LinkedIn Ads Dashboard for B2B Campaign Tracking and Optimization

Impressions refer to the number of times an ad is displayed on a user's screen (regardless of whether it’s clicked or not). This metric indicates how often your client’s ads are visible to their targeted LinkedIn audience network.

Higher ad impressions indicate that the ads are being shown to more people, which increases brand awareness.

To address a low number of impressions, consider expanding the target criteria, adjusting bid strategies, or refining ad creatives. Monitor how ads perform over time, making adjustments as needed.

Clicks represent the number of times users interact with your client’s ad by clicking on it. Whether it's a call-to-action button or a link, it shows intentional engagement and piqued interest.

Reporting on clicks provides clearer insight into what content draws attention. If your client’s campaign has a low number of clicks, improvements may be required (e.g., more compelling ad copy or choosing an alternative ad placement).

Leads represent potential customers who have expressed interest in your client's offerings. They typically provide their contact information through a form or another action (e.g., direct messaging).

Capturing leads is the first step toward converting interested prospects into paying customers. Therefore, it’s a critical metric for LinkedIn B2B campaigns.

Leads indicate real, actionable interest from potential customers. This offers clear proof that your agency’s strategies are generating engagement and tangible business opportunities.

Simplify the conversion process by automatically populating lead gen forms with users’ LinkedIn profile information. Also, use LinkedIn’s retargeting features to re-engage individuals who have previously interacted with your client’s ads but didn’t convert.

Conversion rate measures the percentage of users who clicked on your client’s ad and completed a desired action (e.g., downloading a resource). It gives a clear indicator of how effectively their ad is turning interest into measurable outcomes.

This metric helps agencies quantify how well ad campaigns are driving tangible results. A strong rate shows that a significant number of prospects are turning into actual customers.

On the other hand, a low conversion rate could mean that there are inefficiencies or disconnects within their LinkedIn campaign. This might be due to misaligned targeting, friction in the user experience (e.g., slow landing pages) or unclear calls to action.

Cost refers to the total amount your client spends on a LinkedIn ad campaign. It includes every dollar invested to engage their target audience, covering everything from impressions to clicks and conversions.

Use this metric to evaluate campaign ROI and maximize ad outcomes without overspending. Reporting on cost also ensures transparency, building trust while keeping a client’s ad budget in check.