LinkedIn Ads

LinkedIn Ads is a powerful platform for B2B marketing, allowing you to target professionals based on their industry, job title, company, seniority, and more. It offers a variety of ad formats, including Sponsored Content, Message Ads (formerly Sponsored InMail), Text Ads, and Dynamic Ads, enabling you to reach your target audience with tailored messaging. Effective LinkedIn Ads campaigns rely on careful targeting, compelling creative, and consistent performance monitoring.

How a LinkedIn Ads Connection Works in Uniquery

Uniquery simplifies the process of retrieving and analyzing your LinkedIn Ads data directly within Google Sheets. Instead of manually downloading CSV reports from the LinkedIn Campaign Manager, Uniquery establishes a secure, direct connection to the LinkedIn Ads API using OAuth 2.0 authentication. This connection allows you to:

• Automate Data Retrieval: Pull your LinkedIn Ads performance data directly into your spreadsheets.

• Customize Reports: Select specific metrics and dimensions to build reports tailored to your needs.

• Schedule Refreshes: Keep your data up-to-date with automatic hourly, daily, or weekly refreshes.

• Combine Data Sources: Integrate LinkedIn Ads data with data from other marketing platforms (like Google Analytics, Facebook Ads, etc.) for a holistic view of your marketing performance. All in one spreadsheet.

• Directly access the LinkedIn Ads API and extract the response to Google Sheets.

Metrics

In LinkedIn Ads, metrics represent the quantitative measurements of your campaign performance. They provide the numerical data that shows how your ads are performing. Understanding these metrics is crucial for evaluating the success of your campaigns and making data-driven optimizations.

