# LinkedIn Ads Analytics for ABM: The Company-Level Data Campaign Manager Hides from You > LinkedIn Campaign Manager shows you that 1,247 people clicked your ad last month. What it does not show you is that 23 of those clicks came from companies on your target account list, 8 of those companies are now in active buying conversations, and 3 of them have open deals worth $180k in total pipeline. Author: Emilia Korczynska Published: 2026-02-15 Updated: 2026-02-15 Categories: Build & Optimize Source: https://zenabm.com/blog/linkedin-ads-analytics-abm --- ![LinkedIn Ads Analytics for ABM cover, with ZenABM campaign effectiveness metrics and company-level data](https://cdn.zenabm.com/media/LinkedIn-Ads-Analytics-for-ABM.png) LinkedIn Campaign Manager shows you that 1,247 people clicked your ad last month. What it does not show you is that 23 of those clicks came from companies on your target account list, 8 of those companies are now in active buying conversations, and 3 of them have open deals worth $180k in total pipeline. That gap between “clicks” and “pipeline” is where most LinkedIn ads analytics falls apart. The analytics that matter for B2B are not campaign-level metrics. They are [company-level engagement signals](/faq/see-companies-engaging-with-linkedin-ads) that tell you which accounts are progressing toward a purchase. This post covers what LinkedIn ads analytics should look like for B2B teams, why the default tools fail, and how to build an analytics stack that actually connects [ad engagement to revenue](/blog/linkedin-ad-revenue-attribution-software). ## What LinkedIn Ads Analytics Looks Like in Campaign Manager Let me be fair to Campaign Manager. It does a decent job at what it was designed for: managing ad [campaigns and showing basic performance data](/blog/best-intent-based-abm-tools). ![LinkedIn Campaign Manager performance view with the column menu open for choosing which reporting metrics to show](https://cdn.zenabm.com/media/Linkedin-Ads-Campaign-Manager-Performance-view-ZenABM-LinkeDIn-Ads-reporting-scaled.png) Here is what you get out of the box: - **Campaign/ad performance metrics:** Impressions, clicks, CTR, CPC, conversions, cost per conversion - **Campaign/ad member engagement metrics:** Dwell time, reactions, comments, shares, follows etc. - **Spend metrics –** bid, cost per 1000 impressions (mile), cost per conversion etc. - **Demographic breakdown:** Job function, seniority, industry, company size of people who saw or clicked your ads - **Company demographics:** A [top list of companies that engaged](/blog/demandbase-vs-rollworks) (limited to the ones with the most activity) - **Conversion tracking:** [Website conversions via LinkedIn](/blog/free-b2b-website-visitor-deanonymization-with-linkedin-ads) Insight Tag - **CAPI – allows you to track conversion value, but you need to set it up**  - **Leads** [generated from lead gen](/faq/push-linkedin-ad-leads-into-marketo) ads For someone [running awareness campaigns](/blog/what-is-zenabm) or lead gen with gated content, this is workable. The problem shows up when you try to answer B2B-specific questions. ### Questions Campaign Manager cannot answer These are the questions I get asked in every pipeline review meeting: - Which of your 500 target accounts have seen your ads this month, vs. which haven’t seen your ads at all? - How many [target accounts moved from “Aware” to “Engaged”](/blog/rollworks-for-abm) based on ad interaction? - Which campaigns are influencing open deals? ZenABM deals per ABM campaign dashboard view - What is our pipeline per dollar of ad spend? -   - Which job titles at target accounts are engaging with which ad formats? (Limited, no cross-ref per ad/campaig) - How much revenue can we attribute to LinkedIn ads? Campaign Manager cannot answer a single one of these. And these are not edge-case questions. They are the core analytics that every B2B marketer running [ABM on LinkedIn](/blog/running-abm-on-linkedin-the-ultimate-guide) needs to answer. [**ZenABM** ](/)provides answers to all of the above 😎 ##   ## The Three Levels of LinkedIn Ads Analytics I think about LinkedIn ads analytics in three levels. Most teams never get past level one. The ones that do are the ones that can prove ROI and scale their budgets. ### Level 1: Campaign analytics (surface-level) This is what Campaign Manager gives you. [Performance metrics at the campaign](/blog/ai-prompts-to-analyse-linkedin-ads-campaign-performance-abm) level. | Metric | Benchmark ([ZenABM data](/blog/linkedin-ad-data-enrichment-in-crm), 211 companies) | | TLA CTR | 2.68% median | | Single Image CTR | 0.42% median | | Video CTR | 0.24% median | | Carousel CTR | 0.32% median | | TLA CPC | $2.29 median | | Single Image CPC | $13.23 median | These numbers come from the [2026 LinkedIn ABM Performance Benchmarks Report](/blog/linkedin-abm-performance-benchmarks-report-2026). They are useful for benchmarking, but they do not tell you anything about business impact. ### Level 2: Account-level analytics (the missing middle) This is where most LinkedIn ads analytics stacks break down. Account-level analytics answers: which companies are engaging, and how deeply? The metrics that matter at this level: - **Impressions per company:** How many times did each target account see your ads? - **Clicks per company:** Which companies are actively clicking through? - **Engagement