In order to run successful LinkedIn ads, you need to be able to analyze and understand their performance with the correct metrics depending on your overall goal, campaign objective, and ad format you chose for your ads.
In Advertise, you can select specific metrics to view data so that you can measure the results of your ads in the most accurate way. Below is a list of all of the LinkedIn ad metrics that you can choose from.
Performance
Metric | Description |
Impressions | The number of times your ads were on screen. |
Reach | The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. |
Spent | The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. |
Card Impressions | The number of times individual cards in a carousel ad were displayed. |
Average CPM | The average amount spent per 1000 impressions. |
Cost per “1000 Accounts Reached” | The total amount spent divided by every 1000 member accounts reached. |
Clicks
Metric | Description |
Button Clicks | The number of times your ads were on screen. |
Card Clicks | The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. |
Clicks | The number of clicks on your ads. |
Clicks to Landing Page | The number of clicks to the advertiser’s website landing page. |
Link Clicks | The number of clicks on links within the ad that led to destinations or experiences, on or off LinkedIn. |
Average CPC | The average cost for each click. |
Average CTR | The percentage of times people saw your ad and performed a click. |
Engagement
Metric | Description |
Engagement Rate | The number of interactions with your ad divided by total impressions. |
Follows | The number of member accounts that followed your LinkedIn page from the ad. |
Comments | The number of comments on your ads. |
Likes | The number of times members liked your ads. |
Reactions | The number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Celebrate, Support, Love, Insightful, Funny. |
Open Rate | The percentage of Sponsored Messaging ads opened, calculated as Opens divided by Sends. |
Opens | The number of times a Sponsored Messaging ad was opened. |
Sends | The number of times a sponsored messaging ad was delivered. |
Shares | The number of shares of your ads. |
Total Engagements | The total number of actions that people take involving your ads. |
Total Social Actions | The total volume of social actions on the ad, including reactions, comments, shares, follows and other social interactions. |
Cost per “Open” | The total spend divided by the number of opens |
Cost per “Send” | The total spend divided by the number of sends. |
Media
Metric | Description |
Video Views | The number of video views. LinkedIn counts a video view when the video plays for at least 2 continuous seconds while at least 50% of it is on screen. |
View Rate | The percentage of impressions that resulted in a video view. |
Video Views At 25% | The number of times your video was played at 25% of its length, including plays that skipped to this point. |
Video Views At 50% | The number of times your video was played at 50% of its length, including plays that skipped to this point. |
Video Views At 75% | The number of times your video was played at 75% of its length, including plays that skipped to this point. |
Video Starts | The number of times the video started playing. |
Completions | The number of times the video was watched to 97–100% of its length. |
Video Completion Rate | The percentage of video views that resulted in a completed video view. |
Conversions
Metric | Description |
Conversions | The number of desired actions attributed to people who clicked or viewed the ad. |
Conversion Rate | The percentage of ad interactions that resulted in a conversion. |
Click Conversions | Conversions attributed to people who clicked the ad before converting. |
View Conversions | Conversions attributed to people who viewed the ad but did not click before converting. |
Leads | The number of leads collected through LinkedIn Lead Gen Forms. |
Total Conversion Value | The total value assigned to conversions attributed to the ads. |
Cost Per “Lead” | The total amount spent divided by the number of leads. |
Cost Per “Conversion” | The total amount spent divided by the number of conversions. |
Return On Ad Spend | The total conversion value divided by ad spend. |