Tag	Name	Description
actionClicks	Action Clicks	The number of clicks on various call-to-action buttons within your ad (e.g., "Apply Now," "Learn More"). Represents direct interactions with your ad's intended action.
adUnitClicks	Ad Unit Clicks	The number of times users clicked on the ad unit itself, not necessarily a specific call-to-action. This can include clicks on the ad image or headline.
approximateMemberReach	Approximate Member Reach	An estimate of the total number of unique LinkedIn members who could potentially see your ad, based on your targeting criteria. This is a reach estimate, not the actual number of impressions.
cardClicks	Card Clicks	The number of clicks on a specific card within a Carousel Ad. Carousel Ads display multiple images or videos (cards) that users can swipe through.
cardImpressions	Card Impressions	The number of times a specific card within a Carousel Ad was displayed to a user.
clicks	Clicks	The total number of clicks on your ad, including clicks on the ad unit, call-to-action buttons, and other interactive elements. A general measure of engagement.
commentLikes	Comment Likes	The number of likes received on comments made on your Sponsored Content posts. Indicates engagement with user-generated content related to your ad.
comments	Comments	The number of comments made on your Sponsored Content posts. Shows how much discussion your ad is generating.
companyPageClicks	Company Page Clicks	The number of clicks on the link to your company page within your ad. Measures interest in learning more about your company.
conversionValueInLocalCurrency	Conversion Value In Local Currency	The total value of conversions attributed to your LinkedIn Ads, expressed in your local currency. Requires conversion tracking to be set up. Represents the monetary value generated by your campaigns.
costInLocalCurrency	Cost In Local Currency	The total amount spent on your LinkedIn Ads campaigns, expressed in your local currency.
costInUsd	Cost In USD	The total amount spent on your LinkedIn Ads campaigns, expressed in US dollars.
dateRange	Date Range	This usually goes in dimension. Defines a time period.
documentCompletions	Document Completions	The number of times users fully viewed a document you shared in your ad (e.g., a PDF). Indicates strong interest in your content.
documentFirstQuartileCompletions	Document First Quartile Completions	The number of times users viewed at least the first 25% of a document in your ad.
documentMidpointCompletions	Document Midpoint Completions	The number of times users viewed at least 50% of a document in your ad.
documentThirdQuartileCompletions	Document Third Quartile Completions	The number of times users viewed at least 75% of a document in your ad.
downloadClicks	Download Clicks	The number of times users clicked to download a file offered in your ad. Useful for measuring interest in downloadable resources like white papers or ebooks.
externalWebsiteConversions	External Website Conversions	The number of conversions that occurred on your website after a user clicked on your LinkedIn Ad. Requires conversion tracking to be implemented.
externalWebsitePostClickConversions	External Website Post Click Conversions	The number of conversions on your website that occurred within a set time window after a user clicked on your LinkedIn Ad. Focuses on conversions directly attributable to ad clicks.
externalWebsitePostViewConversions	External Website Post View Conversions	The number of conversions on your website that occurred within a set time window after a user saw your LinkedIn Ad (but didn't necessarily click). Captures the influence of ad impressions on conversions.
follows	Follows	The number of new followers your company page gained as a direct result of your Sponsored Content. Measures the impact of your ads on building your organic audience.
fullScreenPlays	Full Screen Plays	The number of times users played your video ad in full-screen mode. Indicates higher engagement with your video content.
headlineClicks	Headline Clicks	The number of clicks directly to the headline.
headlineImpressions	Headline Impressions	The number of impression of the headline.
impressions	Impressions	The number of times your ad was displayed to users. A fundamental measure of ad reach. A single user can see the same ad multiple times (multiple impressions).
jobApplications	Job Applications	The number of job applications received through LinkedIn's job application feature, driven by your ads. Relevant for recruitment campaigns.
jobApplyClicks	Job Apply Clicks	The number of clicks on the "Apply" button within a job posting promoted by your ad. A key metric for tracking interest in job openings.
landingPageClicks	Landing Page Clicks	The number of clicks that took users to the landing page specified in your ad. Measures the effectiveness of your ad in driving traffic to your website.
leadGenerationMailContactInfoShares	Lead Generation Mail Contact Info Shares	In Sponsored InMail campaigns, the number of times users shared their contact information through a lead generation form.
leadGenerationMailInterestedClicks	Lead Generation Mail Interested Clicks	In Sponsored InMail campaigns, the number of clicks on a call-to-action button indicating interest (e.g., "Learn More," "Register").
likes	Likes	The number of likes your Sponsored Content posts received. A basic measure of engagement and social approval.
oneClickLeadFormOpens	One Click Lead Form Opens	The number of times users opened a one-click lead generation form within your ad. These forms pre-populate with the user's LinkedIn profile information, making it easy to submit leads.
oneClickLeads	One Click Leads	The number of leads submitted through a one-click lead generation form. A key metric for measuring lead generation success.
opens	Opens	In Sponsored InMail campaigns, the number of times users opened your message. The equivalent of email opens.
otherEngagements	Other Engagements	A catch-all metric for various other interactions with your ad that aren't captured by other specific metrics.
pivotValues	Pivot Values	Value used for pivot tables.
postClickJobApplications	Post Click Job Applications	The number of job applications received within a set time window after a user clicked on your LinkedIn Ad (promoting a job posting).
postClickJobApplyClicks	Post Click Job Apply Clicks	Clicks on the "Apply" button within a promoted job posting, occurring within a set time window after a user initially clicked on the ad.
postClickRegistrations	Post Click Registrations	The number of registrations (e.g., for a webinar or event) that occurred within a set time window after a user clicked on your LinkedIn Ad.
postViewJobApplications	Post View Job Applications	The number of job applications received within a set time window after a user saw your LinkedIn Ad (promoting a job posting), but didn't necessarily click.
postViewJobApplyClicks	Post View Job Apply Clicks	Clicks on the "Apply" button within a promoted job posting, occurring within a set time window after a user saw the ad (but didn't click).
postViewRegistrations	Post View Registrations	The number of registrations that occurred within a set time window after a user saw your LinkedIn Ad (but didn't necessarily click).
