Some LinkedScope metrics are calculated slightly differently from each network so that LinkedIn, Google and Meta are comparable and nothing is counted twice. Here are the rules.
- Applies to: Dashboard, Campaigns and Ads
- Networks: LinkedIn Ads, Google Ads and Meta Ads
Impressions, clicks and engagements on LinkedIn
Since 2024, LinkedIn no longer reports native impressions and clicks for Sponsored Messaging (Message and Conversation ads). To keep that volume, LinkedScope combines:
| Metric | How it is calculated |
|---|---|
| Impressions | Impressions + message sends. |
| Clicks | Clicks + clicks on action buttons, on the adjacent ad unit and on links in the message body. |
| Engagements | LinkedIn’s reported engagement total. Video views are a separate metric and aren’t added to it. |
| Engagement rate | Engagements ÷ (impressions + sends). |
How leads are counted
Each network’s leads are two groups that never overlap:
- Native forms: leads from the network’s own forms (LinkedIn Lead Gen Forms, Meta Lead Ads), as reported by the network. For Google this number isn’t shown because the API keeps that data for a short time only.
- Website: leads from your website captured by the LinkedScope script and attributed to the network. The click ID decides first (
li_fat_idfor LinkedIn,gclid,gbraidorwbraidfor Google). Without one, a paid UTM (utm_mediumsuch as cpc or paid_social) with the network’sutm_sourcecounts.
A lead with identifiers from different networks, or with no paid media, isn’t attributed to any network. Conversions reported by the network (such as Insight Tag or Pixel conversions) show under Conversions, not Leads. See How to install the lead capture script on your website.
Each network’s period limits
| Network or data | Available history |
|---|---|
| LinkedIn Ads (performance) | Up to 10 years. |
| LinkedIn (demographics and Top Companies) | Up to 2 years. |
| Meta Ads | Up to 37 months. |
| Google Ads | The account’s full history. |
| LinkedIn reach, frequency and penetration | Unavailable for periods of 92 days or more and for Message or Conversation campaigns. |
If the chosen period falls entirely before a network’s history, its icon says so instead of showing an error.
Currencies
Money values are only added up when every selected network uses the same currency. Impressions, clicks, CTR, conversions and leads are always added up.
Frequently asked questions
Why are LinkedScope’s impressions higher than Campaign Manager’s?
If you run Message or Conversation campaigns, LinkedScope adds sends to impressions. Campaign Manager shows sends in a separate column.
Meta shows more leads than LinkedScope. Why?
LinkedScope only counts instant form leads as native form leads. Pixel leads on your website are website conversions and show under Conversions.