You can view metrics on conversion and Lead Gen Form performance by selecting Conversions and Leads as a column view from the reporting dashboard or when exporting a report.
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Conversion metrics are only available when you have added conversions to your ad set. Lead metrics are only available for lead generation ad sets.
Conversions and leads metrics
Conversions and leads metrics for an ad set include:
| Metric | Definition |
|---|---|
| Conversions | The total number of times member accounts took a desired action based on impressions or after clicking on your ad. When conversions can’t be attributed to individual member accounts, group-level attribution or estimation may be used. |
| Click Conversions | Clicks on your ads that led to a conversion. |
| View Conversions | Impressions on your ads that led to a conversion. |
| Conversion Rate | Percentage of conversions relative to clicks (total conversions divided by clicks). |
| Cost Per Conversion | Average amount spent on each conversion (total spent divided by conversions). |
| Total Conversion Value | Total value generated by your conversions (value per conversion times conversions). Value can be defined when creating conversions, which is how much you consider each conversion is worth to you. |
| Return on Ad Spend | Revenue generated for ad spend (total conversion value divided by amount spent). |
| Leads | The number of leads collected through this ad set. |
| Lead Form Opens | Number of times a member account opened a lead form. |
| Lead Form Completion Rate | Percentage of opened forms that were submitted (form submissions divided by form opens). |
| Cost Per Lead | Amount spent per lead collected. |
| Leads (Work email) | Number of leads collected that don’t use an established free or personal use email domain. Available only when using the work email predefined field. |
| Lead Form Completion Rate (Work Email) | Percentage of opened forms that were submitted that don’t use an established free or personal use email domain. Available only when using the work email predefined field. |
| Cost Per Lead (Work Email) | Amount spent per lead collected that doesn't use an established free or personal use email domain. Available only when using the work email predefined field. |
| Event Registrations | Total number of member accounts that successfully registered for your LinkedIn Event after clicking on or being impressed by your ad. |
| Click Event Registrations | Clicks on your ad that led to an event registration. |
| View Event Registrations | Impressions on your ad that led to an event registration. |
Viral conversion and lead metrics
Viral metrics are available if you export an Ad set performance or Ad performance report. Viral metrics result from member accounts sharing a Sponsored Content ad to their own network of connections.
Conversion and lead viral metrics include:
| Metric | Definition |
|---|---|
| Viral Impressions | Impressions resulting from users sharing a Sponsored Content ad to their own network of connections. Viral impressions are not counted as regular impressions. |
| Viral Clicks | Number of clicks on viral impressions. |
| Viral Post Click Conversions | Number of viral clicks that led to a conversion. |
| Viral Post View Conversions | Number of event registrations that resulted from viral impressions or clicks. |
| Viral Event Registrations | Number of viral impressions that led to a conversion. |
| Viral Click Event Registrations | Number of viral clicks that led to an event registration. |
| Viral View Event Registrations | Number of viral impressions that led to an event registration. |
Additional ad set metrics
Other metrics available for your ad campaign include:
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