reactions	Reactions	The number of reactions (e.g., Like, Celebrate, Support, Love, Insightful, Curious) users gave to your Sponsored Content posts. Provides a more nuanced view of engagement than just likes.
registrations	Registrations	The number of registrations (e.g., for a webinar or event) driven by your LinkedIn Ads.
sends	Sends	In Sponsored InMail campaigns, the number of messages sent.
shares	Shares	The number of times users shared your Sponsored Content posts. Indicates strong engagement and content virality.
talentLeads	Talent Leads	The number of leads generated specifically for talent acquisition purposes. Useful for recruitment campaigns.
textUrlClicks	Text Url Clicks	The number of clicks on text URLs included within your ad copy.
totalEngagements	Total Engagements	The sum of all engagement metrics (clicks, likes, comments, shares, etc.). A broad measure of overall ad interaction.
validWorkEmailLeads	Valid Work Email Leads	The number of leads generated that include a valid work email address. Indicates higher-quality leads for B2B campaigns.
videoCompletions	Video Completions	The number of times users watched your video ad to the end. A strong indicator of video ad effectiveness.
videoFirstQuartileCompletions	Video First Quartile Completions	The number of times users watched at least the first 25% of your video ad.
videoMidpointCompletions	Video Midpoint Completions	The number of times users watched at least 50% of your video ad.
videoStarts	Video Starts	The number of times users started playing your video ad. A basic measure of video ad views.
videoThirdQuartileCompletions	Video Third Quartile Completions	The number of times users watched at least 75% of your video ad.
videoViews	Video Views	The number of times your video ad was viewed. Often defined as a view of a certain duration (e.g., 2 seconds or more).
viralCardClicks	Viral Card Clicks	The number of clicks on a card within a Carousel Ad that occurred due to organic sharing or engagement (not directly from the paid ad).
viralCardImpressions	Viral Card Impressions	The number of times a card within a Carousel Ad was displayed due to organic sharing or engagement.
viralClicks	Viral Clicks	The number of clicks on your ad that occurred due to organic sharing or engagement (not directly from the paid ad).
viralCommentLikes	Viral Comment Likes	The number of likes on comments made on your Sponsored Content posts, originating from organic sharing or engagement.
viralComments	Viral Comments	The number of comments made on your Sponsored Content posts, originating from organic sharing or engagement.
viralCompanyPageClicks	Viral Company Page Clicks	Clicks on your company page link that occurred due to organic sharing or engagement with your ad.
viralDocumentCompletions	Viral Document Completions	Completions of a document shared in your ad, driven by organic sharing or engagement.
viralDocumentFirstQuartileCompletions	Viral Document First Quartile Completions	Views of at least the first 25% of a document in your ad, driven by organic sharing or engagement.
viralDocumentMidpointCompletions	Viral Document Midpoint Completions	Views of at least 50% of a document in your ad, driven by organic sharing or engagement.
viralDocumentThirdQuartileCompletions	Viral Document Third Quartile Completions	Views of at least 75% of a document in your ad, driven by organic sharing or engagement.
viralDownloadClicks	Viral Download Clicks	Downloads of a file offered in your ad, driven by organic sharing or engagement.
viralExternalWebsiteConversions	Viral External Website Conversions	Conversions on your website attributed to organic sharing or engagement with your LinkedIn Ad.
viralExternalWebsitePostClickConversions	Viral External Website Post Click Conversions	Website conversions occurring within a set time window after a user clicked on a virally shared instance of your LinkedIn Ad.
viralExternalWebsitePostViewConversions	Viral External Website Post View Conversions	Website conversions occurring within a set time window after a user saw a virally shared instance of your LinkedIn Ad (without clicking).
viralFollows	Viral Follows	New followers gained for your company page due to organic sharing or engagement with your ad.
viralFullScreenPlays	Viral Full Screen Plays	Plays of your video ad in full-screen mode, driven by organic sharing or engagement.
viralImpressions	Viral Impressions	Impressions of your ad that occurred due to organic sharing or engagement.
viralJobApplications	Viral Job Applications	Job applications received through organic sharing or engagement with your ad promoting a job posting.
viralJobApplyClicks	Viral Job Apply Clicks	Clicks on the "Apply" button within a job posting, driven by organic sharing or engagement with your ad.
viralLandingPageClicks	Viral Landing Page Clicks	Clicks to your landing page that occurred due to organic sharing or engagement with your ad.
viralLikes	Viral Likes	Likes on your Sponsored Content posts that originated from organic sharing or engagement.
viralOneClickLeadFormOpens	Viral One Click Lead Form Opens	Opens of one-click lead generation forms, driven by organic sharing or engagement with your ad.
viralOneClickLeads	Viral One Click Leads	Leads submitted through one-click lead generation forms, driven by organic sharing or engagement with your ad.
viralOtherEngagements	Viral Other Engagements	A catch-all for other interactions with your ad that occurred due to organic sharing or engagement.
viralPostClickJobApplications	Viral Post Click Job Applications	Job applications received within a set window after a click on a virally shared instance of your ad (promoting a job).
viralPostClickJobApplyClicks	Viral Post Click Job Apply Clicks	"Apply" button clicks within a promoted job posting, occurring within a set window after a click on a virally shared instance of the ad.
viralPostClickRegistrations	Viral Post Click Registrations	Registrations occurring within a set window after a click on a virally shared instance of your ad.
viralPostViewJobApplications	Viral Post View Job Applications	Job applications received within a set window after a user saw a virally shared instance of your ad (promoting a job), without clicking.
viralPostViewJobApplyClicks	Viral Post View Job Apply Clicks	"Apply" button clicks within a promoted job posting, occurring within a set window after a user saw a virally shared instance of the ad (without clicking).
viralPostViewRegistrations	Viral Post View Registrations	Registrations occurring within a set window after a user saw a virally shared instance of your ad (without clicking).
viralReactions	Viral Reactions	Reactions to your Sponsored Content posts that originated from organic sharing or engagement.
viralRegistrations	Viral Registrations	Registrations driven by organic sharing or engagement with your LinkedIn Ads.
viralShares	Viral Shares	Shares of your Sponsored Content posts that originated from organic sharing or engagement.
viralTotalEngagements	Viral Total Engagements	The sum of all engagement metrics driven by organic sharing or engagement with your ad.

