LinkedIn has introduced Company Attribution within its Revenue Attribution Report (RAR) to enhance ad engagement tracking for B2B marketers. This new feature enables advertisers to measure revenue impact at the company level, reflecting the complex nature of B2B buying decisions that typically involve multiple stakeholders. By connecting LinkedIn marketing efforts directly to revenue through CRM data, Company Attribution provides a comprehensive view of how campaigns influence companies throughout the sales funnel.
Importance of Company Attribution
Traditional metrics like clicks and impressions are no longer sufficient for measuring success in B2B marketing. With 87% of marketers finding it increasingly difficult to assess the long-term impact of their campaigns, the focus has shifted to tracking how marketing drives pipeline growth and closed deals. Company Attribution addresses this need by offering insights into the revenue impact across multiple touchpoints and individuals within target companies.
How Company Attribution Works
Company Attribution leverages CRM data from platforms such as HubSpot, Salesforce, or Microsoft Dynamics to link LinkedIn campaign activity to revenue outcomes at the company level. This end-to-end visibility helps marketers understand how target companies progress through the pipeline.
When combined with Companies Hub, which monitors company engagement with a brand, these insights become actionable. Marketers can:
- Identify highly engaged companies
- Retarget open opportunities
- Customize campaigns to accelerate sales cycles
- Analyze closed deals to determine which industries and company sizes convert best
These capabilities enable smarter targeting, faster sales cycles, and stronger revenue results.
Getting Started with Company Attribution
To use Company Attribution, advertisers should:
- Log in to Business Manager.
- Connect their CRM data source (HubSpot, Salesforce, or Microsoft Dynamics).
- Access the Revenue Attribution Report.
- Select "Company Attribution" from the dropdown menu.
- Download the exportable report.
- Filter companies based on open or closed opportunities for analysis.
- Upload lists of companies with open opportunities into Campaign Manager for analysis via Companies Hub.
- Upload opportunity lists via CSV for retargeting using company Matched Audiences, also analyzed through Companies Hub.
Availability
Company Attribution is available globally, providing B2B marketers worldwide with enhanced tools to measure and optimize the revenue impact of their LinkedIn campaigns.
