LinkedIn’s recent introduction of two new features—Conversions API (CAPI) and Revenue Attribution Report (RAR)—offers marketers powerful tools to enhance campaign performance, improve attribution accuracy, and ultimately boost ROI. These features are tailored to help marketers track conversions more effectively and measure the impact of their campaigns across a variety of touchpoints, both online and offline.

Conversions API: A New Way to Measure Campaign Impact
The Conversions API (CAPI) is a game-changer for marketers looking to connect their first-party data to LinkedIn’s advertising platform. This tool enables marketers to send data directly from their servers to LinkedIn, allowing for more granular tracking of conversions. Unlike traditional tracking methods that rely solely on online data, CAPI expands its capabilities to include offline data, such as phone sales and in-person events.

The real power of CAPI lies in its ability to offer deeper insights into the true performance of marketing campaigns. By integrating both online and offline data, marketers can get a more complete view of how their campaigns drive conversions. This is especially useful for businesses that rely on physical touchpoints or multi-channel strategies to engage with customers.

To make the most of CAPI, it is recommended to use multiple matching parameters such as email addresses, user IDs, and company names. This improves the accuracy of the data signals being sent to LinkedIn. Additionally, utilizing deduplication techniques ensures that conversion events are not double-counted, resulting in more reliable data for decision-making.

Revenue Attribution Report: Long-Term Insights for Better ROI
The Revenue Attribution Report (RAR) takes LinkedIn’s marketing capabilities to the next level by enabling marketers to track campaign performance over extended periods. This tool allows marketers to connect their CRM data to LinkedIn campaigns, offering insights that span up to 365 days. This extended tracking is particularly valuable for businesses that want to understand the long-term impact of their campaigns, rather than just short-term outcomes.

RAR helps marketers assess the revenue generated from their LinkedIn campaigns and provides a clearer view of how each campaign contributes to the company’s bottom line. By tracking revenue at the company level, RAR allows marketers to optimize their strategies and allocate resources more effectively to maximize ROI.

This extended tracking period also helps marketers refine their campaigns based on real-world data. By analyzing how a campaign continues to drive revenue months after its launch, marketers can adjust their targeting, messaging, and budget allocation to improve results in future campaigns.

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