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Click-to-message ads metrics in Campaign Manager | Marketing Solutions Help
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data-article-source="urn:li:helpCenterArticle:(1660918,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Click-to-message ad metrics are available in the reporting dashboard of Campaign Manager and help advertisers realize the full funnel return on investment (ROI) by providing insight into feed and messaging engagement. </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>We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late August 2024, we’ve made the following changes: </p><p>• The messaging objective is no longer available in Campaign Manager.</p><p>• You can’t edit existing click-to-message ads that use the messaging objective. However, you can turn ads on or off, and make campaign and campaign group edits.</p><p>• You can’t create click-to-message ads using the messaging objective, but you can create click-to-message ads using either the website visits or lead generation objectives with single image ads.</p><p>• You can’t duplicate a click-to-message ad campaign that uses the messaging objective.<br> </p><p>See the <a rel="" href="https://www.linkedin.com/help/lms/answer/a6821520" target="_self">Messaging objective is no longer available</a> article for more information.</p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The click-to-message ad metrics are provided in the following table. </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">Metric</th> <th class="artdeco-table-header"> Definition</th> <th class="artdeco-table-header">Reporting column in Campaign Manager</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Sends</td> <td class="artdeco-table-cell">The number of times your click-to-message ad was effectively delivered, after the member account clicks the ad in feed.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Opens</td> <td class="artdeco-table-cell">The number of times your click-to-message ad was clicked in feed by a member account and a new message opened.</td> <td class="artdeco-table-cell">Sponsored Messaging </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Total Engagement</td> <td class="artdeco-table-cell"> <p>The number of clicks on the feed ad and message sent, plus any opens and reopens of the message sent as part of the click-to-message ad. </p> <p>Note - Reopens is defined as the subsequent reopening of a message.</p> </td> <td class="artdeco-table-cell">Engagement and Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Sponsored Messaging Clicks</td> <td class="artdeco-table-cell">The number of clicks on the CTA button, body hyperlinks, and desktop banner.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Button Clicks</td> <td class="artdeco-table-cell">The number of clicks on your CTA button.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Banner Clicks</td> <td class="artdeco-table-cell"> <p>The number of clicks on your banner image.</p> <p>Note - Only served on Desktop. Banners are supported in conversation assets, but they are not clickable.</p> </td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Link Clicks</td> <td class="artdeco-table-cell">The number of clicks on any links included in the body of a click-to-message ad.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Open Rate</td> <td class="artdeco-table-cell">The total clicks to open a click-to-message ad divided by total sends.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Clicks to Open Rate</td> <td class="artdeco-table-cell">The percentage of member accounts that click a CTA button in the conversation asset (clicks divided by opens).</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Engagement rate</td> <td class="artdeco-table-cell">The rate of engagement generated from the feed to messaging part of a click-to-message ad. For example, any clicks including message reopens. </td> <td class="artdeco-table-cell">Engagement and Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Cost per Send</td> <td class="artdeco-table-cell">The total spend divided by total sends – that is, the total number of times the click-to-message ad was displayed.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Cost per Open</td> <td class="artdeco-table-cell">The total spend divided by total opens.</td> <td class="artdeco-table-cell">Sponsored Messaging</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1696141" target="_self">Create click-to-message ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1700045" target="_self">Create a conversation asset for a click-to-message ad campaign</a></li></ul><p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1384061" target="_self">Click-to-message ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1383247" target="_self">Click-to-message ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1644059" target="_self">Click-to-message ads best practices</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1703048" target="_self">Conversation assets</a></li></ul> </div> </article> <!----><!----> <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-a279031" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a279031" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a279031"> Click-to-message ads </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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