LinkedIn Ads Analytics: How to Track Performance

LinkedIn advertising is the gold standard for B2B marketing, but tracking performance requires understanding LinkedIn's unique attribution model and implementing proper UTM tracking for cross-platform analysis.

What You'll Learn

✓LinkedIn Campaign Manager analytics setup
✓UTM implementation for LinkedIn campaigns
✓Lead attribution and conversion tracking
✓B2B-specific performance metrics

LinkedIn UTM Strategy

B2B UTM Framework

utm_source

utm_source=linkedin

Always use "linkedin" for consistency

utm_medium

utm_campaign

Include campaign objective and audience:

utm_campaign=lead_gen_enterprise_ctos_q4

💼 B2B Campaign Example

utm_source=linkedin&utm_medium=cpc&utm_campaign=saas_demo_marketing_directors&utm_content=video_testimonial&utm_term=marketing_automation

Campaign Manager Analytics

Key B2B Metrics to Track

Awareness Metrics

• Impressions
• Reach
• CTR (Click-through rate)
• CPM (Cost per mille)

Conversion Metrics

• Lead form completions
• Cost per lead
• Conversion rate
• Lead quality score

Lead Attribution and Tracking

🎯 B2B Attribution Challenges

B2B sales cycles are long and involve multiple touchpoints. LinkedIn's attribution window might miss conversions that happen weeks or months later.

• Use UTM parameters for long-term attribution
• Track lead progression through your CRM
• Implement first-touch and multi-touch attribution
• Connect LinkedIn leads to closed deals

CRM Integration Strategy

1
Capture UTM data: Store UTM parameters in lead records
2
Track lead progression: Monitor leads through qualification stages
3
Measure deal velocity: Time from lead to closed deal
4
Calculate true ROI: Revenue attribution back to LinkedIn campaigns

Advanced B2B Tracking

Ready to Master LinkedIn B2B Attribution?

DemandLinks specializes in B2B attribution, connecting your LinkedIn campaigns to actual revenue with intent-based tracking that follows prospects through your entire sales funnel.

Start B2B Attribution Tracking