As we help clients prepare for changes to cookie-based tracking, a lot of the focus has been on Google and Facebook, but B2B brands also need to prepare for the impact these changes will have on LinkedIn. The situation there is a bit complicated, though….
LinkedIn’s official stance is there will be “limited impact” to their platform and for their customers. Here are some things they do anticipate:
- There will be delivery shifts across opted-in iOS, Android, mobile web, and desk web. Member match rates for iOS could be lower.
- LinkedIn’s official recommendation: Keep LAN (LinkedIn Audience Network) enabled to increase scale of campaign and improve overall performance.
- Our take: while the Audience Network will increase reach, this will come at the cost of targeting accuracy.
- Advertisers who are leveraging IDFA for their matched audiences may see a decline in matched rates if they only rely on IDFA in their upload lists.
- LinkedIn’s official recommendation: Reduce reliance on IDFA and consider using other fields such email addresses, first and last name, and company name.
- Our take: where available, use your own customer data. If you don’t have sufficient first party data, it’s time to start building up your CRM database, as this will become more and more important when marketing without cookies.
- There will be adjustments to the ability to reach Website Retargeting audiences and Enhanced Conversion Tracking. LinkedIn anticipate this impact being minimal to audience sizes but will only know once the changes are set in place.
- LinkedIn’s official recommendation: Consider activating Lead Gen Forms to ensure the most detailed conversion reporting and attribution.
- Our take: While it is indeed difficult to predict the extent of the impact, LinkedIn’s approach does feel like it’s based on blind hope. Using Lead Gen Forms, though, could be a good alternative, where feasible, since they don’t rely on tracking conversions via a third-party cookie.
- Lastly, as iOS 14.5 has been released the use of inferred member targeting facets can no longer be used with matched audiences. Campaign targeting will no longer be able to include or exclude member interests or traits and matched audience segments simultaneously.
- LinkedIn’s official response: Member interests and member traits AND Matched Audience lists (contact list OR contact marketing automation list OR website re-targeting segment) will not be allowed in either inclusions or exclusions.
- Our take: prepare for targeting restrictions and smaller audiences across the board, and start identifying ways to supplement this with suitable alternatives.
As always, we’re here to help. Get in touch if you’d like to discuss the impact this will have on your LinkedIn marketing campaigns and identify strategies to continue B2B performance marketing on LinkedIn.