LinkedIn has introduced updates to its ad targeting and attribution tools, aiming to help marketers more effectively reach their target audiences and better demonstrate return on investment.
Simplified CRM integration with enhanced Conversions API
A key update is the improved Conversions API (CAPI), which now offers a streamlined process for integrating first-party data from customer relationship management (CRM) platforms.
According to LinkedIn:
“With new capabilities, CAPI enables marketers to securely connect their first-party online and offline data, and provides comprehensive insights by capturing conversions across multiple touchpoints.”
The update introduces a point-and-click connection flow, allowing marketers to link their CRM data more easily, without requiring advanced coding expertise. This means more businesses can leverage existing customer insights to refine their ad targeting and improve campaign results.
Early adopters of CAPI have already seen notable benefits, with LinkedIn reporting:
- A 31% increase in attributed conversions
- A 20% decrease in cost per action
- A 39% reduction in cost per qualified lead
For marketers looking to make the most of their CRM data within LinkedIn campaigns, these changes offer a more accessible and impactful solution.
Extended data tracking in LinkedIn’s Revenue Attribution Report
Alongside the CAPI updates, LinkedIn has expanded its Revenue Attribution Report (RAR), now allowing marketers to review CRM data over a 12-month period.
Previously, LinkedIn’s attribution tracking was more limited, making it harder to assess long-term lead generation performance. With this update, businesses can now track how LinkedIn-driven leads convert over time, offering deeper insights into customer journeys and improving the ability to demonstrate marketing impact.
AI-powered ad targeting and segmentation
In addition to these attribution improvements, LinkedIn continues to refine its AI-driven audience segmentation. This means marketers can benefit from more precise targeting, allowing them to reach the right prospects with greater efficiency.
Together, these updates enhance LinkedIn’s advertising ecosystem, offering marketers new tools to optimise campaigns and improve return on investment. With AI-powered audience insights and seamless CRM integration, LinkedIn’s latest enhancements could help businesses drive more meaningful engagement from their advertising efforts.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.