One note I wanted to iterate. It's the importance of CAPI, but the way I'll do that is leave you with a few talking points, so when you have that meeting with your CFO or CMO and they ask you, “Why CAPI?” So, here goes.
LinkedIn's conversion API gives us direct server-level tracking that significantly improves how we attribute revenue to our marketing spend.
This is important.
CAPI can help us drive a number of outcomes.
Conversion tracking with CAPI has shown to drive a measurable lift and return on ad spend, often in the range of 15 to 20%, and also help lower customer acquisition cost by helping you focus your budget on what drives results.
It also enhances your marketing efficiency ratio by reducing wasted spend, and gives clear visibility into pipeline attribution.
Bottom line: CAPI is a low-lift integration that drives higher revenue, better budget allocation and stronger financial efficiency.
Sounds complicated, but it's not.