The hidden ROI of LinkedIn ads: What we learned from their Measurement Event

B2B marketing has always been about the long game. With extended sales cycles, multiple stakeholders, and a flood of digital touchpoints, proving ROI can feel like trying to solve a puzzle with missing pieces.  

As a LinkedIn Premium Partner, we’re ahead of the curve when it comes to innovations and ways that precision marketing efforts can be tied to client success and growth.  

The Croc recently attended LinkedIn’s ABM Measurement event to get the inside scoop on how LinkedIn is rolling out smarter measurement tools, giving us greater visibility into what’s working, what’s not, and how to make every pound of ad spend count.  

Here’s what we discovered:

Unlocking attribution: a full-funnel view of performance

Gone are the days of last-click attribution skewing your results. LinkedIn’s Measurement Insights Tab, powered by the Insight Tag, provides a multi-touch attribution model that tracks how multiple interactions contribute to lead generation and revenue.

How it works: 

• Machine learning assigns credit to touchpoints based on type, campaign objective, ad format, and conversion timing. 

• A 180-day look-back window ensures longer sales cycles are accounted for. 

• Performance data is easily accessed in Campaign Manager, helping you optimise campaigns in real-time. 

Why this matters: 

• Company-level reporting: See how key accounts engage with your brand. 

• True attribution: Every touchpoint is considered, not just the last interaction. 

• Supports the Revenue Attribution Report (RAR): Measure LinkedIn-influenced vs. non-LinkedIn-influenced opportunities to validate impact.

Proving incremental impact with the new Conversion Lift Testing (CLT)

Tracking engagement is one thing, but how do you prove that your ads are actually driving new business? With LinkedIn’s Conversion Lift Testing, a tool for measuring the true incremental impact of your campaigns. 

What makes it powerful: 

• Control vs. Test groups: Compare performance against a baseline to quantify LinkedIn’s influence. 

• Deeper insights at the account and campaign level: Identify what’s truly moving the needle. 

• Smarter budgeting: Invest in campaigns that deliver real value, not just clicks. 

Smarter data, smarter decisions with CAPI

The Conversions API (CAPI) is changing the game by directly connecting your CRM or server data with LinkedIn. No more relying solely on pixels—this solution enables real-time, privacy-safe tracking of customer actions both online and offline. 

 How it works: 

• Tracks key interactions: From ad clicks and form submissions to offline sales calls and CRM updates. 

• Enhances audience targeting: LinkedIn refines predictive models to reach high-intent prospects. 

• Optimises ad delivery: LinkedIn automatically prioritises ads based on what’s driving real conversions. 

 Why it’s a game-changer: 

• More accurate tracking: Move beyond cookie-based limitations. 

• Better attribution: Gain a complete view of how LinkedIn ads influence the sales journey. 

• Seamless CRM integration: Ensure your data is structured for maximum insight and impact. 

Revenue attribution report (RAR): The missing link between marketing and sales

The Revenue Attribution Report bridges the gap between marketing and sales, helping teams understand how LinkedIn contributes to revenue generation. 

Why it matters: 

• Pipeline visibility: Track LinkedIn’s role in opportunity creation and deal progression. 

• Opportunity-level insights: Identify the campaigns and accounts driving the biggest impact. 

• CRM integration is essential: Ensuring clean, connected data allows for more accurate attribution and better strategic decisions. 

A well-maintained CRM is the backbone of accurate reporting. Without structured data, even the best attribution tools won’t give you the insights you need.  

The future of LinkedIn measurement

LinkedIn’s measurement capabilities are evolving fast, and the focus is clear: more accuracy, better insights, and tighter integration between marketing and sales.  

 Here’s what’s coming: 

• More precise revenue attribution: Track every touchpoint’s contribution to business outcomes. 

• Advanced audience insights: Gain a deeper understanding of what drives conversions. 

• Privacy-first measurement: Stay compliant while keeping your data-driven advantage. 

Through The Croc's strong partnerships with all of Media’s big players and solid client collaboration and trust, we are looking forward to continuing to take client reporting to the next level!