Chapter 9: Measuring the Impact of LinkedIn Ads on Your Pipeline

1. Conversion tracking
   Use LinkedIn's conversion tracking to measure website actions after ad clicks. This helps track conversions, calculate conversion rates, and assess lead generation, giving insights into how many leads were generated from your ads.

➡️Read more: The Hidden Complexity of LinkedIn Conversion Tracking.

2. Cost per conversion
   Calculate this by dividing your ad spend by the number of conversions. This metric helps you understand the efficiency of your ad spend in generating pipeline opportunities.
   
   
3. Matched audience engagement
   Utilize LinkedIn's matched audience feature to upload a list of target companies and track their engagement with your ads. This will help you understand whether your content reaches and resonates with your ICP.
   
   
4. Lead scoring
   Assign points to leads based on their interactions with your LinkedIn Ads and other touchpoints. Analyze metrics by lead score, focusing on higher-scoring segments more likely to convert and contribute to your pipeline.
   
   
5. Video engagement metrics

If you're using video ads, track specific engagement metrics to understand how your content influences potential leads in the pipeline.

➡️Read more: How to Measure LinkedIn True ROI With Factors

Best Practices to Measure LinkedIn’s Influence on Pipeline

LinkedIn is primarily a platform where users consume content passively, similar to how one views a billboard. 

This affects how we should measure its impact, let’s see how:

1. Track the full journey, not just clicks

• CTRs on LinkedIn are low, but that doesn't mean the ads aren’t working.
• Instead of focusing only on form fills, track:
  
  • Reach and Impressions – how many decision-makers saw your ad?
  • Engagement – saves, shares, and comments matter more than clicks.
  • View-through conversions – who converted later after seeing (but not clicking on) a LinkedIn ad?
    

2. Use self-reported attribution

• Add a ‘How did you hear about us?’ field on demo request forms.
• Many buyers won't click an ad but will remember your brand when they’re ready to act.
  
  

3. Match LinkedIn exposure with CRM data

• Sync LinkedIn CAPI with your CRM to track offline conversions.
• See if opportunities in your CRM were previously exposed to LinkedIn ads.
  
  

4. Measure Lift and Efficiency Gains

• Compare pipeline performance before vs. after running LinkedIn ads.
• LinkedIn may play a role if organic + outbound conversion rates improve.
• Run geo-based or audience split tests (regions with vs. without LinkedIn Ads).

➡️Read our piece on Improving B2B LinkedIn Ads with JD Garcia.