Only 1 in 7 LinkedIn ad clicks reaches your website.
LinkedIn counts every click on an ad: the company name, "see more", the image, the comments. At the median advertiser account only 14.7% of those clicks were landing page clicks. That is why Campaign Manager clicks never match the visits in your analytics.
By Phil Ilic · Published 26 Oct 2026 · From Kiin Labs, LinkedIn Ads Benchmarks 2026
| Format | Landing page clicks / all clicks | Middle half of accounts | Accounts |
|---|---|---|---|
| Carousel | 54.9% | 25.6% to 100% | 82 |
| Single image | 28.4% | 7.7% to 71.7% | 793 |
| Video | 18.4% | 5.8% to 39.8% | 433 |
| Thought leader ad | 7.6% | 0.8% to 15.3% | 467 |
| Thought leader video | 3.5% | 0.2% to 6.5% | 214 |
| Document | 0.0% | 0% to 0.8% | 265 |
| All feed formats | 14.7% | · | 976 |
Median advertiser account. 10% of single image accounts recorded no landing page clicks at all, usually because the ad had no destination URL.
Kiin Labs (2026). At the median LinkedIn advertiser account, 14.7% of ad clicks are landing page clicks (single image 28.4%, video 18.4%, thought leader ads 7.6%), 976 accounts, 1 Oct 2025 to 30 Sep 2026. https://kiin.co/research/linkedin-landing-page-click-share
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Clicks are engagement. Landing page clicks are traffic.
Why the gap exists
LinkedIn's clicks field counts every click anywhere on the ad. landingPageClicks counts only the clicks that open your URL. On a thought leader ad most clicks go to the author's profile, the post text and the comments, so fewer than one in ten reach the site. On a document ad, opening the document is the click, so the landing page share is close to zero.
What it does to your numbers
CTR and CPC built on all clicks overstate traffic by roughly seven times at the median account. The default CPC in the panel is $4.14; the cost of a real visit is $17.38. See cost per landing page click by format.
What to do
Report landing page CTR (landing page clicks divided by impressions) and cost per landing page click as the primary numbers on every feed ad, and keep total clicks as engagement context. For thought leader ads, judge them on landing page CPC and engagement, never on total CPC, which flatters them.
Where the number comes from
Kiin Labs panel, 1,000+ advertiser accounts and $65M+ of LinkedIn spend; this cut uses the twelve months to 30 September 2026, campaigns with LinkedIn Audience Network excluded, and accounts with 100 or more clicks in a format.
Questions about this number.
Why do LinkedIn clicks not match Google Analytics?
Because LinkedIn counts every click on the ad, and only landing page clicks open your site. At the median advertiser account 14.7% of LinkedIn clicks were landing page clicks in the twelve months to 30 September 2026, so analytics sessions should be compared with landing page clicks, not clicks.
What is a landing page click on LinkedIn?
A click that opens the destination URL of the ad. LinkedIn reports it as landingPageClicks, separately from clicks, which also include clicks on the company name, the image, "see more" and social actions.
What share of thought leader ad clicks go to the website?
7.6% at the median account across 467 advertisers. Most clicks on a thought leader ad go to the author, the post and the comments.
Which LinkedIn format sends the most clicks to the website?
Carousel (54.9% of clicks at the median account) and single image (28.4%). Document ads send almost none, because opening the document counts as the click.
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