LinkedIn introduced two new features aimed at helping marketers optimize their campaigns and prove their impact: the Conversions API (CAPI) and the Revenue Attribution Report (RAR).
Driving the news:
- Conversions API (CAPI). Enables marketers to securely connect first-party online and offline data to LinkedIn.
- Tracks conversions from website actions, phone sales, and in-person events.
- Sends marketing data directly from a server to LinkedIn to measure campaign performance.
- Helps optimize campaigns using LinkedIn’s analytics.
- Revenue Attribution Report (RAR). Connects CRM data to LinkedIn campaigns for long-term tracking.
- Extends review periods up to 365 days.
- Tracks revenue impact at the company level.
- Offers insights to refine campaign strategies and increase ROI.
Best practices for CAPI integration:
- Use multiple matching parameters (e.g., user IDs, emails, company name) to enhance signal quality.
- Leverage deduplication to avoid counting the same event multiple times.
- Enable enhanced conversion tracking by using the LinkedIn Insight Tag and tracking UUID.
Why we care. As marketers face increasing challenges in tracking conversions across multiple touchpoints, these tools provide deeper insights, improve attribution accuracy, and helps maximize return on investment (ROI).
Bottom line: With CAPI and RAR, LinkedIn is making it easier for marketers to track conversions, improve attribution accuracy, and optimize their advertising strategies in an increasingly data-driven landscape.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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