Introducing the Revenue Attribution Report: Your Ultimate Tool to Justify Ad Spend and Optimize Results

<!DOCTYPE html> <html lang="en"> <head> <meta name="pageKey" content="d_lithograph_content">  <meta name="locale" content="en_US"> <meta id="config" data-app-id="lithograph" data-app-version="0.0.1084" data-call-tree-id="AAYn4Lw/eNshPfsnaF4dPw==" data-multiproduct-name="lithograph-publish-frontend" data-service-name="lithograph-publish-frontend" data-browser-id="88a04eda-1c78-4aa8-8347-2158d58055e3" data-page-instance="urn:li:page:d_lithograph_content;RUIkaT3hS7OoEMlaD0AHzA==" data-disable-jsbeacon-pagekey-suffix="false"> <link rel="canonical" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads/linkedin-revenue-attribution-report-maximize-b2b-marketing-roi">     <link rel="manifest" href="/homepage-guest/manifest.json" crossorigin="use-credentials"> <link rel="icon" href="https://static.licdn.com/aero-v1/sc/h/al2o9zrvru7aqj8e1x2rzsrca"> <script> function getDfd() {let yFn,nFn;const p=new Promise(function(y, n){yFn=y;nFn=n;});p.resolve=yFn;p.reject=nFn;return p;} window.lazyloader = getDfd(); window.tracking = getDfd(); window.impressionTracking = getDfd(); window.ingraphTracking = getDfd(); window.appDetection = getDfd(); window.pemTracking = getDfd(); </script>  <meta name="viewport" content="width=device-width, initial-scale=1.0"> <title>Introducing the Revenue Attribution Report: Your Ultimate Tool to Justify Ad Spend and Optimize Results</title> <meta name="description" content="Discover how the Revenue Attribution Report goes beyond tracking clicks to provide insights into critical business outcomes, helping marketers justify ad spend."> <meta property="og:type" content="website"> <meta property="og:title" content="How LinkedIn's Revenue Attribution Report Justifies Ad Spend and Optimizes Results"> <meta property="og:description" content="Discover how the Revenue Attribution Report goes beyond tracking clicks to provide insights into critical business outcomes, helping marketers justify ad spend."> <meta property="og:url" content="https://www.linkedin.com/business/marketing/blog/linkedin-ads/linkedin-revenue-attribution-report-maximize-b2b-marketing-roi"> <meta property="og:image" content="https://media.licdn.com/dms/image/v2/D4D08AQH1pxqFVn0PdA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1695746403638?e=2147483647&v=beta&t=7TCwd3d-UMCTMMIZazss7OsUjAfOGvCgMg2BtQLrHx8"> <meta name="twitter:title" content="Introducing the Revenue Attribution Report: Your Ultimate Tool to Justify Ad Spend and Optimize Results"> <meta name="twitter:site" content="@linkedin">  <meta name="twitter:description" content="Prove the value of your marketing campaigns with LinkedIn's Revenue Attribution Report. 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data-component-type="articleHeadline"> <div class="article-headline-container"> <p class="article-headline__topic"> <a class="t-14" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads">LinkedIn Ads</a> </p> <h1 class="article-headline t-40" data-article-title="Introducing the Revenue Attribution Report: Your Ultimate Tool to Justify Ad Spend and Optimize Results">Introducing the Revenue Attribution Report: Your Ultimate Tool to Justify Ad Spend and Optimize Results</h1> <div class="article-meta t-14 article-meta__hairline"> <div class="article-meta__byline-container"> <div class="author-profile__author-container"> <img class="author-profile__author-image" srcset="https://media.licdn.com/dms/image/v2/C4D03AQFeOLuwInQCgg/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1515625917578?e=2147483647&v=beta&t=t6ibfiCjd4egQb4rE2qGY62BuZczc2XSFleEGES8els 100w,https://media.licdn.com/dms/image/v2/C4D03AQFeOLuwInQCgg/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1515625917373?e=2147483647&v=beta&t=7VAXGwQNKiYsS7ock7yzOQ86zLJz7aQmDxanhJqkl_8 200w,https://media.licdn.com/dms/image/v2/C4D03AQFeOLuwInQCgg/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1515625917405?e=2147483647&v=beta&t=G_P10QfdhtreSwu0hUMH_-5AtyjVljYmyh_YSJxOOJw 400w,https://media.licdn.com/dms/image/v2/C4D03AQFeOLuwInQCgg/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1515625917464?e=2147483647&v=beta&t=QmQDMiG2a5hxmAHZCEvSA6x6gGjgp-ZYRnoTGr5pZA0 450w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/C4D03AQFeOLuwInQCgg/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1515625917464?e=2147483647&v=beta&t=QmQDMiG2a5hxmAHZCEvSA6x6gGjgp-ZYRnoTGr5pZA0" alt="Joanne Lee"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/leehjoanne" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Joanne Lee</a> <p class="t-14">Product Marketing @ LinkedIn</p> <p class="t-14 t-black--light" data-published-date="2023-9-26"> September 26, 2023 </p> </div> </div>  </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEmcgq9l36pzg/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1695745385174?e=2147483647&v=beta&t=fa3aUdPqCVjJ6SemKO1ouRYYOiXSTAPhwouOje6SNAk" alt="Woman working at a laptop in a café bar window seat">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>A common measurement pitfall for B2B marketers is relying on traditional metrics, such as CPC and CPM. Though these metrics offer valuable insights into initial engagement and reach, they may fall short in fully capturing a campaign's impact on business outcomes, especially in B2B, where the buying cycle is longer and more complex. But, particularly during these times of budget constraints, marketing teams are under more pressure to justify their ad spend and demonstrate the quality of leads generated to the C-suite.</p><p>We recently introduced a tool that can help B2B marketers show their leaders that they are making the right investments. LinkedIn’s <a rel="" href="https://business.linkedin.com/marketing-solutions/revenue-attribution-report?trk=lms-blog-librand&src=bl-po" target="_blank">Revenue Attribution Report</a> goes beyond click or conversion tracking and can help marketers prove the value of their LinkedIn spend. By connecting advertising data with CRM outcomes, the tool offers valuable insights into how marketing investments affect crucial business outcomes like revenue, pipeline generation and win rates. </p><p>Let’s take a look at how the Revenue Attribution Report works and how your organization can benefit.</p><h2>Why Revenue Attribution Is a Good Measure of Marketing Success</h2><p>Marketing accountability and justifying ad spend are critical in any organization. However, attribution methods and industry privacy changes are changing the way marketers can accurately measure the effectiveness of their marketing efforts. Relying solely on clicks or conversions for measuring success can be misleading and inaccurate, as these metrics may not reflect the true value or impact of overall business growth, leading to misinformed decisions and potential missed opportunities.</p><p>Revenue attribution enables marketers to quantify their efforts with lower funnel metrics like pipeline and revenue, focus on quality over quantity, and assess the actual return on investment (ROI) derived from their campaigns. </p><p>Beyond influencing marketing decisions, revenue attribution enhances sales and marketing alignment, as it demonstrates the value of marketing-generated leads and their impact on revenue. This alignment leads to enhanced collaboration and a more seamless handover of leads between the two departments. When both teams have access to clear data on the sources driving revenue, they can work together more cohesively towards common goals. </p><h3><strong>Gaining a holistic view of marketing impact</strong></h3><h2>Benefits of Using LinkedIn’s Revenue Attribution Report</h2><p>Found in <a rel="" href="https://business.linkedin.com/marketing-solutions/business-manager?trk=lms-blog-librand&src=bl-po" target="_blank">Business Manager, </a>LinkedIn's Revenue Attribution Report harnesses the power of your CRM data to go beyond engagement metrics and showcase the real business value of your LinkedIn marketing efforts on business outcomes, such as sales revenue, generated pipeline and win rates. This tool enables marketers to allocate budgets more effectively, optimize campaigns, and make strategic, data-driven decisions that boost ROI and overall business growth.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQH5aliOpOZeYQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1695745703817?e=2147483647&v=beta&t=lsiNs9vOK0MeVHRSMKceraJkRMomrbwWuv4V99ufoXE" alt="Revenue Attribution Report enables marketers to: 1) Prove marketing impact to sale and marketing leadership. Sync CRM data to Business Manager to show LinkedIn Marketing's impact on sales metrics, such as revenue, pipeline and ROAS. 2) Connect Linkedin marketing initiatives to sales success. Understand how leads influenced by LinkedIn marketing are converting down the funnel to closed won opportunities.">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h3><strong>Demonstrating the business impact of your marketing campaigns</strong></h3><p>Our new Revenue Attribution Report will enable you to clearly demonstrate how your full-funnel approach drives quality leads to convert, showcasing the journey from how LinkedIn-influenced MQLs become SQLs and closed won deals. </p><p>The tool offers a number of metrics that prove ad spend effectiveness. These include:</p><ul><li><strong>Top line metrics</strong>: These metrics include revenue won, return on ad spend and pipeline amount.</li><li><strong>Funnel metrics</strong>: These metrics are focused on key indicators, such as leads and opportunities, that provide valuable insights and visibility into how prospects are advancing throughout the sales funnel to open and closed-won opportunities. </li><li><strong>Conversion metrics</strong>: These metrics assess the quality and conversion rate of LinkedIn-influenced leads. They include lead conversion rate, opportunity win rate and average days to close.