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.
In this article:
Performance
- Impressions
- Number of times your ad was displayed
- Average CPM
- Total spent on your ads divided by 1,000 impressions
- Reach
- Estimate of the number of unique LinkedIn accounts served with at least one impression
- Cost per 1,000 LinkedIn accounts reached
- Total spent on your ad divided by 1,000 unique member accounts reached
- Spent
- Amount you spent on ads impressions or interactions
- Card impressions
- The number of impressions shown for each card of a carousel ad
Clicks
- Button clicks
- Number of clicks on your call-to-action button
- Card clicks
- The number of clicks for each card of a carousel ad
- Clicks
- Total chargeable clicks based on your campaign’s objective
- Average CPC
- Total spent on your ads divided by total clicks
- Average CTR
- Percentage of chargeable clicks relative to impressions (clicks divided by impressions)
- Clicks to landing page
- Clicks to your website landing page
- Link clicks
- Number of clicks on any hyperlinks in your message body
Engagement
- Follows
- Number of additional clicks to follow your LinkedIn page
- Comments
- Number of comments your ad received
- Likes
- The count of likes
- Opens
- Number of times your Sponsored Messaging ad was first opened by a LinkedIn user
- Open rate
- Total opens divided by total sends
- Cost per open
- Total spend divided by total opens
- Reactions
- Number of positive reactions your ad received
- Total social actions
- Volume of social engagement your ad received. Includes reactions, comments, shares, and follow clicks
- Sends
- Number of times your Sponsored Messaging ad was displayed in a LinkedIn member’s LinkedIn Messaging inbox
- Cost per send
- Total spend divided by total "sends"
- Shares
- Number of times your ad was shared
- Total engagements
- The sum of all social actions, clicks to landing page, and clicks to LinkedIn page, both chargeable and free
- Engagement rate
- Number of times LinkedIn users interacted with your ad (paid and free clicks divided by total impressions).
Media
- Video views
- Two or more continuous seconds of playback while the video is at least 50% on screen
- View rate
- Number of views/impressions, multiplied by 100
- Video views at 25%
- Number of times your video was played through at least 25% of its length, including watches that skipped to this point
- Video views at 50%
- Number of times your video was played through at least 50% of its length, including watches that skipped to this point
- Video views at 75%
- Number of times your video was played through at least 75% of its length, including watches that skipped to this point
- Video starts
- The number of times a video starts to play through click or autoplay
- Completions
- Number of times your video was watched at 97-100% of its length, including watches that skipped to this point
- Video completion rate
- Completions divided by video starts as a percentage
Conversions
- Conversions
- Total number of times users took a desired action after clicking on or seeing your ad. When conversions can’t be attributed to individual users, group-level attribution or estimation might be used.
- Conversion rate
- Percentage of conversions relative to clicks
- Cost per conversion
- Average amount spent on each conversion (total spent divided by conversions)
- Click conversions
- This is the number of times that a conversion was registered after the user clicked on an ad
- View conversions
- This is the number of times that a conversion was registered after the user viewed an ad and then visited your website later.
- Leads
- Number of leads collected through this campaign
- Cost per lead
- Amount spent per lead collected
- Total conversion value
- This is the total dollar value of all conversions (value multiplied by conversions). This value can be defined when creating conversion actions, which is how much you consider each conversion is worth to you.
- Return on ad spend
- This is the percentage of revenue generated for every dollar spent (total conversion value divided by spend)