LinkedIn

Overview

Import LinkedIn Campaign Manager data into Scoop to analyze B2B advertising performance. Blend LinkedIn metrics with your other marketing channels, CRM data, and revenue to understand true campaign ROI.

What You Can Analyze

Importing LinkedIn Data

Option 1: Export from Campaign Manager

1. Log into LinkedIn Campaign Manager
2. Navigate to Reporting or Performance
3. Select your date range and metrics
4. Click Export and choose CSV
5. Upload to Scoop as a new dataset

Option 2: Scheduled Report Emails

1. Set up automated reports in Campaign Manager
2. Configure to email on a schedule
3. Forward to your Scoop ingest address

See Email Automated Imports for setup.

Key Reports to Import

Campaign Performance

Core metrics for all campaigns:

• Impressions, clicks, CTR
• Spend and CPM/CPC
• Conversions and cost per conversion
• Lead form completions

Audience Demographics

Understand who engages:

• Job title breakdown
• Company size distribution
• Industry performance
• Seniority level engagement

Creative Performance

Compare ad formats:

• Single image vs. carousel
• Video completion rates
• Sponsored content vs. message ads
• A/B test results

Conversion Tracking

Track bottom-funnel impact:

• Lead gen form completions
• Website conversions
• Sign-ups and downloads

Available Metrics

Blending with Other Marketing Data

LinkedIn data is most powerful when combined with other sources:

Example: Multi-Channel Attribution

Ask Scoop:
"Show cost per qualified lead by marketing channel,
including LinkedIn, Google Ads, and Meta"

Best Practices

Export Consistently

• Daily exports for active campaigns
• Weekly rollups for trend analysis
• Include all campaigns (not just top performers)

Include Demographic Breakdowns

LinkedIn's B2B targeting is unique. Export:

• Job function performance
• Company size tiers
• Industry segments

Track UTM Parameters

Use consistent UTMs to connect LinkedIn data to:

• Website analytics
• CRM lead sources
• Conversion tracking

Common Use Cases

Budget Allocation

Optimize spend across campaigns:

"Which audience segments have the lowest cost per MQL?"

Creative Testing

Find winning ad formats:

"Compare video vs. static image performance by funnel stage"

Audience Discovery

Identify best-performing targets:

"What job titles convert at the lowest cost?"

ROI Analysis

Connect ads to revenue:

"Calculate pipeline generated per $1,000 LinkedIn spend by campaign"

Cross-Channel Comparison

Benchmark against other channels:

"Compare LinkedIn CPL to Google Ads CPL for similar audiences"

LinkedIn-Specific Tips

Lead Gen Forms vs. Website Conversions

• Lead gen forms typically have higher volume, lower quality
• Website conversions require more tracking but often higher intent
• Track both to understand the tradeoff

Audience Size Matters

• Very narrow audiences (< 50K) may have high CPMs
• Very broad audiences may lack intent
• Sweet spot often 100K-500K for B2B

Document Objective

LinkedIn optimizes based on your objective. Track:

• Which objective you used per campaign
• How objective affects downstream metrics

Troubleshooting

Conversions Don't Match CRM

• Check attribution window settings
• Verify LinkedIn Insight Tag is installed
• Allow for conversion delay (B2B cycles are long)

Demographics Not Appearing

• Ensure you have sufficient scale (LinkedIn requires minimum sample)
• Check that demographic reporting is enabled
• Export at campaign level, not creative level

Data Gaps

• LinkedIn may delay reporting by 24-48 hours
• Weekends/holidays may show incomplete data
• Re-export after a few days for final numbers

Related Resources

• Google Ads Integration - Compare to search advertising
• Meta Ads Integration - Full paid social view
• Blending Datasets
• Email Automated Imports