Campaign Objectives

Warning

Deprecation Notice
The Marketing Version 202310 (Marketing October 2023) and earlier versions (excluding 202306 and 202307) have been sunset. Additionally, the unversioned APIs will be sunset soon. We recommend that you migrate to the versioned APIs as well as migrate to the new Content and Community Management APIs to avoid disruptions. See the Migration page for more details. If you haven’t yet migrated and have questions, submit a request on the LinkedIn Developer Support Portal.

This document highlights the relationship between the campaign manager UI selections and the corresponding endpoint objects in the API.

Read more: Marketing Platform Primer

Campaigns

Marketing campaigns are structured like this:

  1. Ad account
    1. Campaign group
      1. Campaign
      2. Objective
      3. Creative
      4. Launch/manage

The Campaign Objective will determine which ad format, bidding strategy, and optimization settings are available

Objective

A Campaign Objective is the basic intent of a campaign strategy. While these are relatively straightforward, there are differences in configuration and implementation.

There are seven primary campaign objectives.

Campaign Objective

Read more:

Format

Read more:

Bidding

Bidding strategies are outlined in Create and Manage Campaigns

Optimization

Campaigns optimizing for MAX_CONVERSION must have a conversion associated with it to be activated. Campaigns of this type should be created and then associated with a conversion before activating. See Conversion Tracking for instructions on creating conversions and associating them with campaigns.

Read more:

Validation

During campaign creation, certain fields that are expected to be set with specific values for each ObjectiveType and will be validated by the API. The following table lists the validations for each ObjectiveType:

Read more:

Campaign Objective API Mapping

Brand Awareness

objectiveType: BRAND_AWARENESS
format: CampaignFormat
UI API API UI UI API & UI API & UI
adFormat campaign.format creativeType Optimization Goal bidStrategy optimizationTargetType Cost Type
Image
Video
Event
STANDARD_UPDATE
SINGLE_VIDEO
SPONSORED_UPDATE_EVENT
SPONSORED_STATUS_UPDATE
SPONSORED_VIDEO
SPONSORED_UPDATE_EVENT
Reach MAX MAX_REACH CPM
Impressions MAX
TGT
MAN
MAX_IMPRESSIONS
TARGET_COST_PER_IMPRESSION
None
CPM
Carousel CAROUSEL SPONSORED_UPDATE_CAROUSEL Impressions MAX
TGT
MAN
MAX_IMPRESSIONS
TARGET_COST_PER_IMPRESSION
None
CPM
Reach MAX None CPM
Text
Spotlight
Follower
TEXT_AD
SPOTLIGHT
FOLLOW_COMPANY
TEXT_AD
SPOTLIGHT_V2
FOLLOW_COMPANY_V2
Impressions MAN None CPM
Conversation SPONSORED_MESSAGE SPONSORED_INMAILS Sends MAN None CPM
Document SPONSORED_UPDATE_NATIVE_DOCUMENT SPONSORED_UPDATE_NATIVE_DOCUMENT Reach MAX MAX_REACH CPM
UI API API UI UI API & UI API & UI
adFormat campaign.format creativeType Optimization Goal bidStrategy optimizationTargetType Cost Type
Image
Video
Event
STANDARD_UPDATE
SINGLE_VIDEO
SPONSORED_UPDATE_EVENT
SPONSORED_STATUS_UPDATE
SPONSORED_VIDEO
SPONSORED_UPDATE_EVENT
Reach MAX MAX_REACH CPM
Impressions MAX
TGT
MAN
MAX_IMPRESSIONS
TARGET_COST_PER_IMPRESSION
None
CPM
Carousel CAROUSEL SPONSORED_UPDATE_CAROUSEL Impressions MAX
TGT
MAN
MAX_IMPRESSIONS
TARGET_COST_PER_IMPRESSION
None
CPM
Reach MAX None CPM
Text
Spotlight
Follower
TEXT_AD
SPOTLIGHT
FOLLOW_COMPANY
TEXT_AD
SPOTLIGHT_V2
FOLLOW_COMPANY_V2
Impressions MAN None CPM
Conversation SPONSORED_MESSAGE SPONSORED_INMAILS Sends MAN None CPM

Website Visits

objectiveType: WEBSITE-VISIT
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Image
Carousel
Video
Event
STANDARD_UPDATE
CAROUSEL
SINGLE_VIDEO
SPONSORED_UPDATE_EVENT
SPONSORED_STATUS_UPDATE
SPONSORED_UPDATE_CAROUSEL
SPONSORED_VIDEO
SPONSORED_UPDATE_EVENT
Landing pg clicks MAX
TGT
MAN
MAX_CLICK *CPM if MAX CLICK
*CPC
Impressions MAN None CPM
Text
Spotlight
TEXT
SPOTLIGHT
TEXT_AD
SPOTLIGHT_V2
Landing pg clicks MAN None CPC
Impressions MAN None CPM
Message
Conversation
SPONSORED_INMAIL
SPONSORED_MESSAGE
SPONSORED_INMAILS
SPONSORED_MESSAGE
Sends (msg formats) MAN None CPM

