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LinkedIn Conversion Tracking Guide

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Today, we are excited to launch conversion tracking, a set of capabilities built directly into LinkedIn Campaign Manager that lets you easily measure how many leads, sign-ups, content downloads, purchases, and other specific results you’re getting from your Sponsored Content and Text Ads campaigns.

With conversion tracking, you can understand more about the specific ads and even the unique LinkedIn audiences that are driving your campaign conversions -- including the seniority, industry, job function, and company size of the people you’re converting to leads.

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LinkedIn Conversion Tracking Guide

  1. 1. GETTING STARTED GUIDE
  2. 2. Easily measure and optimize the business impact of your LinkedIn ads LinkedIn conversion tracking
  3. 3. Why conversion tracking for LinkedIn ads? Track all of your conversions right in Campaign Manager Record leads from your LinkedIn campaigns across desktop and mobile, whether members convert after clicking on—or even just viewing—your ads. Understand your ROI Measure the true value you’re getting from your Sponsored Content and Text Ads campaigns, including return on ad spend, conversion rate, cost per conversion, and more. Optimize for the results that matter most See which ads, audiences, and offers are driving conversions for your business. Use this data to improve your campaigns at every stage.
  4. 4. Conversion tracking defined A conversion is an action that a member takes, like filling out a webinar registration form or downloading a white paper. Conversion tracking is the ability to measure conversions and then attribute it back to the source that provided the initial click or view. By tracking these conversions, you can more easily gauge the ROI of your campaigns. 1 A prospect clicks on or views an ad 2 Prospect lands on your site and submits a form. 3 Prospect lands on “Thank You” page, gets counted as Conversion. Thank You! Your download should start automatically. If not, click here. 4 Prospect is registered as a conversion in your LinkedIn campaign reporting. +1
  5. 5. Choose where you want to track conversions 1 STEP
  6. 6. Click button on the top right to access Conversion Tracking
  7. 7. Don’t include the “http”, “https,” or “www” Enter the domain(s) you want to track YOU CAN SKIP THIS STEP If you’re already using an Insight Tag
  8. 8. Add the LinkedIn Insight Tag to your domain 2 STEP
  9. 9. Copy + paste Insight Tag code into your site’s global footer, or email the instructions to your web team PRO TIP Place tag in your site’s global footer. If that’s not possible, tag the page(s) you want to count each hit as a conversion (for example, a “Thank You” page a member sees after submitting a form). YOU CAN SKIP THIS STEP if you already have a LinkedIn tag on your site, or if you’re using a LinkedIn image pixel
  10. 10. Make sure your domain appears as Verified. You can also add new domains on this page. PRO TIP Once you’ve tagged your site, your domain should register as Verified in 60 mins - 24 hrs. If it’s still showing as Unverified after 24 hours, read the troubleshooting checklist, or contact your LinkedIn representative.
  11. 11. Create a conversion action, add it to a campaign 3 STEP
  12. 12. Let’s review • A conversion is a member event like filling out a webinar registration form or downloading a white paper. • Conversion tracking is the ability to measure conversions and then attribute it back to the source that provided the initial click or view. • A conversion action is something you create in LinkedIn Campaign Manager. It tells the platform which user behaviors to count as a conversion event.
  13. 13. Once saved, you can re-use an action indefinitely on as many campaigns as you’d like. First, create a conversion action and give it a name
  14. 14. This is an internal label to help you organize and manage the actions you’ll save. Next, select a “Conversion type” PRO TIP Be sure to select the correct conversion type. It’s not visible to your audience.
  15. 15. This is an internal label to help you organize and manage the actions you’ll save. Next, select a “Conversion type” PRO TIP Most conversion types behave identically. The conversions will “de-duplicate” — counting only 1 conversion per member even if that person converts twice during the same attribution period. The exceptions are Purchase and Add to Cart:, where each purchase or cart-add event counts as a unique conversion, even if the same person converts twice.
  16. 16. to measure return on spend for your analytics Enter a conversion “value”
  17. 17. LinkedIn’s system will record each hit to this URL as a conversion Enter your conversion URL PRO TIP Add multiple URLs to a single action. The analytics will show that a conversion has occurred whenever a member hits any of those URLs during the attribution period.
  18. 18. LinkedIn’s system will record each hit to this URL as a conversion “Thank You” pages make great URLs from which to track conversions
  19. 19. View your Insight Tag anytime on the top right
  20. 20. Measure your conversion results 4 STEP
  21. 21. See exactly which target audiences are driving conversions
  22. 22. See how many conversions your campaigns drove
  23. 23. Click on the "Conversions" tab to access your conversion metrics
  24. 24. Conversion Tracking: Attribution types A LinkedIn member clicks on your ad and converts within 30 days. This rate measures how often a click on your ad resulted in a conversion. An ad impression is served to a LinkedIn member, but the member doesn’t click the ad. Instead, the member converts on your website within 30 days after viewing your ad. This rate measures how often an impression led to a conversion. Post-Click Attribution View-Through Attribution

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