May 5, 2022
Show Resources
Here were the resources we covered in the episode: Data Studio dashboard that Anna Shutko and AJ created together
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript
Have you heard of Supermetrics? If you're a LinkedIn advertiser,
it's your new best friend. We're covering the capabilities on this
week's episode of the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
AJ Wilcox
Hey there LinkedIn Ads fanatics. So we're highlighting another tool
today in the LinkedIn advertisers arsenal. We're discussing a tool
that I've been using now for years. It's absolutely indispensable
for our team, because we're managing so many different accounts.
And we're dealing with so much data. That tool is called Super
metrics. And it's a very simple way of getting all of your ads data
into a spreadsheet, or visualization tool for better reporting and
analysis. I'm excited to welcome Anna Shutko from Supermetrics to
answer my questions, and give you the inside scoop on what's
coming. Anna and I go way back. And we've even collaborated on a
free dashboard for LinkedIn advertisers, that you'll all get here
in the show notes and I think you'll enjoy it. Without further ado,
let's jump into the interview.
Okay, I'm really excited here to have Anna Shutko from Supermetrics. She is the Brand Strategist at Supermetrics. She's also host of the awesome podcast, The Marketing Analytics Show, make sure you go and subscribe to that right now,if you're not already. She is based in Helsinki, Finland. And she was number seven on the Supermetrics team. She has been there over five and a half years she is one of the OGs for sure. She's also an avid cyclist and skier. Anna, I'm so excited to have you on the show. We've been friends for a long time. Thanks so much for joining us.
Anna Shutko 1:42
I know, right?! Thank you so so much for having me. I'm super
excited to be on the show.
AJ Wilcox 1:49
I'm just as excited to have you I have so many great questions for
you. Well, I'm the host. And so if I say that they're great, it's a
little bit biased, but didn't really have some questions I think
are gonna be really good for you. And for those of us who are
listening, tell us anything about yourself that you want anything I
may not have covered in your intro.
Anna Shutko 2:05
Yeah, sure. So I think you nailed my bio. So I did a piece of
furniture with Supermetrics. As I like to joke about it. I've been
at the company for quite a while now more than five years. Wow.
It's crazy when you think about it. So what people usually find
interesting because I sometimes go in client calls and then when my
colleagues introduce me, they're like, yeah, she's been here with
us for such a long time. And people who knows Supermetrics are
very, very surprised, because I guess not so many people like me
have been with the company for a long time. We were a tiny team
back then. Now we've grown fantastically. And we've grown so fast.
Now we're over 250 people. It's crazy. So yeah, it's been a wild
ride. And yeah, like I said, I've been moving between different
areas of marketing between different departments. So I started as a
growth marketer, then I went on to become a product marketing
manager. I was also product manager, I was managing the relays and
different connectors. And then I moved on to brand marketing. And
now I'm super excited about my new role. So I'm building the brand
measurement system, and I'm pretty sure we're gonna hear more about
it. But yeah, that's a little bit about me. So many different
areas. It's super exciting to see the company grow. It's super
exciting to change all these different roles and learn more about
connectors, including or favorite LinkedIn connectors. So that's a
bit of a thing.
AJ Wilcox 3:39
Oh, beautiful. And I am a fan of the LinkedIn connectors for sure.
So thank you for your great work on those. Let's go ahead and start
in here on the first question. So for those who are not already
familiar with Supermetrics, what are the challenges that
Supermetrics solve. Why is Supermetrics originally in business?
Anna Shutko 3:58
Yeah, definitely. So Supermetrics essentially, is a data pipeline
tool, as I like to call it. So we transfer data from a variety of
different data sources or connectors, how we call them
interchangeably. And these are LinkedIn Ads, Facebook Ads, Google
Analytics, HubSpot, e-commerce platforms like Shopify. We cover
over 80 different platforms. And like I said, literally any most
popular and big marketing platform, you name it. And we transfer
all this data to set up different data destinations. So we have sub
categorized them into spreadsheets. So these are your Google Sheets
and your Excel. Then there are different data visualization tools
like Google Data Studio, or Power BI, Tableau, so data
analytics/data visualization tools. And the third group is our data
warehousing clusters. So we transfer data to different data
warehouses like Azure, Google BigQuery, etc., etc., etc., And data
links so you can combine your all your data in one place and store
it securely. So that's a little bit about Supermetrics. So because
we cover a lot of data destinations, and we connect to many
different platforms and transfer the data, we cover a variety of
different scenarios here. And this is actually historically has
been the challenging part within product marketing, which also
makes it very, very interesting that because we have so many
products, we can help you cover multiple scenarios of what you want
to do with your data. So you can have your reporting and
dashboarding. So these are your client facing reports for agencies.
