LinkedIn Ads

Updated by Anton Lauritsen

In this article, we'll take you through the LinkedIn Ads report, explaining the essentials revolving around it.

With this dashboard, we give users all the info they need to understand how their Linkedin Ads are performing, particularly in regards to generating Revenue. From the overall funnel, down to campaign and search query level, you get the full perspective and can make data supported decisions and strategy.

Note: Before reading this article, we recommend that you read the below-mentioned articles:

Setting up LinkedIn Ads. Click here.
Access and permission to LinkedIn Lead ads. Click here.


Date: Set the time period you want to investigate.

Stage: Select your preferred pipeline stage. Read more about the Free Tier Stages here.

Attribution: Choose the attribution model which is meaningful for your analysis.

These are as follows:

  • First Touch
  • Last Touch 
  • Linear 
  • U-Shaped
  • W-Shaped
  • Data-driven

Campaigns: Choose the campaign you want to investigate 

Campaign Groups: Choose the ad groups you want to analyse 

Ad Accounts: Choose the ad account/s you are interested in

Aggregation: Set the time frames you wish to display your data in

Group By: Choose your preferred option

  • Campaign
  • Campaign Group
  • Ad Account

Note: Date is referring to the time period when visitors/contacts interacted with any LinkedIn Ads


Cost: The total spend on LinkedIn Ads

Impressions: An impression is the number of times your LinkedIn ads are shown. Each time your ad appears on someone's feed it is counted as an impression. 

Clicks: Chargeable clicks. Learn more about what is chargeable clicks here.

Visitors: Unlike other ‘Visitor’ numbers in Dreamdata, this number includes two sources; 1) Unique users who had a website session which originated from LinkedIn Ads. 2) Anonymous engagement with ads on the LinkedIn platform (when there are more than 3 engagements).

Contacts: The number of visitors whom we have been able to attach an email to their user id

Companies: The number of companies who are attached to Contacts, or the number of companies in your CRM who can be attached to any visitor traffic or engagement on the Linkedin platform (anonymous).

Cost per Mille (cpm): Cost per thousand, this calculation is used to denote the price over 1,000 impressions

Click Through Rate (ctr): Clicks/Impressions 

Cost Per Click (cpc): Total Cost/Clicks

Cost Per Acquisition (cpa): Total Cost/ Attributable Deals

Return on Ad Spend (ROAS):  Total Attributable Revenue/ Total Cost

Funnel Overview

Cost → Impressions → Clicks

In this first section, we provide the top of the funnel for your Linkedin Ads for the given time period.

This data is pulled directly from LinkedIn Ads through our integrations.

Visitors → Contacts → Companies

In the next section, we give an overview of the traffic from Linkedin Ads which is based on the Tracking script we have on your websites.

Value → Deals

In the third section, we provide the total number of Attributable Deals and Attributable Value (revenue) that can be assigned to LinkedIn Ads based on the filters selected.

To calculate these numbers, we first look at the pool of contacts/companies that visited a LinkedIn Ad based on the dates/filters. Once we have that group, we see what deals were closed after their visit, up to today's date. More importantly, we are only looking at deals where we have a recorded history of sessions; Attributable Deals. This pool of attributable deals will make up the basis for this section. For each of these deals and all their sessions, we will run the Attribution Model you have selected so each session is given a deal and revenue amount.

For both Attributable Deal and Value (revenue), we then provide the sum of these amounts for each session that contains a Linkedin Ad, depending on which Attribution Model you have selected.

When using First Touch/Last Touch you will get a round Deal number, as a deal is either First Touch Paid or Not. While with Linear, W-Shaped or U-Shaped you will get a fraction of a deal as most Paid Touchpoints will make up a fraction of the sessions on a deal.
Cpm → Ctr → Cpc --> Cpa → ROAS

On the fourth row, we provide percentages for some common KPIs, most important Return on Ad Spend.

Graphs and Tables

Campaign Performance

In this table, we list each LinkedIn Ad Campaign and their performances (metrics) for the time frame specified by the Date and Aggregate Filter. This will allow you to compare each Campaign in detail, but also compare the performances for specific and detailed timeframes.

Campaign Group Performance

In this report, we list each LinkedIn Ad Campaign Group and their performances (metrics) for the time frame specified by the Date and Aggregate Filter. This information helps to compare and identify the success of your marketing efforts on the LinkedIn platform.

Note: You can open a larger view by clicking on the performance title in the top left corner.
Campaign Performance over Time

We then provide a graph showing the development of your Linkedin Ad Campaigns and their generated deals over the period of time specified in your Filters. Use the Aggregate filter to breakdown the X-Axis as you wish e.g. (day, week, month).

This graph makes it easy to see which Campaign is performing best, but also it shows how long it generally takes for a campaign to win the deals. To do that, select specific Campaign and set Aggregation Filter by days. This will allow you to get detailed analysis on unique campaigns.

Note: Time frame is key so you can give enough time to your campaigns to create value.

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