When you connect LinkedIn Ads, choose the report type that matches the question you want to answer. Compare the result with the matching report in LinkedIn Campaign Manager. To connect the data source, see LinkedIn Ads: Connection guide.
Field names in Funnel match LinkedIn Campaign Manager: Campaign, Ad set, and Ad. In the LinkedIn API those levels are campaign group, campaign, and creative.
Which report type should you choose?
Report type | When to use it |
Standard report | Use this for day-by-day advertising performance at ad level. Totals match what LinkedIn reports for the account. |
Conversion report | Use this to see tracked conversions by conversion action. The same conversion counts also appear on the Standard report, so do not add the two reports together. |
Demographic report | Use this to break performance down by audience attributes such as company, job title, or location. Totals are approximate and usually do not match the Standard report. |
Reach and frequency | Use this for unique reach, frequency, and cost per 1,000 members. These metrics are non-aggregatable. |
Revenue attribution report | Use this when your CRM is connected to the LinkedIn ad account. It returns opportunity and revenue metrics for a time window you choose. |
Metrics
These metrics are on the Standard report, the Conversion report, and Demographic reports, except where a metric says otherwise.
Common metrics
Action Clicks: The count of clicks on the action button of a Sponsored Messaging Ad (Message or Conversation Ads).
Ad Unit Clicks: The count of clicks on the ad unit displayed alongside a Sponsored Messaging Ad (Message Ads and Conversation Ads).
Average Dwell Time: Average user dwell time (in seconds). It measures the duration for which more than 50% of the ad's pixels remain visible in the viewport.
Card Clicks: The number of clicks for each card of a Carousel Ad. The first card click of the Carousel Ad results in an immediate Card Click and Click, whereas scrolling to other cards and clicking counts as additional Card Clicks. Not available on Demographic reports.
Clicks: The count of chargeable clicks.
Comment Likes: The count of likes of a comment. Sponsored Content only.
Comments: The count of comments. Sponsored Content only.
Company Page Clicks: The count of clicks to view the company page.
Conversion Value: Value of the conversions based on rules defined by the advertiser. Not available on Demographic reports.
Conversions: The count of conversions indicated by pixel loads on an external advertiser website.
Click Conversions: The count of post-click conversions indicated by pixel loads on an external advertiser website.
View Conversions: The count of post-view conversions indicated by pixel loads on an external advertiser website.
Document Completions: The number of times users reached 100% of the document's length, including those that skipped to this point.
Document First Quartile Completions: The number of times users reached the first quartile of the document's length.
Document Midpoint Completions: The number of times users reached the second quartile of the document's length.
Document Third Quartile Completions: The number of times users reached the third quartile of the document's length.
Download Clicks: The number of times users have indicated the intent to download the media in an ad.
Follows: The count of follows.
Impressions: The count of impressions for Sponsored Content (Single Image, Carousel, Video, and Event Ads) and sends for Sponsored Messaging Ads (Message Ads and Conversation Ads).
Landing Page Clicks: The count of clicks which take the user to the creative landing page.
Lead Generation Mail Contact Info Shares: The number of times users shared contact info through the One Click Lead Gen for Sponsored Messaging Ads (Message Ads and Conversation Ads).
Lead Generation Mail Interested Clicks: The count of Sponsored Messaging Ad (Message Ads and Conversation Ads) recipients who clicked to demonstrate interest.
Likes: The count of likes.
Non-Chargeable Clicks: Total clicks of the non-chargeable types in the query time range, including user profile clicks, comments clicks, and see-more clicks.
One Click Lead Form Opens: The count of times a user opened the lead form for a One Click Lead Gen campaign.
One Click Leads: The count of leads generated through One Click Lead Gen.
Opens: The count of opens of Sponsored Messaging Ads (Message Ads and Conversation Ads).
Other Engagements: The count of user interactions with the ad unit that do not fit into any other more specific category.
Post Click Registrations: The number of times a member has registered for an event or seminar after clicking on an ad which has a LinkedIn landing page.
Post View Registrations: The number of times a member has registered for an event or seminar after viewing an ad which has a LinkedIn event landing page.
Post Reactions: The count of all reactions on Sponsored Content (Single Image, Carousel, Video, and Event Ads) posts.
Reactions: The count of all reactions on Sponsored Content (Single Image, Carousel, Video, and Event Ads) posts and comments.
Registrations: The number of times a member has registered for an event or seminar after viewing or clicking on an ad which has a LinkedIn event landing page.
Sends: The count of sends of Sponsored Messaging Ads (Message Ads and Conversation Ads).
