# 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. | --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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