LinkedIn Ads reporting
LinkedIn Ads, reported like the B2B channel it is
Spend, leads and cost per lead at a glance, then tables by campaign group, campaign and ad, and demographics by job function, seniority, industry and company size, scoped to one client. Create a workspace to open the report, or preview what's inside.
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- Plans from $99/month
- Built for multi-client agencies
- Your brand across the console
LinkedIn Ads reporting
The LinkedIn Ads reporting dashboard built for B2B agencies
LinkedIn is where B2B budgets go to find decision-makers, and where reporting usually stops at impressions. This dashboard reads the ad account an admin links to each client and lays it out the way an account team reviews it: campaign groups down to ads, leads next to their cost, and who the ads reached.
Connected reporting
From LinkedIn account to client report
Link a LinkedIn ad account to a client and its results sit in the same workspace as the rest of that client’s channels.
Connect LinkedIn Ads
Sign in as the LinkedIn member who holds a role on your ad accounts. The grant is read-only and belongs to the workspace.Agency plan and upLink an account to the client
Choose the client and pick one ad account for it. Each ad account belongs to one client.Sync the dates you need
Choose a range and sync it. Need an earlier quarter later? Sync those dates and the report extends back, up to 12 months.Read the results by layer
Spend, leads and cost per lead sit beside impressions, clicks and conversions, with campaign group, campaign and ad tables, and every day read in UTC.
What you read
Lead results next to reach and clicks
The connected report covers the whole ad account, day by day, then each campaign group, campaign and ad, and who the ads reached. What it does not cover stays in Campaign Manager.
Connected source
Microsoft Advertising
3
layers of LinkedIn’s own hierarchy: campaign group, campaign and ad
4
audience breakdowns: job function, seniority, industry and company size
12
months of history kept, with a comparison against the previous period
1
LinkedIn ad account linked to each client
Show lead cost beside reach
Create a workspace and connect LinkedIn Ads. Then link your first client’s ad account and sync the dates you need.
Connected LinkedIn Ads reporting is included from the Agency plan.
On this page
LinkedIn Ads reporting by campaign group, campaign and ad
LinkedIn's own hierarchy, with a drill from the group down to the ad
LinkedIn builds an ad account in three layers: campaign groups hold campaigns, and campaigns hold ads. The report keeps that order, with a table for each layer showing every row's own spend, clicks and leads, so a group total can always be traced to what sits beneath it.
Pressing a campaign group opens its campaigns, and pressing a campaign opens its ads. The layer dragging the account down is found by drilling in, not by asking for a fresh export from Campaign Manager. Each campaign also carries the objective and format LinkedIn gives it.
Roll LinkedIn campaigns up by objective or by ad format
Judge every kind of campaign against the job it was built to do
A blended account number hides the story, because a brand awareness push and a lead generation campaign do different jobs. View the campaign table by objective and the same spend and results roll up by what the campaigns set out to do, whichever objectives LinkedIn names on the campaigns that ran.
The same table can roll up by ad format instead, grouping campaigns by formats such as single image, video or document ads. If one format earns leads at half the cost of the others, the roll-up shows it, and the next creative decision rests on evidence.
LinkedIn Ads lead and cost-per-lead reporting
Leads, lead form opens, completion rate and what each lead cost
For most B2B accounts the lead is the number that matters. The report counts the leads LinkedIn recorded and the lead form opens behind them, then divides one by the other for a form completion rate. A low rate points at the form, and few opens point at the audience or the ad.
Cost per lead is spend divided by leads, shown for the account day by day and for each campaign group, campaign and ad. These are LinkedIn's own counts, so check them against what your team logged as leads in the CRM before they reach a board pack.
Demographics reporting: who the LinkedIn ads actually reached
Job function, seniority, industry and company size
B2B budgets go to LinkedIn for the audience, so the report checks the audience. The Demographics view shows who the ads reached by job function, seniority, industry and company size, for impressions, clicks, leads, conversions and engagements. Delivery that leaks to the wrong seniority band shows up fast.
LinkedIn estimates these figures, leaves out any group with fewer than 3 events and lists at most 100 values per breakdown, and the report prints those rules beside the numbers. Demographics are for reading on screen: they stay out of the CSV export.
Compare LinkedIn Ads periods and export the tables
The previous period, 12 months of history and CSV
Choose the last 7, 30 or 90 days, this month, the last 12 months or a custom range of up to 365 days, then turn on the previous-period comparison. Every headline measure shows its change against the period before. The report holds 12 months of history per linked ad account, and every day is a UTC day.
Each table exports to CSV as it appears on screen, and daily detail for the account, its campaigns and its ads exports as well. That puts spend and leads beside CRM pipeline in a spreadsheet or a BI model without copying anything by hand from Campaign Manager.
