Understanding LinkedIn statistics in Ad Manager

GHL Customer Care Ad Manager provides an integrated dashboard for tracking your LinkedIn ad performance alongside Meta and Google campaigns. With LinkedIn Statistics, you can monitor results at every level, from overall campaign groups to individual ads.

This guide explains where to find LinkedIn statistics, the metrics available and how to interpret results for Lead Generation and Website Traffic campaigns.

TABLE OF CONTENTS

• Where to find LinkedIn Statistics
• Statistics Hierarchy
• Metrics Overview
  • Performance Analytics (Trends Over Time)
  • Detailed Metrics Tables
• Metrics by Objective
  • Lead Generation Campaigns
  • Website Traffic Campaigns
• How to Interpret the Data
• Best Practices

Where to find LinkedIn Statistics

1. Navigate to Marketing > Ad Manager > Statistics tab on top left.

2. From the platform dropdown, select LinkedIn.

3. Choose a date range for the performance window you want to analyze.

Screenshot

Statistics Hierarchy

LinkedIn data in GHL Customer Care mirrors LinkedIn’s own campaign structure. The hierarchy is:

• Campaign Group : Equivalent to Meta Campaigns / Google Campaigns.

• Campaign : Equivalent to Meta Ad Sets / Google Ad Groups.

• Ad : Equivalent to Meta Ads / Google Ads.

This allows you to drill down:
Campaign Group > Campaign > Ad

Screenshot

Metrics Overview

This section talks about the metrics across all the campaign groups:

• Impressions : Total times your ads were displayed.

• Clicks : Number of ad clicks.

• Conversions : Actions taken (form submissions or website goals).

• Spend : Total spend in local currency.

• Average CPC : Cost per click.

• CPM (Cost per 1000 impressions) : Average cost for 1000 impressions.

• Cost per Conversion (if applicable).

Performance Analytics (Trends Over Time)

Graphs help visualize changes over time:

• Impressions graph : Audience reach.

• Clicks graph : Engagement trend.

• Conversions graph : Conversion activity (Lead submissions or Website goals).

Detailed Metrics Tables

Each level (Group, Campaign, Ad) includes a detailed table with columns:

• Status : Active, Paused, In Review.

• Spend : Total amount spent.

• Impressions : Number of ad views.

• Clicks : Number of ad clicks.

• CTR (Click-through Rate) : Clicks ÷ Impressions (%).

• CPC (Cost per Click) : Spend ÷ Clicks.

• CPM (Cost per 1000 impressions) : Spend ÷ Impressions × 1000.

• Leads (Lead Gen campaigns only).

• CPL (Cost per Lead) : Spend ÷ Leads.

• Conversions (Website Traffic campaigns only).

• Cost per Conversion : Spend ÷ Conversions.

Screenshot

Metrics by Objective

Lead Generation Campaigns

Metrics are tailored to form-based submissions:

• Leads : Count of completed forms.

• CPL (Cost per Lead) : Efficiency of lead capture.

• Conversion Rate : Leads ÷ Clicks (%).

• Other metrics: Status, Spend, Impressions, Clicks, CTR, CPC, CPM.

Website Traffic Campaigns

Metrics are focused on website actions:

• Conversions : Post-click actions (e.g., sign-ups, downloads).

• Cost per Conversion : Spend ÷ Conversions.

• Other metrics: Status, Spend, Impressions, Clicks, CTR, CPC, CPM.

How to Interpret the Data

• Impressions vs. Clicks : Gauge whether your ad is engaging enough.

• CTR : Higher % means ads are resonating with your target audience.

• CPC & CPM : Reflect ad cost efficiency; use to compare across campaigns.

• Leads & CPL (Lead Gen) : Measure lead capture efficiency.

• Conversions & Cost per Conversion (Traffic) : Track ROI for website campaigns.

• Conversion Rate (Leads ÷ Clicks) : Evaluate form quality & user intent.

Best Practices

• Always check Status : Ads in “In Review” will not deliver until LinkedIn approves.

• Use drilldowns to compare campaigns within the same group or ads within a campaign.

• Customize your view : Use the Columns button to add/remove metrics based on what matters most.

• Export reports : Click Export to generate spreadsheets for deeper client reporting.

• Monitor spend pacing : Ensure budgets are aligned with campaign goals.

• Compare objectives : CPL for Lead Gen vs. Cost per Conversion for Traffic campaigns.