Analyze LinkedIn Ads Performance  Detailed Guide ▷ 2020

When you generate a LinkedIn ad campaign you will need to understand the efficiency of it. For this, you will have to master the metrics offered by campaign manager analytics.

This tool allows you to know different actions that consumers had each time they saw your ad. Therefore, it will be necessary that we teach you the step by step of how you should interpret the analytics LinkedIn Ads.

We will also talk about the KPI’s that you should set yourself according to the objectives you have. Don’t miss out on any details because we will miss you all the secrets for a successful campaign.

LinkedIn Campaign Manager What is it and what is it for?

The Campaign Manager is a tool that offers LinkedIn to configure the announcements that can be made through the platform. That is to sayThanks to this function, you can choose the type of ad, assign a budget and designate the market you want to reach. For this last option you can choose the best segmentation if you set geographic areas, level of education and work experience. In addition, you can program if you want to make ads by bid or by CPM.

Among the most outstanding functions that the administrator of campaigns of LinkedIn you can mention the possibility to choose the language, the start date and the type of placement. By last, LinkedIn offers a forecast of results showing audience size, number of impressions and click-through rates according to the campaign choice.

Learn step by step how to interpret the analytics of LinkedIn Ads

Learn step by step how to interpret the analytics of LinkedIn Ads

Once create an ad campaign you will need to know if it is successful to grow your brand. Because of this, the platform offers you a analytical tool to interpret the results of your actions.

Within LinkedIn Ads ad analytics are these KPIs:


This metric shows the number of times people clicked on your ad to get more information. Do not forget that you can create links that are oriented to your company page from LinkedIn, so this KPI It is also related to visits to your website.


When a person sees your ad this action is called Impression. Therefore, this metric shows the number of people who saw your post on your home page.


If you divide the number of impressions on clicks, you get this indicator. That is to say, shows the percentage of efficiency that exists in the ads, since it establishes a relationship between the publication and the interest of the reader. The higher the better.


To advertise on LinkedIn you must assign a budget. If you want to know what is the relationship between the total spent and 1000 impressions, you can see it in this KPI. Therefore, as decrease this ratio will mean that the campaign is cheaper.


When divide the total amount of money you have spent on your campaign advertising in the number of times that users clicked on them, you will get the cost per click. You should try to keep the relationship as small as possible.


Conversions are all the actions that the user performs when interact with your ad.

Average cost per conversion

Average cost per conversion

If you take the total money from the campaign and divide it into the number of conversions, you will be able to know a average how much it costs you to get conversions through ads on LinkedIn.

Possible contacts

Everytime that you run a campaign, you reach a certain number of users, who may be interested in contacting your company. For this reason it is It is necessary to know what is the scope or number of possible contacts that you can obtain with an ad. This information is provided by the aforementioned metric.

Average cost per possible contact

If you want know what is the average cost of a possible contact, it will be necessary that you compare the total expenses you had in your campaign with the metric that we have mentioned before. Each time the number decreases an indicator is given that your campaign is more efficient.

Total cost

East KPI will show you the amount of money you spent on interactions what your ads had and their impressions.

Steps to download campaign reports for your LinkedIn ads

Anytime download your ad campaign reports you will have to go to the LinkedIn home screen and then select a products. Next, you will have to choose Advertise to access the Campaign manager. Once you are in this section, you will have to click on the name of the campaign and then choose the function Campaign performance. You will find a chart that is activated by default with the click metric.

But you can change the KPI clicking on the drop-down menu that is located at the end of each element. If you want to download this graphic on your computer, click on the campaign and then go to the top right of the screen and choose the option To export. Next, you must select the report type what do you want and in what period (per day, monthly or full). When you are done, you will have to download the report in CSV clicking on To export.

What are the KPI’s that you should set yourself according to the objectives of your campaign?

What are the KPI's that you should set yourself according to the objectives of your campaign?

When you run an advertising campaign you will need to pay more pay attention to some KPIs than others.

Therefore, we will show you the most important metrics according to each situation:

Make your brand known

If the goal of your LinkedIn ad campaign is to make your brand known, you will need to pay attention:

  • Average cost per impression
  • Impressions
  • Total cost

Generate Leads

To generate greater consumer interest in your services or products, you will need that your ad campaign has good parameters in:

  • Impressions
  • Total cost
  • CPC
  • Cost per conversion
  • CPM
  • Possible contacts
  • Average cost of potential contacts

Improve brand perception

In case you guide your campaign to improve the perception of the brand, try that these metrics have the best result:

  • Clicks
  • Impressions
  • CTR
  • CPC
  • Total cost

If you have any questions, leave them in the comments, we will answer you as soon as possible, and it will be of great help to more members of the community. Thank you! 😉

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