Ad set key result and cost-per-result metrics are displayed in Campaign Manager reporting. The key result is determined by the ad set's objective and bidding optimization goal.
Objective-based reporting with key results
Last updated: 4 months agoKey result and cost per key result
Key result shows the number of times your ad set has achieved its objective. Cost per result calculates the total spent on your ad set divided by the number of results, for example, clicks. For brand awareness ad sets, the cost per result is calculated by dividing the total spent on your ad set by every 1,000 member accounts reached.
Important to know
Some ads running on the LinkedIn Audience Network might use a model to deliver and measure ads. In such instances, some key results might come from audiences that sometimes align only partially with your targeting criteria. Learn more about how the LinkedIn Audience Network works.
The following table lists the ad objective and corresponding key result.
| Ad objective | Key result |
|---|---|
| Brand awareness | Reach |
| Message sends (Sponsored Messaging ads only) | |
| Website visits | Landing page clicks |
| Message sends (Sponsored Messaging ads only) | |
| Engagement | Engagement clicks |
| Video views | Video views |
| Lead generation | Qualified leads |
| Leads (Sponsored Content and Sponsored Messaging ads) | |
| Website conversions | Conversions |
| Message sends (Sponsored Messaging ads only) | |
| Job applicants | Landing page clicks |
The clicks metric in Campaign Manager reports chargeable clicks and varies by objective. Engagement clicks include clicks to your landing page, LinkedIn Page, social actions, social pill, and LinkedIn Page follows.
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Campaign Manager performance metrics help you measure the effectiveness of your ad sets. These metrics can be seen in Campaign Manager when viewing your ad set, and they can be downloaded as performance reports.
Performance metrics
Performance metrics include:
Additional ad set metrics
Other metrics available for your ad campaign include:
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Tell more people about your products, services, or organization by selecting the brand awareness objective for your ad sets. The ad formats, bidding strategies, and optimization goals available for brand awareness ad sets optimize towards the reach or impressions of your ads.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support telling more people about your products, services, or organization. Brand awareness ad sets automatically select reach or impressions as the optimization goal, depending on the ad format and bidding strategy selected.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
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The marketing objective you select determines which ad formats, bidding strategies, and optimization goals are available for your ad set. The sections below outline which bid strategies and optimization goals are available for each objective, and how the ad set will be charged based on those selections.
Learn more
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Encourage members to visit your website or landing page when you select website visits as your ad set objective. Website visits ad sets are shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The website visits ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
Available ad formats, bidding strategies, and optimization goals
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Increase engagement on your content through likes, comments, shares, follows, and clicks to a landing page or LinkedIn Page when you select engagement as your ad set objective. The engagement ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support your objective of increasing engagement. Engagement clicks are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table: