LinkedIn Ads attribution: see which companies engage before they become pipeline
LinkedIn shows impressions and clicks. Your CRM shows deals. But what happens in between? Spectacle reveals the hidden journey, showing exactly which companies saw your ads, watched your videos, and engaged with your content before they ever filled out a form. Finally prove that your LinkedIn investment is warming up the accounts that become revenue.
Why Connect LinkedIn Ads to Spectacle?
LinkedIn Ads is the B2B marketer's most powerful targeting tool, but its native analytics are a black box. You can see that 2,500 people viewed your thought leader ad, but were any of them your target accounts? Did that video campaign actually influence the deal that just closed? LinkedIn can't tell you.
Spectacle changes this. We pull company-level engagement data from LinkedIn's Marketing Intelligence API and match it to your CRM. You see exactly which companies received impressions, watched your videos, and engaged with your content—then track whether they became leads, opportunities, and customers. This is LinkedIn attribution that actually proves ROI.
Key Problems We Solve
The Dark Funnel Is Invisible
B2B buyers research for weeks before they ever fill out a form. They see your LinkedIn ads, watch your videos, read your content—but none of that shows up in your CRM. When a deal closes, you have no idea that LinkedIn warmed them up for months.
Thought Leader Ads Without Feedback
You're boosting posts and running thought leader ads, but LinkedIn only shows vanity metrics. Did the right companies see them? Did engagement lead to pipeline? You're spending money on brand without knowing if it's reaching the accounts that matter.
Wasted Impressions on Wrong Companies
LinkedIn's targeting is powerful, but not perfect. You're paying for impressions on companies that will never buy—government agencies, competitors, companies too small for your solution. Without company-level visibility, you can't fix the leak.
Can't Prove Marketing's Pipeline Influence
Sales closes a deal and takes the credit. But marketing was running LinkedIn campaigns against that account for six months. Without company-level attribution, you can't show that your ads influenced the deal before sales ever made contact.
Optimizing for Lead Forms, Not Revenue
LinkedIn's algorithm optimizes for lead form fills—but those aren't the metrics that matter. You need to optimize for the accounts that become opportunities, not the ones that download an ebook and disappear.
What You'll Unlock
Company-Level LinkedIn Attribution
See exactly which companies received impressions, viewed videos, and engaged with your content—matched to your CRM. Discover that the deal you just closed had 1,200 LinkedIn impressions over the past three months before anyone filled out a form.
Video Engagement Tracking
Track video performance beyond basic views. See video starts, 25% completion, 50% completion, and full views—all at the company level. Know which accounts are actually watching your content versus scrolling past.
Thought Leader Ad Optimization
Finally measure whether your boosted posts are reaching the right companies. See which accounts engage with your thought leadership, then track whether that engagement correlates with pipeline.
Exclude Wasted Spend Automatically
Identify companies receiving impressions that will never convert—then exclude them with one click. Stop paying for impressions on competitors, government agencies, or companies outside your ICP.
Connect LinkedIn Engagement to CRM Deals
See the LinkedIn journey for every company in your pipeline. When an opportunity is created, see the months of ad impressions, video views, and content engagement that preceded it.
Prove Marketing's Influence on Closed Deals
When a deal closes, show exactly how marketing contributed. "This account saw 400 impressions, watched 12 videos, and engaged with 3 posts over 90 days before requesting a demo." That's attribution sales can't argue with.
How Spectacle + LinkedIn Ads Works
1. Connect LinkedIn Campaign Manager
Authorize LinkedIn in Spectacle's Settings. The OAuth connection pulls campaign data, spend metrics, and—critically—company-level engagement data from LinkedIn's Marketing Intelligence API.
2. Import Company-Level Engagement
Spectacle automatically imports impressions, video views, video starts, video completions, and engagements—all matched to company domains. See which accounts in your target list are engaging with your content.
3. Match to Your CRM
Companies are matched to your HubSpot, Salesforce, or Pipedrive records. When a contact becomes a lead or an opportunity is created, you see the full LinkedIn journey that preceded it.
4. Optimize Based on Revenue
Use company-level insights to refine targeting, exclude non-buyers, and double down on content that warms up the accounts that actually convert.
LinkedIn Metrics We Track
Spectacle imports these engagement metrics at the company level:
Ad Engagement Metrics
Ad Impressions How many times your ads were shown to people at each company. Track impression frequency to understand which accounts are seeing your message repeatedly.
Video Views Basic video view counts by company—know which accounts are stopping to watch your content.
Video Starts Distinct from views: tracks when someone actively starts playing your video, indicating intent rather than passive scrolling.
Video 25% / 50% / 75% Completion See how deeply accounts engage with your video content. A company that watches 75% of your videos is signaling serious interest.
Clicks and Engagements Track likes, comments, shares, and clicks at the company level. See which accounts are actively engaging versus passively viewing.
Spend Metrics
Ad Spend by Campaign Track cost data alongside engagement to calculate true cost-per-engaged-account and cost-per-opportunity by campaign.
Company Attribution in Action
The Journey You Can Finally See
Before Spectacle: "A new opportunity appeared in Salesforce. Source: Direct."
