Reporting in LinkedIn Campaign Manager

This guide is built from LinkedIn's Marketing Solutions Help, starting with the Campaign Manager reporting dashboard page and the pages linked in each section below. It covers where the numbers live, how to change what you see, and how to get them out. Campaign Manager's structure (ad account, campaign, ad set, ad) is explained in our LinkedIn ads basics guide, and video-only metrics such as views and completions are in our LinkedIn video ads guide.

Where the reporting dashboard is

LinkedIn calls the reporting dashboard "the main workspace on the Campaign Manager Advertise page." To open it, click Advertise in the left menu of your ad account, then pick the Campaigns, Ad sets or Ads tab at the top. From there:

• The search bar finds campaigns, ad sets or ads by name, ID or type, and the Filters menu narrows them by status, ad set objective, ad type or channel. The filters differ by tab.
• The Time range menu takes calendar dates or presets such as Last 90 days, Last month, Last quarter and All time.
• Clicking a column heading sorts the table, and ticking the box beside a name brings that row to the top, according to LinkedIn's page on ad set metrics and the Performance Chart.
• A lightbulb icon on the right of the table shows recommendations, some with a button to act on them.

The same page lists other reporting spots outside the dashboard: the Overview page you land on, a Measurement Insights page for a full-funnel view across the account, insights on your Matched and Saved Audiences, and Companies Hub for how companies engage with your brand.

Column views and custom columns

The Columns menu switches the table between preset views. The reporting dashboard page lists these:

If no preset fits, build your own. LinkedIn's page on custom column views gives the path: Columns > Customize Columns > +Add view, name it, tick the columns you want, drag them into order and click Update. Three limits matter:

• You can create up to 10 custom views.
• They are personal. They follow you across all your ad accounts, but "other individuals on your accounts won't be able to access your customized views."
• When you export with a custom view, "metrics that are only available through the reporting dashboard won't be included."

The core performance metrics

LinkedIn's performance metrics page defines the columns most reports start with. A few definitions are worth knowing before you compare LinkedIn with other platforms:

• Key results count outcomes "based on your objective and ad set settings", and Cost per result is spend divided by those results. For Brand Awareness ad sets, cost per result is per 1,000 member accounts reached. Key results aren't available for legacy ad sets. Our objectives guide lists what counts as a result for each objective.
• Impressions for Sponsored Content count when at least 50% of the ad is in view for 1 second on desktop, or 50% or 300dp is in view for 300 milliseconds on mobile. Since August 2024, video impressions only count if the video began to play.
• Clicks are "total chargeable clicks based on your ad set's objective", so the number depends on what you pay for. Message and conversation clicks are not chargeable whatever the objective.
• Conversions include actions after a click or an impression. "When conversions can't be attributed to individual accounts, we use modeling to estimate conversions."

Sponsored Messaging changed in 2026. The same page says that as of October 2026 impressions and eligible clicks are reported again for Sponsored Messaging, with duplicate views or clicks from the same member within 30 days excluded. For accounts that run both Sponsored Messaging and Sponsored Content, LinkedIn warns this can shift CPM, CPC and CTR and raise reported reach and frequency. Data from before July 2024 (messaging) and August 2024 (video) isn't affected.

Reach is the soft number. LinkedIn's delivery metrics page says reach, average frequency and audience penetration are "modeled, not exact numbers", take 24 to 36 hours to appear, and should be used "only directionally, and not for historical performance comparisons." Audience penetration only shows for audiences of 300 or more, covers the past six months with a range of up to 92 days, and can go over 100% when audience expansion or the Recent or permanent location option is on.

Breakdowns

The Breakdown menu splits each row. The reporting dashboard page lists:

• Conversions: how many of each conversion type the ad set received.
• On/Off Network: LinkedIn itself versus LinkedIn Audience Network publishers, when Audience Network is on.
• Placement: the LinkedIn feed, a standalone ad on a publisher's site, or (video only) an in-stream ad on a publisher's site.
• Carousel: each card of a carousel image ad.
• Impression Device Type: the device people used when they saw the ad. Some conversion, reach and frequency metrics aren't available in this breakdown.

Comparing periods and benchmarks

The Compare menu adds a green or red percentage under each metric. LinkedIn offers three options:

Green means the comparison moved in a positive direction and red a negative one; click the number for detail.

The Performance Chart

Tick one or more rows and click Performance Chart at the top of the page (or hover a name and choose Chart) to plot metrics over time. With nothing selected, the chart covers every row shown. Several selections are added together by default; turn Aggregated off to compare up to eight campaigns, ad sets or ads as separate lines. For a whole ad account, click the account name, then View all accounts. LinkedIn's tip: "The performance dashboard has some metrics that aren't available in the performance chart," so check the table as well.

