While LinkedIn has long excelled in being the leading social network for professionals to connect and find work, it has often fallen behind other platforms such as Facebook and Google, in terms of audience size, reach and tracking of certain ad types. However, as a very specific platform with over 740 million users, it is a very effective B2B advertising platform - and with its recent acquisition of marketing analytics tool, Oribi, LinkedIn advertising is set to grow.

What is Oribi?

Oribi is a marketing analytics tool that summarises data in a user-friendly dashboard, relaying data on clicks and on-site experiences. Oribi is a competitor of Google Analytics, which is said to ‘[solve] the problems that Google Analytics users struggle with every single day’ (Foundation). According to Oribi, Google Analytics is for “analysts”, while Oribi aims to make even more complex data and event tracking understandable for everyone. 

What Does the Acquisition Mean for Advertisers?

While LinkedIn’s Campaign Manager has been becoming more and more robust over the years, the acquisition of Oribi could potentially accelerate this. Oribi’s analytics tool allows for simplified event tracking and response by highlighting the key insights that you need to take action on to capitalise on performance trends. It isn’t clear how these tools will operate in LinkedIn yet, but LinkedIn explain:

“Understanding which channels and messages have the greatest impact on the decision to take a desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign. Through the integration of Oribi’s technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.” (Social Media Today)

Using PPC LinkedIn Advertising to Accelerate Your Business

With more than 57 million global businesses building their brands on Pages and more than 24,000 virtual events being created each week, LinkedIn has never been more important in connecting organisations and professional communities while creating value for businesses.

We have successfully run LinkedIn advertising campaigns for a variety of clients, both in the UK and internationally, all to great success. With this update, it is likely that website conversions will be measured more easily, and audiences built more effectively.

See what we can do for your business: visit our website or book a call.