LinkedIn Has Announced a Measurement Integration with Google Campaign Manager (Formerly DoublClick Campaign Manager), Now Part of Google Marketing Platform

Bid adieu to the traditional ways of LinkedIn ad measurement. Today, LinkedIn announced a major integration with Google Marketing Platform to provide accurate attribution of every LinkedIn ad inside a single, unified reporting dashboard. For B2B marketing teams, this new integration could solve complex issues pertaining to LinkedIn ad measurement.

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In an official LinkedIn blog, the company revealed how the latest integration could simplify the process of targeting prospects accurately and run multiple ad campaigns in LinkedIn across a variety of websites over the course of several months. Now marketing teams can easily answer this question with LinkedIn’s ad attribution integration.

How can you really give proper credit to every interaction a buyer has had with your brand across multiple platforms and channels?

At the time of this announcement, Payam Shodjai, Director of Product for Google Marketing Platform, said, “Our customers use Campaign Manager to track and report on their ad performance in a single place, and we are really excited to offer this capability for their LinkedIn campaigns as well. This new integration makes it easy for customers to see metrics and attribution for LinkedIn campaigns alongside the rest of their campaign data.”

With greater emphasis on building and utilizing sophisticated measurement tools to help with attribution, LinkedIn relied on Google Marketing Platform want to support all types of these tools. The objective is to gain a better understanding of the ROI on LinkedIn ad spend.

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How Does It Help LinkedIn Ad Campaigns?

According to the blog, the LinkedIn-Google Marketing integration would help marketing teams achieve these objectives —

• See LinkedIn ad performance alongside the rest of your paid spend
• Get attribution for all LinkedIn ads across all impressions and interactions, measured in a cross-device and cross-platform manner

Earlier this year, LinkedIn had launched this integration for a few ad formats. The latest version is launched for Sponsored Content.

How Marketing Teams Could Benefit Further?

All your reporting, in one place

You can now see LinkedIn ad performance alongside all other channels in the Campaign Manager. You’ll be able to see both desktop and mobile traffic in cross-device reports.

Next-level attribution for your conversions

Measure the full path a prospect takes across different ads and websites to understand the impact of all the interactions a prospect has with your business on LinkedIn before converting. We recommend using  cross-environment conversions in your report because you can track if a prospect converts across different devices and environments like mobile and desktop.

Activation of Integration Delivers Greater Flexibility to Marketing Teams

According to LinkedIn, once you activate the integration, Campaign Manager would report complex LinkedIn ad performance in a simplified format. Users can leverage the conversion attribution capabilities for Sponsored Content campaigns, including Video, Carousel, and Lead-Gen Forms, as well as Text and “Spotlight” Dynamic Ads.

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This integration clearly highlights LinkedIn Marketing team’s commitment to making the company’s ad platform easier to use by providing the flexibility marketers need to access all their campaigns in one place.

Executive Comments from LinkedIn Customers

Ian Chang, Supervisor, Zenith US, agency for Verizon, said, “We saw a significant reduction in our Cost Per Visitor (CPV) metric once we started adding impression tags, specifically for Sponsored Content units. CPV decreased by 100% overall compared to pre-implementation. The ability to add impression tags to each of the ad units has helped us achieve significant efficiencies across the platform.”

Jack Flewett, Head of Digital Media, Xero, said, “Like all SaaS businesses, Xero is heavily reliant on digital marketing as a means to attract new customers. Linkedin is a leading platform for Xero and we’re excited to hear of their enablement of third party tracking which will provide insight into Linkedin’s role in our customer onboarding journey. ”

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