LinkedIn Ads metrics
Documented metrics available in the native reporting reference on LinkedIn Ads through an AI assistant: 139 in total, 14 of them computed by the gateway…
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The 139 metrics you can request on LinkedIn Ads. The key is what you pass to a tool; the field is what the platform returns.
Native attribution, field compatibility, privacy thresholds and reporting retention apply.
viral (41)
| Key | Name | Field | Notes |
|---|---|---|---|
viralImpressions | Viral impressions | viralImpressions | Impressions coming from members resharing the sponsored content to their own network. Not counted inside impressions. Format: number. |
viralClicks | Viral clicks | viralClicks | Clicks on viral impressions. Sponsored Content only. Format: number. |
viralLandingPageClicks | Viral landing page clicks | viralLandingPageClicks | Clicks on viral impressions that take the member to the landing page. Format: number. |
viralCompanyPageClicks | Viral company page clicks | viralCompanyPageClicks | Clicks through to the company page from viral impressions. Format: number. |
viralTotalEngagements | Viral total engagements | viralTotalEngagements | Every interaction with a viral ad unit. Format: number. |
viralOtherEngagements | Viral other engagements | viralOtherEngagements | Viral interactions that fit no more specific category. Format: number. |
viralReactions | Viral reactions | viralReactions | Positive reactions on viral Sponsored Content. Format: number. |
viralLikes | Viral likes | viralLikes | Likes from viral impressions. Format: number. |
viralComments | Viral comments | viralComments | Comments from viral impressions. Format: number. |
viralCommentLikes | Viral comment likes | viralCommentLikes | Likes on comments from viral impressions. Format: number. |
viralShares | Viral shares | viralShares | Shares from viral impressions. Format: number. |
viralFollows | Viral follows | viralFollows | Follows from viral impressions. Format: number. |
viralSubscriptionClicks | Viral subscription clicks | viralSubscriptionClicks | Viral clicks to subscribe to a series such as a newsletter. Format: number. |
viralDownloadClicks | Viral download clicks | viralDownloadClicks | Download intents on a viral ad. Format: number. |
viralFullScreenPlays | Viral full screen plays | viralFullScreenPlays | Times members switched a viral video to full screen. Format: number. |
viralCardClicks | Viral card clicks | viralCardClicks | Viral clicks on each card of a carousel ad. Format: number. |
viralCardImpressions | Viral card impressions | viralCardImpressions | Viral impressions of each card of a carousel ad. Format: number. |
viralVideoStarts | Viral video starts | viralVideoStarts | Viral video ads started by members. Format: number. |
viralVideoViews | Viral video views | viralVideoViews | A viral video playing at least 2 continuous seconds at 50 percent in view, or a click on the call to action. Format: number. |
viralVideoFirstQuartileCompletions | Viral video 25 percent | viralVideoFirstQuartileCompletions | Viral video ads played through the first quartile. Format: number. |
viralVideoMidpointCompletions | Viral video 50 percent | viralVideoMidpointCompletions | Viral video ads played through the midpoint. Format: number. |
viralVideoThirdQuartileCompletions | Viral video 75 percent | viralVideoThirdQuartileCompletions | Viral video ads played through the third quartile. Format: number. |
viralVideoCompletions | Viral video completions | viralVideoCompletions | Viral video ads played to between 97 and 100 percent. Format: number. |
viralDocumentFirstQuartileCompletions | Viral document 25 percent | viralDocumentFirstQuartileCompletions | Times members reached the first quartile of a document ad on a viral post. Format: number. |
viralDocumentMidpointCompletions | Viral document 50 percent | viralDocumentMidpointCompletions | Times members reached the second quartile of a document ad on a viral post. Format: number. |
viralDocumentThirdQuartileCompletions | Viral document 75 percent | viralDocumentThirdQuartileCompletions | Times members reached the third quartile of a document ad on a viral post. Format: number. |
viralDocumentCompletions | Viral document completions | viralDocumentCompletions | Times members reached the end of a document ad on a viral post. Format: number. |
viralExternalWebsiteConversions | Viral website conversions | viralExternalWebsiteConversions | Conversions attributed to a viral event. Format: number. |
