Data reference

Introduction

LinkedIn Ads is LinkedIn’s B2B-focused paid advertising platform, used to run Sponsored Content, Sponsored Messaging, Text Ads, Dynamic Ads, and Lead Gen Forms across the LinkedIn feed and inbox. It supports CPC, CPM, and CPS payment models across awareness, consideration, and conversion objectives, with audience targeting built on professional attributes such as company, industry, job function, job title, and seniority. The connector imports campaign structure, performance metrics, and conversion data through LinkedIn’s Marketing Developer Platform. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect LinkedIn Ads to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, and ads. It refreshes twice daily at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance metrics for ad accounts, campaigns, ad sets, and ads. Real-time. Report data is fetched from LinkedIn on demand when a dashboard loads, so the latest values are always visible. On top of that, scheduled cache refreshes keep historical data consistent across multiple time windows. Refresh schedule. Reports refresh on three overlapping schedules:

5:00 PM UTC daily — syncs the last 9 days for ad account, campaign, ad set, and ad
11:40 PM and 6:40 AM UTC daily — syncs the last 3 days for ad account, campaign, ad set, and ad
7:30 AM UTC on the 1st and 15th of each month — syncs the last 30 days for ad account, campaign, ad set, and ad

Architecture levels

Ad account → Campaign → (Ad set = duplicate of campaign) → Ad

LinkedIn has no native ad set entity Both the campaign and ad set levels query the same LinkedIn endpoint, so the same campaigns appear at both hierarchy levels. Ad-set-level queries returning identical data to campaign-level queries is expected behavior, not a bug.

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like impressions is the literal LinkedIn API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single API field.

Reach & impressions

Metric	Description	Data type	API Key
Impressions	Total times the ads were shown, regardless of interaction.	Number	`impressions`
Reach	Unique members who saw the ad at least once.	Number	`approximateMemberReach`

Click performance

Metric	Description	Data type	API Key
Clicks (all)	Total clicks, including link, social, and other interactions.	Number	`clicks`
Link clicks	Clicks on the ad’s link.	Number	`clicks`
Landing page clicks	Clicks specifically to landing pages.	Number	LinkedIn-specific
CTR	Click-through rate.	Percentage	Adriel-computed (clicks ÷ impressions)

Cost & spend

Currency values are reported in each ad account’s configured LinkedIn currency. When the ad account currency differs from the workspace currency, values are converted using the current day’s exchange rate.

Metric	Description	Data type	API Key
Ad spend	Total amount spent.	Currency	`costInLocalCurrency`
CPM	Cost per thousand impressions.	Currency	Adriel-computed (spend ÷ impressions × 1000)
CPC	Cost per click.	Currency	Adriel-computed (spend ÷ clicks)
CPR	Cost per result.	Currency	Adriel-computed (spend ÷ results)

Engagement

Metric	Description	Data type	API Key
Engagement	Any user interaction with the ad, such as clicks, reactions, and shares.	Number	`totalEngagements`
Total engagements	LinkedIn-specific total engagements.	Number	`totalEngagements`
Reactions	Total reactions on the ad.	Number	LinkedIn-specific
Likes	Like reactions.	Number	LinkedIn-specific
Comments	Comments on the ad.	Number	LinkedIn-specific
Shares	Shares of the ad.	Number	LinkedIn-specific
Follows	Follower acquisitions attributed to the ads.	Number	LinkedIn-specific
Company page clicks	Clicks through to the company page.	Number	LinkedIn-specific
Opens	Sponsored Messaging opens.	Number	LinkedIn-specific
Sends	Sponsored Messaging sends.	Number	LinkedIn-specific

Lead generation

Metric	Description	Data type	API Key
LinkedIn leads	Total leads attributed to LinkedIn.	Number	LinkedIn-specific
One-click leads	Leads generated via Lead Gen Forms with one-click submission.	Number	LinkedIn-specific
Lead forms opened	Times a Lead Gen Form was opened.	Number	LinkedIn-specific

Video performance

Metric	Description	Data type	API Key
Video impressions	Times video creatives started displaying.	Number	`videoViews`
Views	Aggregated count of all qualified video views.	Number	LinkedIn-specific
Video play	Any play of the video, regardless of duration.	Number	LinkedIn-specific
2s video plays	Plays lasting at least two continuous seconds.	Number	LinkedIn-specific
3s video plays	Plays lasting at least three continuous seconds.	Number	LinkedIn-specific
6s video plays	Plays lasting at least six continuous seconds.	Number	LinkedIn-specific
15s video plays	Plays lasting at least fifteen continuous seconds.	Number	LinkedIn-specific
30s video plays	Plays lasting 30 seconds, or the entire video if shorter.	Number	LinkedIn-specific
Video played to 25% (Views)	Plays reaching 25% of video length.	Number	LinkedIn-specific
Video played to 50% (Views)	Plays reaching 50% of video length.	Number	LinkedIn-specific
Video played to 75% (Views)	Plays reaching 75% of video length.	Number	LinkedIn-specific
Video played to 100% (Views)	Plays reaching 100% of video length.	Number	LinkedIn-specific
ThruPlays	Video viewed to at least 97%, or 15 seconds, whichever comes first.	Number	LinkedIn-specific