A client-ready LinkedIn Ads report that says what it does not know
One ad account per client, under your brand, with gaps shown as gaps
A LinkedIn review for a B2B client usually has to answer three things: what the budget bought, who it reached and what a lead cost. The report has a place for each, reads one ad account per client and carries your agency's own branding. One LinkedIn sign-in can serve many clients, and each client links to a single ad account.
The report is plain about what it does not know. A date that has not been synced is marked as not synced, and when LinkedIn answers with nothing the report says so, rather than quietly showing zero activity. Clients do not see the Reports area in the client portal, so you walk them through the dashboard or send a written summary.
The LinkedIn Ads KPIs a B2B client should see
A LinkedIn dashboard is useful when every number answers a question the client will ask. These are the measures the connected report fills for each linked ad account.
| Measure | What it tells the client | Read it with care when |
|---|---|---|
| Spend | What the account paid LinkedIn in the dates shown | A budget change landed in the middle of the range |
| Impressions | How often ads were shown to members | The same member can be counted many times |
| Clicks | How often members clicked something LinkedIn counts as a click | Clicks can include actions other than a visit to the landing page |
| CTR | Clicks divided by impressions | You compare different ad formats or audiences |
| CPC | Spend divided by clicks | A cheap click is not a cheap lead |
| CPM | Spend for every thousand impressions | It reflects audience size and competition more than creative quality |
| Leads | Lead Gen Form submissions LinkedIn recorded | A submitted form is not yet a qualified lead |
| Cost per lead | Spend divided by leads | There were no leads: the report then shows a dash, not zero |
| Form completion rate | Leads divided by lead form opens | The opens are few, so one extra lead moves the rate |
| Conversions | Website actions LinkedIn credits to your ads | LinkedIn's attribution window differs from your web analytics |
| Cost per conversion | Spend divided by conversions | Recent days can still change under LinkedIn's attribution settings |
| Engagement rate | Engagements divided by impressions | Clicks and social actions are counted together |
Conversion value, engagements, lead form opens, video views, landing page clicks, follows, reactions, comments and shares are in the report too. Any of these measures can be charted as a daily trend, and a day with no data is drawn as a gap, not as zero.
Reading the measures in funnel order
| Stage | Measures | The question for the client |
|---|---|---|
| Reach | Impressions and CPM | Did enough of the right members see the ads, at a fair price? |
| Interest | Clicks, CTR, CPC and engagement rate | Did they respond? |
| Action | Leads, cost per lead and conversions | Did they act, and what did each action cost? |
Roll the campaigns up by objective to read each stage against the job a campaign was built for. Averaged across the whole account, a campaign built for reach and one built for leads cancel each other out.
What the connected LinkedIn report covers, and what it leaves out
The report spans the ad account, from totals by day down to campaign groups, campaigns and ads, with demographics of the people reached. It says what it has not synced, and it leaves a short list of things to Campaign Manager.
| Part of the report | What it shows | Good to know |
|---|---|---|
| Account by day | Spend, impressions, clicks, leads, conversions and the ratios built from them, one day at a time | A daily trend can chart any measure, with gaps shown as gaps |
| Campaign groups, campaigns and ads | A table for each layer of LinkedIn's hierarchy, with a drill from group to campaign to ad | Campaigns can also be rolled up by objective or by ad format |
| Demographics | The audience the ads reached: job function, seniority, industry and company size | LinkedIn estimates these figures, drops groups under 3 events and caps every breakdown at 100 values |
| Dates | Presets for 7, 30 and 90 days, this month and 12 months, or any custom range up to 365 days | Days are UTC days, 12 months of history are kept, and the previous period can be compared |
| Export | CSV of each table as drawn, plus day-by-day detail for the account, campaigns and ads | Demographics stay on screen and are not exported |
Account totals, one day at a time
Each linked ad account contributes one row per day, and every ratio is worked out from the totals of those rows. Dates that were never synced are marked as not synced. When LinkedIn answers with nothing for a range, the report says LinkedIn returned no activity, so an empty answer is never mistaken for a result.
What stays in Campaign Manager
The report does not list lead forms by name or report them one by one, and it does not show companies, matched audiences or audience lists. It has no location or job title breakdowns, no member-level data, no creative previews or ad text, and no benchmarks, scores or recommendations. It compares a period with the one before it, not with the same period last year, and it keeps 12 months of history. For any of those, use Campaign Manager.
What the illustrative figures are for
On Studio the page opens the same report with illustrative figures, clearly labelled in the app. Where the connection is included, a client with no ad account linked yet gets the setup step and the same illustrative figures, so they are never mistaken for that client's results.