viralExternalWebsitePostClickConversions | Viral post click conversions | viralExternalWebsitePostClickConversions | Post click conversions attributed to a viral click. Format: number. |
viralExternalWebsitePostViewConversions | Viral post view conversions | viralExternalWebsitePostViewConversions | Post view conversions attributed to a viral impression. Format: number. |
viralOneClickLeads | Viral one click leads | viralOneClickLeads | Leads generated through One Click Lead Gen from viral impressions. Format: number. |
viralOneClickLeadFormOpens | Viral lead form opens | viralOneClickLeadFormOpens | Lead form opens from viral impressions. Format: number. |
viralRegistrations | Viral registrations | viralRegistrations | Event registrations after viewing or clicking a viral ad. Format: number. |
viralPostClickRegistrations | Viral post click registrations | viralPostClickRegistrations | Event registrations after clicking a viral ad. Format: number. |
viralPostViewRegistrations | Viral post view registrations | viralPostViewRegistrations | Event registrations after viewing a viral ad. Format: number. |
viralJobApplications | Viral job applications | viralJobApplications | Job applications after viewing or clicking a viral ad. Format: number. |
viralPostClickJobApplications | Viral post click job applications | viralPostClickJobApplications | Job applications after clicking a viral ad. Format: number. |
viralPostViewJobApplications | Viral post view job applications | viralPostViewJobApplications | Job applications after viewing a viral ad. Format: number. |
viralJobApplyClicks | Viral job apply clicks | viralJobApplyClicks | Clicks on the apply button after viewing or clicking a viral ad. Format: number. |
viralPostClickJobApplyClicks | Viral post click job apply clicks | viralPostClickJobApplyClicks | Clicks on the apply button after clicking a viral ad. Format: number. |
viralPostViewJobApplyClicks | Viral post view job apply clicks | viralPostViewJobApplyClicks | Clicks on the apply button after viewing a viral ad. Format: number. |
engagement (17)
| Key | Name | Field | Notes |
|---|---|---|---|
averageDwellTime | Average dwell time | averageDwellTime | Average time in seconds during which more than half of the ad pixels stayed in the viewport. Format: duration. |
totalEngagements | Total engagements | totalEngagements | Count of every user interaction with the ad unit. Format: number. |
otherEngagements | Other engagements | otherEngagements | Interactions with the ad unit that fit no more specific category. Format: number. |
landingPageClicks | Landing page clicks | landingPageClicks | Clicks that take the member to the creative landing page. Format: number. |
companyPageClicks | Company page clicks | companyPageClicks | Clicks through to the advertiser company page. Format: number. |
reactions | Reactions | reactions | Positive reactions on Sponsored Content: like, interest, praise and the rest. Format: number. |
likes | Likes | likes | Count of likes. Sponsored Content only. Format: number. |
comments | Comments | comments | Count of comments. Sponsored Content only. Format: number. |
commentLikes | Comment likes | commentLikes | Count of likes on comments. Sponsored Content only. Format: number. |
shares | Shares | shares | Count of shares. Sponsored Content only. Format: number. |
follows | Follows | follows | Count of follows. Sponsored Content and Follower ads only. Format: number. |
subscriptionClicks | Subscription clicks | subscriptionClicks | Clicks to subscribe to a series such as a newsletter. Format: number. |
downloadClicks | Download clicks | downloadClicks | Times members clicked the download icon on the ad media. A click is an intent to download, not a completed one. Format: number. |
cardClicks | Card clicks | cardClicks | Clicks on each card of a carousel ad. Format: number. |
cardImpressions | Card impressions | cardImpressions | Impressions of each card of a carousel ad. Format: number. |
headlineClicks | Headline clicks | headlineClicks | Times members clicked the headline of a conversation ad. Format: number. |
headlineImpressions | Headline impressions | headlineImpressions | Times members were shown the headline of a conversation ad. Format: number. |
calculated (14)
| Key | Name | Field | Notes |
|---|---|---|---|
ctr | Click through rate | computed here | Clicks divided by impressions. LinkedIn does not return this field, the gateway computes it. Calculated: clicks /. Format: percentage. |
