LinkedIn Launches Improved CRM Integration, Expanded Attribution Data

LinkedIn has announced some updates to its ad targeting and attribution elements, in order to help marketers reach the right audiences with their ads, and demonstrate ROI from their efforts.

Which, given increased usage of the app, particularly among professional audiences, could provide significant benefit in your outreach process.

First off, LinkedIn has enhanced its Conversions API (CAPI) to enable easier data integration from your CRM.

As explained by 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 updated connection flow enables you to easily link through your CRM data from a range of platforms.

This simplified, point-and-click interface will enable more marketers to utilize their existing client data to better target their ads in the app, and drive better results.

Indeed, LinkedIn says that:

“With Conversions API, marketers are achieving on average a 31% increase in attributed conversion, seeing a 20% decrease in cost per action, and early results show a 39% decrease in cost per qualified leads.”

Streamlined connection will enable more marketers to tap into these same benefits, without needing complex coding knowledge for the integration.

You can learn more about the updated Conversions API here.

LinkedIn has also updated its Revenue Attribution Report (RAR), which will now enable marketers to review their CRM data over an extended period, up to 365 days.

So now, you’ll be able to glean more specific insight into how your CRM data is driving actual lead generation in over time, helping you demonstrate opportunities driven by direct data integration.

These are some helpful updates, that will provide more oversight and targeting value within your LinkedIn campaigns, and could help you drive better results based on the client and prospect data that you already have in your systems.

At the same time, LinkedIn’s ad targeting systems are also improving, with its AI-based audience segmentation also helping to drive better results.

In combination, that could give you a range of ways to reach the right users with your promotions in the app.