Shares: The count of shares.
Spend: The total amount of spend.
Talent Leads: Number of leads captured through a talent media campaign.
Text URL Clicks: The count of clicks on any links (anchor tags) that were included in the body of a Sponsored Messaging Ad (Message Ads and Conversation Ads).
Total Dwell Time: The total amount of user dwell time your ads got, in seconds. It measures the duration for which more than 50% of the ad's pixels remain visible in the viewport. It is derived by Funnel and used to calculate Average Dwell Time.
Total Engagements: The count of all user interactions with the ad unit.
Viral Card Clicks: The number of Viral Clicks for each card of a Carousel Ad. The first Viral Card Click results in an immediate Viral Card Click and Viral Click, whereas scrolling to other cards and clicking counts as additional Viral Card Clicks. Not available on Demographic reports.
Viral Clicks: The count of clicks on viral impressions. Viral impressions result from a member sharing a sponsored update to their own network, and are not counted as regular impressions.
Viral Comments: The count of comments from viral impressions for this activity.
Viral Company Page Clicks: The count of clicks to view the company page from viral impressions for this activity.
Viral Conversions: The count of conversions from viral impressions indicated by pixel loads on an external advertiser website.
Viral Click Conversions: The count of post-click conversions from viral impressions indicated by pixel loads on an external advertiser website.
Viral View Conversions: The count of post-view conversions from viral impressions indicated by pixel loads on an external advertiser website.
Viral Document Completions: The number of times users reached 100% of the document's length on a viral post.
Viral Document First Quartile Completions: The number of times users reached the first quartile of the document's length on a viral post.
Viral Document Midpoint Completions: The number of times users reached the second quartile of the document's length on a viral post.
Viral Document Third Quartile Completions: The number of times users reached the third quartile of the document's length on a viral post.
Viral Download Clicks: The number of times users have indicated the intent to download the media in a viral ad.
Viral Follows: The count of follows from viral impressions for this activity.
Viral Impressions: The count of viral impressions for an activity.
Viral Landing Page Clicks: The count of clicks on viral impressions to take the user to the creative landing page.
Viral Likes: The count of likes from viral impressions for this activity.
Viral One Click Lead Form Opens: The count of times a user opened the lead form for viral impressions from a Lead Gen campaign.
Viral One Click Leads: The count of leads generated through One Click Lead Gen from viral impressions for this activity.
Viral Other Engagements: The count of user interactions with viral impressions that do not fit into any other more specific category.
Viral Post Click Registrations: The number of times a member has registered for an event or seminar after clicking on a viral ad which has a LinkedIn event landing page.
Viral Post View Registrations: The number of times a member has registered for an event or seminar after viewing a viral ad which has a LinkedIn event landing page.
Viral Registrations: The number of times a member has registered for an event or seminar after viewing or clicking on a viral ad which has a LinkedIn event landing page.
Viral Shares: The count of shares from viral impressions for this activity.
Viral Total Engagements: The count of all user interactions with a viral ad unit.
Video metrics
Full Screen Plays: Total number of clicks to view video in full screen.
Video Completions: The number of times your video was watched at 97-100% of its length, including watches that skipped to this point.
Video Completion Rate: The rate of Video Ad completions, derived from Video Completions divided by Video Views.
Video Starts: The count of Video Ads that were started by a user.
Video Views: The count of instances of at least two continuous seconds of playback while the video is at least 50% on screen, or a click on the CTA, whichever comes first.
Video View Rate: The Video Ad view rate, derived from Video Views divided by Impressions.
Video @ 25%: The number of times your video was watched at 25% of its length, including watches that skipped to this point.
Video @ 50%: The number of times your video was watched at 50% of its length, including watches that skipped to this point.
Video @ 75%: The number of times your video was watched at 75% of its length, including watches that skipped to this point.
Viral Full Screen Plays: The number of times members click on the full screen button or on the video (mobile only) to go into full screen mode.
Viral Video Completions: The count of viral Video Ads that were played 97-100% of the video, including watches that skipped to this point.
Viral Video Starts: The count of viral Video Ads that were started by a user. For on-site serving, this matches Viral Impressions because viral videos play automatically.
Viral Video Views: The count of viral Video Ads that were played for at least 2 continuous seconds 50% in-view, or a click on the CTA, whichever comes first. An interaction with the video, such as going to fullscreen mode, does not count as a view.
Viral Video @ 25%: The count of viral Video Ads that were played through the first quartile of the video, including watches that skipped to this point.
Viral Video @ 50%: The count of viral Video Ads that were played through the midpoint of the video, including watches that skipped to this point.
