Professional demographic reporting for your LinkedIn Ads is available at the account, campaign group, campaign, and ad level in Campaign Manager. The Professional Demographics section provides reporting on the professional demographic dimensions associated with the member accounts that interacted with your ads.
Here's a tip
If you select more than one campaign group, campaign, or ad, professional demographics data will be aggregated across your selections.
To access the Professional Demographics section for the campaign group, campaign, and ad level:
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Go to your ad account in Campaign Manager.
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Click Advertise on the left menu.
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Click the Campaign Groups, Campaigns, or Ads tab near the top of the page.
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Select the checkbox next to the correct account, campaign group, campaign, or ad.
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Click the Professional Demographics button at the top of the screen.
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Click on the Display dropdown to filter professional demographics by different metrics.
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Click the Time range dropdown to select a specific time range.
To access the Professional Demographics section for the ad account level:
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Go to your ad account in Campaign Manager.
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Click the account name in the upper-left corner of the page.
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Click View all accounts at the bottom of the left menu.
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Select the checkbox next to the correct account.
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Click the Professional Demographics button at the top of the screen.
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Click on the Display dropdown to filter professional demographics by different metrics.
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Click the Time range dropdown to select a specific time range.
We provide professional demographic dimensions for the following targeting facets:
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Job function
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Job title
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Company
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Company industry
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Job seniority
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Company size
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Location
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Country
Professional demographic data points and chart views are only available for the campaign level. The Columns dropdown displays Performance, Leads, Sponsored InMail, and Video metrics.
Metrics shown are based on the objective of the campaign and ad format selected.
Performance (available for all objectives)
| Metric | Definition |
|---|---|
| Impressions | The number of times your ad was displayed. |
| Clicks | Total chargeable clicks based on your campaign’s objective. |
| Average CTR | Percentage of chargeable clicks relative to impressions (clicks divided by impressions). |
| Conversions | The total number of times member accounts took a desired action after clicking on or being impressed by your ad. |
| Conversion rate | Percentage of conversions relative to clicks (total conversions divided by clicks). |
Leads (available for campaigns with Lead Generation as the objective)
| Metric | Definition |
|---|---|
| Lead Form Opens | Number of times a member account opened a lead form. |
| Open Rate | Total opens divided by total impressions. |
| Leads | The number of leads collected through this campaign. |
| Lead Form Completion Rate | Percentage of opened forms that were submitted (form submissions divided by form opens). |
Sponsored Messaging
| Metric | Definition |
|---|---|
| Sends | Number of times your InMail was sent. |
| Opens | Number of times your InMail was opened. |
| Open Rate | Total opens divided by total sends. |
| Click to Open Rate | Percentage of people who clicked after opening your InMail (clicks divided by opens). |
Video (available if all selected campaigns use the video ad format)
| Metric | Definition |
|---|---|
| Views | 2 or more seconds of playback while the video is at least 50% on screen. |
| View Rate | Number of views/impressions, multiplied by 100. |
| Completions | Number of times your video was watched at 97-100% of its length, including watches that skipped to this point. |
| Completion Rate | Completions divided by views as a percentage. |
Notes:
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If you select multiple campaigns of different objective types (for example a Lead Generation campaign and a Video campaign) only the Performance column will be available.
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Clicks that lead to your landing page or LinkedIn Page are included as clicks in the Professional Demographics section. Learn more about the different types of clicks.
The professional demographic dimension bars will only show if there is enough data per reporting facet to protect member identity.
Professional demographic totals may not exactly match campaign performance totals shown elsewhere as some LinkedIn members who clicked on your ad can appear in several categories as result of their current profile data. A few examples include:
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A LinkedIn member who clicked on your ad may have both company founder and CEO on their profile, so that person will count towards both sections in the Job Title category.
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A LinkedIn member who clicked on your ad may have two current positions at companies, for example, a member can be an advisor to one company and employed by another.
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Member privacy protections prevent the use of personal information.
To protect LinkedIn member privacy, professional demographic metrics are approximate. The professional demographic metrics will be within three units (impressions, clicks, or conversions) of actual results in almost all cases.
Because metrics are approximate for privacy protection, you may observe minor inconsistencies when:
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Comparing similar time ranges, for example, reporting on results over seven days vs. eight days
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Comparing the sum of daily metrics to the full corresponding time period
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Comparing reporting levels, for example, adding campaign level data and comparing it to account level data
To minimize the effect of privacy approximation, select:
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A full time period instead of adding up daily metrics for that time period
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The highest reporting level you want to view, for example, select account level data instead of adding up campaign level data
Important to know
After a member interacts with your ad, we provide reports that measure your ad's performance, including demographic traits of your audience. We generally measure professional demographic dimensions for each LinkedIn member who takes an action on your ad. However, to protect member privacy and due to privacy changes in the ad industry, we don’t always measure impressions or engagements at the individual member level.
Learn more