And if you're an in house marketer, you can create your so called
boss pacing reports, you have to create within your team. So these
can be done in tools like Google Sheets, there are lots of writers
who take advantage of Google Sheets and Excel and the formulas they
can create there. And also, of course, do the visualization tools
like Google Data Studio, super easy to add connectors there, it's
super easy to create beautiful reports there and share them with
your team. Then there are some cases of ad hoc analyses. And these
are usually related to the questions you need to answer right now.
So for example, why is my LinkedIn Ad spend so high and I have not
seen the results? Or why does target audience A perform better than
target audience B? So if you have this question and you really want
to quickly acquire your data to answer the specific question,
Supermetrics for Google Sheets can be a really good tool because we
have the sideboard technology where you can select the metrics and
dimensions you want to pick, and then it will pull the data into
the spreadsheet, so that you can quickly answer very pressing
questions. And another use case we have is the data warehousing use
case where you can tie data across multiple different sources. So
instead of just looking at one or two, or three or five data
sources, you can create really complex models. But in order to
create these models, you need to store your data in one place in
order to join all this data. So here, you can pull all the data
into your Google big query and then visualize it with a helpful
view. But you can also perform the necessary data transformations
within this data warehouse. So for example, you can compare the
performance of your ad networks such as Google versus Facebook,
again, you can segment and test different audiences, you can join
data in the way you want to see sequel. And also you can report on
the whole user journey. So for example, your clients started by
clicking on your LinkedIn ads campaign, and they went to your
website. And then you capture their website behavior with Google
Analytics, maybe some of this data is coming from your CRM. And
then with the help of a data warehouse, you can store all these
data and then inquiry to connect the pieces together and see the
whole user journey. So here are our most popular use cases.
AJ Wilcox 8:20
Okay, so just out of curiosity for being able to track the whole
buyer journey. What sort of software or tools do you need in place
in order to I guess, get that journey across all the different
platforms? Is that requiring that they're in a CRM or something
that's already natively tracking all of that?
Anna Shutko 8:36
Yeah, so usually depends on the company. Some companies might not
necessarily have the budget or the need for a CRM. Of course,
having a CRM is ideal. So if you have something like HubSpot, or
it's Salesforce, it's really, really good also because their API's
are so robust. They allow you to create custom dimensions and
custom metrics to track your unique use cases. So for example, your
users have, like I said, clicked on your LinkedIn Ads, and then
they land on a website. And then they have to fill in a form. And
the form might be somewhere, like on a different website, maybe
it's an event and you're hosting a registration on Eventbrite, say
for example. So when they put their data into Eventbrite or
somewhere else, you also need to somehow capture this data within
your CRM. So an alternative solution here could be to build a web
page there where they would fill all their details. And then you
can store all this data within the server ad. And then at the same
time, you can combine it with the data coming from LinkedIn Ads. So
it really depends. I would recommend starting with a combination of
like ad networks, and reporting on that data and then combining it
with data from Google Analytics. This can be the easiest when
you're using a CRM, but at the same time, you can already start
seeing a better overview of your user journey, and then connect to
your CRM and then build on top these custom goals and metrics to
create more of a reporting system.
AJ Wilcox 10:16
Very cool. This is a topic that's been really top of mind for me,
as I'm thinking about, as cookie apocalypse continues, and we
losing our dependence on third party cookies. How effective are we
as marketers going to be being able to track someone across the
whole user journey when we know that, that cookies disappearing?
This is fascinating to me So thanks for helping us out with that.
So those are the problems that Supermetrics solves. Why is
Supermetrics in such a good position to solve this problem? Why
not, you know, Google themselves, just replace you with having a
simple tool that just spits out their data. Same thing with
LinkedIn? Like, why is Supermetrics solving this problem and not
anyone else?
