LinkedIn Key Performance Indicators in Advertise

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

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)
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