Revenue Attribution Report metric definitions from CRM data

When you connect your Business Manager account with your Customer Relationship Management (CRM) platform, you can use the Revenue Attribution Report to help you better understand the impact of your LinkedIn marketing efforts on business outcomes.

Use the following definitions to help you understand the metrics in your Revenue Attribution Report. Then, you can select your CRM to find out which CRM data fields are used for each metric.

Who can use this feature?

Currently, you can connect your Salesforce, Dynamics 365, or HubSpot CRM to Business Manager.

CRM data fields

Select your CRM below to find out more about the CRM fields used to evaluate each metric.

Review the following Salesforce data fields used for each metric.

Here's a tip

With Salesforce, you can use custom fields for the Opportunity Amount and Opportunity Type fields. All other fields must use the defaults. Learn how to add custom opportunity fields in Business Manager.

Please note, Opportunity.amount is the default field used to determine the revenue amount of a given opportunity.

Metric	Ingested data at LinkedIn (prod_lssencrypted)	CRM fields used to evaluate: Salesforce
Top line
Revenue won	crmopportunity.isClosed crmopportunity.isWon crmopportunity.amount	Opportunity.IsWon&& Opportunity.IsClosed Opportunity.Amount (or custom field)
Return on ad spend
LinkedIn ad spend
Pipeline amount	crmopportunity.amount	Opportunity.Amount (or custom field)
Funnel
Leads	crmlead crmcontact	Lead or Contact (deduped)
Open opportunities	crmopportunity.isClosed	Opportunity.IsOpen
Closed won	crmopportunity.isWon	Opportunity.IsWon&& Opportunity.IsClosed
Conversions
Opportunity win rate	Opportunity.isWon	Opportunity.IsWon
Average deal size	Opportunity.isWon Opportunity.amount	Opportunity.IsWon Opportunity.Amount (or custom field)
Average days to close	Opportunity.isWon Opportunity.closeDate Opportunity.crmCreatedTime	Opportunity.IsWon Opportunity.CreatedDate Opportunity.CloseDate

Review the following Dynamics 365 data fields used for each metric.

Here's a tip

With Dynamics 365, you can use custom fields for the Opportunity Amount and Opportunity Type fields. All other fields must use the defaults. Learn how to add custom opportunity fields in Business Manager.

Metric	Ingested data at LinkedIn (prod_lssencrypted)	CRM fields used to evaluate: Dynamics 365
Top line
Revenue won	crmopportunity.isClosed crmopportunity.isWon crmopportunity.amount	Opportunity.isWon/isClosed: Depends on statecode in CRM Opportunity.totalAmount
Return on ad spend
LinkedIn ad spend
Pipeline amount	crmopportunity.amount	Opportunity.totalAmount
Funnel
Leads	crmlead crmcontact	Lead or Contact (deduped)
Open opportunities	crmopportunity.isClosed	Opportunity.Depends on statecode in CRM
Closed won	crmopportunity.isWon	Opportunity.Depends on statecode in CRM
Conversions
Opportunity win rate	Opportunity.isWon	Opportunity.Depends on statecode field
Average deal size	Opportunity.isWon Opportunity.amount	isWon: Depends on statecode field Opportunity.totalAmount
Average days to close	Opportunity.isWon Opportunity.closeDate Opportunity.crmCreatedTime	Opportunity.Depends on statecode field Opportunity.actualclosedate Opportunity.createdon

Review the following HubSpot data fields used for each metric.

Metric	Ingested data at LinkedIn (prod_lssencrypted)	CRM fields used to evaluate: HubSpot
Top line
Revenue won	crmopportunity.isClosed crmopportunity.isWon crmopportunity.amount	Opportunity.State Opportunity.Amount
Return on ad spend
LinkedIn ad spend
Pipeline amount	crmopportunity.amount	Opportunity.Amount
Funnel
Leads	crmlead crmcontact	Contact
Open opportunities	crmopportunity.isClosed	Opportunity.
Closed won	crmopportunity.isWon	Opportunity.State
Conversions
Opportunity win rate	Opportunity.isWon	Opportunity.State
Average deal size	Opportunity.isWon Opportunity.amount	Opportunity.State Opportunity.Amount
Average days to close	Opportunity.isWon Opportunity.closeDate Opportunity.crmCreatedTime	Opportunity.State Opportunity.CloseDate Opportunity.createdAt

Revenue Attribution Report metric definitions

Learn more about your metrics in the Revenue Attribution Report.

Here's a tip

Leads and open opportunities are considered influenced by LinkedIn marketing if an engagement occurs prior to the lead and open opportunity creation date in the CRM. Closed opportunities are influenced by LinkedIn marketing if engagement occurs prior to the opportunity close date in the CRM.

Metric	Definition
Top line
Revenue won	The sum of closed-won CRM opportunities influenced by LinkedIn marketing efforts. Influence is defined when an associated CRM lead engages with your LinkedIn marketing content within the selected lookback window (the default lookback window is 180 days).
Return on ad spend	Revenue won divided by LinkedIn ad spend.
LinkedIn ad spend	The sum of ad spend across ad accounts owned by your Business Manager account.
Pipeline amount	Dollar amount of open CRM opportunities influenced by LinkedIn marketing.
Funnel
Leads	Total CRM leads influenced by LinkedIn marketing.
Open opportunities	Total open CRM opportunities influenced by LinkedIn marketing.
Closed won	Total closed won CRM opportunities influenced by LinkedIn marketing.
Conversions
Opportunity win rate	Number of influenced closed won opportunities divided by the number of influenced closed opportunities.
Average deal size	Average amount across all closed won opportunities influenced by LinkedIn marketing.
Average days to close	Average days to close across all closed won opportunities influenced by LinkedIn marketing.

Related tasks

Learn more