Revenue Attribution with Company Insights

Company Insights is Fibbler's core attribution feature. It shows which companies viewed or engaged with your LinkedIn Ads and organic content, and connects that activity to pipeline and revenue in your CRM.

Fibbler Company Insights dashboard showing influenced pipeline and revenue

How it works

  1. Fibbler fetches company-level engagement data from LinkedIn (via the Company Intelligence API as a LinkedIn Marketing Partner)
  2. Fibbler fetches deals/opportunities from your CRM
  3. Fibbler matches companies between LinkedIn and your CRM primarily through domain, along with a few other signals
  4. Deals where the company had LinkedIn activity before deal creation are marked as "influenced"

If a deal is marked influenced but you don't think it should be, you can exclude it from influence so it stops counting toward the totals below.

Summary tiles

Three tiles sit at the top of the page:

  • Ad spend: Your LinkedIn ad spend for the selected period.
  • Influenced pipeline: The value of influenced deals created in the period that aren't closed-won yet. This includes open and closed-lost deals (closed-won is counted as revenue instead). "Influenced" means the company had LinkedIn touchpoints before the deal was created. The tile also shows pipeline efficiency (influenced pipeline divided by ad spend).
  • Influenced revenue: Closed-won revenue from deals where the company had LinkedIn touchpoints before the deal closed. The tile also shows return on ad spend (influenced revenue divided by ad spend).

The company table

Below the tiles, every company that saw or engaged with your ads is listed, with paid and organic activity split out:

  • Company: Name and domain.
  • Eng. Level: A five-bar meter showing the company's engagement band (Very low to Very high), based on its engagement rate relative to other companies in your account. See how Engagement Level is calculated.
  • Paid Impressions, Paid Ad Eng., Paid Video Views, Paid Clicks, Paid CTR: The company's paid activity. See what counts as a video view.
  • Organic Impressions, Organic Engagement: The company's organic activity.

Click View activity on any company to open its pre-deal touchpoints: paid and organic impressions, clicks and engagements, the window that qualified it as influenced, and a per-campaign breakdown.

Important: Fibbler shows influenced deals, not individual leads. We connect LinkedIn ads data to your CRM to show which deals were impacted. We do not show individual lead-level data.

See the evidence

Attribution shows what the ads touched. The evidence drawer answers the harder, more honest question: do the ads actually correlate with results? Open it from Company Insights and Fibbler walks down a three-step funnel, each step comparing the companies and deals that were exposed more to your ads against those exposed less.

  • Reach: did the companies you reached more often enter the pipeline more than those you reached less?
  • Engage: did the companies that engaged with the ads enter the pipeline more than those that only saw them?
  • Close: among deals that closed, did the ones with more ad engagement win more often? Shown as the average ad activity per won versus lost deal.

Each step gets a plain-language verdict: Clear correlation, Possible correlation, No correlation, Negative correlation, or Too little data. The verdict is power-aware, so a small or noisy sample reads as "too little data" rather than a false signal.

This is correlation, not causation. It is never proof the ads caused a deal. The honest, common pattern is a strong link between ad exposure and entering the pipeline (Reach and Engage), and a weak or no link with how deals end(Close), where fit, sales execution and timing matter more. A "Negative" verdict at Close is normal too: longer, harder deals collect more touches simply because they run longer.

Warm accounts

Warm accounts are companies engaging with your LinkedIn ads that aren't a deal in your CRM yet. Engaged, but not a deal. They are a ready-made prospecting shortlist: companies already paying attention that your sales team hasn't picked up. Each company is flagged as:

  • New: a company that just started engaging this period, with no activity in the previous one.
  • Rising: a company whose engagement at least doubled (grew 100% or more) versus the previous period. Genuine acceleration, not small jumps in noise.

View warm accounts across the whole account here, or per campaign in Campaign Analytics, and export the list to CSV to hand to sales. If you also run Google Ads, the same idea applies to website visitors. See Google Ads Company Insights.

Exclude companies

From the company table, you can exclude any company directly from your LinkedIn campaigns with one click. You can choose to exclude a company from all campaigns at once, or from individual campaigns. The exclusion is applied directly in your LinkedIn Campaign Manager.

This is useful for removing companies that are not a fit (competitors, existing customers, etc.) so your budget is spent on the right accounts. Due to restrictions in LinkedIn's API, you can exclude up to 200 companies per campaign.

Exclude deals and companies from influence

Sometimes a deal is counted as influenced when you know it shouldn't be: a bad company match, an existing customer, a competitor, or a deal your team knows LinkedIn had nothing to do with. You can take these out of your influenced numbers so the totals reflect reality. There are two options.

  • Exclude a deal from influence: removes a single deal from every influenced report and view.
  • Exclude a company from influence: removes every deal for that company, and keeps new deals that sync in later excluded too, so the company never counts as influenced again. Use this for accounts that should never be attributed to LinkedIn, like current customers.

You'll find these controls in a few places:

  • On each company row in the table, a Not influenced control lets you pick which of that company's deals to exclude.
  • In the Influenced pipeline and Influenced revenue lists (opened from the summary tiles), each row has Exclude deal from influence and Exclude company from influence.
  • From a company's Customer Journey.

This works across all connected CRMs (HubSpot, Salesforce, Pipedrive and Attio). Excluded deals drop out of influenced pipeline, revenue and Campaign Analytics straight away, and stay out across future CRM syncs.

Nothing is permanent. Everything you've excluded is listed under Excluded from influence on the Data Sources page, where you can Include again any deal or company to bring it back.

This is different from excluding a company from your ad targeting above. Excluding from influence only changes how deals are counted in your attribution reports. It does not touch your LinkedIn campaigns or audiences.

Influence threshold

You can customize when a deal is considered "influenced" by changing the attribution model. By default, Fibbler uses the Awareness model, which gives credit for impressions. You can switch to Engagement, Intent, or build a Custom model depending on how strict you want the attribution to be.

Learn more about the available models and how to configure them in Attribution Models.