Engagement campaigns can be charged for engagement clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected. For campaigns charged by engagement clicks, viral actions aren’t charged as you only pay for the first social action, not subsequent clicks in a single session.
The following table provides information about engagement campaign optimization goals, bidding strategies, and how they're charged.
| Campaign objective | Optimization goal | Bidding strategy | Charged by |
|---|---|---|---|
| Engagement | Engagement clicks | Maximum delivery (automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Engagement clicks | ||
| Impressions | Manual bidding | Impressions |
Learn more about chargeable clicks for every ad format available in the engagement objective.
Single image, carousel, article and newsletter ads, and event ads
The following table provides information about chargeable clicks for single image, carousel, article and newsletter ads, and event ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Landing page | Clicks on your intro text, ad image, headline, or call-to-action (CTA) item open your creative’s destination URL. Note: In carousel ads, if different cards have separate destination URLs, you’re charged once for each unique URL the member clicks. |
| LinkedIn Page | Clicks on your logo, company name, intro text, or social proof open a company page. | |
| Social pill | Clicks that open a window showing those who like or comment on your ad. | |
| Subscribe | Clicks on the Subscribe button for newsletter ads. | |
| Social actions | Clicks include likes, comments, shares, clicks to hashtags, and other engagements not reported elsewhere. | |
| Member page | Clicks open member page from social proof header. | |
| Open more content | Clicks on the see more text to expand the intro text. | |
| View email | Clicks open email link from intro text. | |
| Save article | ||
| LinkedIn company follows | Clicks on the +Follow button, which is automatically added to your ad. |
Video ads
The following table provides information about chargeable clicks for video ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Video | Clicks anywhere on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page. |
| Video player actions | Clicks to expand and launch video view, replay, expand to full screen (desktop), and play. |
Follower ads
The following table provides information about chargeable clicks for follower ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Call-to-action button | Clicks on your CTA button. |
| Landing page | Clicks anywhere on the ad lead to your creative’s destination URL. |
Conversation ads
Sponsored Messaging ad campaigns are charged on a cost-per-send basis so there are no chargeable clicks.
Document ads
The following table provides information about chargeable clicks for document ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Landing page | Clicks on your intro text, ad image, headline, or CTA open your creative’s destination URL. |
| LinkedIn Page | Clicks on your logo and company name. | |
| Social pill | Clicks that open a window showing those who like or comment on your ad. | |
| Full screen view | Clicks to open the document in the full screen view. | |
| Page viewer | Navigate different pages of the document with swiping or scrolling. |
Learn more