# LinkedIn Ads Dashboard: Build Custom ABM Reporting

> A LinkedIn ads dashboard for ABM should show more than CTR and CPC. Learn how to report on account engagement, stage movement, pipeline, revenue, and campaign ROI.

Author: Emilia Korczynska
Published: 2026-05-12
Updated: 2026-05-17
Categories: Reporting & Analysis
Source: https://zenabm.com/blog/linkedin-ads-dashboard

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![LinkedIn Ads Dashboard: Build Custom ABM Reporting](https://cdn.zenabm.com/media/Gemini_Generated_Image_k7wr5rk7wr5rk7wr-1-scaled-e1778516610545.png)

If you are running LinkedIn ads for [account-based marketing (ABM)](/abm-campaign-analytics-dashboards), your LinkedIn Campaign Manager dashboard is not enough.

Campaign Manager can tell you impressions, clicks, CPC, CPM and spend, but your CRM can tell you deals, pipeline and revenue, and neither one shows the full account journey from LinkedIn ad impression to engagement to ABM stage movement to pipeline to closed revenue.

This post is a walkthrough of how I think about a LinkedIn ads dashboard for ABM:

- What should be on it
- What is missing from the standard tools most teams use
- How to wire ABM stages into the reporting layer
- How a purpose-built [LinkedIn ABM dashboard inside ZenABM](/blog/what-is-zenabm) with a Zena AI layer on top can help the team ask questions in plain English instead of exporting CSVs

Also, you can read the detailed articles on how we think about LinkedIn ABM in the [ultimate guide to running ABM on LinkedIn (based on a real campaign)](/blog/running-abm-on-linkedin-the-ultimate-guide) and the [LinkedIn ABM benchmarks report](/linkedin-abm-benchmarks-report).

## Building a LinkedIn ads dashboard: quick summary

Short on time?

Here’s a quick overview:

- A normal LinkedIn ads dashboard tracks CTR, CPC, CPM, impressions, clicks, conversions and spend.
- A [LinkedIn ABM dashboard tracks account](/use-cases/linkedin-campaign-management-optimization) engagement, ABM stages, intent, pipeline, revenue, ROAS and pipeline per dollar.
- Campaign Manager misses the account journey because it is built for ad delivery metrics, not for [ABM stage movement or pipeline influence](/blog/effective-abm-tools-for-b2b-marketing).
- CRMs miss granular ad engagement because they store sales records, not company-level impressions and view-through influence.
- The native HubSpot/LinkedIn [integration pulls ad metrics into HubSpot](/blog/linkedin-ad-data-enrichment-in-crm) but does not give company-level ABM-stage reporting.
- [ZenABM](/companies-engagements) pulls company-level ad engagement from the LinkedIn API, matches it with CRM deals, and turns it into ABM dashboards with account scoring, intent signals and revenue attribution. [Zena AI](/ai) sits on top so teams can ask things like “Which campaigns drove the most pipeline?” or “Which accounts moved from Interested to Selecting this month?” and get answers from live data. All this starts at just $59/month!

## Why LinkedIn Campaign Manager is not enough as a LinkedIn ads dashboard for ABM

![LinkedIn Campaign Manager Audiences tab listing companies with engagement ratings for ABM reporting](https://cdn.zenabm.com/media/Companies-tab-in-LinkedIn-Campaign-Manager.png)

[Campaign Manager is useful for ad](/blog/track-companies-engaging-with-linkedin-ads) operations but weak for ABM reporting.

The default dashboard covers delivery mechanics well enough, showing things like impressions and reach, clicks and CTR, CPC and CPM, spend and conversions, and high-level demographic breakdowns by job title, industry and seniority.

That is good for media buyers, but it does not come close to answering the questions an ABM lead actually cares about.

- Which target accounts saw each ad over time?
- Which accounts moved from Identified to Aware to Interested?
- Which campaign theme created intent at our top accounts?
- Which [companies engaged with which specific ABM campaign](/blog/abm-strategy-types)?
- How does that [engagement](/faq/push-linkedin-ad-engagement-to-crm) connect to the pipeline in the CRM?
- What is my pipeline per dollar by campaign?