Conversion performance

Metric	Description	Data type	API Key
Conversions	Attributed actions matching the defined conversion events.	Number	`externalWebsiteConversions`
Conversion value	Monetary value of attributed conversions.	Currency	`conversionValueInLocalCurrency`
Revenue	Monetary value of attributed conversions (same as Conversion value).	Currency	`conversionValueInLocalCurrency`

Custom conversion events

LinkedIn conversion data is fetched in a separate query and joined to the main analytics response. Named conversion events are resolved by calling LinkedIn’s conversions endpoint to build an ID-to-name map. For each conversion event configured in the connected LinkedIn ad account, the following metrics are generated:

Pattern	Description	Data type	API Key
`LinkedIn Ads: [event_name]`	Count of the conversion event.	Number	Resolved via conversions API
`LinkedIn Ads: [event_name]: Conversion value`	Monetary value of the event.	Currency	Resolved via conversions API
`LinkedIn Ads: [event_name]: CPA`	Cost per action.	Currency	Adriel-computed (spend ÷ count)
`LinkedIn Ads: [event_name]: ROAS`	Return on ad spend.	Ratio	Adriel-computed (value ÷ spend)
`LinkedIn Ads: [event_name]: CVR`	Conversion rate.	Percentage	Adriel-computed (count ÷ clicks × 100%)

Conversion stub rows for missing metric matches When a conversion row exists for a date and pivot combination that has no matching metric row, for example an entity with conversions but zero impressions, a stub row with empty metrics is synthesized so the conversion data is preserved.

Raw LinkedIn pass-through metrics Several metrics are also exposed in a raw LinkedIn Ads: [metric] form directly from the LinkedIn API, for example LinkedIn Ads: Impressions, LinkedIn Ads: Landing Page Clicks, LinkedIn Ads: Total Engagements, and LinkedIn Ads: Cost In Local Currency. These mirror the standardized metrics above.

Budget & schedule

Metric	Description	Data type	API Key
Budget	Total budget on the campaign or ad set.	Currency	`totalBudget.amount`
Daily budget	Daily budget on the campaign or ad set.	Currency	`dailyBudget.amount`
Lifetime budget	Total budget allocated for the campaign’s entire lifetime.	Currency	Resolved from LinkedIn budget fields
Bid strategy	Cost-type bid strategy.	Text	`costType`
Starts	Schedule start date.	Date	`runSchedule.start`
Ends	Schedule end date; omitted when it is today.	Date	`runSchedule.end`

UTM tracking

UTM values are parsed by Adriel, not returned by LinkedIn. Adriel reads the UTM query parameters from each ad’s configuration and landing URL and exposes them for rollup and grouping.

Metric	Description	API Key
UTM Source	Parsed `utm_source` parameter.	Adriel-parsed from ad config or landing URL
UTM Medium	Parsed `utm_medium` parameter.	Adriel-parsed
UTM Campaign	Parsed `utm_campaign` parameter.	Adriel-parsed
UTM Content	Parsed `utm_content` parameter.	Adriel-parsed
UTM Term	Parsed `utm_term` parameter.	Adriel-parsed

Campaign structure metadata

Metric	Description	Data type	API Key
Ad account name	Name of the ad account.	Text	`name`
Campaign name	Campaign name.	Text	`name`
Ad set name	Ad set name; uses the same field as campaign.	Text	`name`
Ad name	Ad name.	Text	`name`
Keyword name	Keyword name; available only for search campaigns.	Text	LinkedIn-specific
Channel	Channel where the ad is published.	Text	Constant value (“linkedin”)
Status	Campaign, ad set, or ad status.	Text	`status`, `servingStatuses`, `intendedStatus`
Objective	Campaign objective.	Text	`objectiveType`
Creative URL	Preview URL for the creative.	URL	`creativeParams.previewUrl`

Breakdowns

LinkedIn supports several segmentation breakdowns, subject to the limits described in Limitations: a maximum of two breakdowns per query, and no detail breakdowns at ad level.

