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.
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 on a viral post.
Document Midpoint Completions
The number of times users reached the second quartile of the document’s length on a viral post.
Document Third Quartile Completions
The number of times users reached the third quartile of the document’s length on a viral post.
Download Clicks
The number of times users have indicated the intent to download the media in an ad.
Conversions
The count of conversions indicated by pixel load 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
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.
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
Reactions
The count of positive reactions on Sponsored Content which can capture, like, interest, praise, and other responses.
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 InMail.
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 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 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 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 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 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
Reach ( 1 day | 7 day (Weekly) | 30 day | Month to date (Monthly) )
Estimate of the number of unique member accounts served with at least one impression.
Average Frequency ( 1 day | 7 day | 30 day | Month to date)
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 (Weekly) | 30 day | Month to date (Monthly) )
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 or Single Job.Populated by Creative ID if not set, or if the Creative is a Spotlight, Text or Document Ad.
Creative ID
A unique numerical identifier for a Creative.Ad Type
The type of ad as displayed in the LinkedIn Campaign Manager UI, derived from the Campaign Format of the Creative 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 of the media displayed in a Single Image Ad. Not available for Video Ads, Document 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 Text
The text content 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 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.
Standard report fields
Common metrics
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.
Campaign level fields
Ad level fields
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 |
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One of: |
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County demographics report | |
Country demographics report | |
Company demographics report | |
Company size demographics report | |
Industry demographics report | |
Job Function demographics report | |
Job Title demographics report | |
Location demographics report | |
Seniority demographics report | |
Serving locations demographics report |
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One of: | Cumulative of: |
Account level | |
Campaign Group level | |
Campaign level |
Reach and Frequency report
Reach and frequency metrics are subject to LinkedIn privacy protections, and are best used directionally, not for historical performance comparisons. For more information see the LinkedIn help article on Delivery metrics in Campaign Manager.
All of: |
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One of: | Cumulative of: |
Account level | |
Campaign Group level | |
Campaign level | |
Ad level |