Viral Video @ 75%: The count of viral Video Ads that were played through the third quartile of the video, including watches that skipped to this point.
Reach and frequency metrics
Reach and frequency metrics are non-aggregatable. Each metric is created for the time windows you select when you connect: 1 Day, 7 Day, 30 Day, 90 Day, and Month to date. The field name also includes the report level (Account, Campaign, Ad Set, or Ad). When you select 7 Day, Funnel also adds a Weekly variant. When you select Month to date, Funnel also adds a Monthly variant.
To learn more, see What are non-aggregatable metrics?.
Approximate Member Reach: Estimate of the number of unique member accounts with at least one impression.
Average Frequency: Average number of impressions seen by each member account with at least one impression.
Cost Per 1,000 Members: Total spend divided by 1,000 unique member accounts reached.
Audience Penetration: The approximate number of unique members reached divided by the approximate total target audience. Not available when the report level is Ad.
Revenue attribution metrics
These metrics are only on the Revenue attribution report. Each field name includes the time window and report level you select, for example 30 Days, Ad Set. Time windows are 30, 60, 90, 180, and 365 days.
Average Days to Close
Average Deal Size in USD
Closed Won Opportunities
Opportunity Win Rate
Return on Ad Spend
Revenue Won in USD
Dimensions
Date and Currency are included on every report.
Account dimensions
Account: The name of a LinkedIn ad account.
Account ID: The unique numerical identifier for a LinkedIn ad account.
Campaign dimensions
In Campaign Manager this level is Campaign. It was previously labeled Campaign Group in Funnel.
Campaign: The name of a Campaign.
Campaign ID: The unique numerical identifier for a Campaign.
Campaign Status: The configured status of the campaign. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Campaign Start Date: The date when the campaign is scheduled to start.
Campaign End Date: The date when the campaign is scheduled to end. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Ad set dimensions
In Campaign Manager this level is Ad set. It was previously labeled Campaign in Funnel.
Ad set: The name of an Ad set.
Ad set ID: The unique numerical identifier for an Ad set.
Ad set Type: The type of an Ad set.
Ad set Objective: The objective of an Ad set.
Ad set Format: The format of an Ad set.
Ad set Status: The configured status of the ad set. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Ad set Start Date: The date when the ad set is scheduled to start.
Ad set End Date: The date when the ad set is scheduled to end. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Creative dimensions
Ad Type: The Ad Type as displayed in the LinkedIn Campaign Manager UI, derived from Creative Type returned by the API.
Click URI: The Click URI for Text Ads and Spotlight Ads, derived from the Landing Page URL dimension of a Text or Spotlight Ad.
Click URL: The landing page URL of a Creative, derived from the landing page URL field of Single Image, Video, Carousel, Message, Spotlight, and Text Ads.
Created At (ISO): Creation time of the Creative in UTC timezone and ISO-8601 format.
Creative ID: A unique numerical identifier for a Creative.
Creative Intended Status: The configured (intended) status of the creative. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Creative Is Serving: Whether the creative is currently serving (delivering). Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Creative Name: The name of a Creative derived from the settable name of Single Image, Video, Carousel, Message, Conversation, Event, Single Job, and Document Ads. Populated by Creative ID if not set, or if the Creative is a Spotlight or Text Ad.
Creative Review Status: The review/approval status of the creative. Reflects the last known value, as of our most recent update, and may not always match the live value shown elsewhere.
Creative Text: The text of a Creative, derived from the Text field of Single Image, Video, Carousel, Event, Single Job, Document, Spotlight, and Text Ads.
Creative Title: The title of a Creative, derived from the Title field of Single Image, Video, Carousel, Message, Conversation, Document, Spotlight, and Text Ads.
Direct Sponsored Content: Derived from the Direct Sponsored Content field of Single Image, Video, Carousel, Event, and Document Ads. True if an ad of one of these types is Direct Sponsored Content created from a dark Post that was sponsored upon creation. No value if the ad was created from an organic Post that was subsequently sponsored.
Sponsored Creative Name: The name field set directly on the LinkedIn Creative object.
Creative Media URL: The URL of the media displayed in a Single Image Ad. Not available for Video Ads, Document Ads, and Carousel Ads.
InMail ID: The ID of a Message Ad.
InMail Name: The name of a Message Ad.
InMail Subject: The subject of a Message Ad.
InMail Landing Page URL: The landing page URL of a Message Ad.
Conversation Ad ID: The LinkedIn ID of a Conversation Ad.
Conversation Ad Name: The Creative Name of a Conversation Ad.
