To learn how to connect LinkedIn advertising data, see the article How to connect to Linkedin.

Contents

Metrics

Common metrics

  • Action Clicks

    The count of clicks on the action button of the Sponsored InMail.

  • Ad Unit Clicks

    The count of clicks on the ad unit displayed alongside the Sponsored InMail.

  • Card Clicks

    The count of clicks for each card of a carousel ad.

  • Clicks

    The count of chargeable clicks.

  • Comments

    The count of comments.

  • 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.

  • External Website Conversions

    The count of conversions indicated by pixel load on an external advertiser website.

  • External Website Post-Click Conversions

    The count of post-click conversions indicated by pixel loads on an external advertiser website.

  • External Website Post-View Conversions

    The count of post-view conversions on an external advertiser website.

  • Follows

    The count of follows.

  • Impressions

    The count of "impressions" for Direct Ads and Sponsored Updates and "sends" for InMail.

  • 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 InMail.

  • Lead Generation Mail Interested Clicks

    The count of InMail 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 ranger, including user profile clicks, comments clicks and see-more clicks.

  • One Click Lead Form Opens

    The count of times users 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 InMail.

  • Other Engagements

    The count of user interactions with the ad unit that do not fit into any other more specific category.

  • Reactions

    The count of positive reactions on Sponsored Content which can capture, like, interest, praise, and other responses.

  • Sends

    The count of sends of Sponsored InMail.

  • Shares

    The count of shares.

  • Spend

    The total amount of spend.

  • Text URL Clicks

    The count of clicks on any links (anchor tags) that were included in the body of the Sponsored InMail.

  • Total Engagements

    The count of all user interactions with the ad unit.

  • Viral Card Clicks

    The number of viralClicks for each card of a carousel ad.

  • Viral Clicks

    The count of clicks on viral impressions.

  • Viral Comments

    The count of comments from viral impressions for this activity.

  • Viral Company Page Clicks

    The count of clicks for view the company page from viral impressions for this activity.

  • Viral Follows

    The count of follows from viral impressions for this activity.

  • Viral Impressions

    The count of viral impressions for this 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 users 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 Shares

    The count of shares from viral impressions for this activity.

  • Viral Total Engagements

    The count of all user interaction with a viral ad unit.

Video metrics

  • Video Views

    The count of times a video gets viewed with at least two continuous seconds of playback and the viral video is at least 50% on screen, or when a user clicks on the CTA (whichever comes first).

  • Video Starts

    The count of video ads that were started by users.

  • Video Completion Rate

    Video completions divided by Video Views.

  • Video Completions

    The count of fully watched video viewings.

  • Video @ 25%

    The count of video ads that played through the first quartile of the video This includes watches that skipped to this point.

  • Video @ 50%

    The count of video ads that played through the midpoint of the video This includes watches that skipped to this point.

  • Video @ 75%

    The count of video ads that played through the third quartile of the video This includes watches that skipped to this point.

  • Full Screen Plays

    The count of times a user taps or clicks on the video ad, going into video view mode.

  • Video View Rate

    Video views divided by Impressions.

  • Viral Video Starts

    The count of viral video ads that were started by a user.

  • Viral Video @ 25%

    The count of viral video ads that played through the first quartile of the video This includes watches that skipped to this point.

  • Viral Video @ 50%

    The count of viral video ads that played through the midpoint of the video This includes watches that skipped to this point.

  • Viral Video @ 75%

    The count of viral video ads that played through the third quartile of the video This includes watches that skipped to this point.

  • Viral Full Screen Plays

    The count of times a users taps or clicks on the viral video ad, going into video view mode.

  • Viral Video Views

    The count of times a viral video gets viewed with at least two continuous seconds of playback and the viral video is at least 50% on screen, or when a user clicks on the CTA (whichever comes first).

  • Viral Video Completions

    The count of fully watched video viewings.

Reach and Frequency metrics (non-aggregatable)

  • Reach ( 1 day | 7 day | 30 day, Campaign)

    Estimate of the number of unique member accounts served with at least one impression.

  • Average Frequency ( 1 day | 7 day | 30 day, Campaign)

    Average number of impressions seen by each member account exposed to at least one impression.

  • Cost per 1,000 member accounts reached ( 1 day | 7 day | 30 day, Campaign)

    Total spent on your ad divided by 1,000 unique member accounts reached.

Dimensions

Account dimensions

  • Account ID
    A unique numerical identifier for an account.

  • Account
    The name of an account.

Campaign group dimensions

  • Campaign Group ID
    A unique numerical identifier for an ad campaign group.

  • Campaign Group
    The name of a campaign group.

Campaign dimensions

  • Campaign
    The name of a campaign.

  • Campaign ID
    A unique numerical identifier for an ad campaign.

  • Campaign Type
    Specifies the campaigns type.

  • Campaign Objective
    Specifies what the objective of a campaign is.

  • Campaign Format
    Specifies what the format of a campaign is.

  • Campaign Start Date
    Represents the date when to start running the associated campaign under this campaign group.

  • Campaign End Date
    Represents the date when to stop running the associated campaign under this campaign group.

Creative dimensions

  • 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 ID
    A unique numerical identifier for a Creative.

  • Creative Type
    The type of a Creative.

  • Ad Type

    The type of ad as displayed in the LinkedIn Campaign Manager UI, derived from Creative Type returned by the API.

