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Track video performance and prove ROI
Video drives outsized impact across the funnel
Top funnel
93% of B2B marketers agree that video is better at driving brand recall than single image ads.
Bottom funnel
LinkedIn advertisers see 1.6x higher Lead Gen Form open rates when combined with Video Ads.
LinkedIn internal data, 2025
ROI
Short-form video produces the highest ROI for 55% of marketers.
Here's how to prove it: The four phase measurement framework
- Define
- Capture
- Activate
- Evaluate
Define your measures of success
Good measurement starts with a clear business outcome. Start by asking: What outcome should this video campaign drive? Your answer might focus on:
- Building brand awareness, favorability, or recall
- Generating qualified leads
- Moving target accounts through the pipeline
- Influencing revenue or deal progression
Then, turn your desired outcomes into SMART goals, using the components below.
Capture the right signals
Establish a strong data foundation of signals captured across online and offline conversions. Campaign metrics like views, completion rate, and engagement tell you whether your message is landing, but to see the full story, you want to capture additional signals throughout the buying journey.
Insight Tag
The Insight Tag is your baseline for measurement. It captures signals like website visits from video viewers, specific page views like pricing or case studies, conversion actions such as form submissions and demo requests, and view-through conversions where viewers take action after watching without clicking.
Conversions API
The Insight Tag works well for tracking website activity. But to capture valuable conversions that happen beyond the browser, implement Conversions API (CAPI).
CAPI sends conversion data directly from your server to LinkedIn, creating a secure, reliable connection that doesn't depend on browser cookies. This allows you to track offline and CRM based conversions, even when browser tracking is limited.
CRM Sync
CRM Sync connects your CRM data to LinkedIn measurement, giving you visibility into how video engagement influences pipeline, closed revenue, and return on ad spend over time.
This allows revenue metrics reporting to show how your video campaigns influenced downstream outcomes like pipeline and revenue, even when those results happen well after the initial video interaction.
Activate your signals
Activation is where your data moves from reporting to action, guiding who you reach and how you prioritize your budget.
Activate for targeting
On LinkedIn, there are two ways to find the right audience, each suited to a different stage of your strategy:
Matched Audiences: Re-engage people who've already shown interest through Video Ad views, site visits, or engagement.
Predictive Audiences: Find new prospects who are likely to behave like your best existing buyers. By combining your first party or third party data with LinkedIn's AI, Predictive Audiences auto-generates custom audiences predicted to take similar actions.
Activate for optimization
Optimization ensures you re spending budget on the actions that matter most. There are two main ways to optimize your video campaigns:
Qualified Leads Optimization (QLO): Helps you focus on lead quality instead of lead volume by optimizing delivery toward leads that meet your qualified lead criteria, as defined by your business.
Use video engagement to inform lead quality, then optimize on qualification:
Example: Leads who watched at least 75% of your video may be 3× more likely to become qualified than those who watched less than 25%.
Activation: Use your CRM to define a qualified lead conversion that reflects your sales criteria and send that data back to LinkedIn via Conversions API (CAPI). Video engagement helps you understand which audiences are more likely to produce qualified leads, but QLO optimizes based on the qualified lead signal itself.
Result: LinkedIn delivers video and lead campaigns toward members most likely to generate qualified leads, improving lead quality.
Conversion Value Optimization (CVO): Helps you optimize website conversion campaigns based on the business value of outcomes that you assign to each conversion to prioritize delivery toward higher impact actions.
Send value signals for website conversions that reflect downstream impact. Assign a dollar value to a website conversion and send it to LinkedIn using Conversions API (CAPI) or the Insight Tag. This can be a static value or a dynamic value tied to expected revenue.
Example: A video campaign drives two types of website conversions:
a. An ebook download assigned a value of $100 as an early stage signal.
b. A product demo request assigned a value of $5,000 based on typical deal outcomes.
Both are website conversions, but they represent very different levels of business impact.
Activation: With CVO enabled, LinkedIn prioritizes delivery toward conversions with higher assigned value rather than optimizing purely for the total number of conversions.
Result: The video campaign may generate fewer total conversions overall, but a greater share of conversions are higher value actions, improving the total business impact of the campaign.
Evaluate video influence and impact
Evaluation shows how your Video Ad campaign performed and influenced outcomes across the buyer journey, so you can connect performance to outcomes and tune your next campaign with confidence. This is where you prove that you've achieved the SMART goals you set in the define phase.
Track Video Performance & Prove ROI on LinkedIn
Measure real-time reach and engagement with Campaign Manager
Look at dwell time, view rate, click-through rate, and engagement rate.
Identify which videos captured attention and where viewers dropped.
Verify on-target reach for CTV Ads
For CTV Ads campaigns, use iSpot to verify that your ads reached the intended professional audience.
Gain insight beyond raw impressions and adjust targeting if the audience reached does not meet your target criteria.
Test and compare creative variations
Use A/B testing to evaluate differences in creative, messaging, targeting, or placement.
Identify which approaches produce stronger engagement and brand impact.
Apply winning variations immediately to live campaigns or inform future campaigns.
Measure brand lift
Run Brand Lift Tests to compare exposed versus control audiences.
Track changes in brand recall, favorability, and consideration.
Use results to uncover tactics that drive the greatest incremental impact to inform future campaign strategy.
Prioritize high-value accounts using Companies Hub
Check which target accounts engaged with your video campaigns to refine targeting.
View CRM data directly in the Companies dashboard to understand video campaign impact on deal progression.
Evaluating full funnel business outcomes
Maximize performance in-flight
Review real-time campaign metrics in Campaign Manager that are important to your full-funnel strategy such as engagement, qualified leads and conversions.
Monitor full-funnel impact of video campaigns across your ad account
Use the Measurement Insights tab in Campaign Manager as a centralized dashboard to view ad account level performance across your video campaigns from awareness to revenue.
Track account-based pipeline influence
Use Companies Hub to track pipeline progression.
Measure qualified leads by company generated from video campaign engagement based on CRM or CAPI data.
View how target companies move through the funnel to drive opportunities, pipeline, and revenue with CRM data.
Tie campaigns to revenue outcomes
Use Revenue Attribution metrics at the campaign level to determine the downstream impact of your Video campaigns.
Isolate incremental impact
Create a Conversion Lift Test to determine the incremental impact of your Video campaigns.
Measure cross-channel ROI
Measure LinkedIn's video campaign performance against other channels with Company Intelligence through a LinkedIn Partner.
Align your measurement strategy at the company level with Company Intelligence
Company Intelligence surfaces how entire companies engage with your LinkedIn marketing across paid and organic touchpoints, delivering metrics such as companies reached/engaged as well as influenced pipeline, revenue and ROAS.
Video helped us tell a story and Conversions API helped us prove its value."
Ariel Szulc
Digital Marketing Manager, Kashable
Work with LinkedIn Marketing Partners
These partners provide robust measurement solutions to help you track performance and business outcomes.
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Free course to help you connect video metrics to real business outcomes using a practical four phase measurement framework.
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