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Measurement & tracking
In one sentence
Four layers: tag the site, click to define conversions, send server events, connect the CRM. Report post-click as the hard number and post-view as influence.
1/7/30/90post-click days1/7/30post-view days3attribution models
Each layer needs the one below it. A client "without tracking" is a client on layer 0 — start the conversation with the tag.
The four layers of tracking (Data → Signals Manager)
1 Insight Tag›2 Website Actions›3 Conversions API›4 CRM connection
| Layer | What | Enables |
|---|---|---|
| Insight Tag | JavaScript snippet (or GTM template) on every page of the site | Website retargeting, website visits in Companies tab, Website Demographics, Website Actions |
| Website Actions | No-code: LinkedIn detects buttons/pages, you tick "Book a demo" → conversion | Most conversions without a developer |
| Conversions API (CAPI) | Server-side events: form submits behind consent, app events, offline CRM outcomes (meeting, opportunity, closed-won) matched by hashed email, and since 2026 IP | Cookie-independent tracking, QLO/CVO input, CRM-stage audiences |
| CRM connection | Salesforce, HubSpot, Pipedrive natively; others via partners | Revenue Attribution Report, lead sync, CRM segments |
Conversion settings to know
Conversion typesAdd to cart · Download · Install · Key page view · Lead · Purchase · Sign up · Other
Post-click window1 / 7 / 30 / 90 days after a click
Post-view window1 / 7 / 30 days after an impression (member saw, did not click)
Attribution modelLast touch – each campaign · Last touch – last campaign · Data-driven (since Dec 2024)
Conversion valueFixed amount or dynamic value from the event; feeds ROAS and CVO
Post-view attribution can credit a demo to an ad the person scrolled past four weeks earlier. Report post-click as the hard number; show post-view as influence. Overview "clicks" also count reactions, comments and "see more" — always add the Clicks to landing page column.
Reports and tools
| Tool | Answers |
|---|---|
| Ad Set report + column sets | Performance · Engagement · Delivery (reach, frequency, penetration) · Video · Conversions & leads · Sponsored messaging · Budget & bidding · Custom |
| Breakdowns | By conversion, Audience Network on/off, device, placement, TLA author; compare two date ranges |
| Professional demographics | Impressions, clicks, CTR by function, title, seniority, industry, company, size, location — the exclusions workflow |
| Companies tab (Plan) | Per target company: engagement level (very high → low), members targeted, paid impressions/clicks/leads, organic engagement, website visits; 7–180 day window; one-click company list. Replaced the Company Engagement Report |
| Measurement Insights (Measure) | Member / company / ad set / format views, customer-journey view, CRM revenue and pipeline (influenced) |
| Revenue Attribution Report (RAR) | Pipeline, revenue, ROAS, win-rate and deal-size lift for CRM opportunities that were exposed to LinkedIn marketing |
| Website Demographics | Who visits the site (function, seniority, company…) even without ads — a classic upsell hook |
| Brand Lift | Exposed vs control survey: awareness, recall, consideration, favourability; multi-question; needs high budget |
| Conversion Lift (Sep 2025) | Incrementality test for conversions; six-figure monthly budgets |
| A/B test (Test) | Split by audience, creative, format or placement; ≥ 2 weeks |
| Media Planner (Plan) | Reach, impressions, cost-per-result forecast before building |
| Reporting API / Ads Library | Warehouse pulls; public library of every ad an advertiser runs (EU transparency) |
Remember
- Insight Tag → Website Actions → Conversions API → CRM connection. Each needs the one below.
- The Companies tab (under Plan) replaced the Company Engagement Report; the Revenue Attribution Report proves pipeline and revenue.
- 'Clicks' in the overview include reactions and 'see more' — always show the Clicks to landing page column.