</li></ul><p>What kind of results can be derived from these reports? </p><ul><li>An Enterprise Tech customer saw <strong>2x higher average deal sizes</strong> from LinkedIn-influenced deals vs. non-LinkedIn influenced deals.</li><li>An SMB customer found that LinkedIn-influenced opportunities were <strong>39% more likely to close</strong> than non-LinkedIn-influenced deals.</li></ul><p>Having those kinds of success stories to show the C-suite is key, especially during times of economic uncertainty when budgets are being called into question.</p><h3><strong>Valuable insights to optimize your campaign strategy </strong></h3><p>Revenue Attribution Report empowers marketers with comprehensive visibility across all ad accounts, with the option to drill down to the campaign-level to identify what truly impacts the bottom line. By examining campaigns focused on specific regions, audiences, or business units, marketers can determine which ones are most effective in driving revenue and pipeline, allowing for smart budget reallocation.</p><p>Armed with this valuable knowledge, marketers can optimize their tactics and strategies to achieve maximum ROI. With the ability to strategically invest resources, efforts can be directed towards attracting high-quality leads and nurturing them for long-term customer loyalty, rather than pursuing uncertain outcomes through high volumes of leads. The Revenue Attribution Report provides the tools to make informed decisions that lead to better outcomes and sustained business growth.</p><h3><strong>Justifying future budgets </strong></h3><p>Internal attribution models may not always provide sufficient credit to your marketing efforts. While these models aim to allocate credit across various touchpoints of the customer journey, they may overlook the full impact of marketing initiatives. Often, they prioritize last-touch interactions, disregarding the cumulative influence of previous touchpoints that contributed to lead conversions and customer acquisitions.</p><p>This limitation can lead to underestimating the true value and effectiveness of marketing campaigns. It may also hinder accurate budget allocation, as marketing efforts could be undervalued, resulting in missed opportunities for growth and optimization.</p><p>While achieving perfect attribution remains challenging, the Revenue Attribution Report can significantly improve the understanding of LinkedIn marketing efforts' impact on business outcomes when comparing against internal models. </p><p>It's time to start proving the value of your marketing efforts with LinkedIn's Revenue Attribution Report. By utilizing this powerful tool, marketers can gain a deeper understanding of their campaigns' impact, justify marketing budgets with confidence, and elevate their role as strategic drivers of business success.</p><p>Learn more about the <a rel="" href="https://business.linkedin.com/marketing-solutions/revenue-attribution-report" target="_blank">Revenue Attribution Report</a> to see how it can bring clarity and confidence to your B2B marketing measurement and reporting.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <a class="standalone-image-component__link" href="https://www.linkedin.com/campaignmanager?trk=lms-blog-banner-reach&src=bl-po" target="_blank"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQFGlRGSWSQ5Wg/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1675903025167?e=2147483647&v=beta&t=ae8Bcg6akOznjWnPLOrLHp8sdKLjw3H4tfcyDNJyVvk" alt="Reach professional audiences on LinkedIn - 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data-tracking-control-name="language-selector-ms_MY" data-locale="ms_MY" role="menuitem" lang="ms_MY"> Bahasa Malaysia (Malay) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Nederlands (Dutch)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-nl_NL" data-locale="nl_NL" role="menuitem" lang="nl_NL"> Nederlands (Dutch) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Norsk (Norwegian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-no_NO" data-locale="no_NO" role="menuitem" lang="no_NO"> Norsk (Norwegian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ਪੰਜਾਬੀ (Punjabi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Русский (Russian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ru_RU" data-locale="ru_RU" role="menuitem" lang="ru_RU"> Русский (Russian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Svenska (Swedish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-sv_SE" data-locale="sv_SE" role="menuitem" lang="sv_SE"> Svenska (Swedish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="తెలుగు (Telugu)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-te_IN" data-locale="te_IN" role="menuitem" lang="te_IN"> తెలుగు (Telugu) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ภาษาไทย (Thai)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-th_TH" data-locale="th_TH" role="menuitem" lang="th_TH"> ภาษาไทย (Thai) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Tagalog (Tagalog)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action 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