| Metric Name | Description | Calculation (if applicable) |
| Action Clicks | The count of clicks on the action button of the Sponsored Messaging ad. | |
| Audience penetration | The percentage of unique member accounts reached across multiple campaigns, divided by the target audience size, removing duplicates from the audience. | |
| Average CPC | The total you spent on your ads divided by the total clicks on your website. | Total spent / Total clicks |
| Average CPM | The total you spent on your ad per 1,000 impressions. | |
| Average CTR | This percentage shows how often people visit your website because they saw your ad. | |
| Average dwell time | The average time in seconds that members spent with your ad when at least 50% of it was visible on their screen. | |
| Average Frequency | The average number of impressions shown to each member account that received at least one impression. This metric is estimated, not exact. | Impressions / Reach |
| Average Engagements | This is how often people engaged with your ad (both paid and free clicks divided by the total number of impressions). |
Clicks / Total impressions |
| Banner clicks | Clicks on Sponsored Messaging ad banner. |
|
| Clicks | The number of clicks on your ad. This includes clicks on the ad content and your company name and logo but excludes some social actions such as likes, comments, and shares. | |
| Click event registrations | Clicks on your ad that led to an event registration. | |
| Clicks to landing page | Clicks that took members to your specified landing page. | |
| Clicks to LinkedIn pages | Clicks to your LinkedIn Pages, including parent Company and Showcase Pages. | |
| Click to open rate | The percentage of people who click after opening your Sponsored Messaging ad (clicks divided by opens). | |
| Comments | The number of comments you have received. | |
| Completions | Number of times your video was watched to completion. | |
| Completion rate | Completions divided by impressions as a percentage. | |
| Conversion Rate | The percentage of conversions relative to clicks. | Total conversions / Clicks |
| Conversions | The total number of times people took a desired action after clicking or seeing your ad. | |
| Cost per 1000 people reached | The total spent on your ads, divided by every 1,000 member accounts reached. This metric is estimated, not exact. | Spend / every 1000 accounts reached |
| Cost per Conversion | The average amount you spent on each conversion | Total spent / Conversions |
| Cost per job application | Average cost per job application generated. | |
| Cost per lead | The average cost of each lead you acquired. | Total spent / Total leads |
| Cost per lead (Work email) | Amount spent per lead collected that doesn't use an established free or personal use email domain. Available only when using the work email predefined field | |
| Cost per open | The average cost per message open. | |
| Cost per qualified lead | Amount spent per qualified lead collected. | |
| Cost per send | The total spend divided by total sends, which is the total number of times the ad was displayed. | |
| Cost per talent lead | Average amount you spent on each talent lead (total spent divided by talent leads) | |
| CPV | Cost Per View, defined as cost divided by views. Though some video views might be free as a result of organic reach from members sharing your ad, only paid views are included in CPV. | |
| Displays @ 25% | Number of times at least 25% of your video was displayed on screen. | |
| Displays @ 50% | Number of times at least 50% of your video was displayed on screen. | |
| Displays @ 75% | Number of times at least 75% of your video was displayed on screen. | |
| Download clicks | Number of clicks on the download button in a document ad. | |
| Engagement rate | Number of times member accounts interacted with your ad (paid and free clicks divided by total impressions). This metrics includes likes, comments, shares, follows and clicks divided by impressions. | |
| Event registrations | Total number of member accounts that successfully registered for your LinkedIn Event after clicking on or seeing your ad. | |
| Follows | The number of additional followers to your LinkedIn Page. | |
| Full screen plays | Number of times your video expanded to full screen. | |
| Impressions | The number of times people saw your ad. | |
| Job application rate | Percentage of job applications relative to ad clicks (total job applications divided by ad clicks). | |
| Job applications | Number of job applications generated from your ad." | |
| Job apply clicks | Number of clicks on your job's apply button collected through this campaign. | |
| Lead form completion rate | Percentage of opened forms that were submitted (form submissions divided by form opens). | |
| Lead form completion rate (Work email) | The percentage of lead form opens that resulted in form submission with work email addresses. | |
| Lead Form Opens | The number of times a view opened the form to enter information. | |
| Lead Mail Clicks | The count of Sponsored Messaging ad recipients who clicked to demonstrate interest. | |
| Lead Mail Contacts | The number of times users shared contact info through the One Click Lead Gen for Sponsored Messaging ads. | |
| Leads | The number of leads collected through a campaign. | |
| Likes | The number of likes your ads received. | |
| Opens | The count of opens of Sponsored Messaging ads. | |
| Open rate | The total opens divided by total sends. | |
| Other Clicks | Other engagements with your ad, like expanding your update to view all social gestures. | |
| Post Click Conversions | The percentage of clicks on your ads that led to a conversion. | |
| Post Click Conversions | This is the percentage of clicks on your ad(s) that led to a conversion. | |
