LinkedIn announced a new integration with Google Campaign Manager, now part of Google Marketing Platform, that allows marketers to get attribution across all impressions and interactions, cross-device and cross-platform.
Ask any marketer nowadays and they will all agree that attribution and being able to understand a buyer’s journey cross-device and cross platform is their top priority. And what is true for B2C is also of course true for B2B marketing.
With its new integration with Google Campaign Manager, LinkedIn offers marketers the opportunity to see ad performance alongside the rest of their paid media spend. It also allows for them to get attribution for LinkedIn ads across all impressions and interactions, measured in a cross-device and cross-platform manner.
LinkedIn already offered this integration for a few select ad formats since earlier 2018, but now it includes all Sponsored Content, an important step into fully understanding the buyer’s journey, through the full path they take across different ads and websites.
LinkedIn advertising customers are already seeing the benefit of the integration, ranging from higher efficiency to lower CPV and CPAs:
“We saw a significant reduction in our Cost Per Visitor (CPV) metric once we started adding impression tags, specifically for Sponsored Content units. CPV decreased by 100% overall compared to pre-implementation. The ability to add impression tags to each of the ad units has helped us achieve significant efficiencies across the platform.” – Ian Chang, Supervisor, Zenith US, agency for Verizon
How Can You Enable it?
After creating your Sponsored Content campaign, save as “Draft” and click on the “Manage tracking” bullseye icon. Add both your impression and click Google tracking tags, and hit “Save.” It is that simple.