Chargeable clicks for lead generation campaigns

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</h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 3 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:(420478,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Lead generation campaigns can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.</p> </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"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Campaign objective</th> <th class="artdeco-table-header">Optimization goal</th> <th class="artdeco-table-header">Bidding strategy</th> <th class="artdeco-table-header">Charged by</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="6" class="artdeco-table-cell">Lead generation</td> <td class="artdeco-table-cell">Qualified leads</td> <td class="artdeco-table-cell">Maximum delivery (automated)</td> <td class="artdeco-table-cell">Impressions</td> </tr> <tr class="artdeco-table-row"> <td rowspan="3" class="artdeco-table-cell">Leads</td> <td class="artdeco-table-cell">Maximum delivery (automated)</td> <td class="artdeco-table-cell">Impressions</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Cost cap</td> <td class="artdeco-table-cell">Impressions</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Manual bidding</td> <td class="artdeco-table-cell">Clicks</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Clicks</td> <td class="artdeco-table-cell">Manual bidding</td> <td class="artdeco-table-cell">Clicks</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Impressions</td> <td class="artdeco-table-cell">Manual bidding</td> <td class="artdeco-table-cell">Impressions</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Learn more about chargeable clicks for every ad format available in the lead generation objective.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Single image and carousel ads  </h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table provides information about chargeable and non-chargeable clicks for single image and carousel ads.</p> </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"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="6" class="artdeco-table-cell">Chargeable clicks     </td> <td class="artdeco-table-cell">Lead Gen Form </td> <td class="artdeco-table-cell">Clicks on your CTA (call-to-action) button.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Conversation asset</td> <td class="artdeco-table-cell">Clicks on your intro text, ad image, headline, or call-to-action (CTA) item open the conversation asset in the member's inbox.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Landing page </td> <td class="artdeco-table-cell">Clicks on your intro text, ad image, or headline open your creative’s destination URL.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">LinkedIn Page </td> <td class="artdeco-table-cell">Clicks on your logo, company name, white space next to company name, intro text or social proof to open the company’s Page.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Social pill </td> <td class="artdeco-table-cell">Clicks that open a window showing those who like or comment on your ad.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Video</td> <td class="artdeco-table-cell">Clicks on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Non-chargeable clicks</td> <td class="artdeco-table-cell">Social actions </td> <td class="artdeco-table-cell">Clicks include likes, comments, shares, and clicks to hashtags.</td> </tr> </tbody> </table> </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>In carousel ads, if different cards have separate destination URLs, you’re charged once for each unique URL the member clicks.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div>  </div> <img src="https://media.licdn.com/dms/image/v2/D4D08AQF0K0k67Tharg/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1676806631981?e=1732968000&v=beta&t=_E_V1NS6_GK7hFIf4c8Zy6iWpiJ6rePGpdYQo3Qwm_k" alt="Single image and carousel" class="article-content__image" data-test-selector="imageBodyElement-img"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Video ads</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table provides information about chargeable clicks for video ads.</p> </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"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Video</td> <td class="artdeco-table-cell">Clicks on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page.</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Message and conversation ads </h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Sponsored Messaging ad campaigns are charged on a cost-per-send basis so there are no chargeable clicks.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Document ads</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table provides information about chargeable clicks for document ads.</p> </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"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Click type</th> <th class="artdeco-table-header">Clicks on</th> <th class="artdeco-table-header">Description</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="3" class="artdeco-table-cell">Chargeable clicks</td> <td class="artdeco-table-cell">Lead Gen Form </td> <td class="artdeco-table-cell">Clicks on your call-to-action (CTA) button.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">LinkedIn Page </td> <td class="artdeco-table-cell">Clicks on your logo, company name, intro text, or social proof to open a company’s Page.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Social pill </td> <td class="artdeco-table-cell">Clicks that open a window showing those who like or comment on your ad.</td> </tr> </tbody> </table> </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/a6553958" target="_self">Qualified lead optimization goal for the lead generation objective</a></p> </div> </div> </li> </ul> </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-3djjj" 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"> LinkedIn Ads click behaviors and chargeable clicks </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-3djjj" 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"> There are various places within an ad where a user can click. The following factors determine if the click is chargeable or not: </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"> Campaign objective </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>Bidding optimization goal and strategy selected for the campaign</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"> Ad format </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"> Where the user clicks within the ad format </div> </div> </li> </ul> <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="/help/lms/answer/a418965" target="_self">Chargeability for brand awareness campaigns</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="/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/a423098?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn Ads click behaviors and chargeable clicks”"> 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-zdh6s" 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"> Lead generation 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-zdh6s" 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>Get qualified leads through the lead generation advertising objective. With this objective, members who click on your ad are sent to a Lead Gen Form that is pre-filled with their LinkedIn profile data. This objective is at the bottom of the marketing funnel, which encourages valuable actions that you define.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Ad formats</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We surface only those ad formats that support your lead generation objective. Ad formats for your campaigns include:</p><ul><li>Single image ads<ul><li><strong>Note: </strong>Campaigns using the lead generation objective and single image ad format support conversation assets for click-to-message ad campaigns.</li></ul></li><li>Carousel image ads</li><li>Video ads</li><li>Message ads</li><li>Conversation ads</li><li>Document ads</li></ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422440?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Lead generation 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-e3tjs" 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-e3tjs" 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-rnxw2" 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"> Campaign bidding strategies </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-rnxw2" 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>When you create an advertising campaign in Campaign Manager, you can choose from bidding strategies that are aligned with your campaign objective. The bidding strategies available vary by the campaign objective and ad format selected for your campaign. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Available bidding strategies include maximum delivery (automated), cost cap, and manual bidding. If you choose cost cap or manual bidding, you can review bid suggestions. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Maximum delivery (automated)</h2> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a421112?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Campaign bidding strategies”"> 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-mlqdn" 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"> Receiving quick reply InMail messages from candidates </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-mlqdn" 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>We’ve recently updated the candidate InMail experience to provide quicker and clearer responses to InMail messages with one-click reply buttons. Candidates can now accept or decline your InMail message with a quick reply before responding to your message with additional details. Because of this, when a candidate responds with only the <strong>No thanks</strong> or <strong>Yes</strong> quick reply and no text, the InMail message notification you receive won’t show any additional information.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a414465?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Receiving quick reply InMail messages from candidates”"> 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-a139099" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a139099" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a139099"> Ad Cost and Chargeable Clicks </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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