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Attribution has always been one of the trickiest parts of LinkedIn Ads. In the early days, the only way to measure results was to add tracking parameters to links and hope a user filled out a form. That only told us which ad drove the last click—ignoring everything else that influenced the decision.

But LinkedIn is a discovery platform. It’s often the first time your audience hears about you. That means LinkedIn’s role in the funnel is rarely last-touch—it’s top- and mid-funnel influence.

Why last-touch attribution fails on LinkedIn

• It ignores discovery. Prospects rarely convert after a single click.
  
• It undervalues awareness. LinkedIn builds familiarity and trust before people are ready to buy.
  
• It makes the channel look less profitable. When you only credit last-touch, LinkedIn seems inefficient, even when it’s fueling the funnel.
  
  

The power of any-touch attribution

Instead of asking, “Did LinkedIn get the last click?” ask:

• Did LinkedIn play a role in the conversion?
  
• Did the user engage with LinkedIn content before taking action elsewhere?
  
  

Any-touch attribution captures assists—all the moments LinkedIn introduces, educates, and nurtures a prospect before the final conversion happens.

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Why efficiency looks different in B2B

Clients sometimes worry when LinkedIn shows 80–90% efficiency while other channels are above 100%. But here’s the truth:

• If you cut LinkedIn, efficiency in other channels drops.
  
• LinkedIn Ads create the awareness and trust that other platforms convert.
  
  

That’s why running LinkedIn at slightly lower efficiency is worth it—it amplifies the performance of the rest of your marketing mix.

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Key takeaway

Judge LinkedIn Ads by any-touch attribution, not just last-touch. It’s the only way to see the true value LinkedIn brings to the table—fueling awareness, education, and pipeline growth for every other channel.

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