# 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…

[Documentation](https://www.getmcpads.com/docs) / [Sources](https://www.getmcpads.com/docs/sources) / [LinkedIn Ads](https://www.getmcpads.com/docs/sources/linkedin-ads)

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.

> **Note** Advertising API Development tier. Test-account writes only; Standard access is not yet approved.

Native attribution and field compatibility apply. LinkedIn test accounts do not deliver and return no advertising performance rows.

> **Note** 14 of these are computed by the gateway rather than returned by LinkedIn Ads. Each one shows how it is derived, so it is never presented as an official platform figure.

## 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 / impressions`. Format: percentage. |
| `cpc` | Cost per click | computed here | Spend in the account currency divided by clicks. Computed by the gateway. Calculated: `costInLocalCurrency / clicks`. Format: currency. |
| `cpm` | Cost per thousand impressions | computed here | Spend in the account currency per thousand impressions. Computed by the gateway. Calculated: `costInLocalCurrency / impressions * 1000`. Format: currency. |
| `cpl` | Cost per lead | computed here | Spend divided by One Click Lead Gen leads. Computed by the gateway. Calculated: `costInLocalCurrency / oneClickLeads`. Format: currency. |
| `cpa` | Cost per conversion | computed here | Spend divided by website conversions. Computed by the gateway. Calculated: `costInLocalCurrency / externalWebsiteConversions`. Format: currency. |
| `conversionRate` | Conversion rate | computed here | Website conversions divided by clicks. Computed by the gateway. Calculated: `externalWebsiteConversions / clicks`. 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 / oneClickLeadFormOpens`. Format: percentage. |
| `engagementRate` | Engagement rate | computed here | Total engagements divided by impressions. Computed by the gateway. Calculated: `totalEngagements / impressions`. Format: percentage. |
| `videoCompletionRate` | Video completion rate | computed here | Video completions divided by video starts. Computed by the gateway. Calculated: `videoCompletions / videoStarts`. Format: percentage. |
| `costPerVideoView` | Cost per video view | computed here | Spend divided by video views. Computed by the gateway. Calculated: `costInLocalCurrency / videoViews`. 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 / costInLocalCurrency`. 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 / (impressions + 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 / approximateMemberReach`. 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.revenueWonInUsd` | CRM revenue in US dollars attributed to LinkedIn advertising. Requires a CRM connected to Business Manager. Format: currency. |
| `returnOnAdSpend` | Return on ad spend | `revenueAttributionMetrics.returnOnAdSpend` | Attributed revenue won divided by LinkedIn ad spend. Format: ratio. |
| `closedWonOpportunities` | Closed won opportunities | `revenueAttributionMetrics.closedWonOpportunities` | CRM opportunities closed as won and attributed to LinkedIn advertising. Format: number. |
| `openOpportunities` | Open opportunities | `revenueAttributionMetrics.openOpportunities` | 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.opportunityAmountInUsd` | 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.opportunityWinRate` | Share of closed opportunities that were won. Format: percentage. |
| `averageDealSizeInUsd` | Average deal size (USD) | `revenueAttributionMetrics.averageDealSizeInUsd` | Revenue won divided by the number of closed won opportunities. Format: currency. |
| `averageDaysToClose` | Average days to close | `revenueAttributionMetrics.averageDaysToClose` | 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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