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Cheat sheet — every number on one screen
Every number that can appear in a question, on one screen. Print it (the button at the top) and read it on the way to the exam.
Audiences
- 300 matched members minimum to serve
- 1,000+ stable delivery
- 50k+ recommended for feed, 15k+ for inbox
- < 100k expert ceiling for a cold feed ad set
- 300,000 companies max per list upload
- Retargeting lookback 30–365 days
- Video quartiles 25 / 50 / 75 / 97 %
- 100 values per facet
Formats
- Single image 1200×627 (1.91:1), 1080×1080, 1080×1350
- Intro text truncates ~150 chars (max 600)
- Headline ≤ 70 chars
- Carousel 2–10 cards, card headline ≤ 45
- Video 3 s–30 min, aim 15–30 s, ≤ 200 MB
- Document ≤ 100 MB, ≤ 300 pages
- Message subject ≤ 60, body ≤ 1,500, CTA ≤ 20
- Text ad headline ≤ 25, description ≤ 75, image 100×100
- Spotlight headline ≤ 50, description ≤ 70
Money & bidding
- $10/day per ad set, $100 lifetime minimum
- Daily budget can overspend 50% in a day, averaged over the calendar week
- €1–2/day per 1,000 members in a cold audience
- Winner = bid × relevance, pays just above runner-up
- Website conversions needs ~50 conversions/month; QLO ~50 qualified events/month
- Currency: set once, never changed
Tracking & forms
- Post-click window 1 / 7 / 30 / 90 days
- Post-view window 1 / 7 / 30 days
- Attribution: last touch each · last touch last · data-driven
- Lead Gen Form 12 fields, 3 custom questions
- Leads kept 90 days
- Privacy policy URL required
- Video view = 2 s and ≥ 50 % in view
Benchmarks (B2B, 2026)
- CPM €30–80
- CPC cold feed €6–18
- CTR 0.4–0.7 % single image
- Demo lead CPL ≈ €300, content lead ≈ €150
- Message ad CPS €0.40–0.80, open rate 30–50 %
- Frequency healthy 2–4/week, fatigue above 5
- Penetration < 30 % after a month = bid too low
- Document ads ≈ 42 % lower CPL than single image
Sales Navigator & strategy
- Tiers: Core · Advanced · Advanced Plus (10+ seats, CRM sync)
- InMail 50/month, bank 150, refund on reply within 90 days
- SSI 0–100, four pillars
- 95-5 rule · 60/40 brand/activation (B2B ≈ 46 % brand)
- +10 pts ESOV ≈ +0.5–1 pt market share/year
- Buying group 6–11+ people
- Exam: 60 questions, 60 min, 75 % to pass, 3 attempts, valid 2 years
DACH & EU
- Inbox ads: opted-in members only since Oct 2024 (paused 2022–24)
- Groups targeting unavailable in the EU (DSA 2023); age/gender restricted
- Impressum + Datenschutzerklärung required
- Formal Sie; CH = CHF and Hochdeutsch
- Budgets freeze from mid-December
Hierarchy & menus
- Campaign (was Campaign Group) › Ad Set (was Campaign) › Ad
- Plan = Audiences, Companies tab, Media Planner, Brand Safety
- Data = Signals Manager (Insight Tag, Website Actions, CAPI)
- Measure = Measurement Insights, conversions
- Test = Brand Lift, Conversion Lift, A/B
- Assets = Lead Gen Forms, media