Anna Shutko 10:57
Yeah, that's definitely a really, really good question. I can talk
about this for hours. But we only have a limited amount of time, I
guess. So first of all, Google is one of our partners. So Google,
of course, is a massive, massive company and they have an amazing
set of tools, but they are not the whole ecosystem. So there are
lots of other players like Facebook, like LinkedIn, like Twitter,
like HubSpot. And they also provide a set of really, really good
API's, which allow you to export the data on the campaigns that are
run. So super metrics, like mentioned, helps combine all this data
and then we push this data to a number of different destinations.
These are not just Google Sheets, these are Excel, for example. So
for example, if your company is using Microsoft and you are
required to use the office space, then Supermetrics can be a real
really good tool because we can help push this data to your Excel
desktop, say you set up your inquiries, and then you go offline
completely. And then you can analyze your data using Excel. So like
I said, we don't only connect to Google platforms. We help connect
different players within the ecosystem together. And another good
example is our Data Studio product. So Google Data Studio is a free
data visualization tool for those of you who do not know. And they
have native integrations with Google Analytics, Google Ads and
other Google platforms, that is true. But for example, many
marketers use Supermetrics to get data from Facebook or LinkedIn to
the same data visualization tool. And if you're running ads on
multiple different platforms, it would be a little bit silly to
just analyze your Google Ads data without analyzing what you're
doing on your LinkedIn as a platform, kind of like together. So we
help marketers gain a very holistic view of their performance in
the tools they already know, in the tools they already can use in
the tools they already know how to use. So for example, if you know
how to use Google Sheets, you can just install Supermetrics add on.
And then you can continue using your favorite tool without this
learning curve without the need to learn a new tool, and just query
the data from the platform you want, say LinkedIn Ads, and just
create the reports there. Or you can use these tools in
combination. So we have a native Data Studio connector for our
required products, for example, you've combined the data from
multiple different sources in your inquiry project, and then you
want to visualize this data. So you can use our Data Studio
connector to do this. And the names of metrics and dimensions will
have clear descriptions to to be very easy for you to understand
what kind of metric you're visualizing, and how you can create a
better report using all these tools together.
AJ Wilcox 13:54
Oh, I like it. Alright, thanks for sharing that. I definitely think
I'm of the same opinion you are that any of the other networks or
channels could easily come out with a product that allows easier
access to the data they have. But the Supermetrics advantage here
is just being able to aggregate from all of these different
connectors, regardless of whether or not any of them come out with
an easier way for us to do it ourselves. Tell us about your
relationship with LinkedIn, as well as the other platforms. What do
you get from that partnership? How long have you been partners,
that kind of thing?
Anna Shutko 14:26
Yeah, sure, definitely. So with LinkedIn, we've been partners for
quite some time. And there are many, many marketers, 1000s of
marketers, is what we're talking about that reported their LinkedIn
Ads. And then concrete budget pacing reports with Supermetrics. So
we've recently demoed our product to your team. And like I said, we
have really, really good and close collaboration there. And in
addition to LinkedIn, we partner with Stack Adapt, HubSpot, Google,
like I mentioned, AdRoll and many, many other data source and data
destination companies. So when we partner with a company, we try to
create the best possible value for the end user, of course. So we
love creating templates for Data Studio especially. We've created
some with the HubSpot. So we sit together with their product
managers and think, Okay, what kind of metrics would be great to
visualize for users. And we create completely free reporting
templates with all the needed metrics and dimensions that our user
can use as they are, or they can just take them as a blueprint for
their own reports, they can tweak the metrics, they can tweak
dimensions they can do that they want. And it's really amazing to
partner with these companies, because we can combine the best of
both both worlds so to say, so we have the reporting and analytics
and data consolidation expertise, and the platform's bring their
own know how, their knowledge to the table. So AJ you and I created
this really, really good LinkedIn Ads dashboard. And this is one
very good example of how your know how or some platform managers
know how can be combined with Supermetrics know how.
