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 cost and value here will match the Conversion Cost and 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:
Because these metrics are approximate, 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

To minimize the effect of this approximation, select:

  • A full time period instead of adding up daily metrics for that time period
  • 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.:

  • conversionValueInLocalCurrency
  • cardImpressions
  • cardClicks
  • viralCardImpressions
  • viralCardClicks

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:
and here:

Standard report

  • [Dimension] Account
  • [Dimension] Account ID
  • [Dimension] Campaign Group
  • [Dimension] Campaign Group ID
  • [Dimension] Campaign Objective
  • [Dimension] Campaign Format
  • [Dimension] Campaign ID
  • [Dimension] Campaign
  • [Dimension] Creative ID
  • [Dimension] Creative Name
  • [Dimension] Creative Type
  • [Dimension] Text Ad Title
  • [Dimension] Text Ad Text
  • [Dimension] Click Uri
  • [Dimension] Video ID
  • [Dimension] Video Name
  • [Dimension] Video Text
  • [Dimension] Video Landing Page Url
  • [Dimension] InMail Name
  • [Dimension] InMail Landing Page Url
  • [Dimension] Sponsored Content ID
  • [Dimension] Sponsored Content Name
  • [Dimension] Sponsored Content Title
  • [Dimension] Sponsored Content Text
  • [Dimension] Sponsored Content Landing Page Url
  • [Dimension] Carousel Title
  • [Dimension] Carousel Text
  • [Dimension] Carousel Landing Page Url
  • [Dimension] Creative Text - this is a dimension derived from "Text Ad Text", "Carousel Text", "Video Text", or "Sponsored Content Text"
  • [Dimension] Click URL - this is a dimension derived from "Click Uri", "Video Landing Page Url", "Carousel Landing Page Url",  or "Sponsored Content Landing Page Url"

Conversion report

  • [Dimension] Conversion
  • [Dimension] Conversion ID
  • [Dimension] Conversion Type
  • [Dimension] Domain
  • [Dimension] Domain ID

Demographic reports

For all these reports you can filter on campaign instead of account.
Linkedin does warn that reports filtered on campaign 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.


  • [Dimension] Campaign
  • [Dimension] Campaign ID

Country report

  • [Dimension] Geo Country
  • [Dimension] Geo Country ID

County report

  • [Dimension] Geo County
  • [Dimension] Geo County ID

Company report

  • [Dimension] Company
  • [Dimension] Company ID
  • [Dimension] Company Size

Industry report

  • [Dimension] Industry
  • [Dimension] Industry ID

Job Function report

  • [Dimension] Job Function
  • [Dimension] Job Function ID

Job Title report

  • [Dimension] Job Title
  • [Dimension] Job Title ID

Location report

  • [Dimension] Geo Location
  • [Dimension] Geo Location ID

Seniority report

  • [Dimension] Seniority
  • [Dimension] Seniority ID

Serving Location report

  • [Dimension] Serving Location

Available metrics

  • [Metric] Shares
  • [Metric] Comments
  • [Metric] Leads
  • [Metric] Action Clicks
  • [Metric] Follows
  • [Metric] Non-Chargeable Clicks
  • [Metric] Other Engagements
  • [Metric] Opens
  • [Metric] Impressions
  • [Metric] Clicks
  • [Metric] Text URL Clicks
  • [Metric] Total Engagements
  • [Metric] Landing Page clicks
  • [Metric] Ad Unit Clicsk
  • [Metric] Company Page Clicks
  • [Metric] Card Clicks
  • [Metric] Likes
  • [Metric] Spend
  • [Metric] Chargeable Clicks
  • [Metric] Viral Likes
  • [Metric] Viral Clicks
  • [Metric] Viral Follows
  • [Metric] Viral Total Engagements
  • [Metric] Viral Impressions
  • [Metric] Viral One Click Lead Form Opens
  • [Metric] Viral Comments
  • [Metric] Viral Shares
  • [Metric] Viral Card Clicks
  • [Metric] Viral Landing Page Clicks
  • [Metric] Viral One Click Leads
  • [Metric] Viral Company Page Clicks
  • [Metric] Viral Other Engagements
  • [Metric] Lead Generation Mail Interested Clicks
  • [Metric] Lead Generation Mail Contact Info Shares
  • [Metric] One Click Lead Form Opens
  • [Metric] Conversion 
  • [Metric] Post-click Conversions
  • [Metric] External Website Post-Click Conversions
  • [Metric] Conversion Cost
  • [Metric] External Website Post-View Conversions
  • [Metric] External Website Conversions

Available video metrics

  • [Metric] External Website Conversions
  • [Metric] Video Views 
  • [Metric] Video Starts 
  • [Metric] Video Completion Rate
  • [Metric] Video Completions
  • [Metric] Video @ 25%
  • [Metric] Video @ 50%
  • [Metric] Video @ 75% 
  • [Metric] Full Screen Plays
  • [Metric] Video View Rate 
  • [Metric] Viral Video Starts
  • [Metric] Viral Video @ 25%
  • [Metric] Viral Video @ 50%
  • [Metric] Viral Video @ 75%
  • [Metric] Viral Full Screen Plays
  • [Metric] Viral Video Views
  • [Metric] Viral Video Completions

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