LinkedIn has announced a new integration with Google Campaign Manager, which will enable marketers to better compare and manage their LinkedIn ad performance in comparison to other ad efforts, all within a single dashboard.
As explained by LinkedIn:
"Today, we are excited to announce a measurement integration with Google Campaign Manager (formerly DoubleClick Campaign Manager), now part of Google Marketing Platform. It not only allows you to (1) see LinkedIn ad performance alongside the rest of your paid spend, but also (2) get attribution for your LinkedIn ads across all impressions and interactions, measured in a cross-device and cross-platform manner."
The integration will bring LinkedIn ad insights into Google's expanding data toolset, providing marketers with a more comprehensive overview of ad performance across various platforms. Google also recently released its Data Studio tool to all users, and this new integration will add another element to that process.
Here's how to enable LinkedIn integration within Campaign manager:
- After creating your Sponsored Content campaign as a “Draft’, click the “Manage tracking” bullseye icon to add your Google tracking tags.
- Add both your impression and clicks tags, and hit “Save”. Your tags for carousel and video campaign go here as well.
Proper attribution and transparency is key, and we're now starting to see more data integration tools like this which seek to provide a more accurate, comprehensive overview of digital ad performance. The real trick is in directly linking online ads to offline sales and conversions, for which all companies are developing new tools. We're not there yet, but announcements like this show that we are moving to the next stage of digital marketing, and digital marketing intelligence, which is key to allocating the right amount of ad spend on the right platform at the right time.
In other LinkedIn news, Vimeo has announced that it will now offer a new way for paid subscribers to publish Vimeo videos to their LinkedIn company pages, adding another way to share video content to LinkedIn.
The option will make it easier for Vimeo users to distribute their videos across multiple channels, and could encourage more LinkedIn users to store their content on the video platform.
Video content has become a key consideration for LinkedIn marketers, with LinkedIn noting that "Company Page video is 5x more likely than other types of content to start a conversation among members". And with LinkedIn seeing 'record levels of engagement', according to Microsoft's latest earnings report, cross-posting video from Vimeo could be a beneficial tactic - you could post natively, of course, which is advised on most platforms, but if you already have a Vimeo presence, or you're looking to host your videos in a central location and cross-post them more conveniently (Vimeo also enables cross-posting to most other major social platforms), it could be a worthy option to consider.