Select Video as a column view from the reporting dashboard or when exporting a report to see metrics specific to your video ads’ performance.
Video metrics
Important to know
We’ve made improvements to our impression and click measurement methodology for in-feed video to provide metrics that align with the Media Rating Council (MRC) industry standards. Changes were also made to Sponsored Messaging metrics.
Video metrics for a campaign include:
| Metric | Definition |
|---|---|
| Plays | The number of times a video starts to play through click or autoplay. |
| Clicks | Total chargeable clicks based on your campaign's objective. |
| Views | Two or more continuous seconds of playback while the video is at least 50% on screen. |
| View Rate | Number of views/impressions, multiplied by 100. |
| CPV | Cost Per View, defined as cost divided by views. Though some video views might be free as a result of organic reach from members sharing your ad, only paid views are included in CPV. |
| Views at 25% | Number of times your video was played through at least 25% of its length, including watches that skipped to this point. |
| Views at 50% | Number of times your video was played through at least 50% of its length, including watches that skipped to this point. |
| Views at 75% | Number of times your video was played through at least 75% of its length, including watches that skipped to this point. |
| Completions | Number of times your video was watched at 97-100% of its length, including watches that skipped to this point. |
| Completion Rate | Completions divided by video impressions as a percentage. |
| Full Screen Plays | Total number of clicks to view video in full screen mode. |
In-stream video metrics
Important to know
In-stream video ads are currently in testing and being gradually released. You might not have access to them at this time.
| Metric | Definition |
| Skips | Number of times the skip button is pressed for in-stream videos that are skippable (pre-roll must exceed 5 seconds in duration to be skippable). |
| Skip Rate | The percentage of impressions where viewers chose to skip a skippable in-stream video ad. Calculated by the number of times your video was skipped divided by the total number of ad impressions, multiplied by 100. |
You can view the Skips and Skip Rate metrics within Campaign Manager by customizing your performance columns and exporting:
-
Click Columns on the top right of your campaign reporting table.
-
Select Customize Columns.
-
Scroll to the Video section.
-
Select the checkboxes next to Skips and Skip Rate to include them in your view.
Important to know
In March 2025, the calculation for video completion rate will change from completions divided by plays as a percentage to completions divided by impressions as a percentage. This calculation change is being made to align with the industry standard Video View Rate Metric, defined by the MRC. Video completion rate data in Campaign Manager from March 2025 onward will have the current definition applied (completions divided by impressions as a percentage) and will apply to all historical data as well.
Video ad metrics and the LinkedIn Audience Network
When you enable the LinkedIn Audience Network for your video ad campaign, you can select Placements as a breakdown view to see metrics for video ads shown:
- On LinkedIn - Ads shown on the LinkedIn Feed.
- On the Audience Network - Native, Banner, Interstitial - Known as outstream video ads, these appear as standalone ads within the content of our Audience Network publisher’s webpage.
- On the Audience Network - In-stream - In-stream video ads play within a long-form video on an Audience Network publisher’s webpage.
Important to know for in-stream video metrics:
LinkedIn calculates Views in alignment with industry standards set by the Media Ratings Council (MRC). Per the MRC, a View is defined as two or more continuous seconds of playback while the video is at least 50% on screen. For in-stream video, Views require JavaScript for reporting, and some websites are not able to run JavaScript successfully to provide us with full measurement.
As a result, you might see the Completions metric showing a higher value than Views for in-stream video ads. When this happens, it means that, for some impressions the video completed playing but might not have registered as a View. Completion rate is often higher for in-stream video ads than ads shown on LinkedIn or outstream video ads, because the member watching the in-stream video ad has chosen to watch the video and is more likely to finish watching the ad as part of the video.
Viral video metrics
Viral metrics are also available if you export a Campaign performance or Ad performance report. Viral metrics result from users sharing a Sponsored Content ad to their own network of connections.
| Metric | Definition |
|---|---|
| Viral Video Plays | Number of viral video ads that start to play. |
| Viral Video Views | Number of viral video views with 2 or more continuous seconds of playback while the video is at least 50% on screen. |
| Viral Video Views @ 25% | Number of viral video ads that played through 25% of the video, including watches that skipped to this point. |
| Viral Video Views @ 50% | Number of viral video ads that played through 50% of the video, including watches that skipped to this point. |
| Viral Video Views @ 75% | Number of viral video ads that played through 75% of the video, including watches that skipped to this point. |
| Viral Video Completions | Number of viral video ads that played 97-100% of the video, including watches that skipped to this point. |
| Viral Video Completion Rate | Viral video completions divided by viral video impressions as a percentage. |
| Viral Full Screen Plays | Number of clicks to view video in full screen mode on viral video ads. |
Important to know
In March 2025, the calculation for viral video completion rate will change from completions divided by views as a percentage to completions divided by impressions as a percentage. This calculation change is being made to align with the industry standard Video View Rate Metric. Viral video completion rate data in Campaign Manager from March 2025 onward will have the current definition applied (completions divided by impressions as a percentage) and will apply to all historical data as well.
Additional campaign metrics
Other metrics available for your ad campaign include:
Related tasks
Learn more