LinkedIn Ads introduces 'Companies' tool for brands to understand engagement insights

LinkedIn Ads is introducing new product features and tools for advertisers and marketers. The new features include Companies report, Data-Driven Attribution, and Qualified Leads Optimization in its Campaign Manager.

‘Companies’ replaces Company engagement report

LinkedIn is replacing “Company Engagement Report” with “Companies.” According to LinkedIn, this tool include features that provide brands with insights into how other companies interact and with their LinkedIn presence. LinkedIn first announced this change in November, it said, “With Companies, you can still gain insights into account engagement, impressions, and leads.”

The tool integrates both paid and organic metrics, offering expanded filtering options. Advertisers can also save reports as custom audiences for future campaigns.

Data-driven attribution

The platform adds a data-driven attribution model. This feature will let marketers identify the most impactful campaigns, ads, and tactics. LinkedIn said it will enable brands to allocate their budgets to the best marketing activities.

Measurement Insights

LinkedIn has also included “Measurement Insights” in LinkedIn Campaign Manager. This new tab will serve as a hub for metrics at the member, company, campaign, and ad format levels.

LinkedIn claims this tool will reduce the need to juggle between multiple tabs and reports. 

Qualified leads optimization

Advertisers can now use “Qualified Leads Optimization” to tailor their campaigns based on predefined sales or marketing criteria.

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