cpc | Cost per click | computed here | Spend in the account currency divided by clicks. Computed by the gateway. Calculated: costInLocalCurrency /. Format: currency. |
cpm | Cost per thousand impressions | computed here | Spend in the account currency per thousand impressions. Computed by the gateway. Calculated: costInLocalCurrency /. Format: currency. |
cpl | Cost per lead | computed here | Spend divided by One Click Lead Gen leads. Computed by the gateway. Calculated: costInLocalCurrency /. Format: currency. |
cpa | Cost per conversion | computed here | Spend divided by website conversions. Computed by the gateway. Calculated: costInLocalCurrency /. Format: currency. |
conversionRate | Conversion rate | computed here | Website conversions divided by clicks. Computed by the gateway. Calculated: externalWebsiteConversions /. Format: percentage. |
leadRate | Lead form fill rate | computed here | One Click Lead Gen leads divided by lead form opens. Computed by the gateway. Calculated: oneClickLeads /. Format: percentage. |
engagementRate | Engagement rate | computed here | Total engagements divided by impressions. Computed by the gateway. Calculated: totalEngagements /. Format: percentage. |
videoCompletionRate | Video completion rate | computed here | Video completions divided by video starts. Computed by the gateway. Calculated: videoCompletions /. Format: percentage. |
costPerVideoView | Cost per video view | computed here | Spend divided by video views. Computed by the gateway. Calculated: costInLocalCurrency /. Format: currency. |
roas | Return on ad spend (conversion value) | computed here | Conversion value divided by spend, both in the account currency. Computed by the gateway, and unrelated to the CRM based returnOnAdSpend. Calculated: conversionValueInLocalCurrency /. Format: ratio. |
openRate | Sponsored Messaging open rate | computed here | Opens divided by sends. Computed by the gateway. Calculated: opens / sends. Format: percentage. |
viralShareOfImpressions | Viral share of impressions | computed here | Viral impressions divided by paid plus viral impressions. Computed by the gateway. Calculated: viralImpressions /. Format: percentage. |
frequency | Frequency | computed here | Impressions divided by approximate member reach. Only meaningful on a date range of 92 days or less, where LinkedIn returns reach. Calculated: impressions /. Format: ratio. |
event (13)
| Key | Name | Field | Notes |
|---|---|---|---|
eventViews | Event views | eventViews | Valid views of an event hosted on LinkedIn. Format: number. |
eventViewsOver15Seconds | Event views over 15s | eventViewsOver15Seconds | Event views by members who watched more than 15 seconds. Format: number. |
eventViewsOver30Seconds | Event views over 30s | eventViewsOver30Seconds | Event views by members who watched more than 30 seconds. Format: number. |
eventViewsOver2Minutes | Event views over 2min | eventViewsOver2Minutes | Event views by members who watched more than 2 minutes. Format: number. |
eventWatchTime | Event watch time | eventWatchTime | Total watch time of the event in milliseconds. Format: duration. |
averageEventWatchTime | Average event watch time | averageEventWatchTime | Average watch time of the event in milliseconds. Format: duration. |
averageEventWatchTimeOver15Seconds | Average event watch time over 15s | averageEventWatchTimeOver15Seconds | Average watch time in milliseconds among members who watched more than 15 seconds. Format: duration. |
averageEventWatchTimeOver30Seconds | Average event watch time over 30s | averageEventWatchTimeOver30Seconds | Average watch time in milliseconds among members who watched more than 30 seconds. Format: duration. |
averageEventWatchTimeOver2Minutes | Average event watch time over 2min | averageEventWatchTimeOver2Minutes | Average watch time in milliseconds among members who watched more than 2 minutes. Format: duration. |
costPerEventView | Cost per event view | costPerEventView | Cost per view of an event hosted on LinkedIn. Format: currency. |
costPerEventViewOver15Seconds | Cost per event view over 15s | costPerEventViewOver15Seconds | Cost per event view among members who watched more than 15 seconds. Format: currency. |
costPerEventViewOver30Seconds | Cost per event view over 30s | costPerEventViewOver30Seconds | Cost per event view among members who watched more than 30 seconds. Format: currency. |
costPerEventViewOver2Minutes | Cost per event view over 2min | costPerEventViewOver2Minutes | Cost per event view among members who watched more than 2 minutes. Format: currency. |
lead (9)
