Master the language of LinkedIn Ads Management. From basic metrics to advanced optimization concepts, this glossary covers everything you need to run successful campaigns.
Learn About Our LinkedIn Ads Management ServicesLinkedIn Carousel Ads let you showcase multiple images in a swipeable format. Each card can have its own headline, description, and destination URL. Ideal for telling a story, showcasing features, or highlighting multiple products or case studies.
The Company Engagement Report shows which companies are interacting with your LinkedIn ads and organic content. It tracks impressions, clicks, and engagement at the account level, making it essential for ABM measurement and sales team alignment.
Company Targeting lets you reach employees of specific companies by name or by company attributes like size, industry, or growth rate. You can upload a list of company names, use LinkedIn's company filters, or target companies similar to your best customers.
Conversation Ads are interactive message ads that let you create branching conversation paths based on user responses. Unlike Message Ads (single message), they offer multiple CTA buttons that lead to different follow-up messages or landing pages.
LinkedIn Conversion Tracking measures actions users take after clicking or viewing your ads. It uses the Insight Tag to track website conversions like form submissions, downloads, and purchases. Essential for Lead Gen Form ROI measurement and optimization.
Lead Gen Forms are native LinkedIn forms pre-filled with a user's profile data (name, email, company, job title). They allow users to submit their information without leaving LinkedIn, resulting in higher conversion rates than landing page forms.
Pre-filled forms that populate with a user's LinkedIn profile data (Name, Email, Job Title, Company) when they click your ad. Because users don't have to type anything manually, conversion rates are typically 5x higher than landing pages.
LinkedIn's suite of targeting tools that let you combine your own business data with LinkedIn's professional data. This typically includes Company Match (ABM lists), Contact Match (CRM uploads), and Website Retargeting.
Message Ads (formerly Sponsored InMail) deliver personalized messages directly to a user's LinkedIn inbox. They only send when the user is active on LinkedIn, ensuring visibility. Message Ads have strict frequency caps - users can only receive one per 45 days.
Seniority Targeting lets you reach LinkedIn users by their job level: Entry, Senior, Manager, Director, VP, CXO, Partner, Owner. Combined with job function or title targeting, it helps you reach decision-makers at the right level for your offer.
Sponsored Content are native ads that appear in the LinkedIn feed, looking similar to organic posts but marked 'Promoted'. They can be single image, carousel, video, event, or document ads. It's LinkedIn's most versatile and commonly used ad format.
LinkedIn Spotlight Ads are Dynamic Ads that personalize with the viewer's profile photo and name, featuring a prominent CTA. Unlike Follower Ads, they drive to a landing page. They appear in the right rail on desktop and are highly eye-catching due to personalization.
Let our experts handle the complexity. Get a free audit of your campaigns.
Get a Free Audit