AJ Wilcox 16:20
Which is beautiful, we are going to link to that dashboard down
below in the show notes so everyone can get access to it. But, Anna
I'm so glad you brought this up. Because this has been a couple
years ago, or a few years ago now. But we worked for about six
months, I think on creating this dashboard, we call it the ultimate
LinkedIn Ads dashboard. It's in Data Studio, it's totally free,
like you mentioned, and anyone out there can go and get really
complex analysis of their LinkedIn Ads. And that was because of you
and I working so hard on that. I'm a big fan, I hope everyone goes
and grabs that. Just to make it clear as to what Supermetrics is
doing for LinkedIn advertisers. I mean, it's it's cool that you
guys aggregate all of the different data and channels together into
one spot. I think marketers who are responsible for more than one
channel would love that. But for LinkedIn, specifically, you
advertisers who are listening, you know how hard it is to get data
out of LinkedIn. If every time you want to do a report, you have to
go and click the export feature inside of campaign manager, and
then put it into Excel, and then you know, do whatever formatting
changes, you need to do, create pivot tables, then all of a sudden,
all of that data is it's a snapshot of it, you can't do anything
else with it. And so the next time your boss asks for a report,
you're going and doing it again. What Supermetrics does is it will
take, even on a schedule, this is my favorite part about it, you
can say I want this data going into Excel or into Google Sheets,
and I want it every day at 2am. I want it to go pull the next day's
data. And then it's always there any report any pivot table that
you build, all you have to do is just refresh. And now you'd never
have to build that same report ever again. So, so cool. We'll talk
about more of my favorite features of Supermetrics here a little
bit later. But I just wanted everyone to know like, this is why
it's so valuable for you. This is why I'm doing this tool spotlight
on Supermetrics. Because there just is no other way to do with
LinkedIn, what Supermetrics does. So I want to hear from you. What
are the capabilities of Supermetrics, especially as it pertains to
LinkedIn advertisers?
Anna Shutko 18:28
Yeah, definitely. So I've mentioned a couple of capabilities. And
like I said, because we have a product umbrella, it allows us to
help customers solve multiple reporting and reporting related
issues. So we have your ad hoc reporting, where we can acquire the
data on the fly. And this is your Google Sheets, Excel products. We
help with the data consolidation. These are your data warehousing
products, building beautiful data visualizations, or you can have
little exploration in Looker or Tableau or Power BI. Another really
interesting thing I'd like to highlight here is that as you know,
LinkedIn ads API constantly changes will always constantly change.
LinkedIn is always coming up with new features. And he was right,
you mentioned that it's challenging to export the data out of
LinkedIn Ads. And this is something we're really help with, but it
will also help you export this data in the right format. And we can
help you create reports with really, really high data granularity.
So what it means in practice is that you can test and report on
many different pieces of a LinkedIn Ads campaign audiences. You
have your campaign types, creatives, objectives, and you can break
down your campaign into different pieces, pass these pieces
individually or perform an AB test, and then make really, really
smart optimizations. So this is one thing that I really, really
like and would like to highlight here. And typically, we help
achieve this with our Google Sheets product. And one very precise
example is, again, the dashboard AJ and I have built. Belt. So you
can report on not one, but four different types of spend. So there
are formulas that help you calculate your total spend, projected
spend, goal spend, as in the amount of you have to spend without
under over spending. And then the cumulative spend to something
you've spent overall. And here, we've taken one metric, which is
spend, and then your budget goal, and then transformed into four
different kinds of spend. And this brings me to my earlier point
about data granularity, you can report on really granular data. So
you can break down your spend by day, you know, Google Sheet, then
create these calculations to have these four different types of
spends. And then think about it holistically for not one, but four
different viewpoints. And then create your budget pacer that can
help you allocate budgets. Because LinkedIn Ads is a very costly
platform, as we all know. So having these different types of spend
calculating these different types of spend is really, really
helpful. And the same thing goes with audiences and can campaign
types. You can break all these spend down by multiple different
dimensions, like what kind of audience brings the best ROI, what
kind of campaign type performs better than the other campaign
types. What kind of creative helps me get more clicks? So you can
get really, really nerdy with your data. And this is something I
really, really love. And another beautiful thing is that you can
then combine this data. So if you don't want to look at it in a
very granular way, you can also combine all this data in Google
Data Studio report. And again, this is something that we've tried
and tested, and it worked. So after you've analyzed all these types
of spend, you can push them into the to see the dashboard to see
bigger trends. So for example, you've noticed that your projected
spend during this month is higher than your projected spend over
the last couple of months. And you can start thinking, why you can
understand what might be like bigger drivers behind this change.
And in addition to this, you can add all different types of other
data. For example, you can add your data on AB testing to see which
campaigns have performed better historically. Or you can even add
your data from LinkedIn Pages. Because if you use LinkedIn Ads and
LinkedIn Pages in combination with can be a very, very powerful
duo. It can help you uncover many sides on your audience. So there
are a lot of different ways in which Supermetrics can help you
slice and dice your LinkedIn Ads data. But also create really,
really good reports that can help you get a general overview.
