Leveraging LinkedIn's Attribution Report to Prove the Value of your Marketing

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Integrating Marketing and Sales data is critical for illuminating a holistic view of the buyer’s journey and helps both sales and marketing teams make informed decisions about how to most effectively acquire and move customers through the funnel. LinkedIn’s Revenue Attribution Report gives you visibility beyond the last touch to see how your marketing efforts on LinkedIn are influencing pipeline and revenue."> <meta property="og:type" content="website"> <meta property="og:title" content="Leveraging LinkedIn's Attribution Report to Prove the Value of your Marketing"> <meta property="og:description" content="In today’s competitive B2B landscape, understanding where revenue comes from is crucial. Integrating Marketing and Sales data is critical for illuminating a holistic view of the buyer’s journey and helps both sales and marketing teams make informed decisions about how to most effectively acquire and move customers through the funnel. 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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/measurement">Measurement and ROI</a> </p> <h1 class="article-headline t-40" data-article-title="Leveraging LinkedIn's Attribution Report to Prove the Value of your Marketing">Leveraging LinkedIn's Attribution Report to Prove the Value of your Marketing</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/C5603AQGsNLl5-VYm1A/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1647280334576?e=2147483647&v=beta&t=wvd9kSgNHHOgdd0xiq9teL7ai6f9S-taEDtjW-b8f6E 100w,https://media.licdn.com/dms/image/v2/C5603AQGsNLl5-VYm1A/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1647280334576?e=2147483647&v=beta&t=gDbGjmJB9vd3pC1rYkCh7CtErN6QT0lRd84FmJWNSnU 200w,https://media.licdn.com/dms/image/v2/C5603AQGsNLl5-VYm1A/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1647280334576?e=2147483647&v=beta&t=4Fj2TJnrFHVJhXL0aQTZZ03cISpUNn6Hj8HfxuzPmWo 400w,https://media.licdn.com/dms/image/v2/C5603AQGsNLl5-VYm1A/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1647280334576?e=2147483647&v=beta&t=GbQj2alOcxIwXFJLkSeYx9TN4xzmoB32isL7nUmUINQ 800w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/C5603AQGsNLl5-VYm1A/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1647280334576?e=2147483647&v=beta&t=GbQj2alOcxIwXFJLkSeYx9TN4xzmoB32isL7nUmUINQ" alt="Yana Strutz"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/yanastrutz" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Yana Strutz</a> <p class="t-14">Product Marketing@ LinkedIn | Go-to-Market Expert</p> <p class="t-14 t-black--light" data-published-date="2024-9-24"> September 24, 2024 </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"> <a class="standalone-image-component__link" href="https://business.linkedin.com/marketing-solutions/revenue-attribution-report" 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/D4D08AQFIznyyMN_uiA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1727196602097?e=2147483647&v=beta&t=Y_6_Pxa8W8b-FRxGG449KdWFmn4JkwcjIoJchd58t6k" alt="LinkedIn Revenue Attribution Report">  </figure> </a> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>Proving the effectiveness of your digital marketing strategies can feel like navigating a dense forest without a map. As businesses strive to stand out and achieve growth, it’s important to have a clear view of how different marketing and sales efforts contribute to the bottom line. </p><h2>What is Attribution? And Why Is It Important for Marketers?</h2><p>Attribution is the process of identifying which marketing actions contribute to sales and conversions. Without proper attribution, it's challenging to know which campaigns are working and which aren't. </p><p>Attribution is crucial for B2B marketers because it provides a comprehensive view of the customer journey, tracing the multiple interactions that lead to a conversion. This holistic perspective is essential in understanding which channels, content, and touch points are most effective in reaching and influencing target audiences. By leveraging attribution data, marketers can optimize their strategies, allocate budget more efficiently, and demonstrate the tangible impact of their marketing efforts on revenue generation. Accurate attribution allows marketers to quantify their contribution to business objectives, making it easier to justify marketing investments and gain executive buy-in.