Engagement

objectiveType: ENGAGEMENT
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Image
Carousel
Video
Event
STANDARD_UPDATE
CAROUSEL
SINGLE_VIDEO
SPONSORED_UPDATE_EVENT
SPONSORED_STATUS_UPDATE
CAROUSEL
SPONSORED_VIDEO
SPONSORED_UPDATE_EVENT
Engagement clicks MAX
TGT
MAN
MAX_CLICK
TARGET_COST_PER_CLICK
ENHANCED_CONVERSION
*CPM if MAX CLICK
*CPC
Impressions MAN None CPM
Follower FOLLOW_COMPANY FOLLOW_COMPANY_V2 Engagement clicks MAN None CPC
Impressions MAN None CPM
Conversation SPONSORED_MESSAGE SPONSORED_MESSAGE Sends (msg formats) MAN None CPM
Document SPONSORED_UPDATE_NATIVE_DOCUMENT SPONSORED_UPDATE_NATIVE_DOCUMENT Reach MAX MAX_REACH CPM

Video Views

objectiveType: VIDEO_VIEW
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Video SINGLE_VIDEO SPONSORED_VIDEO Video views MAX
TGT
MAN
None CPV (if MAX_VIDEO_VIEW)
Impressions MAN None CPM

Lead Generation

objectiveType: LEAD_GENERATION
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Lead Gen
Carousel
Video
Message
LEAD_GENERATION_FORM_SPONSORED_CONTENT
LEAD_GENERATION_FORM_CAROUSEL_SPONSORED_CONTENT
VIDEO_LEAD_GENERATION_FORM_SPONSORED_CONTENT
LEAD_GENERATION_FORM_SPONSORED_INMAIL
{varies} Leads (SU formats ONLY) MAX
MAN
MAX_LEAD
ENHANCED_CONVERSION
*CPM if MAX_LEAD
*CPC
Clicks MAN None CPC
Impressions MAN None CPM
Message
Conversation
SPONSORED_INMAIL
SPONSORED_MESSAGE
SPONSORED_INMAILS
SPONSORED_MESSAGE
Sends (msg formats) MAN None CPM
Document SPONSORED_UPDATE_NATIVE_DOCUMENT SPONSORED_UPDATE_NATIVE_DOCUMENT Leads MAX
MAN
MAX_LEAD
ENHANCED_CONVERSION
*CPM if MAX_LEAD
*CPC
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Lead Gen
Carousel
Video
Message
LEAD_GENERATION_FORM_SPONSORED_CONTENT
LEAD_GENERATION_FORM_CAROUSEL_SPONSORED_CONTENT
VIDEO_LEAD_GENERATION_FORM_SPONSORED_CONTENT
LEAD_GENERATION_FORM_SPONSORED_INMAIL
{varies} Leads (SU formats ONLY) MAX
MAN
MAX_LEAD
ENHANCED_CONVERSION
*CPM if MAX_LEAD
*CPC
Clicks MAN None CPC
Impressions MAN None CPM
Message
Conversation
SPONSORED_INMAIL
SPONSORED_MESSAGE
SPONSORED_INMAILS
SPONSORED_MESSAGE
Sends (msg formats) MAN None CPM

Website Conversions

objectiveType: WEBSITE_CONVERSION
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Image
Carousel
Video
STANDARD_UPDATE
CAROUSEL
SINGLE_VIDEO
SPONSORED_STATUS_UPDATE
SPONSORED_UPDATE_CAROUSEL
SPONSORED_VIDEO
Website conversions (SU formats ONLY) MAX
MAN
MAX_CONVERSION
ENHANCED_CONVERSION
CPM if MAX_LEAD
CPC
Landing page clicks MAN None CPC
Impressions MAN None CPM
Text
Spotlight(LMS)
TEXT
SPOTLIGHT
TEXT_AD
SPOTLIGHT_V2
Landing page clicks MAN None CPC
Impressions MAN None CPM
Spotlight(LTS) SPOTLIGHT SPOTLIGHT_V2 Landing page clicks MAN None CPC
Impressions MAN None CPM
Message
Conversation
SPONSORED_INMAIL
SPONSORED_MESSAGE
SPONSORED_INMAILS
SPONSORED_MESSAGE
Sends (msg formats) MAN None CPM

Job Applicants

objectiveType: JOB_APPLICANT
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Job
Image
JOBS
STANDARD_UPDATE
JOBS_V2
SPONSORED_STATUS_UPDATE
Landing page clicks MAX
MAN
MAX_CLICK
None
*CPM if MAX CLICK
*CPC
Impressions MAN None CPM
Spotlight(LMS) SPOTLIGHT SPOTLIGHT_V2 Landing page clicks MAX
MAN
MAX_CLICK
None
*CPM if MAX CLICK
*CPC
Impressions MAN None CPM
Spotlight(LTS)
Job
SPOTLIGHT
JOBS
SPOTLIGHT_V2
JOBS_V2
Impressions MAN None CPM

Talent Lead

objectiveType: TALENT_LEAD
format: CampaignFormat
UI API API UI UI API & UI API & UI
Ad Format campaign.format creativeType Optimization Goal Bidding Strategy optimizationTargetType Cost Type
Image
Carousel
Video
STANDARD_UPDATE
CAROUSEL
SINGLE_VIDEO
SPONSORED_STATUS_UPDATE
SPONSORED_UPDATE_CAROUSEL
SPONSORED_VIDEO
Talent leads MAX
MAN
MAX_CLICK
ENHANCED_CONVERSION
*CPM if MAX CLICK
*CPC
Landing page clicks MAN None CPC
Impressions MAN None CPM
Spotlight SPOTLIGHT SPOTLIGHT_V2 Impressions MAN None CPM