| Plays | The number of times a video starts to play through click or autoplay. | |
| Qualified leads | Number of qualified leads collected. | |
| Reach | The estimated number of unique member accounts with at least one impression. Some offsite traffic is excluded from this metric, so it may be underestimated for campaigns running on the LinkedIn Audience Network. This metric is only available when the number of days in the date range is less than or equal to 92 days. | |
| ROAS (%) | The percentage of revenue generated for every dollar spent. | Total conversion value/spend |
| Sends | The count of sends of Sponsored Messaging ads. | |
| Shares | The number of times your ads were shared. | |
| Subscriptions | Number of subscriptions generated from your ad. | |
| Talent leads | Number of talent leads generated from your ad. | |
| Talent lead rate | Percentage of talent leads relative to clicks (total talent leads divided by clicks) | |
| Total Conversion Value | This is the total dollar value of all conversions. Value can be defined when creating conversions, which is how much you consider each conversion that is worth to you. | Value per conversion x Conversions |
| Total Engagements | The total number of social clicks with the total number of paid clicks your ad received. | |
| Total Social Actions | This number shows how much social engagement your ad received in total. | |
| Total Spent | This is the total amount you spent on clicks and impressions for your ad. | |
| Views | Two or more continuous seconds of playback while the video is at least 50% on screen. | |
| Views at 25% | Number of times at least 25% of your video was viewed. | |
| Views at 50% | Number of times at least 50% of your video was viewed. | |
| Views at 75% | Number of times at least 75% of your video was viewed. | |
| View event registrations | Impressions on your ad that led to an event registration. | |
| View rate | Percentage of impressions that resulted in a video view. | |
| View Through Conversions | These are impressions of your ad.s. that led to a conversion. | |
| Viral click event registrations | Number of viral clicks that led to an event registration. | |
| Viral clicks | Number of clicks on viral impressions. | |
| Viral comments | Number of comments received from viral impressions. | |
| Viral completions | Number of video completions after someone shared, liked, or commented on your promoted post. | |
| Viral conversions | Conversions that happened after someone shared, liked, or commented on your promoted post. | |
| Viral displays at 25% | Number of times at least 25% of your video was displayed after a viral interaction. | |
| Viral displays at 50% | Number of times at least 50% of your video was displayed after a viral interaction. | |
| Viral displays at 75% | Number of times at least 75% of your video was displayed after a viral interaction. | |
| Viral download clicks | Number of clicks on the "Download" button resulting from users sharing a Document ad to their own network of connections. Data from some members may be excluded due to privacy settings. | |
| Viral event registrations | Number of viral impressions that led to a conversion | |
| Viral impressions | Impressions resulting from member accounts sharing a Sponsored Content ad to their own network of connections. Viral impressions are not counted as regular impressions. | |
| Viral post click conversions | Clicks on your promoted post that led to conversions after someone shared, liked, or commented on the post. | |
| Viral post view conversions | Views of your promoted post that led to conversions after someone shared, liked, or commented on the post. | |
| Viral reactions | Number of positive reactions on viral Sponsored Content ads which can capture like, interest, praise, and other responses. | |
| Viral shares | Number of shares from viral impressions. | |
| Viral subscriptions | Number of subscriptions generated after someone shared, liked, or commented on your promoted post. | |
| Viral video completions | Number of times your video was watched to completion after someone shared, liked, or commented on it." | |
| Viral video full screen plays | Number of times your video expanded to full screen after a viral interaction. | |
| Viral video views | Number of views of your video after someone shared, liked, or commented on it. | |
| Viral video views at 25% | Number of times at least 25% of your video was viewed after a viral interaction. | |
| Viral video views at 50% | Number of times at least 50% of your video was viewed after a viral interaction. | |
| Viral video views at 75% | Number of times at least 75% of your video was viewed after a viral interaction. | |
| Viral view event registrations | Number of viral impressions that led to an event registration. |
| Dimension Name |
Description |
| Ad Creative | The introductory text of the ad. |
| Ad ID | The unique ID of the ad. |
| Ad with Image | The ad name and its image. |
| Campaign | The name of the campaign. |
| Campaign Type | The ad format that has been predefined by the campaign objective. (ex: sponsored content, sponsored InMail, etc.) |
| Company Size | The company size by those who have seen your ads. |
| Conversion Name | The name of the conversion. |
| Conversion Type | The type of the conversion. |
| Industry* | The industry sector by those who have seen your ads. |
| Job Title* | The job position occupied by those who have seen your ads. |
*When creating a widget with one of the two dimensions: 'Industry' or 'Job Title', it's only possible to filter this widget with the same dimension. Attempting to use a filter with another dimension will result in an error message.
If you would like to request more metrics and dimensions, please reach out to our Support Team.
What's next:
LinkedIn Ads notes/limitations