LinkedIn Launches Company Intelligence API to Optimize B2B Campaigns and ROI

LinkedIn has just launched the Company Intelligence API, a tool designed to give B2B marketers company-level insights into how their targets interact with campaigns on the LinkedIn platform — and directly send that data back to CRM or attribution solutions.

What is the Company Intelligence API?

The Company Intelligence API sends aggregate engagement data at the company level (e.g., paid & organic impressions, clicks, and other interaction metrics) from LinkedIn to attribution partners and CRM. This way, LinkedIn campaign performance data can be directly matched with CRM details without complex configuration, allowing advertisers to link ad spend with business outcomes more accurately.

How it works briefly

• Company-level engagement data is collected and aggregated by LinkedIn.
• Certified attribution/CRM partners receive this data and combine it with internal CRM data and other channels.
• The processed results provide more meaningful attribution metrics — e.g., pipeline impact, MQL/Sales Qualified Leads, and campaign ROI.

Key benefits for B2B marketers

• More accurate tracking: simplifies mapping between LinkedIn interactions and company entities in CRM.
• More actionable attribution: metrics like pipeline impact and ROI become easier to measure because company data is directly connected.
• Interaction-based approach: marketing and sales teams can adjust strategies based on the type of company interaction with campaigns (not just individual user metrics).

Launch partners and early results

In the initial launch, LinkedIn partnered with five CRM/attribution providers: Channel 99, Dreamdata, Factors.ai, Fibbler, and Octane 11. Beta users who have tested this feature reported significant changes in performance metrics, including:

• An average increase of 287% in the number of companies reached.
• 75% more Marketing Qualified Leads.
• 96% increase in Sales Qualified Leads.
• 43% decrease in cost per acquisition.

Why this matters

For B2B marketers, a classic challenge is linking ad investment to real business outcomes — especially when the target is organizations (not individuals). By providing company-level insights that can be directly integrated into existing reports and dashboards, the Company Intelligence API helps close that gap. The impact: budget decisions, campaign optimization, and coordination between marketing and sales teams can be more data-driven.

Conclusion

The Company Intelligence API is LinkedIn’s step to strengthen the platform’s value for B2B marketers: not just as an ad distribution channel but also as a data source that can be operationalized for attribution and pipeline intelligence. For organizations relying on mature CRM integration and attribution metrics, this can be a highly valuable tool to measure and improve LinkedIn campaign ROI.