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Objective-based reporting with key results | Marketing Solutions Help
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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa422642%3Ftrk%3Dhc-articlePage-peopleAlsoViewed&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa422642%3Ftrk%3Dhc-articlePage-peopleAlsoViewed" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Objective-based reporting with key results </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 4 weeks ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(422642,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Campaign key result and cost-per-result metrics are displayed in Campaign Manager reporting. The key result is determined by the campaign's objective and bidding optimization goal.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Key result and cost per key result</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Key result shows the number of times your campaign has achieved its objective. Cost per result calculates the total spent on your campaign divided by the number of results, for example, clicks. For brand awareness campaigns, the cost per result is calculated by dividing the total spent on your campaign by every 1,000 member accounts reached.</p> </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Some ads running on the LinkedIn Audience Network might use Group Identity to deliver and measure ads. In such instances, some key results might come from audiences that sometimes align only partially with your targeting criteria.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The following table lists the ad objective and corresponding key result.</p> </div> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>The key result for Sponsored Messaging ad format campaigns is message sends regardless of the objective selected.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Ad objective</td> <td class="artdeco-table-cell">Key result</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Brand awareness</td> <td class="artdeco-table-cell">Reach</td> </tr> <tr class="artdeco-table-row"> <td rowspan="3" class="artdeco-table-cell">Website visits</td> <td class="artdeco-table-cell">Landing page clicks</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Message sends (Sponsored Messaging ads only)</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Conversation opens (Click-to-message ads only)</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Engagement</td> <td class="artdeco-table-cell">Engagement clicks</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Video views</td> <td class="artdeco-table-cell">Video views</td> </tr> <tr class="artdeco-table-row"> <td rowspan="3" class="artdeco-table-cell">Lead generation</td> <td class="artdeco-table-cell">Qualified leads</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Leads</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Message sends (Sponsored Messaging ads only)</td> </tr> <tr class="artdeco-table-row"> <td rowspan="2" class="artdeco-table-cell">Website conversions</td> <td class="artdeco-table-cell">Conversions</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Message sends (Sponsored Messaging ads only)</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Job applicants</td> <td class="artdeco-table-cell">Landing page clicks</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The clicks metric in Campaign Manager reports chargeable clicks and varies by objective. Engagement clicks include clicks to your landing page, LinkedIn Page, social actions, social pill, and LinkedIn Page follows.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a543144" target="_self">Group Identity for LinkedIn Ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a445476" target="_self">Performance metrics Campaign Manager definitions </a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427513" target="_self">Objective-based pricing for LinkedIn advertising </a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6553958" target="_self">Qualified lead optimization goal for the lead generation objective</a></li></ul> </div> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-shetv" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Performance metrics in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-shetv" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Campaign Manager performance metrics help you measure the effectiveness of your ad campaigns. These metrics can be seen in Campaign Manager when viewing your campaign, and they can be downloaded as performance reports.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The performance metrics are:</p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><strong>Spent</strong>: Amount you spent on ads impressions or interactions.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><strong>Key Results</strong>: Number of times your campaign achieved an outcome based on your objective and campaign settings. Note: Key results aren’t available for legacy campaigns.</p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a445476?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Performance metrics in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-0rmc5" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Brand Awareness ad objective </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-0rmc5" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Tell more people about your products, services, or organization by selecting the Brand Awareness objective for your ad campaigns. The bidding strategies and ad formats available for Brand Awareness campaigns optimize towards the reach or impressions of your ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a421112" target="_self">Campaign bidding strategies</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a427513" target="_self">Objective-based pricing for LinkedIn advertising</a></p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422075?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Brand Awareness ad objective”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-cjbp2" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Objective-based pricing for LinkedIn advertising </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-cjbp2" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The campaign objective you select determines which ad formats, bidding strategies, and optimization goals are available for your campaign.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table outlines which bid strategies and optimization goals are available for each objective, and how the campaign will be charged based on those selections.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>* The Talent leads objective is only available for companies with an active LinkedIn Recruiter contract. Landing page clicks include clicks on your ad to open the creative’s destination URL.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a427513?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Objective-based pricing for LinkedIn advertising”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-x4nhh" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Website visits ad objective </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-x4nhh" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Encourage members to visit your website or landing page through the Website visits ad objective. These advertising campaigns will be shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The website visits ad objective is in the middle of the marketing funnel, which engages your targeted audience.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a420937" target="_self">Chargeable clicks for website visits campaigns</a></p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a420934?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Website visits ad objective ”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-qbky4" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Engagement ad objective </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-qbky4" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Increase engagement on your content through likes, comments, shares, clicks to a landing page, LinkedIn Page, or LinkedIn Page follows by running ad campaigns through the Engagement objective. These ad campaigns are in the middle of the marketing funnel, which engages your targeted audience.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a424254" target="_self">Engagement campaigns chargeable clicks</a></p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422337?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Engagement ad objective ”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section> <!----> <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a136037" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a136037" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a136037"> Advertising Objectives </span> </a> </li> </ul> </div> <!----><!----><!----> </aside> </div> <!----> </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> <span class="visually-hidden">LinkedIn</span> </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li> <!----> <!----> <!----> <!----> <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form"> <!----> <label class="language-switcher__select-label"> <span class="visually-hidden">Select a language. 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