</p><h2>Measure the Impact of Your Marketing Efforts on LinkedIn</h2><p>To help you bring clarity and actionable insights to your marketing efforts, we’ve created a powerful tool called<a rel="" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads/linkedin-revenue-attribution-report-maximize-b2b-marketing-roi" target="_self"> LinkedIn's Revenue Attribution Report (RAR)</a>. Using the Revenue Attribution Report allows you to go beyond simply tracking the last touchpoint, giving you a deeper understanding of how your marketing efforts on LinkedIn are building your pipeline and, ultimately, impacting revenue.<br> </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://business.linkedin.com/marketing-solutions/revenue-attribution-report" 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/D4D08AQEbQJnLc5R6YA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1727124543996?e=2147483647&v=beta&t=CBsIUSvoFVeprVS_i4QKEyJbuvnI0a2H5wr332KbtBQ" alt="LinkedIn Revenue Attribution Report">  </figure> </a> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h2>What is LinkedIn's Revenue Attribution Report?</h2><p>LinkedIn's Revenue Attribution Report is a game-changer for marketers. It allows you to measure the influence of your LinkedIn marketing initiatives on critical sales metrics such as revenue, pipeline, and ROAS (Return on Ad Spend). By syncing your CRM data with LinkedIn's Business Manager, you can gain a clear understanding of how your marketing efforts are driving conversions down the funnel.</p><p>Our report provides the transparency you need to allocate your marketing resources effectively, ensuring that every dollar spent drives the maximum return.</p><p>Imagine you're running a LinkedIn campaign to promote a new product. By using the report, you discover that a significant portion of your closed-won opportunities engaged with your LinkedIn ads within the past 90 days. This insight allows you to confidently attribute a portion of your sales success to your LinkedIn marketing efforts, justifying your ad spend and guiding future campaigns.<br> </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://business.linkedin.com/marketing-solutions/b2b-benchmark/2024" 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/D4D08AQHECP2sgMflTQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1727209612740?e=2147483647&v=beta&t=mHlHcw3qWDhtlHzBtz-y0ylBPsbhNGaf8FcdpHnU5oo" alt="Did you know? According to our 2024 B2B Benchmark Report, companies that actively leverage data-driven decision-making are 23 times more likely to acquire customers.">  </figure> </a> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h2>Key Metrics to Track with RAR</h2><p>The Revenue Attribution Report offers a wealth of metrics to help you understand your marketing impact. Here are some of the most important ones:</p><ul><li><strong>Revenue Won</strong>: The total revenue from closed-won opportunities influenced by LinkedIn marketing.</li><li><strong>ROAS (Return on Ad Spend)</strong>: Revenue won divided by LinkedIn ad spend.</li><li><strong>Pipeline Amount</strong>: The total value of open opportunities influenced by LinkedIn marketing.</li><li><strong>Lead Conversion Rate</strong>: The percentage of influenced leads that convert to opportunities.</li><li><strong>Opportunity Win Rate</strong>: The percentage of influenced opportunities that result in closed-won deals.</li></ul><h2>The Benefits of Using RAR</h2><ul><li><strong>Visibility Beyond the Last Touch: </strong>Unlike traditional methods that focus solely on the last touchpoint, the Revenue Attribution Report provides a comprehensive view of how every interaction influences the buyer’s journey.</li><li><strong>Leverage CRM Data:</strong> By syncing your CRM with your Business Manager, this report showcases how your LinkedIn marketing efforts are affecting critical sales metrics like revenue, pipeline growth, and return on ad spend (ROAS).</li><li><strong>Demonstrate Marketing Impact: </strong>Use the insights from the Revenue Attribution Report to prove the value of your marketing initiatives to sales and marketing leadership. Highlight how LinkedIn marketing efforts contribute to sales success and drive business outcomes.</li><li><strong>Connect Marketing to Sales Success:</strong> Understand how leads influenced by LinkedIn marketing progress through the funnel and convert into closed-won opportunities. This connection helps align marketing strategies with sales goals.