score:** A composite metric based on impressions, clicks, and content interactions per account - **Job titles engaging:** Are the right people within target accounts seeing your ads? A VP of Engineering clicking is different from an intern clicking - [**Account stage:** Based on their engagement](/blog/abm-engagement-penetration-strategy), where does each company sit in your funnel? - **Campaign exposure:** Which campaigns and ad formats has each company been exposed to? This is the data that makes ABM work. Without it, you are running ads blindfolded – you can see aggregate performance, but you have no idea if the right accounts are responding. ![ZenABM company-level table showing ad engagement, impressions and clicks by account across buying stages](https://cdn.zenabm.com/media/ZenABM-company-level-ad-performance-view-scaled-e1757919227411.png) ### Level 3: Revenue analytics (connecting ads to money) This is where LinkedIn ads analytics becomes a strategic asset instead of a reporting obligation. [Revenue analytics connects your ad engagement](/blog/linkedin-ad-engagement-analytics-zenabm) data to your CRM pipeline. The metrics: - **Pipeline influenced by LinkedIn ads:** Total deal value from accounts that engaged with ads - **Pipeline per dollar spent:** Our number is $10.79 after 16 months - **ROAS:** Closed-won revenue divided by ad spend - **Time from first ad touch to deal creation:** How long does it take for ad engagement to convert to pipeline? - **Deal velocity impact:** Do accounts that engage with ads close faster than those that do not? This level requires two things: influence-based attribution (not click-based last-touch) and a [CRM integration that connects LinkedIn ad data](/blog/automating-linkedin-ad-data-into-crm) to deal records. ![ZenABM company journey overview for Capgemini Invent with impressions, clicks, engagements and spend](https://cdn.zenabm.com/media/ZenABM-deals-company-journey-overview-.png) ## Why Click-Based Attribution Breaks LinkedIn Ads Analytics The default attribution model in most LinkedIn ads analytics setups is click-based last-touch. This model assigns 100% of conversion credit to the last ad a person clicked before taking action. For B2B, this model is fundamentally broken. Here is why. **B2B buying committees have 6-10 people.** Any one of them might see your ad, but only one needs to click and convert. Click-based attribution gives credit to the one person who clicked while ignoring the 5-9 others who were influenced by impressions. **The buying journey is months long.** Our data shows the average time from first ad impression to deal creation is 60-90 days for mid-market and 90-180 days for enterprise. Last-touch attribution only sees the end of that journey. **Awareness formats get penalized.** [Thought Leader Ads](/blog/linkedin-thought-leader-ads-ultimate-guide) have the highest CTR (2.68%) and lowest CPC ($2.29). But because they are typically used for awareness – not direct response – they rarely appear as the “last click.” Under click-based attribution, your best-performing format looks like it generates zero pipeline. Influence-based attribution fixes this by crediting every touchpoint an account experienced before a deal was created. If any person from a company engaged with any of your LinkedIn ads before a deal was opened, those campaigns get influence credit. When I switched to influence-based attribution, our reported pipeline influence from LinkedIn ads increased by over 3x. The campaigns were always working. The analytics model was just ignoring most of the impact. ## Building Your LinkedIn Ads Analytics Stack Here is the analytics stack I recommend for B2B teams running LinkedIn ads. You do not need all of these – but you need more than just Campaign Manager. ### Required: LinkedIn Campaign Manager Use it for what it is good at: campaign management, A/B testing, audience configuration, and basic performance monitoring. Pull your weekly campaign health metrics from here. ### Required: Company-level analytics tool You need something that pulls company-level engagement data from LinkedIn’s API and maps it against your [target account list](/blog/clay-for-target-account-list-building-abm). This is what tells you which accounts are engaging and at what rate. [ZenABM](/blog/what-is-zenabm) does this automatically. It connects to LinkedIn’s official API, captures company-level [engagement data for all campaigns](/abm-campaign-analytics-dashboards), and maps it against your target account list. You can [see which companies saw](/faq/see-companies-that-saw-your-linkedin-ads) your ads, which ones clicked, and their engagement trend over time. ### Required: CRM with bidirectional sync Your LinkedIn ad engagement data needs to live in your CRM. [Sales needs to see which companies](/blog/demandbase-one-for-abm) are engaging with ads. [Marketing needs to see which engaged](/blog/linkedin-ads-benchmarks) companies turned into pipeline. This requires a tool that [pushes LinkedIn engagement data into your CRM](/faq/push-linkedin-ad-engagement-to-crm) and pulls deal data back. ZenABM syncs bidirectionally with HubSpot (and Salesforce on higher tiers). Engagement scores, ABM stages, and ad exposure data all flow into company records automatically. ### Optional: AI analytics layer As your data grows, you need a way to surface insights without manually [building