Tim Davidson (founder at B2B Rizz) called out this exact gap when LinkedIn started slipping new columns into the Companies tab.

> *“Ooohlala, LinkedIn sneaking in a couple two tree new columns to the companies tab. Paid conversions and paid qualified leads. Which is pretty awesome as it gives us more insights, especially the paid conversions, love that. If we were able to drill down into them. Right now, it looks like it’s all conversions and both click and view, which isn’t too helpful unless you have one conversion action. But love the first step here.”*– Tim Davidson, B2B Rizz, on [LinkedIn](https://www.linkedin.com/posts/tadavidson41_ooohlala-linkedin-sneaking-in-a-couple-two-activity-7401403609760145408-YQQm).

!["Ooohlala, LinkedIn sneaking in a couple two tree new columns to the companies tab. Paid conversions and paid qualified leads. Which is pretty awesome as it gives us more insights, especially the paid conversions, love that. If we were able to drill down into them. Right now, it looks like it's all conversions and both click and view, which isn't too helpful unless you have one conversion action. But love the first step here." - Tim Davidson, B2B Rizz, on LinkedIn.](https://cdn.zenabm.com/media/linkedin-companies-tab-paid-conversions.png)

That captures the state of the Companies tab in 2026 well: it is moving in the right direction, but still does not give you account stages, intent themes, view-through pipeline or campaign-level ROAS. For that, you need a layer above Campaign Manager.

My strong opinion here is that Campaign Manager tells you how ads performed (even that is incomplete), not whether your ABM program is working.

## Why CRMs are not designed for LinkedIn ABM dashboards

![HubSpot Ads tool showing native LinkedIn Ads campaign performance with impressions, clicks and conversions](https://cdn.zenabm.com/media/LinkedIn-ads-HubSpot-Integration-provided-natively-by-HubSpot-in-HubSpot-ads-tool.webp)

CRMs are built around contacts, companies, deals, lifecycle stages and sales activity, which means they are not designed to ingest and interpret LinkedIn ad engagement at the account level.

When teams try to build a LinkedIn ads dashboard inside HubSpot or Salesforce, they hit the same gaps every time: no native company-level LinkedIn impressions, no clean view-through attribution, no ad engagement broken down by campaign theme, no automatic ABM stage movement based on ad data, no account-level ad journey timeline, no easy way to calculate pipeline per dollar by [LinkedIn ABM campaign](/blog/revenue-attribution-from-linkedin-abm), and no simple way to report which companies are warming up before they fill in a form.

The native integration can pull LinkedIn ad metrics into HubSpot, but it does not solve company-level ABM reporting, so you still cannot easily answer the question “which accounts saw this campaign theme three or more times this month and how many of them opened pipeline.”

HubSpot or Salesforce can store ABM data, but they should not be expected to create LinkedIn ABM intelligence on their own.

## What a good LinkedIn ABM dashboard should include

If I am designing a LinkedIn ads dashboard for ABM from scratch, I want six blocks of information on the same page, because each block answers a fundamentally different question about your program.

The ad metrics block answers “Are we delivering?” covering impressions, clicks, engagements and ad spend.

The revenue block answers “Is it working?” covering the LinkedIn-influenced pipeline by month, pipeline created, closed-won revenue, closed-lost pipeline, ROAS and pipeline per dollar.

The campaign effectiveness block answers “Which campaigns drive outcomes?” covering [companies targeted](/blog/linkedin-targeting), revenue, ACV, total influenced pipeline and pipeline per dollar by campaign.

The ABM stage block answers “Are accounts moving?” covering companies in each stage, stage movement this period, stage conversion rates and accounts stuck in a stage.

The top engaged companies block answers “Which accounts should sales call this week?” covering company name, current ABM stage, intent, [ABM campaign](/blog/best-linkedin-bidding-strategy-for-abm), lifetime engagement score, impressions, engagements and clicks.

The AI insights block answers “What should we do next?” covering best and worst campaigns, expensive or fatigued campaigns, [top engaged accounts](/blog/rollworks-for-abm), benchmark comparisons and optimization recommendations.