AJ Wilcox 23:02
I love this, there's no data that you can get from campaign manager
that you can't get within Supermetrics. And you own the data, you
get to do whatever you want with it. So just like what Anna was
talking about, with the ability to break down your spend by ad type
and by audience, all these things are fantastic. But then you
realize you could have a Google sheet or a page in your Data Studio
dashboard that allows you to see the AB tests you're running, and
another page that might show you just your budget, like what Anna
was talking about. And another one that could be just your metrics
at a glance like, hey, how are my general click through rates, or
my general conversion rates, all of this you can do, it's super
easy. And just in the dashboard that Anna and I built for you here
a couple years ago, all of that is like already set up for you. So
very, very cool. Anything else you want to share about the
capabilities that we should go over?
Anna Shutko 23:58
Yeah, definitely. Also, we have real really nice use cases. There
is a tab on our website where you can read more about what other
clients are doing. And I know it's useful for a fact because our
customer success managers have found it very useful. So you can
also learn from other people and you can check what some other guys
are doing with their Facebook Ads campaign and apply the same ideas
to your LinkedIn Ads reporting, which I think is super super
exciting, because understand and basically steal ideas in the best
possible way. Understand how others are running their reports.
Another really, really good feature is the automated way of
reporting. For example, once you've set your LinkedIn Ads budget
tracker in spreadsheet, you can say, hey, I want to update my data
and if my spend increases, and if it crosses you know the threshold
to XYZ amount, send me an email. There is literally no human error
unless you set up the query correctly. So you can easily get the
data you want, whenever you want. And you can also set up rules and
get customized alerts whenever something goes wrong. So you don't
need to monitor your ad campaign on a daily basis. You don't need
to worry about this, you set the report once, and then you forget
about it. And then you can think about creatives, audience testing,
whatever you want, whatever is on your table. So that allows you to
focus on more interesting problems, which has always been the case
for me, for example, when I'm using Supermetrics, I noticed that
every single time I'm able to automate something, I can use this
time on something else, which is something more exciting. And also,
you can report in your campaigns faster, which of course, is a
great thing, since you save a lot of time and then can spend it on
something else. And yeah, like I said, we help cover pretty much a
variety of reporting use cases, we also have a template gallery. So
you can check it out on Supermetrics.com. We have our Google Sheets
template gallery, we have our Data Studio template gallery, and
we're gonna link to the dashboard AJ and I created so you can see
how you can visualize your LinkedIn Ads data.
AJ Wilcox 26:17
Oh, I love it. Thanks for sharing those. So what are some of the
results that your customers have seen for their LinkedIn Ads
because they are using Supermetrics?
Anna Shutko 26:26
Yeah, definitely. So first of all, they are seeing improved
targeting. Like I mentioned, once are able to really select your
data in a variety of different ways. You can dig deeper into it,
and then understand what exactly is working and what exactly is not
working. So imagine, if you're diagnosing a patient, and you have
only one, two, or maybe tools, that's not really going to give you
enough information into what's wrong. And a campaign cannot really
tell you what's wrong about it. So once you have a whole tool set
being maybe Supermetrics for Google Sheets, data warehousing, etc,
etc. You can slice and dice your data in a variety of different
ways. Now you can diagnose your patient much better. You can
pinpoint exactly what's wrong, whether it's the campaign type, or
the spend, or the audience, or maybe creative, or maybe something
else. And then you can really, really understand how exactly we're
going to go about this. So of course, all that leads to increase
ROI, time saved, and improved communication. What we've seen within
the teams, because instead of arguing, you know, oh, you've
adjusted this spend in a wrong way, no we should have increased
these bids, you have much more intelligent conversations. And
hopefully your team dynamic improves, because you can just look at
the numbers. And this is something we also use internally. We just
pull up a dashboard, we just check the numbers and the numbers
never lie, and then they tell you the direction you need to take.
And we just go from there. So it's very, very cool to use data to
your advantage.
AJ Wilcox 28:16
Amen to that. And how much does Supermetrics cost for these
advertisers who want to use it for their LinkedIn campaigns and
haven't used it before?
