LinkedIn's looking to address this with the implementation of various new processes, including a new 'Group Identity' targeting option, which will utilize its own first-party data, as entered on user profiles, to categorize audiences into more segments.
|"With Group Identity for B2B, we leverage our first-party data to group members together based on shared professional identity attributes, such as seniority and industry. This process helps you reach your intended audiences across channels, like the LinkedIn Audience Network, without the need for individual-level tracking across sites."|
In addition to this, LinkedIn's also testing new machine learning models which will estimate and report campaign conversations across channels "with a high degree of accuracy by using data from across our platform". Conversion tracking has been made much more difficult by Apple's ATT update, but LinkedIn's hoping that it can create more accurate conversion modeling processes in order to continue to provide this type of tracking insight.
LinkedIn's also working on the attribution of offline or offsite conversion events to LinkedIn campaigns. The accuracy of these will likely be variable, but the hope is that through advanced techniques, social platforms will still be able to provide valuable and actionable insight for campaigns, in order to help marketers maximize their results.