every report](/blog/linkedin-ads-reporting). ZenABM includes Zena AI, an AI chatbot that can answer questions like “Which campaigns had the highest pipeline influence last quarter?” or “Which job titles are engaging most with our TLAs?” ![ZenABM Zena AI prompt card asking about pipeline and deals influenced by LinkedIn ads and ABM campaigns](https://cdn.zenabm.com/media/ASK-Zena-AI-by-ZenABM-about-pipeline-Deals-influenced-by-your-LinkedIn-ads-ABM-campaigns.png) ## LinkedIn Ads Analytics Metrics to Track by Ad Format Different ad formats serve different purposes in your funnel. Your analytics should reflect that. | Ad Format | Primary Purpose | Key Metrics to Track | What “Good” Looks Like | | **Thought Leader Ads** | Awareness and trust | CTR, engagement rate, reach among target accounts | 2%+ CTR, 30%+ TAL reach/month | | **Single Image Ads** | Mid-funnel education | CTR, CPC, [landing page](/blog/abm-landing-page-examples) conversion rate | 0.4%+ CTR, LP conversion 3-5% | | **Video Ads** | Awareness and education | View rate, 50% completion, dwell time | 30%+ view rate, 15%+ at 50% completion | | **Carousel Ads** | Story-based education | CTR, swipe-through rate, card-level engagement | 0.3%+ CTR, 3+ cards viewed average | | **Text Ads** | [Website visitor deanonymization](/blog/free-b2b-website-visitor-deanonymization-with-linkedin-ads) | CPM, companies identified on website | $2 CPM, identifies which target accounts visit your site | | **Document Ads** | Lead gen and education | Open rate, download rate, pages viewed | 3%+ download rate | The mistake most teams make: measuring all formats against the same KPI (usually CTR or CPC). A video ad with a 0.24% CTR is not “underperforming” compared to a TLA at 2.68%. They serve different purposes. Your LinkedIn ads analytics should evaluate each format against its own purpose and benchmarks. ## Key Takeaways - [**Campaign Manager analytics is level](/blog/9-best-linkedin-ad-attribution-tools) 1.** It shows campaign performance but misses company-level engagement and revenue impact - **Level 2 is account-level** [analytics. Which companies are engaging](/blog/account-penetration-strategy-guide), how deeply, and which are progressing through your funnel. This requires a tool that pulls [company data from LinkedIn’s API](/faq/see-companies-engaging-with-linkedin-ads) - **Level 3 is revenue analytics.** Connecting [ad engagement](/blog/linkedin-ad-engagement-account-level) to pipeline and closed-won revenue using influence-based attribution - **Click-based last-touch attribution underreports [LinkedIn ad impact](/blog/measure-linkedin-ad-impact-in-abm) by 3x or more** because it ignores the multi-touchpoint, multi-person B2B buying journey - **Influence-based attribution credits all touchpoints** an account experienced before a deal, giving a true picture of ad performance - **Different ad formats need different analytics.** Evaluate each format against its purpose, not against a universal CTR benchmark ## FAQs ### What LinkedIn ads analytics tools should I use? At minimum, you need LinkedIn Campaign Manager for campaign management and a company-level analytics tool like ZenABM or Factors.ai for account engagement tracking and pipeline attribution. Optionally, add a BI tool for custom dashboards. The critical piece most teams are missing is the company-level layer that connects [ad engagement to specific target](/blog/measure-linkedin-ad-engagement-target-accounts) accounts. ### How do I see which companies clicked my LinkedIn ads? [Campaign Manager](/blog/track-companies-engaging-with-linkedin-ads) shows a limited “top 25 companies” list. For full company-level analytics across all your target accounts, you [need a tool that connects to LinkedIn’s](/blog/linkedin-ad-crm-integration-why-and-how-to-build-it) official API. [ZenABM provides this](/faq/see-companies-engaging-with-linkedin-ads) – it shows every company that saw, clicked, or engaged with your ads, mapped against your target account list. ### What is the difference between click-based and influence-based LinkedIn ads analytics? Click-based analytics counts conversions that happened after someone clicked an ad. Influence-based analytics credits every ad touchpoint an account experienced before a deal was created, regardless of whether they clicked. For B2B, influence-based is far more accurate because buying decisions involve multiple people and months of touchpoints. ### What LinkedIn ads analytics metrics should I report to leadership? Focus on business impact: target accounts reached, accounts engaged, pipeline influenced, pipeline per dollar spent, and ROAS. Save campaign health metrics (CTR, CPC, frequency) for your marketing team reviews. Leadership wants to know one thing: is this investment creating pipeline and revenue? ## Images - https://cdn.zenabm.com/media/ZenABM-ABM-Campaign-Effectiveness-Metrics-LinkedIn.png - https://cdn.zenabm.com/media/Flowfuse-ABM-Stages-reports-ZenABM-1.png - https://cdn.zenabm.com/media/ZenABM-deals-per-ABM-campaign-dashboard-view-scaled.png - https://cdn.zenabm.com/media/How-to-Attribute-Revenue-of-LinkedIn-Ads-to-Each-Ad-Accurately-1.jpg - https://cdn.zenabm.com/media/Job-titles-of-people-who-visited-high-intent-pages-deanonymized-with-Linkedin-Text-ads-with-ZenABM-scaled.png - https://cdn.zenabm.com/media/ZenABM-abm-revenue-attribution-campaign-dashboard-.png