If you run LinkedIn Ads for a B2B company, you already know the problem.

You log into Campaign Manager and see impressions, clicks, and CTR. Your CEO asks whether the ads are working. You say yes, the numbers look good. Then they ask the question that actually matters: "Which deals did we close because of LinkedIn?"

You don't have an answer.

This is the LinkedIn attribution problem. It affects almost every B2B marketing team running paid campaigns.

Why LinkedIn Ads Don't Show You Pipeline

LinkedIn Campaign Manager is built to show you ad performance: how many people saw your ads, how many clicked, what your cost per click was. It is not built to show you what happened after the click.

The gap between "someone at Rippling saw your ad 14 times" and "Rippling is now a £48,000 deal in your pipeline" is not something LinkedIn closes for you. LinkedIn doesn't know what's in your HubSpot. It doesn't know which companies you're talking to, which deals are progressing, or whether any of your target accounts have ever opened a conversation with your sales team.

The result is that most B2B marketers are flying blind. They know their campaigns are reaching someone. They just can't prove those someones are the companies that actually matter.

The Disconnect Between LinkedIn and Your CRM

Your CRM knows everything about your pipeline. It knows which companies you're talking to, which deals are open, what stage they're at, and what their value is.

LinkedIn knows which companies are seeing your ads, how many times they've seen them, and whether anyone clicked.

These two datasets should be talking to each other. In most companies, they aren't. The LinkedIn data sits in Campaign Manager. The pipeline data sits in your CRM. Nothing joins them together.

This is the core problem that ad attribution solves.

What LinkedIn Ad Attribution Actually Means

LinkedIn ad attribution is the process of matching your LinkedIn campaign impression and click data against the companies in your CRM pipeline.

When you do this properly, you can answer questions like:

• Which companies in our current pipeline have seen our LinkedIn ads?

• How many times did Intercom see our ads before they booked a demo?

• Which campaigns are reaching our target accounts?

• What percentage of our influenced pipeline came from our "Head of Marketing" campaign vs our "Series A SaaS" campaign?

• How much pipeline did we generate for every £1 we spent on LinkedIn?

These are the questions your CEO and CFO are actually asking. Impressions and CTR are marketing metrics. Pipeline influence is a revenue metric. That's the difference.

The Two Ways to Do LinkedIn Attribution

Option 1: Build it manually in your CRM

Some teams try to do this manually. They export LinkedIn data, export HubSpot data, and try to match company names in a spreadsheet. This works badly for three reasons.

First, company name matching is unreliable. LinkedIn calls a company "Intercom" and HubSpot calls it "Intercom Inc." The match fails. You spend hours cleaning data that will be out of date within a week.

Second, the data goes stale immediately. LinkedIn impressions are happening every day. Your pipeline is changing every day. A manual export is a snapshot, not a live view.

Third, it doesn't scale. When you have 200 companies in your pipeline and 50 active campaigns, manual attribution is a full-time job.

Option 2: Use a dedicated attribution tool

The better approach is to connect LinkedIn Ads directly to your CRM using a tool built specifically for this job. The tool handles the data matching, keeps everything in sync, and surfaces the attribution data in a way your whole team can use.

This is what Kyroo does. It connects your LinkedIn Ads account to HubSpot and shows you, in real time, which companies in your pipeline your ads are reaching, which deals are influenced by your campaigns, and what the pipeline value of that influence is.

How LinkedIn Attribution Works in Kyroo

When you connect Kyroo to your LinkedIn Ads and HubSpot accounts, here's what happens:

Step 1: LinkedIn impression data is synced

Kyroo pulls your LinkedIn campaign analytics using the LinkedIn Marketing API. It imports impression data broken down by company, so you can see exactly which companies are seeing your ads, how many times, and through which campaigns.

Step 2: Company data is matched to your CRM

Kyroo matches the LinkedIn company data against the companies in your HubSpot account. It normalises company names and domains to handle the inevitable mismatches between how LinkedIn and HubSpot store company information.

Step 3: Attribution thresholds are applied

Not every impression counts. A company that saw your ad once isn't necessarily influenced by it. Kyroo uses a configurable impression threshold. By default, a company needs at least 8 LinkedIn impressions within your lookback window before a deal is counted as influenced. You can adjust this up or down based on how you think about attribution.

