LinkedIn's Company Intelligence API revolutionises B2B attribution with company-level tracking

LinkedIn has launched its Company Intelligence API, enabling marketers to track engagement at the organisation level and significantly improve B2B attribution, boasting gains in reach, pipeline influence, and cost efficiency.

On September 23, 2025, LinkedIn introduced a significant advancement in B2B marketing measurement with the launch of its Company Intelligence API. This new tool transforms the traditional approach from lead-level to company-level attribution, enabl...

ing marketers to track engagement across entire organisations rather than individual contacts. The API addresses longstanding challenges in B2B attribution, where complex buying committees—which can include six to ten stakeholders—and extended sales cycles averaging more than 200 days render lead-level tracking insufficient.

LinkedIn’s Company Intelligence API integrates aggregated company engagement data from both paid and organic touchpoints. This comprehensive data set includes impressions, clicks, and interaction patterns, which certified attribution partners combine with CRM outcomes and other marketing channels to deliver robust multi-channel attribution metrics, pipeline impact analysis, and return on investment calculations. The API is accessed exclusively through partnerships with certified providers such as Channel99, Dreamdata, Factors.ai, Fibbler, and Octane11. These partners embed LinkedIn’s company-level engagement data into their existing platforms, enabling marketers to benefit from enhanced attribution without additional setup or tracking implementations.

Early results from beta users have been striking. According to LinkedIn and its partners, companies have seen a 287% increase in the number of organisations reached when combining paid and organic touchpoints. Pipeline attribution to marketing activities rose by 96%, while the cost per acquisition for LinkedIn campaigns dropped by 43%. Octane11, a certified partner, reported a threefold increase in account visibility and a 4.4-fold increase in engaged target accounts during pre-release testing. Clients using Octane11’s integration have observed more than doubled pipeline and revenue influence measurable via LinkedIn advertising. Similarly, Dreamdata cited up to a tenfold increase in companies reached and a fourfold increase in companies engaged, uncovering previously “invisible” accounts in the process.

Industry leaders have welcomed the new API as a strategic leap in B2B marketing. Channel99’s CEO Chris Golec told PPC Land that the Company Intelligence API closes a critical gap where marketers struggle to prove their impact on revenue. Lynn Tornabene, Chief Marketing & Product Officer at Anteriad, noted dramatic improvements in target account reach and engagement, along with clearer visibility into the influence of LinkedIn Ads. Meanwhile, DataSnipper’s Director of Demand, Bas Klomp, praised the simplicity of implementation with Fibbler and the ability to discern nearly twice as much influenced pipeline and revenue. Eftsure’s Head of Demand Generation, Luke Fielding, reported a threefold increase in companies reached and significant cost efficiencies, aiding internal justification for marketing investment.

The release of LinkedIn’s Company Intelligence API comes amid heightened demand for reliable B2B attribution. Research from LinkedIn underscores that 78% of chief marketing officers see proving ROI as an increasing priority, yet only 28% rate their attribution strategies as “very successful.” The long and intricate nature of B2B buying journeys, often extending over 211 days, demands more sophisticated measurement tools. LinkedIn has been advancing its analytics capabilities steadily, with earlier 2025 enhancements to its Campaign Manager’s Revenue Attribution Report introducing company-level metrics internally. The new API expands these capabilities to third-party platforms, promoting broader market adoption and integration.

This move also positions LinkedIn as a key player in the marketing technology ecosystem, poised to compete with other attribution platforms by leveraging its unique dataset of professional engagement patterns. Rather than offering direct API access, LinkedIn’s strategy focuses on embedding its data within existing attribution workflows, facilitating easier adoption among enterprises already invested in established measurement technologies.

From a technical standpoint, the API requires advertisers to have active LinkedIn ad accounts and maintain CRM integration through a certified attribution partner. This ensures that company-level engagement data synchronises with sales funnel stages accurately, providing near real-time insights for campaign optimisation. LinkedIn’s partner certification process enforces data quality and measurement accuracy, while allowing partners to customise reporting and analytical functions tailored to their platforms.

Looking ahead, the Company Intelligence API is likely to influence broader industry measurement standards by validating organisation-level attribution as a new norm for B2B marketing. Marketing strategies, especially account-based marketing, stand to benefit from this approach, aligning measurement more closely with the realities of multi-stakeholder buying processes. Additionally, cross-platform measurement possibilities through partner integrations may drive more standardised B2B attribution models across channels, improving budget allocation and marketing mix modelling.

Despite the benefits, there remain considerations around data privacy and the complexity of integrating new measurement techniques into existing marketing ecosystems. However, the API’s initial reception and performance data point to a valuable evolution in how B2B marketers can demonstrate the true impact of their efforts on revenue and pipeline development.

In summary, LinkedIn’s launch of the Company Intelligence API on 23 September 2025 marks a pivotal development in B2B attribution tracking. By delivering comprehensive company-level insights and integrating seamlessly with certified attribution partners, LinkedIn is enabling marketers to overcome historical measurement blind spots, thereby improving marketing effectiveness and ROI visibility in complex B2B environments.

Source: Noah Wire Services