Dimensions

Dimensions in LinkedIn Ads provide context to your metrics. They allow you to segment your data and analyze performance across different categories. Dimensions are essentially the attributes that describe your data, allowing you to break down your metrics by various criteria.

Tag	Name	Description
COMPANY	Company	Segments your data by the LinkedIn Company Page associated with the ad campaign. Useful for analyzing performance across different company pages you manage.
ACCOUNT	Account	Segments your data by the LinkedIn Ads account. Useful if you manage multiple accounts.
SHARE	Share	Segments data by the specific Sponsored Content share. This allows you to analyze the performance of individual posts.
CAMPAIGN	Campaign	Segments your data by the specific LinkedIn Ads campaign. Essential for analyzing performance at the campaign level.
CREATIVE	Creative	Segments your data by the individual ad creative (e.g., image, video, text). Allows you to compare the performance of different ad variations.
CAMPAIGN_GROUP	Campaign Group	Segments your data by the campaign group, which is a collection of campaigns under a common theme or objective.
CONVERSION	Conversion	Segments your data by the specific conversion tracked (e.g., lead form submission, website purchase). Allows you to analyze which conversions are performing best.
CONVERSATION_NODE	Conversation Node	(For conversational ads) Segments data by the specific node within a conversation flow. Useful for analyzing user interaction within complex ad formats.
CONVERSATION_NODE_OPTION_INDEX	Conversation Node Option Index	(For conversational ads) Segments data by the user's selected option within a conversation node. Provides even more granular insight into user choices within conversational ads.
SERVING_LOCATION	Serving Location	Segments your data by the geographic location where your ads were served. Useful for understanding regional performance differences.
CARD_INDEX	Card Index	(For Carousel Ads) Segments your data by the position of the card within the carousel (e.g., card 1, card 2, etc.). Allows you to analyze which cards are most engaging.
PLACEMENT_NAME	Placement Name	Segments data by where your ad was shown on LinkedIn (e.g., LinkedIn Feed, LinkedIn Audience Network). Helps you understand which placements are most effective.
IMPRESSION_DEVICE_TYPE	Impression Device Type	Segments your data by the type of device users saw your ad on (e.g., desktop, mobile). Useful for optimizing campaigns for different devices.
timeGranularity__DAILY	Day	Segments your data by day. Provides a daily breakdown of your performance metrics.
timeGranularity__MONTHLY	Month	Segments your data by month. Provides a monthly breakdown of your performance metrics.
timeGranularity__YEARLY	Year	Segments your data by year. Provides a yearly breakdown of your performance metrics. Useful for long-term trend analysis.