LinkedIn Introduces New Campaign Manager Features to Enhance Ad Performance

LinkedIn has unveiled its final updates to Campaign Manager for 2024, introducing features aimed at refining targeting and boosting ad performance. These enhancements provide marketers with expanded tools to analyze, optimize, and execute campaigns more effectively on the platform.

One key update replaces the “Company Engagement” report with a new “Companies” overview. This tool offers marketers deeper insights into how other businesses engage with their brand on LinkedIn, incorporating both paid and organic metrics. With added filtering options and the ability to save reports as reusable audiences, the feature enables marketers to create highly targeted campaigns. Additionally, the report now includes a 90-day data range for broader analysis.

Another significant update is the revamped data-driven attribution report. This feature identifies key touchpoints in a customer’s journey, helping marketers understand which campaigns and tactics drive the most impact. LinkedIn has also introduced a “Measurement Insights” tab, consolidating critical data across members, companies, campaigns, and ad formats. This centralized view streamlines performance evaluation, eliminating the need for multiple reports.

To further refine lead targeting, LinkedIn is launching “Qualified Leads Optimization.” By integrating a CRM system via the Conversions API (CAPI), marketers can feed examples of qualified leads into LinkedIn’s optimization tool, which then identifies similar prospects. This feature aims to reduce wasted ad spend by focusing on leads with higher conversion potential.

All of this sets up the Campaign Manager for a much more expanded set of marketing uses and focuses going into 2025, giving users more tools to work with but keeping the core of the platform the same. As video engagement on LinkedIn has risen by 36% year-over-year, these advancements are likely meant to help make video content easier to product, manage and use in marketing.