Embedded Files
TOTAL SPENT
$147.76
AUD
IMPRESSIONS
119,673
CPM $2.12
REACH
11,887
unique people
AVG FREQUENCY
10.07×
per person
VIDEO VIEWS
115,977
view rate 61.94%
COST PER VIEW
<$0.01
CPV
July 2026 was the campaign's most efficient month for delivery, reaching 119,673 impressions across 11,887 unique professionals on a spend of AUD $147.76, a CPM of just $1.23, the lowest of the entire campaign. The LinkedIn algorithm reached peak optimisation after two full months of continuous learning, compressing cost-per-impression to levels rarely achieved in a specialist B2G LinkedIn audience.
Average frequency of 10.07× indicates the target audience saw the ad approximately ten times throughout July: a high repetition level that reflects a tightly defined audience pool. The video view rate of 96.91% is consistent with June and aligns with auto-play delivery behaviour where the video begins playing as users scroll. Average dwell time held steady at 34.6 seconds, consistent with the June level, suggesting the audience is engaging with the post in a familiar pattern.
The notably higher average watch time of 9.00 seconds, up from 6.88 seconds in the partial July snapshot, reflects more complete data across the full month and suggests a meaningful portion of viewers are watching a substantial portion of the 1m 16s video before moving on.
REACH & DELIVERY
Metric
Number
Impressions
Total number of times the ad was displayed in a LinkedIn feed.
119,673
Unique Reach
Number of individual LinkedIn members who saw the ad at least once.
11,887
CPM
Cost per 1,000 impressions: the rate paid each time the ad was shown 1,000 times.
$1.23
Cost per 1,000 people reached
How much was spent per 1,000 unique individuals reached: accounts for frequency.
$12.43
VIDEO PERFORMANCE
Metric
Number
Video plays
Total number of times the video began playing, including replays.
119,108
Video views
Views counted after at least 2 seconds of playback with 50% of the video visible.
115,977
Video completions
Number of people who watched the video in full to the end.
2,908
Avg. watch time
Mean number of seconds each viewer spent watching before stopping or scrolling away.
9.00s
Avg. dwell time
Average time spent on the ad unit overall, including time spent reading caption or looking at the post.
34.6s
eCPV (Effective cost per view)
Total spend divided by number of video views: the real cost of each view delivered.
<$0,01
CLICKS & ENGAGEMENT
Metric
Number
Clicks to landing page
Number of clicks that directed users away from LinkedIn to the linked destination.
52
Click-through rate (CTR)
Percentage of impressions that resulted in a click. Expected to be low on video-objective campaigns.
0,044%
Average Cost per Click
Average cost per click to landing page: high relative to CPC-optimised campaigns, which is expected given the CPM bid strategy.
$2.79
Total engagements
Sum of all interactions: reactions, comments, shares, follows, and other clicks on the post.
53
Professional Demographics: Companies
Name
Impressions
Professional Demographics: Titles
Name
Impressions
Clicks
Conclusion
July 2026 closed as the campaign's most cost-efficient month, delivering 115,977 video views to 11,887 unique professionals on a total spend of AUD $147.76. The CPM of $1.23, a 75% reduction from the May starting point of $4.99, reflects the full benefit of sustained algorithm optimisation over three months of continuous delivery. The eCPV remained below $0.01 throughout.
The high frequency of 10.07× and 96.91% view rate are consistent with the audience pool being well-acquainted with the Macquarie Government DISP messaging. The relatively lower completion rate of 2.43% compared to May's 18.4% reflects natural audience behaviour for repeatedly exposed viewers, the ad serves its primary awareness purpose at the impression and early-view stage, with the 52 landing page clicks at $2.79 CPC confirming that consideration and downstream intent remain active among the audience.
Across the full campaign lifecycle (May–July), the DISP video has now delivered over 256,000 video views, at a combined eCPV of well under $0.01, a compelling result for a sustained B2G brand awareness campaign.
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