How to Track LinkedIn Ad Engagement at the Account Level8 min read

If you are running ABM on LinkedIn, you need reporting that breaks performance down by company for every single campaign. That is table stakes for any serious program. Too many teams still juggle a mess of tools and never get clean, reliable company data.

In this guide, I will show you how to track LinkedIn ad engagement at the account level. You will see why native CRM syncs, LinkedIn Campaign Manager, and deanonymization tools come up short, and how ZenABM closes the gap with first-party clarity.

How to Track LinkedIn Ad Performance at the Account Level: Quick Overview

• Winning ABM on LinkedIn requires per-company metrics for each campaign, not a single ad account rollup.
• LinkedIn Campaign Manager’s Companies tab shows firmographics and engagement, but only as one combined view. You still cannot see which ads each company actually touched.
• HubSpot and other CRM connectors sync campaign stats, then strip out company granularity, which creates a major blind spot.
• IP-based deanonymization often misses because of VPNs, remote work, shared networks, and unregistered IPs, so company detection is wrong a lot of the time.
• Click-through tracking via the Insight Tag, CAPI, or CRM pixels ignores firms that view an ad and return later from another channel. You need view through attribution to see reality.
• ZenABM uses the LinkedIn Ads API to produce true company-by-campaign reporting with impressions, clicks, CTR, spend, and engagements for every target account.
• The platform maps ad engaged companies to HubSpot or Salesforce deals, ties to pipeline and revenue, computes ROI and ROAS, and auto-assigns BDRs once engagement crosses your threshold.
• Extras include intent tagging, custom ABM stages, real-time and lifetime engagement scores, and two-way CRM sync.
• Bottom line, native tools and IP matchers keep you guessing, while ZenABM gives precise company-level insight so you can attribute revenue, optimize spend, and jump on hot accounts fast.

Why LinkedIn Campaign Manager, CRM Integrations, and Web Visitor Deanonymization Still Miss the Mark, Even Together

Here is why these common approaches, even when stacked, fail to deliver true company-level LinkedIn reporting.

The Companies Tab Lacks Campaign-Level Detail

LinkedIn Campaign Manager only became somewhat ABM-friendly when the Companies tab shipped in 2024: The tab now lists paid clicks, impressions, engagements, and leads, plus organic activity and an overall engagement score at the company level. Good progress, not the finish line.

You can finally see company-specific impressions and engagements, yet the data is aggregated across the whole ad account. You still cannot pinpoint which creatives or campaigns resonated with each company.

For ABM teams, that is a non-starter. Most run several motions at once, each split into multiple campaign groups, and each group holds multiple campaigns.

Those campaigns differ in:

• Ad format and creative
• Budget, schedule, owner, and frequency
• Buyer intent, such as features or benefits highlighted

Without company-by-campaign detail, you cannot read intent or attribute pipeline correctly. Look at the layered setup Userpilot runs:

When engagement rolls up to the ad account level, the signal is mushy. You need impressions, clicks, and engagement by company for every campaign, group, and ABM program. Why this matters:

• BDRs can tailor outreach to the exact feature or value prop a prospect interacted with.
• Without a campaign-level split, you cannot see winners and losers or run real A/B tests, and attribution falls apart.

LinkedIn to CRM Integrations Fall Short

CRMs like HubSpot connect to LinkedIn Ads. For instance, the LinkedIn Ads–HubSpot integration shows ad metrics in HubSpot’s Ads tool: This view is even more restrictive than Campaign Manager. You see campaign-level impressions and clicks, but the companies behind them disappear. The firmographic layer is gone.

UTMs or a Separate Domain Plus Deanonymization? Still Inaccurate.

Marketers often try one of these workarounds:

• Spin up a separate domain only for ad traffic so every visit must come from LinkedIn ads.
• Add UTM parameters to tag ad visitors.

Then they add web visitor deanonymization software to reveal company identities. Under the hood, these tools lean on IP address matching against a database. That fails constantly due to:

• Remote work
• VPN usage
• Shared public Wi Fi
• Many firms never register their IPs

The outcome is weak accuracy. These tools identify the visiting company correctly only about 42 per cent of the time:

One story nails why paying for IP matching rarely pays off:

This path also leans on clicks. If a company only views your ad and returns later via organic search, you lose attribution entirely. Bottom line: LinkedIn Campaign Manager aggregates at the account level, CRMs drop company details, and IP matching is unreliable. You need a platform that shows company-level LinkedIn metrics for every campaign, group, and ABM initiative.

Clicks and Form Fills Are Not Enough

You can pair LinkedIn CAPI, the Insight Tag, or a CRM pixel with UTMs to capture ad clicks. Visibility still stays narrow. If someone clicks an ad and then skips the form in that session, CAPI and the Insight Tag cannot reveal their company. HubSpot can sometimes attribute a returning visitor to the original ad click even without a form fill. That chain depends on cookies, which are fading out.

Even if cookies behaved perfectly, two problems remain:

• You still cannot name the company until someone completes a form accurately.
• IP matching is too error-prone to fill the gap.
• LinkedIn CTRs are low:

Bottom line: Even with flawless cookies and perfect forms, you will miss companies that viewed your ads and converted through a different route. A click-only approach does not cut it on LinkedIn. You need view through attribution with company-level impression and engagement reporting for ABM.

How ZenABM Delivers Account-Level LinkedIn Ad Reporting (and More)

Here’s how ZenABM changes the game:

Company Specific Engagement for Every Campaign and Group (Direct via LinkedIn Ads API)

ZenABM pulls first-party data from the LinkedIn Ads API, breaks it down by company, and shows impressions, clicks, CTR, spend, and total engagements for each campaign and campaign group.

Turn-Key ABM Analytics Dashboard

Connect ZenABM to HubSpot or Salesforce, and it maps ad engaged companies to your deals, pulls deal values, and surfaces a complete ABM scorecard:

Core metrics ZenABM calculates:

• Companies targeted
• Awareness, Interest, Selection, and Customer rates
• Total pipeline and revenue
• Ad spend
• Pipeline generated per currency unit
• ROAS

Match Engagement to Buyer Intent

Tag each campaign or group with its underlying intent, such as feature, use case, or pain point. ZenABM clusters engaged companies by that intent, so BDRs can speak to what prospects care about.

Customisable ABM Stage Tracking

ZenABM assigns each company to an ABM stage (Awareness, Interest, Selection, Customer) using ad signals plus CRM activity, and lets you tune the thresholds.

Real Time and Historical Engagement Scores

Two score types keep teams aligned:

• Current Engagement Score, which is a real-time snapshot driven by fresh impressions, clicks, and recency.
• Lifetime Engagement Score, which is a long-term view that tracks total interest over time.

Automatic CRM Sync and BDR Assignment

Impressions, clicks, intent, stage, and scores all sync to HubSpot or Salesforce as company properties. ZenABM can also assign a BDR once an account passes your engagement threshold.

Over to You

LinkedIn Campaign Manager lumps data together. CRMs remove firm-level detail.

If you rely only on click-based methods like CAPI, the Insight Tag, or CRM pixels, you will miss companies that view ads without clicking.

Real ABM wins need a clean line from each company to the exact ads they saw and the actions that followed. That feeds outreach, scoring, and revenue attribution. If you care about how to track LinkedIn ad engagement at the account level, start with company-level impressions and engagement, not just clicks.

ZenABM gives you company-level metrics per campaign, automatic BDR assignment, real-time scoring, intent tagging, and a clean CRM sync.

Try ZenABM for free now!