Most teams have one or two of these blocks scattered across Campaign Manager, a CRM dashboard and a Looker Studio file.

The job of a LinkedIn [ABM dashboard](/use-cases/abm-agencies) is to put all six in one view, which is what makes it possible to answer pipeline questions without assembling data from three different tools.

Here is the structure I use for the dashboard inside my own program with the help of ZenABM, because the block order reflects the sequence of questions you actually need to answer, from delivery to revenue to account movement to individual account priority.

![ABM analytics and attribution dashboard in ZenABM](https://cdn.zenabm.com/media/Full-new-ABM-analytics-Dashboard-ZenABM-2026-April.png)

![ZenABM campaign effectiveness dashboard with ROAS, ad spend and influenced pipeline for ABM reporting](https://cdn.zenabm.com/media/ZenABM-ABM-Campaign-Effectiveness-Metrics-LinkedIn.png)

Top filter bar:

- Date range
- Comparison period
- Attribution type, for example, LinkedIn Influenced

LinkedIn ad metrics block:

- Impressions
- Clicks
- Engagements
- Ad spend

Zena AI assistant:

- Smart prompt box
- Suggested questions
- Natural-language answers grounded in the dashboard data

Revenue metrics:

- LinkedIn influenced the pipeline by month
- Ad spend
- Pipeline created
- Closed-won
- Pipeline per dollar
- ROAS

Campaign effectiveness:

- Companies targeted
- Revenue
- ACV
- Pipeline per dollar
- ROAS
- Ad spend
- Total influenced pipeline

ABM campaign performance:

- All-time campaign progress by stage
- Companies in ABM stages
- Companies moving ABM stages

Top engaged companies:

- Company
- Current stage
- Intent
- ABM campaign
- Engagement metrics

## The most important section of a LinkedIn ads dashboard for ABM: account stages

If your dashboard does not show account stages, it is a LinkedIn Ads dashboard rather than a LinkedIn ABM dashboard, because stages are how you turn raw ad metrics into a story about pipeline movement.

The model I use inside ZenABM looks like this:

![Six-stage ABM funnel with 5-100 account scores per stage, used at Userpilot for LinkedIn ABM campaigns](https://cdn.zenabm.com/media/ABM-stages-framework-used-at-Userpilot-as-part-of-their-LinkedIn-ABM-campaign-strategy.png)

- **Identified:** [accounts in your target](/blog/measure-linkedin-ad-engagement-target-accounts) list.
- **Aware:** accounts with enough ad exposure to recognize the brand.
- **Interested:** accounts with meaningful clicks or engagements.
- **Considering:** accounts showing stronger buying intent, like demo, trial or opportunity signals.
- **Selecting:** accounts with open opportunities.
- **Customer:** closed-won accounts.
- **Lost:** closed-lost accounts.

![ZenABM account stage editor adding a custom "Very engaged" stage to customize the ABM funnel](https://cdn.zenabm.com/assets/ZenABM-account-stage-customization.gif)

The dashboard should show how many accounts sit in each stage right now, how many moved stages this period and in which direction, which accounts are stuck, which campaigns move accounts forward, and which stages convert into pipeline.

![ZenABM reporting dashboard showing companies by ABM stage and how many moved between stages](https://cdn.zenabm.com/media/Flowfuse-ABM-Stages-reports-ZenABM-1.png)

![ABM campaign effectiveness and number of companies in each stage in a given time period being shown in ZenABM](https://cdn.zenabm.com/media/abm-campaign-effectivness-and-number-of-compnaies-in-each-stage-in-a-given-time-period-being-shown-in-ZenABM-1.png)

This is also the layer that lets you bring marketing and sales into the same conversation, because sales can see exactly which accounts are warming up before a rep ever reaches out.

The point of the dashboard is to make the movement visible, not just the totals.

## Zena AI: replacing static dashboards with smart answers

![Zena AI chat in ZenABM listing top 10 engaged companies by ad spend with their ABM stage](https://cdn.zenabm.com/media/Top-engaged-companies-zena-ai-zenabm-1.png)

Static dashboards are useful on day one and ignored by week three, because nobody has time to scroll through 30 widgets looking for the insight that matters.