  • Creative Title
    The title of a Creative, derived from the Title field of Single Image, Video, Carousel, Message, Conversation, Spotlight, Text and Document Ads.

  • Creative Text
    The text of a Creative, derived from the Text field of Single Image, Video, Carousel, Single Job, Event, Spotlight, Text and Document Ads.

  • Created At (ISO)
    Creation time of the creative in UTC timezone and ISO-8601 format.

  • Creative Media URL
    The URL for the media included in a creative. Not available for Video Ads and Carousel Ads.

  • 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.

  • Direct Sponsored Content
    Derived from the Direct Sponsored Content field of Single Image, Carousel, Video, Event and Document Ads.

    True if a Creative of one of these types is Direct Sponsored Content created from a 'dark' Post that was sponsored upon creation, otherwise the Creative has been created from an 'organic' Post that was subsequently sponsored.

  • InMail Name
    The Creative 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 Name
    The Creative Name of a Conversation Ad.

  • Conversation Ad Subject
    The subject of a Conversation Ad.

  • Sponsored Content Name
    The Creative Name of a Single Image Ad.

  • Sponsored Content ID
    A unique numerical identifier for 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 for 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
    A unique numerical identifier for 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 for 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.

  • Video Name
    The Creative Name of a Video Ad.

  • Video ID
    A unique numerical identifier for 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 for 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.

  • Event Ad Name

    The Creative Name 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.

  • Text Ad Title
    The title of a Text Ad.

  • Text Ad Text
    The text of a Text Ad.

  • Click URI
    The Click URI for Text Ads and Spotlight Ads, derived from the Landing Page URL dimension of a Text or Spotlight 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 Name

    The Creative Name of a Document Ad.

  • Document Ad Title

    The title 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.

  • 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 that for these fields to be populated, it is required that the underlying hidden fields are named either "Campaign" or "utm_campaign", "Medium" or "utm_medium", and "Source" or "utm_source".

    For more information about Lead Gen Forms, see: https://www.linkedin.com/help/linkedin/answer/79634.
    More information about hidden fields can be found here: https://www.linkedin.com/help/linkedin/answer/95555.

Conversion dimensions

  • Conversion
    Indicates a conversion URN for which ad events to track.

  • Conversion ID
    LinkedIn-defined ID created in campaign manager.

  • Conversion Type
    The conversion type.

County demographic dimensions

  • Geo County
    County based on LinkedIn's new geo-data source.

  • Geo County ID
    County ID based on LinkedIn's new geo-data source.

Country demographic dimensions

  • Geo Country
    Country based on LinkedIn's new geo-data source.

  • Geo Country ID
    Country ID based on LinkedIn's new 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
    Location/Region based on LinkedIn's new geo-data source.

  • Geo Location ID
    Location/Region ID based on LinkedIn's new geo-data source.

Seniority demographic dimensions

  • Seniority
    The name 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

The reports available through Funnel's LinkedIn connector are divided into Regular metrics and Reach & Frequency (non-aggregatable) metrics.

To learn more about non-aggregatable metrics, see the article What are non-aggregatable metrics?

Standard report

The Standard report will have all currently added metrics and the totals of the report will be correct for the entire LinkedIn account.

Conversion reports

The Conversion report only contains tracked conversions ie. not any metrics or dimensions not related to custom conversions. The totals value here will match the Conversion Value in the Standard report. Same conversion count metrics will get populated in both reports so looking at both reports at the same time will lead to duplicated values.

Demographic reports

Demographic report data is approximate and scrambled by LinkedIn to protect the user. Therefore these reports will in most cases not match the totals in your Standard report. For troubleshooting demographic reports, please see our LinkedIn Troubleshooting article.

For all these reports you can filter on Campaign or Campaign Group instead of Account. LinkedIn does warn that reports filtered on Campaign or Campaign Group might not add up perfectly to a report filtered on account. The totals of these reports will not match the totals of the Standard report, read more at the beginning of this article.


Restrictions regarding demographic reports

The following metrics are not available with demographics pivots:

  • Conversion Value

  • Card Clicks

  • Viral Card Clicks

Because of restrictions from LinkedIns API, the retention period for data in the demographic reports are limited to 2 years.


  • Demographic report fields

    Demographic reports contain Common and Video metrics (excluding Conversion Value, Card Clicks and Viral Card Clicks) plus the dimensions of the Demographic Pivot and the cumulative dimensions of the report level selected when connecting a data source:

All of:

Common metrics excluding Conversion Value, Card Clicks and Viral Card Clicks

Video metrics

+

One of:

County demographics report

County demographic dimensions

Country demographics report

Country demographic dimensions

Company demographics report

Company demographic dimensions

Company size demographics report

Company size demographic dimensions

Industry demographics report

Industry demographic dimensions

Job Function demographics report

Job Function demographic dimensions

Job Title demographics report

Job Title demographic dimensions

Location demographics report

Location demographic dimensions

Seniority demographics report

Seniority demographic dimensions

Serving locations demographics report

Serving location dimensions

+

One of:

Cumulative of:

Account level

Account dimensions

Campaign Group level

+ Campaign group dimensions

Campaign level

+ Campaign dimensions

Reach and Frequency report (non-aggregatable)

The Reach and Frequency report contains non-aggregatable metrics. Read more about how non-aggregatable metrics work in Funnel.

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