In Campaign Manager, you can view your delivery metrics, such as the reach or average frequency of your ads, to help you measure the effectiveness of your ad sets.
Here's a tip
To view delivery metrics, select Delivery from the Columns dropdown menu on your reporting dashboard in Campaign Manager. The metrics shown are based on the objective and ad format selected.
Important to know
Due to industry-wide privacy changes, we increasingly use modeling to predict member accounts reached on the LinkedIn Audience Network for portions of traffic where member-level information is no longer available. As we iterate on our models, the metric values could change over time. We recommend using these metrics only directionally, and not for historical performance comparisons.
Keep in mind, it typically takes between 24-36 hours for delivery metrics to be available when reviewing performance for your ad set due to the modeling involved in our calculations. For example:
- If you select Yesterday as your time range, the data for reach and average frequency metrics might not be available in Campaign Manager.
- If you select Last 7 Days as your time range, your previous day's reach might not be reflected in your delivery metrics.
Delivery metrics
Delivery metrics for an ad set are modeled, not exact numbers. They include:
| Metric | Definition |
|---|---|
| Reach | The number of unique member accounts with at least one impression. Important to know: Members are required by our user agreement to have only one account per person. Nevertheless, for a variety of reasons, some members might occasionally have more than one account. |
| Average frequency | The average number of impressions shown to each member account that received at least one impression. |
| Cost per 1,000 member accounts reached | The total spent on your ads, divided by every 1,000 member accounts reached. |
| Audience penetration | The percentage of unique member accounts reached across multiple ad sets divided by the target audience size, removing duplicates from the audience. For example, if your ad set's target audience size is 350,000, but 50,000 in the audience overlap, your target audience size will be 300,000. If your total reach across ad sets is 110,000, but among that reach are only 100,000 unique member accounts, then your unique reach will be 100,000. Then, your audience penetration is 33.3%. Learn more about the audience penetration metric below. |
More about the audience penetration metric
Audience penetration can help you better understand the impact of your advertising within your target audience. High audience penetration means that a large part of your audience is aware of your brand.
When reviewing your audience penetration metric, keep in mind:
- Audience penetration is approximate and should only be used for directional guidance.
- You can view audience penetration data for dates within the past six months. Within that period, you can choose a time range of up to 92 days.
- Your audience size must be 300 or more for the metric to show.
- It isn’t available for monthly breakdown when you export your CSV report.
- When reviewing your reporting metrics for your LinkedIn Audience Network campaign or ad set, the audience penetration metric can be more than 100% if audience expansion has been turned on or if the Recent or permanent location attribute was used, since the audience count doesn’t include these when creating the estimated count. Learn more about audience expansion.
To view and filter the reporting dashboard, learn more about how to view ad set metrics and Performance Chart in Campaign Manager.
Additional ad set metrics
Other metrics for your ad campaign include:
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