Embedded Files
TOTAL SPENT
$248.88
AUD
IMPRESSIONS
117,614
CPM $2.12
REACH
13,774
unique people
AVG FREQUENCY
8.54×
per person
VIDEO VIEWS
72,189
view rate 61.94%
COST PER VIEW
$0.01
CPV
June was the campaign's highest-volume month, delivering 117,614 impressions to 13,774 unique professionals, nearly triple May's impression count on a similar budget. The CPM dropped sharply to $2.12, a 58% reduction from May's $4.99, driven by the LinkedIn algorithm's continued optimisation of delivery after a full month of learning.
Average frequency of 8.54× indicates the target audience was seeing the ad regularly throughout the month, consistent with a sustained awareness strategy for a considered-purchase defence sector audience. Average dwell time of 47.7 seconds, while slightly lower than May, remains very high for a LinkedIn video ad and confirms meaningful audience engagement throughout the month.
REACH & DELIVERY
Metric
Number
Impressions
Total number of times the ad was displayed in a LinkedIn feed.
117,614
Unique Reach
Number of individual LinkedIn members who saw the ad at least once.
13,774
CPM
Cost per 1,000 impressions: the rate paid each time the ad was shown 1,000 times.
$2.12
Cost per 1,000 people reached
How much was spent per 1,000 unique individuals reached: accounts for frequency.
$18.07
VIDEO PERFORMANCE
Metric
Number
Video plays
Total number of times the video began playing, including replays.
117,473
Video views
Views counted after at least 2 seconds of playback with 50% of the video visible.
72,189
Video completions
Number of people who watched the video in full to the end.
5,129
Avg. watch time
Mean number of seconds each viewer spent watching before stopping or scrolling away.
8.19s
Avg. dwell time
Average time spent on the ad unit overall, including time spent reading caption or looking at the post.
47.7s
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.
55
Click-through rate (CTR)
Percentage of impressions that resulted in a click. Expected to be low on video-objective campaigns.
0,048%
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.
$4.44
Total engagements
Sum of all interactions: reactions, comments, shares, follows, and other clicks on the post.
57
Professional Demographics: Companies
Name
Impressions
Professional Demographics: Titles
Name
Impressions
Clicks
Conclusion
June 2026 was the campaign's strongest month by volume, delivering 72,189 video views to 13,774 unique professionals on a spend of AUD $248.88. The CPM of $2.12 (the lowest of any full month) and 55 landing page clicks at an average CPC of $4.44 confirm June as the most cost-efficient period of the campaign to date.
The high frequency of 8.54× reflects the audience becoming well-acquainted with Macquarie Government's DISP messaging over the course of the month, building the brand recall necessary for a considered B2G purchase decision. The lower completion rate (7.1%) compared to May reflects the natural behaviour of a repeatedly exposed audience, though the strong click volume suggests the repeated exposure was translating into downstream interest.
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