To learn how to connect LinkedIn advertising data, see the article How to connect to Linkedin.
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.
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 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 range, 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 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 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 | 30 day | Month to date): 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 | 30 day | Month to date): Total spent on your ad divided by 1,000 unique member accounts reached.
Audience penetration (1 day | 7 day | 30 day | Month to date): The approximate number of unique members reached by the advertiser divided by the approximate total target audience size. This metric is only available on sources connected on Account, Campaign Group or Campaign level.
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: 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 LinkedIn help article. More information about hidden fields can be found here.
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 and 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:
Conversion reports
The Conversion report only contains tracked conversions, 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, see the 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.
Note: The following metrics are not available with demographics pivots: Conversion Value, Card Clicks, Viral Card Clicks. Because of restrictions from LinkedIn's API, the retention period for data in the demographic reports is limited to 2 years.
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.
Demographic report | Dimensions |
County demographics | |
Country demographics | |
Company demographics | |
Company size demographics | |
Industry demographics | |
Job Function demographics | |
Job Title demographics | |
Location demographics | |
Seniority demographics | |
Serving locations demographics |
Report level | Cumulative dimensions |
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.
Report level | Metrics |
Account level | |
Campaign Group level | |
Campaign level | |
Ad level | Reach and Frequency metrics except Audience penetration |
Report level | Cumulative dimensions |
Account level | |
Campaign Group level | |
Campaign level | |
Ad level |