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

The reports available through Funnel's LinkedIn connector are divided into regular metrics and non-aggregatable metrics. This article describes what data are available in which reports when opting for regular metrics and non-aggregatable metrics, respectively.

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

Regular metrics

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

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.

All other reports are demographic reports. The demographic 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.

See all the available metrics further down in the article.

Restrictions regarding demographic reports:
Note that the LinkedIn api only support the top 100 demographic values for a creative on a given day. For example, if a creative is shown to members with 1000 different titles, a query for the impressions for that creative will only return the 100 titles with the most impressions for that creative for that day.

Also, since the metrics returned from LinkedIn are approximate, and rounded down to 0 for any value below 3 (e.g. 2 impressions for a demographic will be returned as 0 from the LinkedIn API), you may observe minor inconsistencies when comparing:

  • Similar time ranges, for example, reporting on results over 7 days vs. 8 days

  • The sum of daily metrics to the full corresponding time period

  • Reporting levels, for example, adding campaign level data and comparing it to account level data

  • A LinkedIn export for a given date range to the combination of daily reports in Funnel (in particular when expected values are low).

To minimize the effect of this approximation, select:

  • The highest reporting level you want to view, for example, selecting account level data instead of adding up campaign level data

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 6 months.

Read more about demographic metrics and data accuracy here:
https://www.linkedin.com/help/linkedin/answer/61000/demographics-for-your-ads
and here:
https://www.linkedin.com/help/linkedin/answer/91415

Standard report

  • [Dimension] Account:
    The name of an account.

  • [Dimension] Account ID:
    A unique numerical identifier for an account.

  • [Dimension] Campaign Group:
    The name of a campaign group.

  • [Dimension] Campaign Group ID:
    A unique numerical identifier for an ad campaign group.

  • [Dimension] Campaign Objective:
    Specifies what the objective of a campaign is.

  • [Dimension] Campaign Format:
    Specifies what the format of a campaign is.

  • [Dimension] Campaign ID:
    A unique numerical identifier for an ad campaign.

  • [Dimension] Campaign:
    The name of a campaign.

  • [Dimension] Creative ID:
    A unique numerical identifier for an ad creative.

  • [Dimension] Creative Name:
    The name of a creative.

  • [Dimension] Creative Type:
    Specifies what type of creative it is.

  • [Dimension] Text Ad Title:
    The title of an ad.

  • [Dimension] Text Ad Text:
    The text found in the body of an ad.

  • [Dimension] Click URI:
    The URI destination to forward to on a click.

  • [Dimension] Video ID:
    A unique numerical identifier for a video.

  • [Dimension] Video Name:
    The name of a video ad.

  • [Dimension] Video Text:
    The text of a video ad.

  • [Dimension] Video Title:
    The title of a video ad.

  • [Dimension] Video Landing Page URL:
    The landing page URL for a video ad.

  • [Dimension] InMail Name:
    The name of an InMail.

  • [Dimension] InMail Subject:
    The subject of an InMail.

  • [Dimension] InMail Landing Page URL:
    The landing page URL for an InMail ad.

  • [Dimension] Sponsored Content ID:
    A unique numerical identifier for a sponsored content.

  • [Dimension] Sponsored Content Name:
    The name of a sponsored content.

  • [Dimension] Sponsored Content Title:
    The title of a sponsored content.

  • [Dimension] Sponsored Content Text:
    The text of a sponsored content.

  • [Dimension] Sponsored Content Landing Page URL:
    The landing page URL for a sponsored content.

  • [Dimension] Carousel Title:
    The title of a carousel ad.

  • [Dimension] Carousel Text:
    The text of a carousel ad.

  • [Dimension] Carousel Landing Page URL:
    The landing page URL for a carousel ad.

  • [Dimension] Carousel ID:
    A unique numerical identifier for a carousel ad.

  • [Dimension] Spotlight Title:
    The title of a spotlight ad.

  • [Dimension] Spotlight Text:
    The text of a spotlight ad.

  • [Dimension] Spotlight Name:*
    The name of a spotlight ad.

  • [Dimension] Creative Text:
    A dimension derived from "Text Ad Text", "Carousel Text", "Video Text", "Spotlight Text" and "Sponsored Content Text".

  • [Dimension] Creative Title:
    A dimension derived from "Text Ad Title", "Carousel Title", "Video Title", "Spotlight Title", "Sponsored Content Title" and "InMail Subject".

  • [Dimension] Click URL:
    A dimension derived from "Click URI", "Video Landing Page URL", "Carousel Landing Page URL",  or "Sponsored Content Landing Page URL"

  • [Dimension] Lead Form UTM Campaign*:
    Identifies a specific product promotion or strategic campaign for the form.

