You can view the metrics specific to Sponsored Messaging when you select Sponsored Messaging as a column view from the reporting dashboard or when exporting a report. Sponsored Messaging metrics are only available for message ads and conversation ads.
Important to know
We’ve made improvements to our impression and click measurement methodology for Sponsored Messaging campaigns to provide metrics in alignment with industry standards. Changes are also being made to video metrics.
These changes went into effect in late July 2024 and Sponsored Messaging sends and opens no longer count towards impressions and clicks, respectively. You can still access the sends and opens metrics, but these metrics aren't part of impressions and clicks. Impressions, clicks, and related metrics (such as CPM and CPC) from Sponsored Messaging campaigns after late July 2024 are no longer reported, while historical data from campaigns before late July 2024 aren't affected. As a result, Sponsored Messaging metrics shown in the Campaign Manager performance chart are impacted. For more information, please contact our support team or your LinkedIn Marketing Solutions representative.
Sponsored Messaging metrics
Sponsored Messaging metrics are available in Campaign Manager from the reporting dashboard.
The following table lists the Sponsored Messaging metrics.
| Metric | Description |
|---|---|
| Sends | The number of times your Sponsored Messaging ad was delivered. |
| Opens | The number of times your Sponsored Messaging ad was first opened. |
| Sponsored Messaging Clicks | The clicks on a call-to-action (CTA) button, body hyperlinks, and desktop banner. |
| Button Clicks | The number of clicks on your CTA button. |
| Banner Clicks | The number of clicks on your 300 x 250 banner. |
| Link Clicks | The number of clicks on any hyperlinks in your message body. |
| Open rate | The total opens divided by total sends. |
| Click to Open Rate | The percentage of people who click after opening your Sponsored Messaging ad (clicks divided by opens). |
| Cost per Send | The total spend divided by total sends, which is the total number of times the ad was displayed. |
| Cost per Open | The total spend divided by total opens. |
| Average CPC | Starting late July 2024, Average CPC will no longer be reported. Historical data from campaigns before late July 2024 won’t be affected. |
Other metrics available for your ad campaigns include:
Learn more