If you run ABM campaigns on LinkedIn, measuring LinkedIn ad effectiveness at the company level for every campaign is essential, not optional.

Still, many teams struggle here even when they have a stack of different tools.

This guide explains why built-in options like your CRM or LinkedIn Campaign Manager cannot fully support measuring LinkedIn ad effectiveness, why IP-based deanonymization tools also fall short, and how ZenABM bridges the gap.

Measuring LinkedIn Ad Effectiveness: Quick Snapshot

• Effective ABM tracking needs company-specific data for each campaign rather than account-wide roll-ups.
• The Companies tab in LinkedIn Campaign Manager shows company stats but bundles everything, so you cannot tell which ads engaged which firm.
• CRMs such as HubSpot import campaign metrics but drop the company context, leaving an information gap.
• IP-matching deanonymization tools miss over half of visitors because of VPNs, remote networks and dynamic IP addresses.
• Insight Tag, Conversions API and CRM pixels log clicks yet ignore firms that view an ad and convert later through another channel, so view-through insight is vital.
• ZenABM connects straight to the LinkedIn Ads API, giving campaign-by-company data such as impressions, clicks, CTR, spend and engagement.
• The platform links engaged accounts to deals in HubSpot or Salesforce, calculates ROI and ROAS and routes highly engaged accounts to BDRs using rules you set.
• Extra benefits include intent tagging, stage tracking across the ABM funnel, live scoring and a full CRM sync.
• Bottom line: native reports and IP-matching keep you guessing, while ZenABM delivers the company-level clarity you need to link LinkedIn ads to revenue and act on buying signals quickly.

Why Campaign Manager, CRM Integrations and Deanonymization Tools Still Miss the Mark

Conventional tools cannot give precise company-level insight for measuring LinkedIn ad effectiveness even when combined.

The Company Tab Lacks Campaign Detail

Before the Companies tab appeared in 2024, LinkedIn Campaign Manager offered little value for ABM.

The tab now lists company impressions, clicks, engagements and leads along with an engagement score.

Useful, but still not enough.

All numbers remain rolled into the ad account. There is no way to see which campaign or ad drew each company’s attention.

For ABM teams juggling multiple parallel campaigns — each with different creatives, goals, formats, and targeting — this lack of granularity is a dealbreaker.

These campaign differences often include:

• Different creatives or content formats
• Unique budgets, delivery timelines, or campaign owners
• Distinct value props or product features highlighted for intent targeting

Without campaign-level, company-specific engagement data, you’re flying blind. You can’t uncover which messaging worked, analyse performance, or assign credit where it’s due — like in this campaign structure used by Userpilot:

In setups like this, a rolled-up view just won’t cut it. What you really need is campaign-by-campaign metrics by company — impressions, clicks, and engagements — broken down by group or initiative.

Why is that critical?

• Your sales team can tailor outreach based on exactly what value proposition a company is engaged with.
• Without this data, you’ll never know which specific ad drove pipeline activity or run reliable A/B tests. You can’t refine your strategy or replicate success.

CRM Ad Integrations Provide Surface Data Only

Marketers often sync LinkedIn Ads with CRMs such as HubSpot through its native integration:

HubSpot shows impressions, clicks and spend by campaign yet hides which companies engaged, so you cannot track revenue influence at the account level.

UTMs and Deanonymization Offer Limited Accuracy

Many teams set up UTMs or a separate domain then run deanonymization software to spot visiting firms.

These tools rely on IP-to-company look-ups that fail due to:

• Remote and VPN traffic
• Shared Wi-Fi networks
• Firms that never register fixed IP addresses
  

Success rates hover around 40 percent:

A real-world example shows the challenge:

Because the method depends on clicks, any buyer who just views an ad and then arrives through organic search will never be linked to the campaign.

Bottom Line: Campaign Manager bundles stats, HubSpot shows campaign data without firms, and deanonymization is unreliable. A purpose-built platform is needed to measure LinkedIn ad effectiveness for each company, campaign and ABM program.

Do Clicks and Form Fills Solve the Problem?

LinkedIn Conversions API, Insight Tag and HubSpot UTMs can track traffic, yet company-level attribution often breaks.

If a visitor clicks an ad and submits a form in a later session, the link is lost unless cookies persist, which is less certain as cookie support fades.

Even with perfect cookies you meet two hurdles:

• The form must capture accurate company data.
• IP matching remains flawed.
• LinkedIn CTR is low:
  
  Many prospects see an ad but return through search or direct.

Bottom Line: Click-based tracking misses view-through influence. For LinkedIn ABM strategies, company-level impression and engagement data across campaigns is the only way to measure ad effectiveness completely.

Using ZenABM to Measure LinkedIn Ad Effectiveness

ZenABM moves you beyond basic metrics and lets you analyse LinkedIn performance by company, campaign and funnel stage.

Company Metrics for Every Campaign and Group

ZenABM pulls verified data from the LinkedIn Ads API, giving impressions, clicks, CTR, spend and engagement for each campaign and group at the company level.

ABM Dashboard with Pipeline Visibility

Connect Salesforce or HubSpot and ZenABM automatically maps engaged companies to deals and displays funnel impact:

ZenABM tracks:

• Accounts reached
• Funnel stages: Awareness, Interest, Selection, Customer
• Pipeline and closed revenue influenced
• Spend at each stage
• Pipeline value per currency unit
• ROAS

Intent-Based Engagement

Label each campaign with its intent such as feature or pain point. ZenABM groups companies by the themes they respond to.

Customisable ABM Stages

The platform places accounts into stages like Awareness and Interest using ad and CRM signals. Thresholds are editable.

Live and Historical Scoring

Two scores help sales prioritise:

• Live Engagement Score – recent activity signal
• Lifetime Engagement Score – cumulative interest indicator

Automatic CRM Sync

ZenABM writes impressions, clicks, scores, stages and intent back to Salesforce or HubSpot and assigns BDRs once an account meets your criteria.

Next Steps

LinkedIn Campaign Manager bunches data at the account level, CRMs hide company details, and click-only methods ignore view-through impact.

ABM success rests on knowing which companies saw which ads and how that shaped pipeline and revenue.

ZenABM turns measuring LinkedIn ad effectiveness into a straightforward process with company-specific insights, auto-routing, live scoring and seamless CRM integration.

Try ZenABM for free now!