That is why ZenABM built [Zena AI](/ai) on top of the LinkedIn ABM dashboard inside ZenABM, so the team types questions and Zena answers from live data rather than exporting a CSV and building a pivot table.

Things like:

- “What are my top-performing campaigns?”
- “Which campaigns have the best conversion?”
- “What are my most expensive campaigns?”
- What are good benchmarks for [Thought Leader Ads?”](/blog/how-to-write-linkedin-thought-leader-ads)
- “Show me what you can do and what data you can analyze.”
- “Which accounts moved from Aware to Interested this month?”
- “Which ads should I pause?”

Ali Yildirim went through the same shift on his agency side.

After his [team wired LinkedIn data](/blog/linkedin-ad-crm-integration-why-and-how-to-build-it) into a custom MCP, the way they reported on accounts changed completely.

> *“Instead of exporting data and manually building dashboards, I can ask Claude a question and get the answer instantly. The tool connects directly to [LinkedIn’s API and pulls campaign data](/blog/linkedin-campaign-objectives) in real time. I can see exactly which company sizes, industries, and seniorities are seeing our ads, then spot optimization opportunities on the spot. Now I can see that pattern in seconds instead of digging through reports for hours.”*– Ali Yildirim, Understory, on [LinkedIn](https://www.linkedin.com/posts/aayildirim_we-just-built-a-custom-linkedin-ads-mcp-that-ugcPost-7384284967507337216-REpT).

[Embedded post](https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7384284967507337216?collapsed=1)

Ali’s post points to the same shift: dashboards show what happened, while AI explains what changed, why it matters and what to do next.

The future of LinkedIn ads dashboards is not just prettier charts but AI-powered analysis layered on top of clean ABM data.

I went deeper on this in my piece on [how to analyze your LinkedIn ads performance with AI (using ZenABM’s analytics agent, Zena AI)](/blog/how-to-analyze-your-linkedin-ads-performance-with-ai).

## What is missing from Campaign Manager and CRM dashboards

Campaign Manager and CRMs each cover half the picture, and the missing half is consistent across every program I have audited.

Campaign Manager can say an ad got 500 clicks, but a LinkedIn ABM dashboard should say which target companies clicked, what stage they are in, what intent they showed and whether they later opened a pipeline.

The complete list of what Campaign Manager is missing:

- company-level engagement per ad and campaign
- ABM stages and stage movement
- intent broken down by campaign theme
- CRM pipeline matching
- view-through influence
- campaign-level pipeline per dollar
- account journey timelines
- persona and job-title engagement
- AI answers and recommendations

Maximilian Herczeg (ex-LinkedIn) made this point about the underused list-based view inside Campaign Manager in his [post](https://www.linkedin.com/posts/maximilianherczeg_my-client-and-i-spent-a-considerable-time-activity-7222119806248878080-G_Tg).

> *“My client and I spent a considerable time ironing out the [target audience for their LinkedIn ads](/blog/choose-target-accounts-for-abm). We used Sales Navigator to create a [company list](/blog/linkedin-matched-audiences), pulled it and then uploaded it to the campaign manager. It shows how engaged each business is with you, being a mix of organic and ad engagement, how many impressions each company received and which ones you haven’t reached yet. This is a golden add on if you don’t have sophisticated tracking software, plus for sales. It’s a dynamic list you can share with your sales people and they can reach out to highly engaged companies.”*

[Embedded post](https://www.linkedin.com/embed/feed/update/urn:li:share:7222119805288345602?collapsed=1)

That list view is a good start, but it is also painful to maintain across multiple campaigns and accounts, and it does not push anything into your CRM.

The CRM has the opposite problem: it knows about deals and contacts but has very little to say about ads. CRM dashboards become useful for ABM only when something pushes good [ad data](/blog/account-scoring-from-linkedin-ad-data) into them, because the raw ingredients are not there by default.

The pieces typically missing include raw LinkedIn impressions by company, [LinkedIn ad](/blog/linkedin-document-ads-guide-with-examples) clicks and engagements by company, campaign theme engagement, LinkedIn-driven account stage changes, clean view-through attribution, ad spend tied to an ABM campaign object, and easy comparison of ad engagement against pipeline.