Anna Shutko 28:24
Yeah, definitely. So it really depends on the product. So I don't
want to provide inaccurate information. So the best way to check it
is to go to Supetmetrics.com and then check the data destinations
you want to use. And then check how you want to report on your
LinkedIn Ads campaigns. So the price for Google Sheets is of course
different from the price you are going to have for your data
warehouse. But if you need a custom solution, our sales team is of
course happy to help you. So you can select not just LinkedIn Ads,
but a variety of different connectors. And this is what I normally
would recommend. So don't just pick LinkedIn Ads, you can pick
Google Analytics, or LinkedIn Ads, and LinkedIn Pages, for example.
You can combine these data with our ad data plus google analytics
connector for our Google Data Studio destination. There is a
massive combination, all different data sources and the different
data destinations you can potentially have so the price of course
depends on that. And also, the pricing is relatively simple. You
know, it might not sound as simple when I'm trying to describe it.
But once you pick your destination, once you pick your connectors,
you just pick the number of your accounts and how often you want to
refresh your data. But that's about it. Once you know all these
factors, once you understand which one wants to go with, then it's
pretty simple.
AJ Wilcox 29:54
And it is really reasonably priced. I've been using the tool now
for years. Absolutely love. That's why I'm doing a tool spotlight
on Supermetrics when there are plenty of other LinkedIn tools that
I'm probably not going to cover. So thanks for providing such an
awesome tool at good pricing. All right, here's a quick sponsor
break, and then we'll dive right back in the LinkedIn
Speaker 4 30:13
The LinkedIn Ads Show is proudly brought to you by B2Linked. com,
the LinkedIn Ads experts.
AJ Wilcox 30:22
If the performance of your LinkedIn Ads is important to you,
B2Linked is the partner agency you'll want to work with. We've
spent over $150 million on LinkedIn Ads, and no one outperforms us
on getting you the lowest cost per lead and the utmost scale. We're
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experts from day one. Fill out the contact form on any page of
B2Linked.com to chat about your campaigns, and we'd absolutely love
the opportunity to get to work with you.
AJ Wilcox 30:51
Alright, let's jump right back into the interview. Let me ask you,
we've talked a lot about the capabilities of the platform and the
company. What's your favorite feature of Supermetrics? Like, you're
obviously a marketer yourself and a dang good one? What is the most
helpful aspect of it to you?
Anna Shutko 31:06
Yeah, sure. So first of all, I really, really love that we
collaborate with our data destination partners very closely. And
that allows us to develop product which sits within a data
destination so to say, in most cases. Not all our products need
data destinations, but most do. And I'm talking about all our
Google Data Studio we co developed together with Google's team,
working very closely with their engineers. So you can go to Google
Data Studio, you can create any kind of report with Supermetrics,
without ever leaving Google Data Studio. And this is amazing. You
don't have to go from one page to another page to the next page.
You just go to your Data Studio, you select LinkedIn Ads as a
connector, where you connect it to your dashboard. And that's it.
You can basically query data and create beautiful reports. So the
experience is very, very intuitive. It's very smooth. And same
thing applies to our Excel and Google Sheet product. So we have a
sidebar, where you can take metrics and dimensions you want to
pull. And then some magic happens here and your data just appears
within a spreadsheet. So the adoption is very, very fast. I
remember when I first saw our Google Sheets product, I fell in love
it it instant, and it happened more than five years ago. But it's
still remember it because the experience was so good, even back
then. And another really, really useful feature is perhaps the
ability to pull data from and report on multiple accounts easily.
So I'm not talking about data sources here. But accounts, for
example, you are an agency, and you're running campaigns on 50,60,
70, 100, different LinkedIn Ads accounts. And you have a really,
really big client. And then they have 70 accounts. And imagine
connecting these accounts one by one to your dashboard would be a
complete nightmare. With Supermetrics, you can just select them all
at once or then pull them all into the same spreadsheet all into
one database, to a one to one Data Studio report. And then with the
drop down selection, you can just take which accounts you want to
see date the data from and this data will appear. It's very, very,
very helpful for our agency friends over there. And the same thing
happens with all the other data sources. So Google's accounts and
if you want to combine your LinkedIn Ads with Google Analytics
data, it's very, very easy to report on.