  • [Dimension] Lead Form UTM Medium*:
    Identifies what type of link was used to reach the form.

  • [Dimension] Lead Form UTM Source*:
    Identifies which site sent the traffic for the form.

* Lead Form UTM parameters must be included when connecting the source. Note that for these fields to be populated, it is required that the underlying hidden fields are named "Campaign", "Medium", and "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 report

  • [Dimension] Account:
    The name of an account.

  • [Dimension] Account ID:
    A unique numerical identifier for an account.

  • [Dimension] Campaign Group:
    The name of a campaign group.

  • [Dimension] Campaign Group ID:
    A unique numerical identifier for an ad campaign group.

  • [Dimension] Campaign Objective:
    Specifies what the objective of a campaign is.

  • [Dimension] Campaign Format:
    Specifies what the format of a campaign is.

  • [Dimension] Campaign ID:
    A unique numerical identifier for an ad campaign.

  • [Dimension] Campaign:
    The name of a campaign.

  • [Dimension] Conversion:
    Indicates a conversion URN for which ad events to track.

  • [Dimension] Conversion ID:
    LinkedIn-defined ID created in campaign manager.

  • [Dimension] Conversion Type:
    Specifies what type a conversion is of.

Demographic reports

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.

Account

  • [Dimension] Account:
    The name of an account.

  • [Dimension] Account ID:
    A unique numerical identifier for an account.

Campaign Group

  • [Dimension] Account:
    The name of an account.

  • [Dimension] Account ID:
    A unique numerical identifier for an account.

  • [Dimension] Campaign Group:
    The name of a campaign group.

  • [Dimension] Campaign Group ID:
    A unique numerical identifier for an ad campaign group.

  • [Dimension] Campaign:
    The name of a campaign.

  • [Dimension] Campaign ID:
    A unique numerical identifier for an ad campaign.

Campaign

  • [Dimension] Account:
    The name of an account.

  • [Dimension] Account ID:
    A unique numerical identifier for an account.

  • [Dimension] Campaign Group:
    The name of a campaign group.

  • [Dimension] Campaign Group ID:
    A unique numerical identifier for the ad campaign group.

  • [Dimension] Campaign:
    The name of a campaign.

  • [Dimension] Campaign ID:
    A unique numerical identifier for an ad campaign.

  • [Dimension] Campaign Format:
    Specifies what the format of a campaign is.

  • [Dimension] Campaign Objective:
    Specifies what the objective of a campaign is.

County report

  • [Dimension] Geo County:
    County based on LinkedIn's new geo-data source.

  • [Dimension] Geo County ID:
    County ID based on LinkedIn's new geo-data source.

Company report

  • [Dimension] Company:
    The name of a company.

  • [Dimension] Company ID:
    The unique identifier for a company.

Company Size report

  • [Dimension] Company Size:
    The size of a company.

Industry report

  • [Dimension] Industry:
    The name of an Industry in various locales.

  • [Dimension] Industry ID:
    The unique identifier for an industry.

Job Function report

  • [Dimension] Job Function:
    The job function specific to a job.

  • [Dimension] Job Function ID:
    The unique identifier for a job function.

Job Title report

  • [Dimension] Job Title:
    The title of a job.

  • [Dimension] Job Title ID:
    The unique identifier for a job title.

Location report

  • [Dimension] Geo Location:
    Location/Region based on LinkedIn's new geo-data source.

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

Seniority report

  • [Dimension] Seniority:
    The name of a job seniority.

  • [Dimension] Seniority ID:
    The unique identifier for a job seniority.

Serving Location report

  • [Dimension] Serving Location:
    Shows whether a metric was served on-site (LinkedIn) or off-site.

Available metrics

  • [Metric] Action Clicks:
    The count of clicks on the action button of the Sponsored InMail.

  • [Metric] Ad Unit Clicks:
    The count of clicks on the ad unit displayed alongside the Sponsored InMail.

  • [Metric] Card Clicks:
    The count of clicks for each card of a carousel ad.

  • [Metric] Clicks:
    The count of chargeable clicks.

  • [Metric] Comments:
    The count of comments.

  • [Metric] Company Page Clicks:
    The count of clicks to view the company page.

  • [Metric] Conversion Value:
    Value of the conversions based on rules defined by the advertiser.

  • [Metric] External Website Conversions:
    The count of conversions indicated by pixel load on an external advertiser website.

  • [Metric] External Website Post-Click Conversions:
    The count of post-click conversions indicated by pixel loads on an external advertiser website.

  • [Metric] External Website Post-View Conversions:
    The count of post-view conversions on an external advertiser website.

  • [Metric] Follows:
    The count of follows.