Standard hierarchy

Breakdown	Description	API Key
Ad account	Group by ad account.	`name`
Campaign	Group by campaign.	`name`
Ad set	Group by ad set; same field as campaign.	`name`
Ad	Group by ad.	`name`

Audience & company

Breakdown	Description	API Key
Industry	Group by member industry.	`MEMBER_INDUSTRY`
Company	Group by member company.	`MEMBER_COMPANY`
Company size	Group by member company size.	`MEMBER_COMPANY_SIZE`
Seniority	Group by member career seniority.	`MEMBER_SENIORITY`
Job function	Group by member job function.	`MEMBER_JOB_FUNCTION`
Job title	Group by member job title.	`MEMBER_JOB_TITLE`

Geography

Breakdown	Description	API Key
Country	Group by impression location (country).	`MEMBER_COUNTRY_V2`
US State	Group by US state; non-US impressions fall back to an “OTHER” row.	`MEMBER_REGION_V2`
Location	Group by impression location (region).	`MEMBER_REGION_V2`

Device

Breakdown	Description	API Key
Device target	Group by the device on which the impression was served.	`IMPRESSION_DEVICE_TYPE`

Campaign attributes

Breakdown	Description	API Key
Objective	Group by campaign objective.	`objectiveType`
Status	Group by campaign, ad set, or ad status.	`status`, `servingStatuses`, `intendedStatus`

Time & date grouping

LinkedIn returns daily records; Adriel groups them into these views for reporting, so all time-grouping breakdowns are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day.
Weekly (Start: Mon)	Split reports by week, starting Monday.
Weekly (Start: Sun)	Split reports by week, starting Sunday.
Week date breakdown	Group by the day of the week the impression occurred.
Week Number Breakdown (W#)	Split by week number in the year.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

Creative analysis

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description
Ad copy	Group ads that share the same ad copy.
Creative image	Auto-cluster identical or visually similar creative images.
Color Clustering	Group creative images by dominant visual color.
Emoji Analysis	Group ads by the emojis present in the ad copy.

UTM tracking

LinkedIn doesn’t return UTM values; Adriel parses them from each ad’s configuration and landing URL and exposes them as breakdowns for grouping.

Breakdown	Description
UTM Source	Group by parsed `utm_source`.
UTM Medium	Group by parsed `utm_medium`.
UTM Campaign	Group by parsed `utm_campaign`.
UTM Content	Group by parsed `utm_content`.
UTM Term	Group by parsed `utm_term`.

Overview & status

These grouping options are Adriel-side conveniences that don’t correspond to a LinkedIn segmentation pivot.

Breakdown	Description
Channel	Constant grouping label — for LinkedIn Ads this is always “linkedin”. Used for cross-connector rollup.
No Grouping	Do not break down; return one aggregated row.
Platform	Group results by the platform where the ads were broadcast.

Limitations

Maximum 2 breakdowns per query. Adriel’s LinkedIn connector caps each query at two breakdowns at once; adding a third returns a “too much breakdowns” error. This is an Adriel connector limit, not a LinkedIn platform restriction.
Detail breakdowns not supported at ad level. Detail breakdowns must be queried at the ad account, campaign, or ad set level; querying one at ad level returns an error.
Detail breakdown with conversion metrics. Conversion data is not returned for queries that include a detail breakdown.
20-item architecture filter cap. When more than 20 campaigns, groups, or creatives are selected in the data source filter, the filter is dropped and account-level (unfiltered) data is returned. Use a breakdown for finer granularity past 20 items.
Ad set duplicates campaign. LinkedIn has no native ad set entity, so campaign-level and ad-set-level queries return the same data (LinkedIn campaign and account structure).
Company breakdown labels can be raw URNs. LinkedIn’s organizations lookup requires that the connecting user be a member of the organization. Companies without that membership fall back to the raw URN as the label.
Token activation delay. After OAuth, LinkedIn’s API can take up to roughly a minute to accept the new token. The connector retries the ad-account list call multiple times during this window; if LinkedIn takes longer, data source creation can fail and a retry is required.
Token expiry. OAuth tokens occasionally expire and require re-authorization via the connections list.
Today’s end date is omitted. Reports for date ranges ending today omit the end-date field to prevent partial-day data contamination.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Click performance

Cost & spend

Engagement

Lead generation

Video performance

Conversion performance

Custom conversion events

Budget & schedule

UTM tracking

Campaign structure metadata

Breakdowns

Standard hierarchy

Audience & company

Geography

Device

Campaign attributes

Time & date grouping

Creative analysis

UTM tracking

Overview & status

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach & impressions

​Click performance

​Cost & spend

​Engagement

​Lead generation

​Video performance

​Conversion performance

​Custom conversion events

​Budget & schedule

​UTM tracking

​Campaign structure metadata

​Breakdowns

​Standard hierarchy

​Audience & company

​Geography

​Device

​Campaign attributes

​Time & date grouping

​Creative analysis

​UTM tracking

​Overview & status

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Click performance

Cost & spend

Engagement

Lead generation

Video performance

Conversion performance

Custom conversion events

Budget & schedule

UTM tracking

Campaign structure metadata

Breakdowns

Standard hierarchy

Audience & company

Geography

Device

Campaign attributes

Time & date grouping

Creative analysis

UTM tracking

Overview & status

Limitations

API references

See also