Campaign key result and cost-per-result metrics are displayed in Campaign Manager reporting. The key result is determined by the campaign's objective and bidding optimization goal.
Key result and cost per key result
Key result shows the number of times your campaign has achieved its objective. Cost per result calculates the total spent on your campaign divided by the number of results, for example, clicks. For brand awareness campaigns, the cost per result is calculated by dividing the total spent on your campaign by every 1,000 member accounts reached.
Important to know
Some ads running on the LinkedIn Audience Network might use Group Identity to deliver and measure ads. In such instances, some key results might come from audiences that sometimes align only partially with your targeting criteria.
The following table lists the ad objective and corresponding key result.
Here's a tip
The key result for Sponsored Messaging ad format campaigns is message sends regardless of the objective selected.
| Ad objective | Key result |
| Brand awareness | Reach |
| Website visits | Landing page clicks |
| Message sends (Sponsored Messaging ads only) | |
| Conversation opens (Click-to-message ads only) | |
| Engagement | Engagement clicks |
| Video views | Video views |
| Lead generation | Qualified leads |
| Leads | |
| Message sends (Sponsored Messaging ads only) | |
| Website conversions | Conversions |
| Message sends (Sponsored Messaging ads only) | |
| Job applicants | Landing page clicks |
The clicks metric in Campaign Manager reports chargeable clicks and varies by objective. Engagement clicks include clicks to your landing page, LinkedIn Page, social actions, social pill, and LinkedIn Page follows.