Measuring LinkedIn ads performance requires looking beyond surface-level metrics. While clicks and impressions matter, B2B marketers need to track metrics that connect advertising activity to pipeline and revenue outcomes.
This guide covers the essential performance metrics to monitor in LinkedIn Campaign Manager, current benchmarks for 2026, and how to evaluate whether your campaigns are actually working.
CTR measures the percentage of people who clicked your ad after seeing it. On LinkedIn, this metric indicates how well your ad creative and targeting resonate with your audience.
2026 Benchmarks:
Lower CTRs than Meta or Google are normal for LinkedIn given the professional context and higher-value audience. A CTR below 0.3% typically signals targeting or creative issues.
CPC shows how much you pay on average for each click. LinkedIn's CPCs are higher than most platforms because you're reaching decision-makers who rarely respond to cheap interruption marketing.
2026 Benchmarks:
Note: Text-link ads (TLAs) can achieve significantly lower CPCs—77% cheaper than image ads ($3.06 vs $13.23) according to 2026 benchmark data.
CPM represents the cost per 1,000 impressions. This metric helps you understand reach costs and compare LinkedIn's efficiency against other platforms.
2026 Benchmarks:
LinkedIn CPMs continue rising 3-8% year-over-year. Higher CPMs reflect the premium audience, but marketers must ensure they're getting proportional value through lead quality.
Conversion rate measures the percentage of clicks that result in a desired action (form fills, sign-ups, purchases). This is where LinkedIn often outperforms cheaper platforms.
2026 Benchmarks:
Lead Gen Forms significantly outperform landing pages because they pre-fill user data, reducing friction.
CPL shows what you're paying to acquire each lead. This metric varies dramatically by industry, offer type, and targeting precision.
2026 Benchmarks:
Document ads often deliver lower CPLs despite appearing more expensive on surface metrics because of higher form completion rates.
Beyond performance, engagement metrics reveal how your audience interacts with your content.
Track likes, comments, shares, and follows generated by your ads. These actions extend reach organically and signal content resonance.
LinkedIn users are 2.7x more likely to engage with branded content compared to other platforms because they're in a professional mindset.
Engagement rate combines all social actions divided by impressions. It indicates how compelling your ad content is beyond just click behavior.
For video ads, track:
Reach counts unique users who saw your ad at least once. Unlike impressions (which can count the same person multiple times), reach tells you audience coverage.
Frequency shows how often the same user sees your ad. LinkedIn recommendations:
This metric shows what percentage of your target audience you've reached. Low penetration means room to scale; high penetration may signal audience exhaustion.
Surface metrics don't tell the full story for B2B. Track these downstream metrics to understand true campaign value.
According to 2026 ABM benchmark data:
ROAS measures revenue generated per advertising dollar. LinkedIn benchmarks:
For account-based campaigns, track deals opened divided by target accounts:
Campaign Manager provides built-in analytics including:
Install the LinkedIn Insight Tag on your website to track:
Without proper conversion tracking, you're flying blind on what actually matters—leads and revenue.
For deeper analysis, consider exporting LinkedIn data to visualization tools like Looker Studio, Tableau, or specialized LinkedIn reporting platforms. This enables:
Structure your review cadence based on metric type:
| Timeframe | Metrics to Review |
|---|---|
| Daily | CTR, CPL, conversion rate, ad spend |
| Weekly | Reach, frequency, engagement rate, CPM |
| Monthly | Total conversions, ROAS, cost per conversion |
| Quarterly | Pipeline influenced, CAC, year-over-year growth |
Research from 2026 benchmark studies reveals which factors actually impact pipeline:
| Factor | Correlation to Pipeline |
|---|---|
| Monthly ad spend | Strong (ρ = 0.47) |
| Number of campaigns | Moderate (ρ = 0.39) |
| Companies targeted | Moderate (ρ = 0.37) |
| CPC | Weak (ρ = 0.29) |
| CTR | Very weak (ρ = -0.14) |
| CPM | Negligible (ρ = 0.05) |
Key insight: Budget drives pipeline more than efficiency metrics. Obsessing over CPM or CTR optimization may not improve business outcomes if it comes at the cost of scale.
A good LinkedIn ads CTR is 0.8% or higher in 2026. The median CTR sits around 0.69%, with average performance ranging from 0.4-0.6%. CTRs below 0.3% typically indicate targeting or creative problems requiring optimization.
LinkedIn CPC typically ranges from $5-12, with a median around $11 in 2026. Costs vary significantly by industry, targeting precision, and ad format. Text link ads can achieve CPCs as low as $3, while competitive industries may see $15+ CPCs.
For B2B campaigns, prioritize pipeline-influenced revenue and ROAS over surface metrics like CTR or CPM. Track cost per lead, conversion rate, and deal velocity. Budget and scale correlate more strongly with pipeline than efficiency metrics alone.
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