| Key | Name | Field | Notes |
|---|---|---|---|
leadGenerationMailContactInfoShares | InMail contact info shares | leadGenerationMailContactInfoShares | Times members shared contact details through One Click Lead Gen on Sponsored Messaging. Format: number. |
leadGenerationMailInterestedClicks | InMail interested clicks | leadGenerationMailInterestedClicks | Sponsored Messaging recipients who clicked to signal interest. Format: number. |
oneClickLeads | One click leads | oneClickLeads | Leads generated through One Click Lead Gen. Format: number. |
oneClickLeadFormOpens | Lead form opens | oneClickLeadFormOpens | Times members opened the lead form of a One Click Lead Gen campaign. Format: number. |
qualifiedLeads | Qualified leads | qualifiedLeads | Leads the advertiser flagged as more likely to become a customer. Format: number. |
costPerQualifiedLead | Cost per qualified lead | costPerQualifiedLead | Spend in the account currency divided by qualified leads. Format: currency. |
validWorkEmailLeads | Valid work email leads | validWorkEmailLeads | Leads whose email is not on a known free or personal domain. Format: number. |
talentLeads | Talent leads | talentLeads | Leads captured through a talent media campaign. Format: number. |
appointmentsScheduled | Appointments scheduled | appointmentsScheduled | Appointments booked through Lead Gen campaigns. Available from API version 202605 onwards. Format: number. |
video (9)
| Key | Name | Field | Notes |
|---|---|---|---|
fullScreenPlays | Full screen plays | fullScreenPlays | Times members switched the video to full screen. Format: number. |
videoStarts | Video starts | videoStarts | Count of video ads started by members. Format: number. |
videoViews | Video views | videoViews | A video playing at least 2 continuous seconds at 50 percent in view, or a click on the call to action. Format: number. |
videoFirstQuartileCompletions | Video 25 percent | videoFirstQuartileCompletions | Video ads played through the first quartile. Format: number. |
videoMidpointCompletions | Video 50 percent | videoMidpointCompletions | Video ads played through the midpoint. Format: number. |
videoThirdQuartileCompletions | Video 75 percent | videoThirdQuartileCompletions | Video ads played through the third quartile. Format: number. |
videoCompletions | Video completions | videoCompletions | Video ads played to between 97 and 100 percent. Format: number. |
videoWatchTime | Video watch time | videoWatchTime | Total watch time in milliseconds. This metric can lag by up to 48 hours. Format: duration. |
averageVideoWatchTime | Average video watch time | averageVideoWatchTime | Average watch time in milliseconds. This metric can lag by up to 48 hours. Format: duration. |
revenue (8)
| Key | Name | Field | Notes |
|---|---|---|---|
revenueWonInUsd | Revenue won (USD) | revenueAttributionMetrics. | CRM revenue in US dollars attributed to LinkedIn advertising. Requires a CRM connected to Business Manager. Format: currency. |
returnOnAdSpend | Return on ad spend | revenueAttributionMetrics. | Attributed revenue won divided by LinkedIn ad spend. Format: ratio. |
closedWonOpportunities | Closed won opportunities | revenueAttributionMetrics. | CRM opportunities closed as won and attributed to LinkedIn advertising. Format: number. |
openOpportunities | Open opportunities | revenueAttributionMetrics. | CRM deals in progress attributed to LinkedIn advertising. Returned only when the date range ends today in UTC. Format: number. |
opportunityAmountInUsd | Open opportunity amount (USD) | revenueAttributionMetrics. | Total value of open CRM opportunities attributed to LinkedIn. Returned only when the date range ends today in UTC. Format: currency. |
opportunityWinRate | Opportunity win rate | revenueAttributionMetrics. | Share of closed opportunities that were won. Format: percentage. |
averageDealSizeInUsd | Average deal size (USD) | revenueAttributionMetrics. | Revenue won divided by the number of closed won opportunities. Format: currency. |
averageDaysToClose | Average days to close | revenueAttributionMetrics. | Average number of days between opportunity creation and close. Format: number. |
conversion (7)
| Key | Name | Field | Notes |
|---|---|---|---|
externalWebsiteConversions | Website conversions | externalWebsiteConversions | Times members took the tracked action after clicking or seeing the ad. Format: number. |
externalWebsitePostClickConversions | Post click conversions | externalWebsitePostClickConversions | Times members took the tracked action after clicking the ad. Format: number. |