Conversation Ad Subject: The subject of a Conversation Ad.
Conversation Ad Text: The text of a Conversation Ad.
Sponsored Content Name: The Creative Name of a Single Image Ad.
Sponsored Content ID: The LinkedIn ID of a Single Image Ad.
Sponsored Content Title: The title of a Single Image Ad.
Sponsored Content Text: The text of a Single Image Ad.
Sponsored Content Landing Page URL: The landing page URL of a Single Image Ad.
Sponsored Content Direct Sponsored Content: True if a Single Image Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Single Image Ad has been created from an organic Post that was subsequently sponsored.
Carousel Name: The Creative Name of a Carousel Ad.
Carousel ID: The LinkedIn URN ID of the Post that has been sponsored by a Carousel Ad.
Carousel Title: The title of a Carousel Ad.
Carousel Text: The text of a Carousel Ad.
Carousel Landing Page URL: The landing page URL of a Carousel Ad.
Carousel Direct Sponsored Content: True if a Carousel Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Carousel Ad has been created from an organic Post that was subsequently sponsored.
Carousel Media URLs: The pipe-separated download URLs of the media displayed in a Carousel Ad. Optional. Select Carousel Media URLs when you connect. Carousel Media IDs is included with that selection.
Carousel Media IDs: The pipe-separated media asset IDs for the cards in a Carousel Ad.
Video Name: The name of a Video Ad.
Video ID: The LinkedIn ID of a Video Ad.
Video Title: The title of a Video Ad.
Video Text: The text of a Video Ad.
Video Landing Page URL: The landing page URL of a Video Ad.
Video Direct Sponsored Content: True if a Video Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Video Ad has been created from an organic Post that was subsequently sponsored.
Video Media URL: The download URL of the media displayed in a Video Ad. Optional. Select Video Media URL when you connect.
Event Ad Name: The Creative Name of an Event Ad.
Event Ad ID: The LinkedIn ID of an Event Ad.
Event Ad Text: The text of an Event Ad.
Event Ad Direct Sponsored Content: True if an Event Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Event Ad has been created from an organic Post that was subsequently sponsored.
Spotlight Name: The organization name displayed in a Spotlight Ad.
Spotlight Text: The text of a Spotlight Ad.
Spotlight Title: The title of a Spotlight Ad.
Spotlight Landing Page URL: The landing page URL of a Spotlight Ad.
Text Ad Title: The title of a Text Ad.
Text Ad Text: The text of a Text Ad.
Text Ad Landing Page URL: The landing page URL of a Text Ad.
Single Job Ad Name: The Creative Name of a Single Job Ad.
Single Job Ad Text: The text of a Single Job Ad.
Single Job Ad Direct Sponsored Content: True if a Single Job Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Single Job Ad has been created from an organic Post that was subsequently sponsored.
Document Ad Title: The title of a Document Ad.
Document Ad ID: The LinkedIn ID of a Document Ad.
Document Ad Text: The text of a Document Ad.
Document Ad Direct Sponsored Content: True if a Document Ad is Direct Sponsored Content created from a dark Post that was sponsored upon creation, otherwise the Document Ad has been created from an organic Post that was subsequently sponsored.
Document Ad Media URL: The download URL of the media displayed in a Document Ad. Optional. Select Document Ad Media URL when you connect.
Lead Form UTM Campaign: Identifies a specific product promotion or strategic campaign for the form.
Lead Form UTM Medium: Identifies what type of link was used to reach the form.
Lead Form UTM Source: Identifies which site sent the traffic for the form.
Note: Lead form UTM fields are populated only when the hidden fields are named UTM Campaign, Campaign, or utm_campaign; UTM Medium, Medium, or utm_medium; and UTM Source, Source, or utm_source.
For more information about Lead Gen Forms, see the LinkedIn help article on Lead Gen Forms. More information about hidden fields is in the LinkedIn help article on hidden fields.
Video Media URL, Document Ad Media URL, and Carousel Media URLs are optional dimensions on the Standard report and the Conversion report. They are available when your workspace has the LinkedIn media download URLs option.
Conversion dimensions
Conversion: The name of a conversion.
Conversion ID: LinkedIn-defined ID created in Campaign Manager.
Conversion Type: The type of a Conversion.
County demographic dimensions
Geo County: The county based on LinkedIn's geo-data source.
Geo County ID: The county ID based on LinkedIn's geo-data source.
Country demographic dimensions
Geo Country: The country based on LinkedIn's geo-data source.
Geo Country ID: The country ID based on LinkedIn's geo-data source.
Company demographic dimensions
Company: The name of a company.