Professional demographics

This is the report LinkedIn is known for: who engaged, by job and company. The professional demographics page says it's available at the account, campaign, ad set and ad level, from the Professional Demographics button on the Advertise page. Use the Display menu to pick the dimension:

• Job function, job title and job seniority
• Company, company industry and company size
• Location, country/region, county and Designated Market Area

The Columns menu then shows Performance metrics (impressions, clicks, CTR, conversions, conversion rate) for every objective, plus Leads, Sponsored Messaging, Video and Talent Leads metrics where they apply. If you select ad sets with different objectives, only Performance is available. What to keep in mind when reading it:

• Data takes "at least 24 hours and up to 48 hours" to appear, and the page only holds the last two years.
• Numbers are approximate for privacy: "within three units (impressions, clicks, or conversions) of actual results in almost all cases." LinkedIn advises picking a full period rather than adding up days, and the highest level you need rather than adding up ad sets.
• Totals may not match the main table, because one member can count in several categories (for example both founder and CEO, or two current jobs).
• Bars only show when there's enough data. LinkedIn's troubleshooting page lists the usual reasons for an empty report: no data in the time range, a dimension below the reporting minimum, or no delivery yet.
• LinkedIn sometimes supplements member-level data "by using predictive models" and on-device conversion tracking.

Professional demographics is also the feedback loop for targeting: our LinkedIn targeting guide notes LinkedIn's advice to start broad and narrow with this report.

Conversion reporting

Conversions need tracking first, through the Insight Tag, Conversions API, CRM Sync or CSV upload; our basics guide covers those sources. Once they report, choose Conversions & Leads in the Columns menu. LinkedIn's conversion tracking reporting page defines the columns:

Two timing notes from the same page: CSV-uploaded conversions usually take 24 to 48 hours to show and sometimes up to a week, and Conversions API data appears on a schedule that depends on how often that event normally happens. To see which conversion did the work, use the Conversions breakdown or the Top conversions view, or export a conversion report (next section). Note that conversion rate is divided by clicks even though view conversions are included, so a high view-through share can push it up.

Exporting CSV reports

LinkedIn's export reports page says "All users with access to the ad account can download CSV reports." The steps: open Advertise, confirm the time range, click Export at the top right, choose a Report Type, choose a column view (all columns, a preset or your custom view) for performance reports, choose a Time breakdown of Daily, Monthly or All, and click Export. Professional demographics exports have no time breakdown, and account-level exports let you filter by ad set status instead.

The reports available to export page lists which report you can pull at which level:

Some dashboard columns never make it into a CSV: LinkedIn names Key results, Cost per result, Bid, the MRC net and gross impression and click columns, and Leads (data-driven attribution). If a client report relies on key results, take them from the dashboard or a screenshot. The conversion export page adds that conversion reports are pulled by ticking the rows first, then choosing Conversion performance or Conversion ad performance as the report type.

What happened to Website Demographics

Older guides point to a Website Demographics page in Campaign Manager that described the people visiting your site through the Insight Tag. LinkedIn's current reporting dashboard page no longer lists it among the reporting options, and its old help articles on the feature no longer load. For who engaged with your ads, use Professional Demographics. For the people behind your website retargeting lists, the closest place in the current list is the insights on your Matched and Saved Audiences (see our Matched Audiences guide). For site behaviour itself, use your web analytics with UTM-tagged ad URLs.

How we report on LinkedIn ads

This is our own practice, not LinkedIn's guidance:

• We make one custom column view per client goal (lead generation, awareness, site conversions) and export with it, then check the CSV against the dashboard for the columns LinkedIn leaves out.
• We report weekly from the Ad set performance export with a daily breakdown, and monthly from a whole-month range rather than summed weeks, because demographic and modeled numbers don't add up neatly.
• We read Professional Demographics at the campaign or account level, by job function, seniority and company size first, and use it to tighten targeting after a few weeks of spend.
• For lead generation we judge LinkedIn on qualified leads from the CRM, not form fills, and say clearly in the report which numbers are LinkedIn's and which are ours.

If you want help setting this up, see our services.

Frequently asked questions

Where do I find reporting in LinkedIn Campaign Manager?

Click Advertise in the left menu of your ad account. The reporting dashboard is the table there, with tabs for campaigns, ad sets and ads, and menus for columns, breakdowns, time range and comparisons.

How do I see the job titles of people who clicked my LinkedIn ad?

Use the Professional Demographics button on the Advertise page and choose Job title in the Display menu. The numbers are approximate for privacy, take 24 to 48 hours to appear, and only show above a minimum amount of data.

Can I export LinkedIn ads reports?

Yes. Anyone with access to the ad account can click Export and download a CSV, such as ad set performance, ad performance, professional demographics, conversion performance or leads. Key results, cost per result, bid and some MRC and attribution columns aren't included in exports.

Why don't LinkedIn demographics match my campaign totals?

Demographic figures are kept within about three units of the real numbers to protect privacy, and one member can count in several categories, such as two job titles or two current companies.

Can I share a custom column view with my team?

No. Custom column views are personal. You can create up to 10 and use them in every ad account you can access, but other users on the account can't see them.

For more on LinkedIn advertising, see our guides to LinkedIn ad objectives, LinkedIn ads bidding, LinkedIn ads targeting and Campaign Manager account roles.