  • [Metric] Impressions:
    The count of "impressions" for Direct Ads and Sponsored Updates and "sends" for InMail.

  • [Metric] Landing Page clicks:
    The count of clicks which take the user to the creative landing page.

  • [Metric] Lead Generation Mail Contact Info Shares:
    The number of times users shared contact info through the One Click Lead Gen for Sponsored InMail.

  • [Metric] Lead Generation Mail Interested Clicks:
    The count of InMail recipients who clicked to demonstrate interest.

  • [Metric] Likes:
    The count of likes.

  • [Metric] 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.

  • [Metric] One Click Lead Form Opens:
    The count of times users opened the lead form for a One Click Lead Gen campaign.

  • [Metric] One Click Leads:
    The count of leads generated through One Click Lead Gen.

  • [Metric] Opens:
    The count of opens of Sponsored InMail.

  • [Metric] Other Engagements:
    The count of user interactions with the ad unit that do not fit into any other more specific category.

  • [Metric] Sends:
    The count of sends of Sponsored InMail.

  • [Metric] Shares:
    The count of shares.

  • [Metric] Spend:
    The total amount of spend.

  • [Metric] Text URL Clicks:
    The count of clicks on any links (anchor tags) that were included in the body of the Sponsored InMail.

  • [Metric] Total Engagements:
    The count of all user interactions with the ad unit.

  • [Metric] Viral Card Clicks:
    The number of viralClicks for each card of a carousel ad.

  • [Metric] Viral Clicks:
    The count of clicks on viral impressions.

  • [Metric] Viral Comments:
    The count of comments from viral impressions for this activity.

  • [Metric] Viral Company Page Clicks:
    The count of clicks for view the company page from viral impressions for this activity.

  • [Metric] Viral Follows:
    The count of follows from viral impressions for this activity.

  • [Metric] Viral Impressions:
    The count of viral impressions for this activity.

  • [Metric] Viral Landing Page Clicks:
    The count of clicks on viral impressions to take the user to the creative landing page.

  • [Metric] Viral Likes:
    The count of likes from viral impressions for this activity.

  • [Metric] Viral One Click Lead Form Opens:
    The count of times users opened the lead form for viral impressions from a Lead Gen Campaign.

  • [Metric] Viral One Click Leads:
    The count of leads generated through One Click Lead Gen from viral impressions for this activity.

  • [Metric] Viral Other Engagements:
    The count of user interactions with viral impressions that do not fit into any other more specific category.

  • [Metric] Viral Shares:
    The count of shares from viral impressions for this activity.

  • [Metric] Viral Total Engagements:
    The count of all user interaction with a viral ad unit.

Available video metrics

  • [Metric] 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).

  • [Metric] Video Starts:
    The count of video ads that were started by users.

  • [Metric] Video Completion Rate:
    Video completions divided by Video Views.

  • [Metric] Video Completions:
    The count of fully watched video viewings.

  • [Metric] Video @ 25%:
    The count of video ads that played through the first quartile of the video. This includes watches that skipped to this point.

  • [Metric] Video @ 50%:
    The count of video ads that played through the midpoint of the video. This includes watches that skipped to this point.

  • [Metric] Video @ 75%:
    The count of video ads that played through the third quartile of the video. This includes watches that skipped to this point.

  • [Metric] Full Screen Plays:
    The count of times a user taps or clicks on the video ad, going into video view mode.

  • [Metric] Video View Rate:
    Video views divided by Impressions.

  • [Metric] Viral Video Starts:
    The count of viral video ads that were started by a user.

  • [Metric] 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.

  • [Metric] 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.

  • [Metric] 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.

  • [Metric] Viral Full Screen Plays:
    The count of times a users taps or clicks on the viral video ad, going into video view mode.

  • [Metric] 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).

  • [Metric] Viral Video Completions:
    The count of fully watched video viewings.

Non-aggregatable metrics

For non-aggregatable metrics you choose a report level and a time window:

Report Levels

  • Account

  • Campaign

Time Windows

  • 1 Day

Available metrics

  • [Metric] Frequency
    The average number of times each person saw your ad. This is a funnel-derived metric.

  • [Metric] Impressions
    This is the non-aggregatable count of impressions for direct ads and sponsored updates as well as sends for InMails.

  • [Metric] Reach
    The approximate reach according to LinkedIn.

Available dimensions

Account

  • [Dimension] Account
    The name of an account.

  • [Dimension] Account ID
    A unique numerical identifier for an account.

Campaign

  • [Dimension] Campaign
    The name of a campaign.

  • [Dimension] Campaign ID
    A unique numerical identifier for a campaign.

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

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

Read more about non-aggregatable metrics here.

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