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.
You might also like
More from Google
You Can Now Add Masks, Effects, And Filters To Your Google Meet Calls
Google is looking to attract new users to its Meet mobile app by letting them apply masks, effects, and filters …
Android Devices Can Now Store COVID Vaccination And Testing Information
Google has updated its Passes API to enable secure storage of vaccine and test cards on most Android devices.
Google Brings Captions And Cross-Domain Live Streams To Google Meet
Google is improving its live streaming service on Google Meet with two new features: cross-domain live streaming and live captions. …
Google TV Announces New Celeb ‘Watch With Me’ Series
A new celebrity-curated 'Watch With Me' series, now available on Google TV, gives viewers a peek at the watchlists of …
Google Chat Automatically Suggests Chats Based On Your Upcoming Calendar Events
A new Google Workspace feature automatically suggests a chat shortcut to talk to the participants in your scheduled meetings.
Google Launches New Tool To Help People Find Food Support
Google has launched a locator tool to help people in the US find their nearest food bank, food pantry, or school …
YouTube Announces Its First-Ever Small Biz Day
As part of Google’s International Small Business Week, YouTube is hosting its first-ever Small Biz Day in the US and Canada.
Google Announces New Tools And Features For Brands And Retailers
Google is testing a new buying experience on Search and the Shopping tab; planning to bring it to YouTube and …
Google Will Soon Help You Identify Skin Conditions With Your Phone Camera
Google has developed a new tool that uses AI to help people identify common skin conditions.
