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Measurement Hub
Resources and tools to measure the ROI of your LinkedIn ads.
Higher revenue growth
By sharing performance data, companies can invest more in high-impact channels.
Shorter sales cycle
Prospects receive the right messaging throughout the funnel, accelerating the path to conversion.
Improved leads
Generate leads and engage with target accounts that have an increased chance of converting.
The measurement cycle
Key phases for an effective sales and marketing measurement strategy.
Define
Identify goals, define your objectives and calculate your values
Capture
Map out customer interactions and import your online & offline customer data
Activate
Turn measurement into action. Use early insights to adjust campaigns in real time and keep performance on track.
Evaluate & Maximize
Analyze results, tell a clear impact story, and make recommendations to optimize future campaigns. Show how LinkedIn drives business outcomes.
Activation and Evaluate & Maximize are ongoing loops
As you activate audience segments and optimization rules, see what’s working in real time and refine your campaigns to improve performance.
- Define
- Capture
- Activate
- Evaluate & Maximize
Define
Without a clear starting point, even the most advanced measurement tactics can fall short. This phase ensures marketing and sales are working toward shared outcomes like revenue, pipeline, or qualified leads.
- Align with the customer on their goals and success metrics
- Agree on what success looks like and the KPIs to measure it
- Select the right combination of measurement tools
Capture
With defined objectives and goals, your next step is to capture campaign signals. Put the right tools and signals in place to ensure data is being collected accurately across campaigns.
- Add Insight Tag
- Implement Conversions API (CAPI) Conversion Tracking
- Prove impact on revenue by integrating sales-driven data with CRM Sync
Activate
It’s not enough to have data—you need to use it. Activating your measurement insights ensures your campaigns are delivering value in real time, not just in hindsight.
- Create campaigns using Matched Audiences or Predictive Audiences
- Run controlled experiments, using A/B Testing or Brand Lift Testing
- Use signals to optimize for outcomes (qualified leads or conversion value)
Evaluate & Maximize
This is where ROI is proven and data meets decision-making. By connecting ad spend to pipeline or revenue, and by optimizing based on verified insights, you close the loop
on your strategy.
- Review Revenue Attribution Reports (RAR) and Campaign Reports
- Analyze demographic and company-level engagement
- Run Lift Tests or A/B Tests to validate insights
- Use findings to inform your next round of Definition or Activation
Your
measurement cycle toolkit
Resources
The New Rules (and Playbook) for B2B Marketing Measurement
Explore the full B2B measurement cycle and learn how to connect marketing to real business outcomes, optimize performance, and prove impact with confidence.
Measure What Matters in B2B Marketing
Overcome the challenges of measuring B2B marketing performance with a better understanding of the KPIs and attribution models best suited to your business
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