LinkedIn has rolled out an upgrade to its Revenue Attribution Report, offering B2B marketers greater clarity on how their advertising campaigns influence decision-making within target organisations. The new addition tracks interactions not just at the individual level, but across entire buying committees, providing a more comprehensive view of the path to purchase.
In B2B sales, buying decisions are rarely made by one person. LinkedIn cites that six to ten stakeholders typically influence the final decision in enterprise sales. With this in mind, the updated report now maps ad engagements across multiple individuals at the same company, showing how each touchpoint contributes to pipeline progression and eventual conversion.
“Company-level attribution helps marketers understand the impact of their campaigns across multiple individuals and touchpoints, from initial engagement to closed deals,” the company explained.
The insights build on LinkedIn’s existing Revenue Attribution Report by adding a company-level layer, tracking user engagement from anyone associated with a particular business. When someone from a target company clicks on or interacts with a campaign, that action is now recorded as part of a broader engagement footprint, rather than being seen in isolation.
Smarter targeting strategies with LinkedIn
When used in tandem with LinkedIn’s Companies Hub, which monitors how entire organisations interact with a brand, the data becomes more powerful. Marketers can identify which companies are showing strong interest, retarget prospects already in the funnel, and refine messaging to specific stakeholders. Closed deal analysis can also reveal which sectors and company sizes are converting most effectively, supporting smarter targeting strategies.
The move reflects LinkedIn’s broader push to align its ad tools with the realities of complex B2B sales cycles, where attribution often extends beyond a single user journey. For marketers, it offers a more nuanced picture of campaign effectiveness, helping to close the gap between marketing efforts and commercial outcomes.
The update is available now within the Revenue Attribution Report dashboard for LinkedIn advertisers.
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