AJ Wilcox 33:55
Very nice, I'll tell you, I have several things that I absolutely
love about Super metrics. I've played with a lot inside of Data
Studio. And what I love is number one, it's fast. When you're in
Data Studio, and you're using Supermetrics as your data source, the
pages just load nearly instantly. It's super, super fast. It's also
really easy to use, like I use LinkedIn API. And I know what that's
like to be looking at these metrics on the back end that have a
name, and you're going I don't know what that name is. Supermetrics
calls them things like every column, every source, every metric,
every KPI, they're all named in ways that even just a very, very
basic marketer, like brand new to the industry could still
understand what it was they were building. If you've ever tried to
take data directly from LinkedIn. So you export it to a CSV, and
then you try to put that into Data Studio. What you'll notice is
the columns aren't of the right data types, and you have to keep
going into your spreadsheet and making changes when you use Data
Studio or Google Sheets, but especially Data Studio with the
Supermetrics connector, everything already comes in and exactly the
right data types, you're never going to have to worry about, oh, my
dates aren't showing up because Excel didn't recognize it was a
date. And then Data Studio didn't recognize that it was either, you
never have to worry about that. Something else that I love, let's
say you go into campaign manager, you do an export to CSV. And it's
a, let's say, an ADS report or campaigns report, when you look at
that column of like, click through rate or cost per click, as soon
as you try to combine that or do some kind of like an average,
those averages don't mean anything. If you try to do an average of
a whole bunch of percentages, it will make some kind of an average,
but it'll be wrong. And Supermetrics fixes all those like every
time we export something with Supermetrics. All of the columns are
accurate all the time in a way that they wouldn't be from LinkedIn
directly. I'll also mention one more thing, which is there was a
metric that I wanted to see inside of super metrics that I knew
LinkedIn had access to it was a new one. And I mentioned something
to you, Anna. And you said, Oh, let me message the engineering
team. And I want to say it was within like, a couple hours, you've
messaged me back and said, Hey, check it, we should have that data
available now. And so it's fast, like Supermetrics is always on top
of new changes.
Anna Shutko 36:23
I think we should definitely hire you, AJ, if you're ready to move
to Helsinki, just know, just let me know, I have a spot for you on
the team.
AJ Wilcox 36:32
I am very good in cold weather. So we should talk about it. Let me
ask what's coming up in the future that you're super excited about
with Supermetrics?
Anna Shutko 36:40
Yeah, so there are so many things that are coming up. First of all,
we have multiple new data warehousing destinations for all of you
data nerds out there. So you can store your LinkedIn Ads data in
more places. And also, we are always developing our data sources,
and then pattern paths for now. So you can then combine this one
connects data with a variety of data sources. And that's been on
the product side. I am always very excited about the new product
developments. But also, I'm very exciting about The Marketing
Analytics Show. This is the podcast that I host. We're gonna
interview really, really cool guest. You're going to hear more
about the first party data. So something AJ and I briefly talked
about at the beginning of this podcast, and how you can tag your
data correctly before you cleanse your data warehouse, and many,
many other cool topics. And every single time I talk to these
guests on super, super excited because the share very interesting
viewpoint about this industry.
AJ Wilcox 37:52
I love it. I'm a subscriber of the podcast, make sure you all go
back and listen to episode four, because yours truly was on there.
Just kidding. You don't have to listen to that particular episode,
go listen to something that you don't already know super well. If
you're listening to the show, you probably get everything that we
talked about. Something that you mentioned, that I think is so
helpful is that if you're making all of your decisions, from the
data that you get directly from LinkedIn, you will find that you're
making the wrong decisions. What I mean by that is like the data
you get from LinkedIn on things like even conversions, leads, means
next to nothing, until you find out whether those are qualified
leads, whether those leads are actually turning into sales. And so
Anna, what you mentioned that is so cool is this direction of
moving into the data warehousing solutions. So now you have access
to what LinkedIn has. But then with other CRMs and other data
partners and data warehouses, you're able to then combine that with
the data that you can find only from your CRM, or other sources
that can report to you on number of qualified leads and other
elements of lead quality, how many proposals sent, closed deals,
what the deal closed for, and you can actually report on what
really matters. So that makes me really excited. So final question.
This might be something you've already answered. But what are you
most excited about either personally or professionally,
yourself?
Anna Shutko 39:15
Yeah, sure. I am excited about a few things in general. And like
mentioned, there have been really, really exciting product
developments at Supermetrics. But one thing I wanted to pinpoint is
that right now I'm building the brand measurement system. And this
is basically a series of data transformations and dashboards that
help combine all the data about our brand and how it's performing.