Dates are read in UTC
Every day is read in UTC. Late-evening activity in the Americas can land on the next date, and a day boundary may fall at a different hour than the one in your Campaign Manager view. Compare weeks or months, not single days, across channels.
Connecting LinkedIn Ads to a client, step by step
A member with a role on your ad accounts grants read-only access once, and each client is linked to one ad account.
Sign in as a member with a role on the ad accounts
An administrator selects Connect LinkedIn Ads and signs in as a member whose LinkedIn profile has a role on the ad accounts. The access is read-only, through r_ads and r_ads_reporting, and the workspace holds it, not one client.
Add another sign-in when clients use their own
Connect another LinkedIn sign-in when a client's ad accounts sit under a different member. A single sign-in is enough for many clients, as long as each client's ad account sits under it.
Link the ad account to the client
Pick the client and choose its ad account. An ad account can report for one client, and a client reads one ad account.
Choose the dates and sync them
Pick the dates and sync them. The report keeps 12 months of history, so an earlier quarter can be synced whenever a review needs it, and any view can run up to 365 days. A workspace can also turn on a daily refresh.
Renew the sign-in before it ends
LinkedIn limits how long a sign-in lasts and does not extend it. The report warns before it ends and offers a way to renew it on the existing connection, so linked ad accounts stay linked.
Plan
Which plan connects LinkedIn Ads
Linking a LinkedIn ad account needs the Agency plan or higher, so from $299 a month. Studio, at $99 a month, opens the same report with illustrative figures and no connection.
Microsoft Advertising and Google Ads link the same way. See Microsoft Advertising reporting and Google Ads reporting for their limits.
Reading cost per lead without fooling the client
Cost per lead is the number B2B clients quote back at you. These habits keep it honest.
- Pair it with lead quality. LinkedIn counts form submissions, so set its lead count beside the leads your team logged in the CRM for the same dates.
- Read the trend, not one day. Leads arrive in small numbers, so a single day can swing the cost without meaning anything.
- Keep leads and conversions apart. Leads are Lead Gen Form submissions and conversions are tracked actions on the client's site. Report them side by side and never add them together.
- Watch spend and impressions with it. If cost per lead climbs while impressions fall, the audience or the budget changed. If impressions hold, look at the offer and the form.
- Find the layer behind the number. Start from the account's cost per lead, then open the campaign groups, campaigns and ads under it to see which layer moved it before you change a budget.
- Read the form completion rate beside it. A low rate suggests friction in the form, while few opens suggest the ad or the audience missed.
Note
A dash is not a zero
A ratio with nothing to divide by shows a dash. A cost per lead shown as a dash means there were no leads in the range, not that they were free.
A white-label LinkedIn Ads dashboard for every client
The workspace carries your branding, and each client's report carries only that client's ad account.
Agency owners
Brand it once
Your logo, company name, colours and fonts apply across the workspace on every plan. Each client report is separate by design: one ad account per client, with no route from it to another client's figures.
- Administrators connect LinkedIn and link accounts
- Linking needs the Agency plan or higher
- Disconnect the integration from the workspace whenever you need to
Your team
Prepare the review
Switch to the client, set the range and read spend first, then reach and clicks, then leads and cost per lead. Write down the finding and give it an owner in Projects.
- Report access follows the clients you are assigned to
- Syncing dates is an administrator task
- Read the notices above the report before you quote a total
Your clients
Hear it in your words
Clients do not log in to Reports. You present the dashboard or share a written summary. On the Scale and Enterprise plans the branded client portal carries notes, files and chat between reviews.
- They hear the story in your name
- They see only what you share
- The summary can sit in a shared note or file
LinkedIn Ads reporting API, attribution and exports
Three questions come up whenever a LinkedIn dashboard is on the table: how the data arrives, how conversions are credited, and how to get a file out.
How the connection reads LinkedIn
The connection uses LinkedIn's advertising API with the read-only permissions r_ads and r_ads_reporting. It requests the account's analytics by day, the campaign groups, campaigns and ads under it and the demographic breakdowns for the dates you chose, and stores the result per client. Nothing in that access can create, edit or pause a campaign.
How long the figures are kept
The report keeps 12 months of history for each linked ad account. Stored figures are deleted 7 days after an ad account is unlinked or its sign-in is disconnected, or at once on request.
Attribution is LinkedIn's own
Leads and conversions are the counts LinkedIn reports, credited under its own attribution settings, and there is no multi-touch model here. Treat a LinkedIn conversion as LinkedIn's claim, and check it against the client's web analytics and CRM before it goes into a board pack.