Step 4: Influenced pipeline and revenue are calculated

Once companies are matched and thresholds are applied, Kyroo calculates your influenced pipeline (the total value of open deals at companies your ads have reached) and influenced revenue (the total value of Closed Won deals at those companies). These numbers update automatically as new impressions come in and deals progress.

What You Can See in Your Attribution Report

Once Kyroo is connected, you get a full picture of your LinkedIn ad influence:

Influenced pipeline total: the total value of open deals at companies your ads have reached. If your pipeline contains £500,000 worth of deals and your ads have reached the companies behind £320,000 of that, your influenced pipeline is £320,000.

Pipeline ROI: your influenced pipeline divided by your total ad spend. If you spent £10,000 on LinkedIn and influenced £200,000 of pipeline, your pipeline ROI is 20x.

Company engagement view: a table of every company your ads have reached, showing impression count, deal stage, deal value, and which campaigns they've seen. You can see at a glance which target accounts are heating up.

Campaign performance: which campaigns are reaching the most valuable companies in your pipeline. Not which campaigns have the highest CTR, but which ones are actually touching deals.

Deal influence score: every deal in your pipeline gets an influence score based on how many impressions the company has received, across how many campaigns, over what time period.

The Metrics That Actually Matter for LinkedIn B2B Ads

Stop reporting on impressions and CTR. Start reporting on these:

Influenced pipeline: the total value of pipeline that your ads have touched. This is the number your CEO cares about.

Pipeline ROI: influenced pipeline divided by ad spend. A healthy B2B LinkedIn attribution ratio is 10x or above. If you're spending £5,000/month and influencing £50,000 or more of pipeline, that's a good return.

Companies reached in ICP: how many of your target accounts are in your impression data. If you're running account-based marketing, this is your primary effectiveness metric.

Cost per influenced deal: total ad spend divided by number of influenced deals. Helps you understand the real cost of LinkedIn as a channel.

Influenced revenue: the total value of Closed Won deals where the company was reached by your ads. This is the hardest number to argue with.

A Realistic Example

Say you're a B2B SaaS company spending £8,000/month on LinkedIn Ads. You have 40 open deals in HubSpot worth a combined £600,000.

Before attribution, you know your ads are getting 50,000 impressions per month at a CTR of 0.4%. That's your reporting.

After connecting Kyroo, you can see that 28 of your 40 open deals are at companies your ads have reached. Those 28 deals have a combined pipeline value of £410,000. Your pipeline ROI is 51x on the month. Six of your Closed Won deals this quarter were at companies that saw your ads more than 20 times in the 90 days before they closed.

Now you have a story. Now you can defend your LinkedIn budget. Now you can show your CEO not just that the ads are working, but exactly how much pipeline they're influencing.

How to Get Started with LinkedIn Attribution

The fastest way to start seeing your LinkedIn attribution data is to connect your LinkedIn Ads and HubSpot accounts to Kyroo. The setup takes under 2 minutes:

1. Sign up for a free 30-day trial at app.getkyroo.com

2. Connect your LinkedIn Ads account via OAuth: read-only access, no campaign changes

3. Connect HubSpot using a private app token: takes about 60 seconds

4. Kyroo syncs your last 90 days of LinkedIn impression data and matches it against your HubSpot pipeline

5. Your first attribution report is ready in minutes

No credit card required. No lengthy setup. Your first report is ready the same day.

FAQ

Does Kyroo need write access to my LinkedIn Ads?

No. Kyroo only needs read access to your LinkedIn Ads account to sync impression data. It cannot make changes to your campaigns.

What CRMs does Kyroo support?

Kyroo currently supports HubSpot. Salesforce and Attio support are on the roadmap.

How far back does the attribution data go?

Kyroo imports the last 90 days of LinkedIn impression data on first connect. Attribution lookback is configurable up to 365 days.

What counts as an influenced deal?

By default, a deal is influenced if the associated company has received at least 8 LinkedIn impressions within your lookback window. You can adjust this threshold in your attribution settings.

How often does the data sync?

Kyroo syncs your LinkedIn and HubSpot data hourly. Your attribution data is never more than an hour old.

Is my data secure?

Yes. Kyroo uses read-only OAuth tokens to access LinkedIn and HubSpot. All data is encrypted in transit and at rest. You can read more at getkyroo.com/security.