If you’ve ever had to justify your LinkedIn ad spend without being able to point to actual pipeline, this one’s for you.
DemandSense has joined the LinkedIn Marketing Partner Program® as a LinkedIn Marketing Partner for B2B Attribution & Analytics, which means we now integrate with LinkedIn’s Company Intelligence API. You can find us in the LinkedIn Marketing Partner directory.
Here’s what that actually means for how you measure your campaigns.
The Issue with Standard Attribution
Most B2B marketers are running attribution on a fraction of what’s actually happening.
Standard last-touch attribution (even with conversion tracking set up) only credits companies that interact directly with your paid campaigns. A click. A form fill. A conversion event. That’s the world you’ve been reporting from.
But B2B buying doesn’t work that way. Several people weigh in on a purchase, deals take months to close, and most of the research happens before anyone raises their hand.
And a lot of it — the quiet impressions, the organic content views, the accounts watching your brand for months — never showed up in your attribution at all.
As a result, you’ve been giving LinkedIn partial credit for the pipeline it actually influenced. Budgets get questioned, and spend decisions get harder to defend.
What Changes with Company-Level Data
The Company Intelligence API is built for exactly this.
According to LinkedIn, the API delivers company-level data across:
- Paid impressions at the company level, which accounts saw your ads, not just who clicked
- Paid clicks and leads, now aggregated by company
- Paid qualified leads and conversions (available from March 2026) that bring CRM-level signals into the company view
- Paid video views (available from May 2026), showing how many people at a target company watched your video ads
- Organic impressions that tell you which companies saw your Company Page posts
- Organic engagements like reactions, comments, shares from companies in your target market
All of it is aggregated at the company level, over lookback windows of up to 365 days, so engagement that never turned into a click still shows up when you trace a deal back to LinkedIn.
LinkedIn’s own beta data from the API’s launch showed partners using the Company Intelligence API reported 287% more companies reached, 75.5% more attributed MQLs, 96% more attributed SQLs and 43% lower attributed cost per acquisition compared to standard attribution.
These numbers reflect what many marketers already know: companies are engaging with your brand long before they reach the CRM, but that engagement was invisible to standard last-touch attribution.
What It Looks Like in Practice
“We had the biggest sale in the company’s history, and DemandSense helped us connect it back to LinkedIn, tracking the customer journey from initial ad exposure through to a closed-won deal. I’ll meet with the CFO, CRO, COO, and CEO and this report is the type of thing that helps prove out the ROI of the investment we are making.”
Michael Dillon, Fractional CMO
What Changes Inside DemandSense
Everything you’re already using within DemandSense stays exactly the same.
What changes is the data underneath your Revenue Attribution reports. Company Intelligence adds organic engagement and view-through data that standard last-click tracking misses, covering the longer attribution windows B2B sales cycles actually require. The result is a more complete picture of how LinkedIn activity actually connects to your pipeline.
If you’ve been using Revenue Attribution and wondering why certain deals don’t show LinkedIn influence despite clearly involving LinkedIn-heavy accounts, this is why.
And this is what fixes it.
How to Get Started
The integration is available now to all DemandSense customers. Not using DemandSense yet? Try it free for 30 days, no card needed.
