Q2, 2025 Partner Product Showcase: Data to Decisions—Unlock Smarter B2B Marketing

In today’s landscape, B2B marketers are under more pressure than ever to prove their impact. According to recent research, 77% of B2B CMOs say that demonstrating campaign ROI has grown more critical in the past two years—yet 87% agree it’s becoming increasingly difficult to measure long-term business outcomes.*

The question remains: How is marketing truly driving revenue?

This quarter’s showcase will demonstrate how LinkedIn is helping our partners tackle that challenge. At LinkedIn, we’re committed to equipping our partners with the tools and insights they need to lead data-driven growth. This showcase highlights the latest innovations across our API suite, enhancements to paid and organic capabilities, and a forward-looking measurement roadmap—all designed to help you turn data into decisive action.

From real-time revenue attribution to company engagement signals and media mix modeling, these new solutions are built to power smarter conversations, clearer ROI narratives, and better business decisions.

What’s new this quarter

Revenue Attribution Metrics in the Ad Analytics API

Connect performance metrics to sales outcomes

To make sure marketing measurement extends well beyond the initial lead, revenue metrics are now available in LinkedIn’s Ad Analytics API. This means partners can provide a real-time view of LinkedIn’s influence on CRM events—such as the number of CRM leads, pipeline value, and revenue—to their customers without leaving the LinkedIn reporting environment. 

Key capabilities:

• Attribute campaign results to CRM pipeline stages
• Analyze performance by lead quality, pipeline value, or deal size
• Build custom dashboards that align paid media to revenue

This release is especially valuable for CRM-integrated platforms and reporting solutions that are focused on delivering full-funnel visibility and strategic insights, without requiring additional development work. We support CRM connections with Dynamics 365, Salesforce and HubSpot. New Postman collection folder with sample requests for revenue attribution added here.

Reflecting on past launches

This past quarter, we rolled out new products and enhancements that help you drive stronger customer engagement, improve campaign measurement, and maximize ROI. Here are the highlights:

Event Management & Event Ads API Enhancements

Unlock the power of event marketing

Our new Event APIs, enable partners to create and promote engaging LinkedIn events, deliver exceptional experiences and outcomes for their customers. Recent updates include:

• Private test events: Create events visible only to a brand’s page admins or to those with a direct URL to the event page—ideal for testing and internal reviews without broadcasting to company page followers, ensuring that LinkedIn members do not discover it, receive notifications, or accidentally join. This setting can only be specified during event creation, and the visibility of the event cannot be changed afterward.
  
• Video previews for Event Ads: For promoted LinkedIn Live events with registration forms, you can choose to display a video preview before requiring registration. Showing a preview of the event content on Event Ads has been proven to increase both views and registration submission rates.

Conversions API Enhancements

Turn data into campaign results 

A cornerstone of B2B measurement strategy, LinkedIn’s Conversions API enables you to capture both online and offline signals for improved reporting, targeting, and campaign optimization. New capabilities include:

• 365-day look-back window: Access extended look-back window to capture and attribute conversions from longer B2B sales cycles, better aligning with the timelines of complex customer journeys and providing a more comprehensive view of campaign performance.
  
• Conversion Value Optimization (CVO): CVO enables advertisers to optimize campaigns towards conversions that drive the greatest overall return versus the lowest cost per conversions. With Conversions API, partners and customers can assign conversion value to deeper-funnel conversions, like phone calls and qualified leads, which can significantly improve Conversion Value Optimization.
• Simplified payload builder: The Conversions API payload builder simplifies the process of constructing the payload body by automatically formatting the necessary json or cURL for API calls. Partners can now leverage this resource to streamline their workflows, focus more on strategic tasks and enhance the overall efficiency of integration.
  

Spotlight: What’s on the roadmap

Company Intelligence API (Beta)

Connect marketing investment to pipeline with company-level insights

To reflect how B2B buying decisions are made in the real world, LinkedIn’s new Company Intelligence API surfaces insights into which companies are engaging with your customers’ LinkedIn ads and content. Unlike individual- or account-level reporting, this API enables you to track marketing impact at the company level—better aligning with how B2B outcomes must be measured.

Key benefits:

• Track company-level performance across campaigns, creatives, and landing pages
• Compare engaged companies to ideal customer profile and pipeline to assess quality
• Identify early-stage interest signals for sales or refine campaign targeting

Whether powering Account-Based Marketing dashboards or building end-to-end attribution workflows, the Company Intelligence API gives your customers a clearer, more actionable view of how LinkedIn is driving business outcomes.

Marketing Mix Modeling API (Beta)

Influence top-down budget planning with full-funnel signals

LinkedIn’s new Marketing Mix Modeling (MMM) API empowers partners to help brands shape strategic budget decisions with reliable, full-funnel data. As global marketers increasingly rely on MMM to guide investment, this API delivers privacy-safe, modeling-ready paid and organic signals that speak their language—bridging the gap between brand strategy and media performance.

Key features:

• Automated access to paid and organic metrics: impressions, clicks, spend, followers, company page visits, and more
• Daily and weekly breakdowns to support both tactical adjustments and long-term strategic planning
• Two years of historical data to reflect extended B2B sales cycles
• Campaign-level granularity to go beyond account-level summaries

With the MMM API, partners can help clients better quantify LinkedIn’s impact and secure a stronger seat at the table during strategic planning conversations.

Bring these capabilities to your platform

Make sure you’re getting critical updates about the LinkedIn Developer Platform and products — including API changes, migrations or deprecations, and new product releases — by adding your preferred business email to your LinkedIn app settings.

If you’re interested in integrating or learning more, reach out to your LinkedIn Partner Relationship Manager or submit a Zendesk ticket.

* B2B ROI Impact’ Research Methodology

LinkedIn commissioned YouGov to survey 1,014 B2B marketers working for large companies across the UK, US, France and India. All fieldwork was conducted online between 29th November - 20th December 2024.