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When we talk about engagement on LinkedIn Ads, the first question we need to answer is: what counts as an engagement?

What is an engagement?

An engagement is any kind of interaction with your ad, such as:

• Clicking on the call-to-action (the one we actually want).
  
• Leaving a like or a comment.
  
• Clicking see more when your intro text goes beyond ~160 characters.
  
• Or a variety of other small interactions.
  
  

Your engagement rate is simply the percentage of impressions that turn into one of these actions. It’s calculated as:

Total engagements ÷ Total impressions.

Luckily, Campaign Manager does the math for you—just switch your columns to “Engagement” and scroll right until you see engagement rate.

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What counts as a “good” engagement rate?

Engagement rates vary dramatically depending on ad format. From our experience at B2Linked, here’s a useful benchmark:

• Single image ads: ~1% engagement rate
  
• Thought leader ads: ~5% engagement rate
  
• Document ads: ~6% engagement rate
  
• Video ads: Engagement rate isn’t our focus here—we pay more attention to video consumption metrics
  
  

We’ve seen results range from as low as 0.5% on single image ads to as high as 18% on thought leader ads. That’s why it’s not helpful to stick with one universal benchmark.

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Why we care more about landing page CTR

Here’s the truth: not all engagements are created equal. A like or a “see more” click rarely drives business impact. What really matters is when users click through to your landing page.

That’s why at B2Linked we track and optimize more around landing page click-through rate (CTR)—the metric that tells us whether ads are driving real action toward conversions.

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