externalWebsitePostViewConversions | Post view conversions | externalWebsitePostViewConversions | Times members took the tracked action after seeing the ad. Format: number. |
conversionValueInLocalCurrency | Conversion value | conversionValueInLocalCurrency | Value of the conversions in the account currency, using the values the advertiser set per conversion. Format: currency. |
registrations | Registrations | registrations | Event or seminar registrations after viewing or clicking an ad with a LinkedIn event landing page. Gross count, unregistrations are not deducted. Format: number. |
postClickRegistrations | Post click registrations | postClickRegistrations | Event registrations after clicking an ad with a LinkedIn landing page. Format: number. |
postViewRegistrations | Post view registrations | postViewRegistrations | Event registrations after viewing an ad with a LinkedIn event landing page. Format: number. |
job (6)
| Key | Name | Field | Notes |
|---|---|---|---|
jobApplications | Job applications | jobApplications | Job applications completed after viewing or clicking an ad. Format: number. |
postClickJobApplications | Post click job applications | postClickJobApplications | Job applications completed after clicking an ad. Format: number. |
postViewJobApplications | Post view job applications | postViewJobApplications | Job applications completed after viewing an ad. Format: number. |
jobApplyClicks | Job apply clicks | jobApplyClicks | Clicks on the apply button of a LinkedIn job page after viewing or clicking an ad. Format: number. |
postClickJobApplyClicks | Post click job apply clicks | postClickJobApplyClicks | Clicks on the apply button after clicking an ad. Format: number. |
postViewJobApplyClicks | Post view job apply clicks | postViewJobApplyClicks | Clicks on the apply button after viewing an ad. Format: number. |
messaging (5)
| Key | Name | Field | Notes |
|---|---|---|---|
sends | Sends | sends | Count of Sponsored Messaging ads sent. Format: number. |
opens | Opens | opens | Count of Sponsored Messaging ads opened. Format: number. |
actionClicks | Action clicks | actionClicks | Clicks on the action button of a Sponsored Messaging ad. Format: number. |
adUnitClicks | Ad unit clicks | adUnitClicks | Clicks on the ad unit displayed alongside a Sponsored Messaging ad. Format: number. |
textUrlClicks | Text URL clicks | textUrlClicks | Clicks on links inside the body of a Sponsored Messaging ad. Format: number. |
document (4)
| Key | Name | Field | Notes |
|---|---|---|---|
documentFirstQuartileCompletions | Document 25 percent | documentFirstQuartileCompletions | Times members reached the first quartile of a document ad, including skips. Format: number. |
documentMidpointCompletions | Document 50 percent | documentMidpointCompletions | Times members reached the second quartile of a document ad, including skips. Format: number. |
documentThirdQuartileCompletions | Document 75 percent | documentThirdQuartileCompletions | Times members reached the third quartile of a document ad, including skips. Format: number. |
documentCompletions | Document completions | documentCompletions | Times members reached the end of a document ad, including skips. Format: number. |
core (2)
| Key | Name | Field | Notes |
|---|---|---|---|
impressions | Impressions | impressions | Count of impressions for Sponsored Content, and of sends for Sponsored Messaging. Format: number. |
clicks | Clicks | clicks | Count of chargeable clicks. On a CPM campaign these are still counted, they are simply not charged. Format: number. |
reach (2)
| Key | Name | Field | Notes |
|---|---|---|---|
approximateMemberReach | Approximate member reach | approximateMemberReach | Estimated number of unique member accounts with at least one impression. Returned only for date ranges of 92 days or less. Format: number. |
audiencePenetration | Audience penetration | audiencePenetration | Members reached divided by the estimated total target audience. Null beyond a 92 day range, and only with an ACCOUNT, CAMPAIGN_GROUP or CAMPAIGN pivot. Format: percentage. |
spend (2)
| Key | Name | Field | Notes |
|---|---|---|---|
costInLocalCurrency | Cost (account currency) | costInLocalCurrency | Spend in the currency of the ad account, for the requested pivot and granularity. Format: currency. |
costInUsd | Cost (USD) | costInUsd | Spend converted to US dollars, for the requested pivot and granularity. Format: currency. |
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