Demographic reporting for your LinkedIn Ads is available at the account, campaign group, campaign, and ad level in Campaign Manager. The Demographics section provides reporting on the demographic dimensions associated with the people who interacted with your ads.
Here's a tip
If you select more than one campaign group, campaign, or ad, demographics data will be aggregated across your selections.
Keep in mind, it can take at least 24 hours and up to 48 hours for demographic data to show in Campaign Manager.
To access the Demographics section for the campaign group, campaign, and ad level:
-
If you need to switch accounts, click the account name in the upper-left corner of the page and select the correct account name from the dropdown.
-
Click the Campaign Groups, Campaigns, or Ads tab near the top of the page.
-
Select the checkbox next to the correct account, campaign group, campaign, or ad.
-
Click the Demographics button at the top of the screen.
-
Click on the Display dropdown to filter demographics by different metrics.
-
Click the Time range dropdown to select a specific time range.
To access the Demographics section for the ad account level:
-
Click the account name in the upper-left corner of the page.
-
Click View all accounts at the bottom of the left menu.
-
Select the checkbox next to the correct account.
-
Click the Demographics button at the top of the screen.
-
Click on the Display dropdown to filter demographics by different metrics.
-
Click the Time range dropdown to select a specific time range.
We provide demographic dimensions for the following targeting facets:
-
Job function
-
Job title
-
Company
-
Company industry
-
Job seniority
-
Company size
-
Location
-
Country
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)
-
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 people took a desired action after clicking on or seeing 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)
-
Lead Form Opens: Number of times a member 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
-
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)
-
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:
-
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.
-
Clicks that lead to your landing page or LinkedIn Page are included as clicks in the Demographics section. Learn more about the different types of clicks.
The demographic dimension bars will only show if there is enough data per reporting facet to protect member identity.
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:
-
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.
-
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.
-
Member privacy protections may prevent revealing personal information.
To protect LinkedIn member privacy, demographic metrics are approximate. The 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:
-
Comparing similar time ranges, for example, reporting on results over seven days vs. eight days
-
Comparing the sum of daily metrics to the full corresponding time period
-
Comparing reporting levels, for example, adding campaign level data and comparing it to account level data
To minimize the effect of privacy approximation, select:
-
A full time period instead of adding up daily metrics for that time period
-
The highest reporting level you want to view, for example, select account level data instead of adding up campaign level data
Important to know
We sometimes use predictive AI models to measure ad performance. Attributes reported through these models may be a subset of the total original member attributes.
Learn More