Getting a file or a BI model
| Option | Best for | Trade-off |
|---|---|---|
| This dashboard | A client review in your branding, beside Google Ads and Microsoft Advertising | CSV for the tables and the daily detail, no PDF or scheduled email, and demographics stay on screen |
| Campaign Manager | The full detail LinkedIn keeps for every layer of an account | One account at a time, with LinkedIn's definitions and layout |
| A spreadsheet or BI model built on exports | Setting LinkedIn spend against CRM pipeline value | Someone must export, clean and maintain it for every client |
Frequently asked questions
How do you report cost per lead from LinkedIn Lead Gen Forms?
The report counts the leads LinkedIn recorded, the lead form opens behind them and the share of opens that became a lead, then works out cost per lead. You see them for the account by day and for each campaign group, campaign and ad. It reports totals, not each form by name, so use Campaign Manager to judge a single form.
What demographic breakdowns does a LinkedIn Ads report include?
A report in AI Marketing Dashboard breaks the audience the ads reached down by job function, seniority, industry and company size, and each breakdown can be read for impressions, clicks, leads, conversions or engagements. LinkedIn estimates these figures and leaves out small groups, and the report shows its rules beside them.
What is a campaign group in LinkedIn Ads, and how does the report use it?
A campaign group is the layer LinkedIn puts between the account and its campaigns. The report keeps that hierarchy, with one table for campaign groups, one for campaigns and one for ads, and a drill from each group to its campaigns and from each campaign to its ads, so a group total can always be traced.
Can I compare a LinkedIn Ads period with the one before it and export the tables?
Yes. Turn on the previous-period comparison and every headline measure shows how it changed against the period before. Each table exports to CSV as it appears on screen, and daily detail for the account, its campaigns and its ads exports too. The report keeps 12 months of history, and a custom range can run up to 365 days.
Can a LinkedIn Ads report show which campaign objective or ad format performs best?
Yes. View the campaign table by objective or by ad format and the same spend and results roll up by what the campaigns were built to do or by the format they ran in. Objectives and formats appear as LinkedIn names them on the campaigns that ran, such as single image, video or document ads.
How do I build a LinkedIn Ads KPI dashboard for a client?
Start with spend, leads and cost per lead, add impressions, clicks and click-through rate for reach, then conversions and engagement rate for outcomes beyond the form. Chart a few of them by day, keep the date range fixed between reviews, and write down what each number means. The connected report lays these out for any linked ad account.
Which LinkedIn Ads details does the report leave to Campaign Manager?
The report covers the account by day, tables by campaign group, campaign and ad, and demographics. It does not list lead forms by name, show companies, matched audiences or audience lists, break results down by location or job title, show creative previews or ad text, or score results against benchmarks. Use Campaign Manager for those.
What permissions does the LinkedIn connection ask for?
AI Marketing Dashboard asks for two read-only permissions, r_ads and r_ads_reporting, granted by a person whose LinkedIn profile has a role on the ad accounts. The workspace holds the access, not any single client. It cannot create, edit or pause campaigns, and an administrator can disconnect it from the workspace at any time.
Why do LinkedIn Ads dates differ from Campaign Manager?
Days in this report are read in UTC, so a boundary may fall at a different hour than the one in your Campaign Manager view. Leads and conversions are also counted under LinkedIn's attribution settings, and recent days can still change. Compare weeks or months, and sync recent dates again before a review.
Can I white-label the LinkedIn Ads dashboard?
In the sense that matters for reporting, yes: the workspace carries your logo, company name, colours and fonts on every plan, and each client's report shows only that client's ad account. Clients do not log in to Reports, so you present the dashboard or share a summary, using the client portal on Scale and Enterprise.
Does the LinkedIn connection expire?
Yes. LinkedIn limits how long a grant lasts and does not extend it. The report warns before the sign-in ends and offers a way to renew it on the existing connection. Renew before a review rather than during one, so the figures you open are the ones you expect.
How many LinkedIn ad accounts can one client have?
One. A client links a single ad account, and an ad account can report for only one client. If a client has several, link the one that carries most of the spend. To switch, an admin changes the ad account linked to that client.
What happens to LinkedIn data when an ad account is unlinked?
Stored figures are deleted 7 days after an ad account is unlinked or its sign-in is disconnected, or at once on request. While an account stays linked, the report keeps 12 months of history for it. The report only reads from LinkedIn, so unlinking never changes anything in Campaign Manager.
Can the LinkedIn Ads report be exported to PDF or sent on a schedule?
No. There is no PDF and no scheduled email of this report. What it exports is CSV: the table on screen, plus the day-by-day detail of the account, the campaigns and the ads. Demographics stay on screen. Clients do not log in to Reports, so you present the dashboard or send a written summary.