Exciting news for B2B marketers! LinkedIn is rolling out two major updates to its…

Exciting news for B2B marketers! LinkedIn is rolling out two major updates to its advertising measurement capabilities aimed at addressing marketer pain points around attribution, optimization, and privacy.

The first update:

#WebsiteActions, allows advertisers to easily track website activities like button clicks and form submissions to optimize budgets and build higher-intent retargeting audiences. This new feature automatically captures on-site actions through the existing Insight Tag, allowing marketers to measure key results and reach buyers when they’re most engaged without additional coding.

The second update:

#ConversionsAPI, establishes a direct, server-to-server connection to stream online and offline conversion data into LinkedIn Campaign Manager. This feature improves full-funnel measurement, strengthens performance as cookies are phased out, and gives advertisers more control over what data is shared.

According to LinkedIn’s beta study, leveraging Conversions API leads to a 31% increase in attributed conversions and a 20% decrease in cost per action. Key benefits include the ability to connect online and offline conversions for full-funnel analysis, unlock optimization based on all conversion data types, enable better measurement amid privacy changes, and increase control over what data is shared.

With walled gardens and privacy changes making attribution more difficult, advertisers should explore how these new capabilities can connect the dots between LinkedIn activity and downstream actions across channels. Reach out to your LinkedIn account team for additional details and support on how to enable these offerings.

Oran Crystal Helen Frech Elad Kuperman Asaf Simcha Ehud Ben Haim Adva Leibovitch Meytal Linde

Originally posted on LinkedIn. View the original post