Question: Juan is considering running Text Ad campaigns to drive Consideration. According to LinkedIn, which key performance indicator (KPI) is the most relevant?
- Lead generation
- Website visits
- Video views
- Engagement
Explanation
Text Ads are a LinkedIn ad format commonly used for concise desktop placements that drive members to take action from the ad. In the Consideration stage, LinkedIn focuses on mid-funnel actions that indicate active interest. Click-based traffic is the most relevant measure for this format because the ad experience is built around sending members to a destination. This makes traffic performance more aligned than lead capture, video consumption, or social interaction metrics.
Why the other options are incorrect
Lead generation This is incorrect because it aligns more directly with conversion-focused campaigns using lead capture.
Video views This is incorrect because it applies to video-based campaign measurement, not Text Ads.
Engagement This is incorrect because it measures social interactions rather than destination traffic from this format.
Source for verification
https://business.linkedin.com/advertise/ads/text-ads
https://www.linkedin.com/help/lms/answer/a423051
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