Find out how the new features LinkedIn, the Conversions API and the Revenue Attribution Report, optimize the ROI of campaigns B2B.
Faced with increasingly long B2B buying cycles and increasing pressure to justify marketing spend, LinkedIn revealed new features that promise to transform the way businesses measure the impact of their campaigns. With the introduction of theConversions API and of Revenue Attribution Report (RAR)LinkedIn offers precise and innovative tools to prove the return on investment (ROI) of marketing actions. But why are these new LinkedIn features Are they really revolutionary?
The imperative need to prove the profitability of B2B campaigns
In a context where nearly 78 % B2B Marketing Directors believe that proving the KING of their campaigns has become a priority, it is essential to have reliable tools to measure the impact of marketing actions. However, 87 % of marketers say it is increasingly difficult to track the long-term impact of a campaign.
According to the “B2B ROI Impact” study conducted by LinkedIn, a change in expectations is clearly emerging:
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Value indicators take precedence over volume metrics. Indeed, although classic indicators such as the customer acquisition cost (CAC) or the return on advertising spend (RoAS) remain relevant, the Marketing Qualified Leads (MQL) and qualified leads sales (SQL) are considered more important in assessing the success of a campaign.
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Purchase intention becomes a major challenge for 2025, with nearly 46 % of marketers who adopt a buyer group-focused strategy to improve conversions.
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AI as an optimization lever: 92 % of B2B marketers believe that artificial intelligence will have a positive impact on performance measurement. Already, 90 % note an improvement in KING through the use of AI for targeting, predictive analysis and real-time optimization.
Two new LinkedIn features for precise monitoring
Conversions API: Better Targeting Qualified Prospects
The Conversions API is one of the new LinkedIn features which allows marketers to directly connect their customer data (CRM, online and offline interactions) to LinkedIn. This tool offers several key advantages:
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Improve targeting of audiences likely to take action.
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Optimize campaigns based on specific goals such as MQL and SQL.
The first results of this LinkedIn feature are promising:
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+31 % conversions attributed
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-20 % cost per action
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-39 % cost per qualified lead
By facilitating the analysis of prospect behavior, this API helps refine targeting and improve the effectiveness of B2B campaigns.
The Revenue Attribution Report: Linking Campaigns to Revenue Generated
Visit Revenue Attribution Report (RAR) is another news LinkedIn features designed to help companies directly link their marketing actions to business results. Among the major improvements offered by the RAR:
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A analysis window extended to 365 days to better monitor the impact of campaigns over the long term.
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More precise data to identify interactions that contributed to sales.
This LinkedIn feature allows you to clearly visualize the actions that generate revenue, helping marketers better justify their budget and make more strategic decisions.
Why these LinkedIn features are a strategic asset
By facilitating the measurement of the KING and by providing precise insights, these news LinkedIn features enable B2B marketers to better justify their investments and optimize their sales performance. Here’s why these tools are strategic:
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Performance optimization : Accurate data analysis helps identify what works and refine campaigns.
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Time-saving : Clear insights into conversions and revenue allow marketers to focus their efforts on the most profitable actions.
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Improved decision making : These new features provide a global and long-term vision of the impact of marketing campaigns.
What you need to remember
The news LinkedIn features, namely theConversions API and the Revenue Allocation Report, are already accessible via partner integrations and APIs. They offer innovative solutions to precisely measure the impact of B2B campaigns and optimize their profitability.
As the pressure to prove the ROI of marketing campaigns continues to grow, these tools are becoming indispensable assets for companies looking to improve their strategy and increase their turnover.
At ValueYourNetwork, we understand the importance of measuring and optimizing the impact of marketing campaigns. Since 2016, we have been helping our clients achieve their goals through successful influencer marketing campaigns. Don’t hesitate to discover how we can support you in maximizing the ROI of your marketing actions.