</li><li><strong>Make Informed Decisions: </strong>Compare the Revenue Attribution Report with your internal reporting to get a clearer picture of your LinkedIn marketing efforts. This comparison enables you to fine-tune your strategies and make data-driven decisions that enhance results.<br> </li></ul> </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/D4D08AQHsCPT7IMsdIA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1727216472154?e=2147483647&v=beta&t=1A9VInClDnVwToAXvARbrARgBtRxJHJAv4cetJDROvQ" alt="Canberk Beker, Cognism">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h2>Enhancing Your Strategy with Insights and Future-Proofing Your Marketing</h2><p>The insights gained from the<a rel="" href="https://business.linkedin.com/marketing-solutions/revenue-attribution-report" target="_self"> </a><a rel="" href="https://business.linkedin.com/marketing-solutions/revenue-attribution-report" target="_self">Revenue Attribution Report</a> can be a goldmine for refining your marketing strategy. Use the data to identify high-performing campaigns, optimize underperforming ones, and experiment with new tactics based on proven results. By continuously refining your approach based on data-driven insights, you ensure your marketing strategies remain effective and relevant.</p><p>Our report is more than just a reporting tool; it's a pathway to marketing excellence. By integrating your CRM, tracking key metrics, and leveraging actionable insights, you can prove the true value of your LinkedIn marketing efforts. Ready to take your marketing to the next level?<a rel="" href="https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-revenue-attribution-report/pdfs/rar-getting-started-guide-en-us-v02.pdf" target="_self"> </a><a rel="" href="https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-revenue-attribution-report/pdfs/rar-getting-started-guide-en-us-v02.pdf" target="_self">Download the Getting Started Guide today</a> and start your journey towards effective revenue attribution on LinkedIn!</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://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-revenue-attribution-report/pdfs/rar-getting-started-guide-en-us-v02.pdf" 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/D4D08AQEfyHkgN_LPdQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1719358751569?e=2147483647&v=beta&t=eB4WozvlHeWCzCLhRF9i5Pzh1WDQ9hcQEBIvrYQX2cA" alt="Get LinkedIn marketing inspiration and ideas - Learn more">  </figure> </a> </div> </div> <div id class="component component-banner" data-component-type="banner"> <div class="banner banner--v3 banner--full-width banner--light-background banner--center banner-height-desktop--default banner-height-tablet--default banner-height-mobile--default" data-banner> <div class="banner__image-container banner__image-container--background-amber-30" aria-hidden="true"> <img class="banner__image image-pin--middle-center">  </div> <div class="banner__headline-container"> <div class="banner__position"> <p class="banner__headline t-32"> Get the latest on B2B marketing right in your inbox </p>  <p class="banner__subheadline t-18"> </p>  <div class="banner__button-container">  <a class="banner__button button__mainButton button__primary" href="https://forms.feedblitz.com/ea4?src=topnavbutton" target="_self"> Subscribe </a> </div> </div> </div> </div> </div> <div id class="component component-postList" data-component-type="postList"> <section id="postList0FocusPoint" class="component__content-container list-layout" data-post-list> <section class="simple-topic-list"> <p class="t-14 t-bold">Topics: <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/measurement"> Measurement and ROI </a> </p> </section> <hr class="artdeco-divider"> <section class="list-layout__headline-container"> <p class="list-layout__headline t-32 t-sans">Related articles</p>  </section> <ul class="list-layout__posts"> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/measurement"> Measurement and ROI </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/trends-tips/four-unconventional-metrics-and-four-strategies-to-uncover-hidden-insights-from-linkedin-ads-data"> 4 Unconventional Metrics and 4 Strategies to Uncover Hidden In... </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Pradeep V </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 15, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="Get more out of your LinkedIn Ads with Zoho Analytics - 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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 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