With Spectacle: "This company received 386 LinkedIn impressions over 90 days. They watched 8 videos (average 45% completion). They saw your thought leader ad 12 times. On December 30th, a deal stage changed to 'Qualified.' Marketing influenced this opportunity for 3 months before sales made contact."
Real Example: How One Account Became Pipeline
Date | LinkedIn Activity | CRM Event |
Oct 15 | First ad impression | — |
Oct-Nov | 200+ impressions, 4 video views | — |
Dec 1-15 | Video starts increase, 25% completions | — |
Dec 20 | High engagement week | — |
Dec 30 | — | HubSpot: Deal Stage Changed |
Jan 5 | — | Opportunity Created |
This is the story your C-suite needs to see. This is how you prove LinkedIn works.
Exclude Wasted Spend
One-Click Company Exclusions
Not every company seeing your ads should see your ads. Spectacle shows you exactly who's receiving impressions:
See companies engaging with your content:
✅ Target accounts warming up
✅ Ideal customer profiles you didn't know about
❌ Government agencies
❌ Competitors researching you
❌ Companies too small for your solution
❌ Existing customers (unless that's intentional)
Then exclude with one click: Mark a company as "Not Qualified" in Spectacle, and via automation, they're added to a negative audience in LinkedIn. Stop paying for impressions that will never convert.
Thought Leader Ads Optimization
Finally Know If Your Content Is Reaching the Right Accounts
Thought leader ads and document ads are powerful for B2B brand building—but impossible to measure with native LinkedIn analytics. Spectacle changes that:
Before boosting a post:
Check which posts have high organic engagement
Verify the content resonates with your target audience
After boosting:
See exactly which companies viewed your boosted content
Track whether engaged companies become pipeline
Compare performance across different content types and topics
Optimize your content strategy:
Which topics drive engagement from target accounts?
Which formats (video vs. document vs. text) perform best?
Which posts should you boost next based on ICP engagement?
CRM Integration: LinkedIn + Pipeline
Connect the Dots to Revenue
Spectacle syncs with your CRM to show LinkedIn engagement alongside deal data:
In HubSpot/Salesforce/Pipedrive, see:
LinkedIn impressions (30 days, 90 days)
LinkedIn engagements (30 days, 90 days)
Video views and completion rates
Lifecycle stage and deal stage
Filter your pipeline by LinkedIn activity:
"Show me all opportunities where the company had 100+ LinkedIn impressions"
"Show me deals where they watched our videos before converting"
"Show me accounts engaging on LinkedIn that aren't in our CRM yet"
The Attribution Moment
When a deal closes, Spectacle shows the LinkedIn contribution:
"This company saw 158 impressions over 90 days. They watched 6 videos. They engaged with 2 posts. 30 days after peak LinkedIn engagement, they became a customer."
That's the story that justifies your LinkedIn budget.
Coming Soon: Audience Syncs
Conversion API (CAPI) Syncs
Send CRM events back to LinkedIn for better optimization. When an MQL becomes an SQL, or an opportunity closes, feed that signal to LinkedIn so the algorithm learns what a valuable conversion actually looks like.
List Syncs
Build LinkedIn audiences directly from Spectacle segments. Create matched audiences from:
Companies that engaged but haven't converted
Closed-won customers for exclusion or lookalikes
High-intent accounts based on video completion rates
FAQ
How does company-level LinkedIn attribution work?
Spectacle connects to LinkedIn's Marketing Intelligence API, which provides engagement data (impressions, video views, etc.) matched to company domains. We then match those domains to companies in your CRM, giving you a complete view of LinkedIn engagement for every account in your pipeline.
What's the difference between this and LinkedIn's native analytics?
LinkedIn shows you aggregate metrics: total impressions, total video views, demographic breakdowns. Spectacle shows you company-level data: which specific companies saw your ads, watched your videos, and engaged with your content. Then we connect that to your CRM so you can see which engaged companies became pipeline.
Do I need the LinkedIn Insight Tag?
Yes, for website visitor tracking. But the company-level engagement data (impressions, video views, etc.) comes through the API and doesn't require the Insight Tag. Spectacle enhances your tracking with server-side capabilities for better accuracy.
Can I exclude companies from my LinkedIn targeting?
Yes. When you identify companies receiving impressions that shouldn't (competitors, wrong ICP, etc.), you can mark them as "Not Qualified" in Spectacle. Via automation, these are added to exclusion audiences in LinkedIn Campaign Manager.
How does this help with thought leader ads?
Thought leader ads are great for B2B brand building but nearly impossible to measure with native tools. Spectacle shows you exactly which companies saw your boosted posts, whether they engaged, and whether that engagement correlated with pipeline. You can finally prove that thought leadership content influences deals.
Getting Started
Free Trial: 14 Days, Full Access
Complete LinkedIn Ads integration — Company-level engagement data from day one
No credit card required — Start seeing which companies engage immediately
CRM matching included — Connect LinkedIn activity to HubSpot, Salesforce, or Pipedrive
Full support included — Get help connecting LinkedIn and understanding your data
Ready to see which companies are engaging with your LinkedIn Ads before they ever fill out a form? Start your 14-day free trial and finally prove that LinkedIn drives pipeline.