And I'd like to say we drink our own champagne, it's a
Supermetrics. So of course, we're using Supermetrics to consolidate
all this data. So it's really exciting to work in this project. And
it's really exciting to see how our product works from the client
perspective. And of course, whenever I'm ready, I'm happy to share
all the insights and all the learnings.
AJ Wilcox 40:09
Wonderful. Well, as you're coming out with that stuff, how can
people follow you? How can people obviously I would say, make sure
you subscribe to The Marketing Analytics Show. But how else can
people find out this stuff as you're releasing it?
Anna Shutko 40:21
Yeah, sure. So I am on Twitter. So it's @AnnaShutko on Twitter. And
you can just follow me there. I promise you, I really promise that
I will post more and I will post more updates on the podcast and
insights that are learned after building this system. And another
way to connect with me is to follow me on LinkedIn, you can connect
with me there, you can send me a DM and I will also be posting some
of the updates there.
AJ Wilcox 40:54
Oh, I love it. Okay, we'll put all those links here in the show
notes below. So make sure you do follow Anna, reach out to her if
you have questions. Anna, thanks so much for coming on the show. I
think it's very obvious that I'm a huge Supermetrics fan. I really
just appreciate our collaboration in the past, and everything
you've shared. Is there anything else that you want to share with
us before we jump off?
Anna Shutko 41:15
Yeah, sure. Thank you so much, AJ, for inviting me, it was a very,
very interesting conversation, great questions. And I love being
interviewed by fellow podcast host. So one more thing before we
leave. So I'll ask AJ to link the article we co-wrote in the show
notes. So you can follow how exactly we came up with these four
different types of spend you can monitor, and how you can report on
AB test for your LinkedIn Ads campaign, there was a lot of good
stuff there. So also, this article contains really practical
instructions and how you can connect your LinkedIn Ads, and then
create this superpower spreadsheet and then connect that
spreadsheet to Data Studio dashboards so you can also use different
charts and visualizations. So not only will you learn how to
approach LinkedIn Ad spend reporting. You will also learn a bunch
of different tools, hopefully. So check it out. I really hope you
enjoy it. If you have any questions, don't hesitate to reach out to
us. And I'm really, really happy to be part of this LinkedIn Ads
community.
AJ Wilcox 42:27
Wonderful. Well, thanks, Anna. I will definitely link to all of
that. And just a big shout out to you everything that you're
building is awesome for us marketers. So a huge thank you from the
LinkedIn Ads community.
Anna Shutko 42:37
Thank you so much. I'm so happy you are enjoying.
AJ Wilcox 42:39
All right, I've got the episode resources for you coming right up.
So stick around
Speaker 4 42:49
Thank you for listening to the LinkedIn Ads Show. Hungry for more
AJ Wilcox, take it away.
AJ Wilcox 43:00
Okay, like we talked about during the show, I have the Data Studio
dashboard that Anna Shutko and I created together. So check the
link there in the show notes, you'll absolutely love that I'm sure.
There's a killer template for budget tracking inside of Google
Sheets, as well as the full Data Studio dashboard that we created
together. You'll also see the link to Anna Shutko on Twitter, as
well as her LinkedIn profile. So as she said, send her a DM, follow
her, connect with her all that good stuff. She's also the host of
The Marketing Analytics Show so you will see a link to that.
Because all of you are podcast listeners, obviously, you'll
definitely want to go check that out and get subscribed. Any of you
who are looking to learn more about LinkedIn Ads, or maybe you have
a colleague that you're training or something like that, check out
the course that I did with LinkedIn on LinkedIn Learning. It's by
far the least expensive and the best quality training out there and
it's next to no dollars. It's pretty cheap compared to any other
training. You'll enjoy it. Please do look down whatever podcast
player you're listening on and make sure you hit that subscribe
button. We'd love to have you back here next week. Also, please
rate and review the podcast. Honestly, I say it way too much. But
it really means a lot. It makes a difference to me. So please,
please, please go leave us a review. We'd love that with any
suggestions, questions, feedback, anything like that. Reach out to
us at Podcast@B2Linked.com. And with that being said, we'll see you
back here next week, cheering you on in your LinkedIn Ads
initiatives.