LinkedIn ads integration and attribution

Integrating your LinkedIn Ads account with Usermaven enables precise attribution and performance tracking, helping you optimize your campaigns and improve return on ad spend (ROAS).

By connecting LinkedIn Ads, you can:

• Track key metrics: Monitor ad spend, clicks, impressions, conversions, and more across campaigns and creatives within Usermaven.
• Measure ad performance: Identify which campaigns and ads are delivering the highest engagement and conversions.
• Achieve accurate attribution: Attribute conversions to the right campaigns and ads using UTM parameters and LinkedIn’s dynamic URL tracking.

To ensure precise attribution, it’s essential to include tracking parameters like the Creative ID and standard UTMs in your ad URLs. Usermaven uses these parameters to associate user activity and conversions with specific ads.

By following the simple integration steps, you’ll gain clear insight into how LinkedIn Ads drive growth and conversions for your business.

1. Connecting LinkedIn Ads with Usermaven

1. Navigate to workspace settings

Log in to your Usermaven account and select the workspace where you want to connect your LinkedIn Ads account. Then, go to Workspace Settings > Integrations.

2. Find and connect LinkedIn Ads

Locate the LinkedIn Ads integration card and click Connect LinkedIn Ads. You’ll be redirected to the LinkedIn login page. Make sure you’re signed into a LinkedIn account with admin-level access to the target ad account.

Approve the requested permissions by checking the required boxes and clicking Continue.

3. Select relevant accounts

Choose only the Ad Account(s) that are actively sending traffic to the websites tracked in your current Usermaven workspace. If you have multiple workspaces, connect the appropriate ad accounts for each.

4. Confirm and begin sync

Once connected, Usermaven will begin syncing your LinkedIn Ads data. Check the integration status — once it shows Synced, your data import is active, and Usermaven will update metrics regularly.

2. UTM and URL parameters for accurate attribution

Why it’s critical to include the Creative ID

For Usermaven to accurately attribute conversions to the right LinkedIn Ads campaigns and creatives, it’s essential to include the Creative ID ({{CREATIVE_ID}}) in your URL parameters.

The Creative ID serves as the unique identifier that connects user actions (like conversions) back to the specific ad that drove them.

Without it, Usermaven cannot tie conversions to the correct campaigns, making your attribution reporting incomplete and less actionable.

While the Creative ID is the most critical parameter, adding other UTM parameters can significantly enhance your reporting experience in Usermaven. These parameters allow you to filter and analyze data across various modules like Web Analytics, Funnels, Journeys, and Attribution.

UTM template for LinkedIn Ads

Use the following UTM template in your LinkedIn Ads to enable accurate attribution inside Usermaven:

utm_source=linkedin&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&utm_content={{CREATIVE_ID}}&ad_id={{CREATIVE_ID}}

Note: LinkedIn supports dynamic parameters using double curly braces like {{CAMPAIGN_NAME}} and {{CREATIVE_ID}}, which are replaced automatically at runtime.

Setting up account-level UTM tracking in LinkedIn

To apply the UTM template across all campaigns in your LinkedIn Ads account:

1. Log into LinkedIn Campaign Manager.
2. Go to Account Settings > URL Parameters.
3. Under Account tracking parameters, paste the following template:

utm_source=linkedin&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&utm_content={{CREATIVE_ID}}&ad_id={{CREATIVE_ID}}

4. Save your changes.

If you already use some UTM parameters, simply append the additional ones using &.

How to test if UTM parameters are working

Once your UTM parameters are set up, it’s important to verify that everything is working correctly. Here’s a simple way to test your setup:

1. Navigate to the ad you want to test and click on the ad title.

2. This will open a mockup of your LinkedIn Newsfeed where you can see how your ad appears.

3. Click on your ad as a user would. This will redirect you to the destination URL you configured in the ad.

4. Once you’re on the landing page, look at the browser’s address bar. You should see the UTM parameters appended to the URL.

If you see the UTM parameters in the URL, your setup is working as expected.

Understanding parameter priority in LinkedIn Ads

LinkedIn supports UTM parameters at both account and campaign levels. The hierarchy works as follows:

Account < Campaign

• Parameters set at the campaign level override those set at the account level.
• To keep your setup simple and consistent, we recommend setting the UTM template at the account level unless you need campaign-specific customization.

By integrating LinkedIn Ads properly and using the recommended UTM setup, you can unlock deeper insights and optimize your marketing spend with confidence.