Understand campaign and ad metrics
Understand campaign and ad metrics
Use this guide to interpret numbers after choosing the platform, campaign selection, statuses and reporting dates. For date controls, use Choose performance dates; for a workbook, use Download an XLSX spreadsheet.
Understand the measures
| Measure | How to read it |
|---|---|
| Clicks | Recorded clicks on the ad or tracked destination. |
| Impressions | The number of times the ads were shown. |
| Reach | The reported audience reached for the source and period. |
| CTR | Clicks as a percentage of impressions. |
| Unique CTR | The source's click-through measure based on unique reach, available for Individual Targeting. |
| Avg dwell time | Time spent viewing the LinkedIn content, when supplied. |
| Audience penetration | The percentage of the LinkedIn campaign's reported target audience reached. It is a campaign measure. |
Counts are displayed without shortening them to K or M. A zero can mean no recorded activity returned for the period. A dash means a measure or detail is unavailable. Do not replace an unavailable figure with an assumed result.
Understand campaign Audience penetration
Audience penetration describes the reported proportion of a LinkedIn campaign's target audience reached. For example, 25% means one quarter of that reported audience for the supported view. Use it to understand how much of the target audience the campaign has reached; read it alongside Reach and engagement.
This is a campaign measure. Individual ad rows do not display it. Compare campaigns over the same supported reporting period, and do not treat an unavailable value as zero.
Recognize All Time differences
Image guide: All Time omits these two measures. Choose a supported bounded period when you need them; availability still depends on the source.
Compare lifetime and listing results
The listing uses Performance date. The full ad preview says Lifetime performance. Different numbers can be expected when those periods differ. Confirm both labels before using the figures in a comparison.
Created, Started and Updated describe item dates where available; they do not set the reporting window. Active is a status, while Not delivering is a separate delivery note. Neither label guarantees recorded activity in every period.