That is the gap ZenABM closes. It pushes impressions, clicks, engagements, campaign names, ABM stage, account score, intent and influenced pipeline into the CRM, so the CRM can act as the system of action while ZenABM serves as the LinkedIn ABM intelligence layer that feeds it.

![LinkedIn ad data pushed to company lists in the HubSpot CRM using ZenABM](https://cdn.zenabm.com/media/ZenABM-metrics-visible-as-company-properties-in-HubSpot-CRM-using-ZenABMs-sync.png)

![Interested stage as company property in the CRM](https://cdn.zenabm.com/media/ZenABM-interested-stage-as-company-property-in-the-CRM-1-scaled.png)

![ZenABM revenue metrics dashboard showing LinkedIn-influenced pipeline by month and ABM campaign effectiveness](https://cdn.zenabm.com/assets/company-buyers-intent-in-ZenABM.gif)

![Pushing intent as property in ZenABM](https://cdn.zenabm.com/media/Intent-propety-.png)

## How ZenABM builds the dashboard

Here is what happens behind the scenes when I open the LinkedIn ads dashboard inside my own ZenABM account, because understanding the data pipeline makes it easier to trust the numbers on the screen.

1. **Pull from LinkedIn:** company-level impressions, clicks, engagements, and spend from the LinkedIn API.

ZenABM dashboard showing company-level ad engagement data per campaign by pulling first-party intent signals from the LinkedIn API
2. **Match to CRM:** connect each engaged company to deals and [contacts](/blog/track-linkedin-ad-contacts-in-crm) in HubSpot or Salesforce.
3. **Assign ABM stages:** Identified, Aware, Interested, Considering, Selecting, Customer, Lost.

ABM stage tracking in ZenABM
4. **Detect intent:** based on which [campaign themes a company engaged](/blog/demandbase-vs-zenabm) with.

The company buyer’s qualitative intent in ZenABM, which essentially tracks which particular messaging has resonated the most with the account.

5. **Calculate revenue metrics:** influenced pipeline, ROAS, pipeline per dollar by campaign.
6. **Track stage movement:** who moved forward, who is stuck, who regressed.
7. **Push back to CRM:** raw and processed properties at the company and deal level.

LinkedIn ad data pushed to company lists in the HubSpot CRM using ZenABM
8. **Layer Zena AI on top:** natural-language analysis of all of the above.

Top engaged companies by **Zena AI** in ZenABM, showing pipeline and deals influenced by LinkedIn ads and ABM campaigns

[Native LinkedIn/HubSpot integration](/blog/how-to-sync-linkedin-ad-data-with-a-crm-a-better-alternative-to-native-integration) is fine for basic ad management.

ZenABM is for teams that need ABM reporting, account scoring, intent and revenue attribution in a single dashboard, with an AI layer that lets the team query it all without opening a spreadsheet.

## LinkedIn ads dashboard metrics to track for ABM

Here is the full list of metrics I would expect on a serious LinkedIn [ABM dashboard](/blog/abm-tactics-that-drive-results), grouped the way I think about them.

You do not need every metric on the home screen, but knowing which ones exist means that when sales asks “which accounts engaged with the security campaign and opened pipeline,” you have an answer that does not start with “let me export a CSV.”

| Block | Metrics |
| **Ad delivery** | impressions, clicks, engagements, CTR, CPC, CPM, spend |
| [**ABM engagement**](/blog/abm-engagement-penetration-strategy) | target accounts reached, companies engaged, companies clicked, current engagement score, lifetime engagement score, persona and job-title engagement |
| **ABM stages** | accounts in Identified, Aware, Interested, Considering, Selecting, Customer, Lost; stage movement; stage conversion |
| **Revenue** | influenced pipeline, pipeline created, closed-won, closed-lost, ROAS, pipeline per dollar, ACV |
| **Optimization** | best and worst campaigns, expensive campaigns, high-frequency ads, fatigued ads, account movement by campaign, pipeline by intent theme |

