Example: 6,000 SEK ÷ 50 leads = 120 SEK CPL
Step by Step: Measure CPL in Campaign Manager
Activate conversion tracking
Go to Campaign Manager → Analyze → Conversion Tracking. Add the LinkedIn Insight Tag to your website, or use Lead Gen Forms (tracking is automatic).
Define a conversion
Create a conversion event for "lead" – either a submitted Lead Gen Form, or a thank-you page URL if using an external landing page.
Read CPL in the report column
In the campaign view, add the "Cost per conversion" column. That is your CPL. Benchmark for well-optimized B2B campaigns: 85–150 SEK.
Segment by campaign and ad
Compare CPL per campaign, ad group and individual ad. Pause ads with CPL above 200 SEK and scale up those below 120 SEK.
Common Measurement Mistakes
Mistake 1: Counting form opens as leads
Lead Gen Forms report both "form opens" and "form submissions". Only count submissions as leads.
Mistake 2: Not excluding internal traffic
If your company clicks on your own ads, it counts as impressions and CPC. Exclude your company's IP addresses in the Insight Tag settings.
Mistake 3: Looking at CPC instead of CPL
CPC (cost per click) is not the same as CPL. A CPC of 8–15 SEK yields a CPL of 85–150 SEK at a conversion rate of 10–15%.