visible after 90–120 days.
Best practice: keep target audiences stable for at least 120 days.
Want to Dive Deeper?
Sid recommends:
Reviewing your GA4 or CRM for deeper insights.
Comparing account engagement in Sid with sales activities.
Keeping track of which target accounts are clicking - these are warm leads!