## Common LinkedIn ads dashboard mistakes I see

Almost [every LinkedIn ABM](/blog/linkedin-ads-benchmarks) dashboard I have audited makes at least three of these mistakes, and most of them come down to treating LinkedIn like a paid social channel rather than an ABM pipeline channel:

- [reporting only Campaign Manager](/blog/10-best-linkedin-ad-analytics-tools) metrics
- treating CTR as the main ABM KPI
- reporting leads instead of account movement
- ignoring view-through influence
- not [connecting ad engagement to CRM](/blog/best-linkedin-ads-crm-connectors) deals
- not tracking ABM stages
- not separating campaigns by intent
- not showing which companies are engaging
- building fragile custom CRM dashboards that nobody trusts
- exporting CSVs instead of using AI to answer questions directly

## LinkedIn ads dashboard: final thoughts

A LinkedIn ads dashboard is useful.

A LinkedIn ABM dashboard is much more powerful because it shows not just how [ads performed but which accounts engaged](/blog/linkedin-ad-engagement-account-level), what stage they are in, what intent they showed and whether they became pipeline.

CRMs and Campaign Manager both miss important parts of that journey; native integrations close some of the gap and stop short of the rest; and ZenABM brings the data together at the company and campaign levels so the team can stop reporting on LinkedIn ads like paid social and start managing them like an ABM pipeline channel.

## FAQs about LinkedIn ads dashboards

Some common questions about LinkedIn ads dashboards and their answers:

### What is a LinkedIn ads dashboard for ABM?

It is a [single view that combines LinkedIn](/blog/linkedin-single-image-ads-best-practices-for-abm) ad delivery metrics, account-level engagement, ABM stages, intent and CRM pipeline. A pure LinkedIn ads dashboard inside Campaign Manager only covers delivery, while an ABM version adds the account journey and revenue layer on top so you can see which companies are moving through your funnel and whether [ad spend is generating](/blog/flowfuse-zenabm-case-study) pipeline.

### Can I build a LinkedIn ABM dashboard inside HubSpot or Salesforce?

Partly. CRMs are great at storing deal and contact data but do not natively ingest LinkedIn impressions and engagement at company level. The [native LinkedIn integration](/blog/linkedin-ads-hubspot-integration-steps) brings in some ad metrics, but you still need a layer like ZenABM to push company-level engagement, ABM stages and intent into the CRM. I covered this in the [LinkedIn ad performance into HubSpot](/faq/linkedin-ad-performance-into-hubspot) guide.

### What metrics should be on a LinkedIn ABM dashboard?

Five blocks: ad delivery (impressions, clicks, CTR, CPC, CPM, spend), ABM engagement (companies reached, engaged, clicked, engagement score), ABM stages (accounts per stage, stage movement, conversion), revenue (influenced pipeline, ROAS, pipeline per dollar, ACV), and optimization (best and worst campaigns, fatigued ads, pipeline by intent theme).

### Why is Campaign Manager not enough as a LinkedIn ads dashboard?

Campaign [Manager is built for ad](/blog/abm-campaign-template) delivery and does not show ABM stage movement, view-through influenced pipeline, intent by campaign theme or pipeline per dollar at the campaign level. The Companies tab is a step in the right direction, but it does not push data into a CRM or replace a real [ABM reporting](/blog/best-abm-tactics) layer, so it remains a supplementary view rather than a complete ABM dashboard.

### How does ZenABM compare to LinkedIn Campaign Manager?

Campaign Manager is for ad ops. [ZenABM is the ABM dashboard](/pricing) built on top of it, ingesting company-level LinkedIn data, assigning ABM stages, calculating pipeline per dollar and ROAS, syncing everything to HubSpot or Salesforce, and letting the team query the data with Zena AI. See the deeper view in the [ultimate guide to running ABM on LinkedIn](/blog/running-abm-on-linkedin-the-ultimate-guide).

## Images

- https://cdn.zenabm.com/media/image.png
- https://cdn.zenabm.com/media/zenabm-abm-stages-management.png
- https://cdn.zenabm.com/media/Company-intent-signals-scaled-e1760187921484.png
- https://cdn.zenabm.com/media/zenabm-abm-influenced-revenue-pipeline.png