The Only LinkedIn Ad Metrics That Actually Matter
Stop drowning in data. Focus on what drives results.
LinkedIn gives you dozens of metrics. Here are the ones worth watching.
Click-Through Rate (CTR)
This measures ad engagement. A good CTR on LinkedIn is 0.4-0.8% for sponsored content. Below 0.3% means your ad isn't resonating.
Cost Per Click (CPC)
What you pay for each click. LinkedIn CPCs range from $5-15 typically. Track this to ensure you're not overpaying.
Conversion Rate
The percentage of clicks that become leads or signups. A good conversion rate is 5-15%, depending on your offer and industry.
Cost Per Lead (CPL)
What you pay for each lead. This is your most important metric. Know your target CPL and optimize toward it.
Lead Quality
Not all leads are equal. Track what percentage become opportunities and customers. A cheap lead that never buys is worthless.
Return on Ad Spend (ROAS)
Revenue generated divided by ad spend. A 3:1 ROAS means every dollar spent returns three dollars.
Engagement Rate
Likes, comments, and shares divided by impressions. This matters more for awareness campaigns. Good engagement is 2%+.
Impression Share
The percentage of available impressions you're getting. Low share might mean limited budget or narrow targeting.
Frequency
How often the same person sees your ad. Above 3-4 and you risk ad fatigue. Time to refresh creative.
Metrics that matter less than you think:
Impressions - Vanity metric unless paired with engagement
Follows - Nice but doesn't directly drive revenue
Profile visits - Interesting but not a business outcome
Set up custom conversion tracking for actions that matter to your business - demo requests, trial signups, purchase completions.
Review metrics weekly but don't over-react to daily fluctuations. Look for trends over 2-3 weeks.
Compare metrics to your own past performance, not industry benchmarks. Your goal is to beat your last campaign.
Stirling helps you create ads that improve the metrics that matter. Better creative typically means better CTR, which lowers CPC and improves overall performance.
Focus on the metrics that tie to revenue. Everything else is noise.