Company ID: The unique identifier for a company.
Company size demographic dimensions
Company Size: The size of a company.
Industry demographic dimensions
Industry: The name of an industry in various locales.
Industry ID: The unique identifier for an industry.
Job function demographic dimensions
Job Function: The job function specific to a job.
Job Function ID: The unique identifier for a job function.
Job title demographic dimensions
Job Title: The title of a job.
Job Title ID: The unique identifier for a job title.
Location demographic dimensions
Geo Location: The location/region based on LinkedIn's geo-data source.
Geo Location ID: The location/region ID based on LinkedIn's geo-data source.
Seniority demographic dimensions
Seniority: The title of a job seniority.
Seniority ID: The unique identifier for a job seniority.
Serving location demographic dimensions
Serving Location: Shows whether a metric was served on-site (LinkedIn) or off-site.
Reports
Standard report
The Standard report includes the common metrics, video metrics, and totals for the LinkedIn ad account. It is aggregated at ad level.
Dimensions: Date, Currency, Account dimensions, Campaign dimensions, Ad set dimensions, and Creative dimensions.
Conversion report
The Conversion report includes the same common and video metrics as the Standard report, plus conversion dimensions. Conversion counts are also on the Standard report. Looking at both reports at the same time duplicates those values.
The current Conversion report is aggregated at ad level and includes Creative dimensions.
Some existing sources use Ad set level conversion reporting. Those sources include the same metrics and conversion dimensions, and they omit Creative dimensions.
Demographic reports
Demographic report data is approximate and scrambled by LinkedIn to protect members. These reports usually do not match the totals in your Standard report. For troubleshooting, see Troubleshoot demographic metrics mismatch in LinkedIn Ads.
You can filter on Campaign or Ad set instead of Account. LinkedIn warns that reports filtered on Campaign or Ad set might not add up to a report filtered on Account.
Note: Conversion Value, Card Clicks, and Viral Card Clicks are not available on Demographic reports. LinkedIn keeps demographic data for 2 years.
Demographic reports contain the common and video metrics, except Conversion Value, Card Clicks, and Viral Card Clicks, plus the dimensions of the breakdown you select and the dimensions of the report level.
Demographic breakdown | Dimensions |
County | County demographic dimensions |
Country | Country demographic dimensions |
Company | Company demographic dimensions |
Company Size | Company size demographic dimensions |
Industry | Industry demographic dimensions |
Job Function | Job function demographic dimensions |
Job Title | Job title demographic dimensions |
Location | Location demographic dimensions |
Seniority | Seniority demographic dimensions |
Serving Location | Serving location demographic dimensions |
Report level | Cumulative dimensions |
Account | Account dimensions |
Campaign | Account dimensions, plus Campaign dimensions |
Ad Set | Account dimensions, Campaign dimensions, plus Ad set dimensions |
Reach and frequency report
Reach and frequency metrics are subject to LinkedIn privacy protections. Use them directionally, not for historical performance comparisons. For more information, see Delivery metrics in Campaign Manager.
Report level | Metrics |
Account | Reach and frequency metrics |
Campaign | Reach and frequency metrics |
Ad Set | Reach and frequency metrics |
Ad | Reach and frequency metrics, except Audience Penetration |
Report level | Cumulative dimensions |
Account | Account dimensions |
Campaign | Account dimensions, plus Campaign dimensions |
Ad Set | Account dimensions, Campaign dimensions, plus Ad set dimensions |
Ad | Account dimensions, Campaign dimensions, Ad set dimensions, plus Creative dimensions |
Revenue attribution report
Data is available only if your CRM is connected to the LinkedIn ad account. LinkedIn limits this report to 365 days of history. Read more in LinkedIn Revenue Attribution.
Report level | Dimensions |
Ad Account | Date, Currency, and Account ID |
Campaign | Date, Currency, Account ID, and Campaign ID |
Ad Set | Date, Currency, Account ID, Campaign ID, and Ad set ID |
Metrics: Revenue attribution metrics for the time window you select.
API documentation
For field definitions and API changes, see LinkedIn Marketing API documentation.
Change history
Campaign and Ad set names
From 15 June 2026, Funnel display names match LinkedIn Campaign Manager.
Campaign Group is now Campaign.
Campaign is now Ad set.
Field IDs are unchanged. Dashboards or calculated fields that refer to the old display names need to use the new names.
Viral conversion metrics
From 24 June 2026, these metrics are available on the Standard report, the Conversion report, and Demographic reports:
Viral Conversions
Viral Click Conversions
Viral View Conversions