Easily Measure and Optimize Impact of LinkedIn Ads

LinkedIn conversion tracking, long a privilege for the chosen few, was rolled out to advertisers this August. Pixel-based conversion tracking has been the staple for AdWords, Facebook, Twitter and other third party analytics apps. LinkedIn has been late catching up to this. Now, with the roll out of the conversion tracking for all advertisers, LinkedIn is letting users/advertisers understand the full impact of their campaigns right from the dashboard.

What can you do with LinkedIn conversion tracking?

  • See how many leads you’re getting from your campaigns
  • Understand your advertising ROI
  • Optimize for the results that matter

With the implementation of the LinkedIn Insight tag, you can record website conversions tied to your Sponsored Content or Text Ads campaigns, including content downloads, sign-ups, purchases, and more. You can track how many times members converted after clicking (post-click) or viewing (post-view) your ads. You can also measure the true value you’re getting from your LinkedIn advertising on desktop and mobile, including return on ad spend, cost per conversion, and conversion rate — all using analytics from LinkedIn Campaign Manager.

LinkedIn utilizes a “last touch” attribution model with a 30-day look back period. It credits one unique conversion per individual (the earliest one) within the window and only credits a campaign or ad if that conversion is associated with the campaign.

Ready to measure conversions from your campaigns?

  1. Choose where you want to track conversions. You’ll be able to track conversions on any part of your site, including subdomains.
  2. Add the LinkedIn Insight Tag to your website. This is a lightweight piece of JavaScript code that lets you track website conversions from your campaigns.
  3. Create a conversion action. An action is a rule that tells LinkedIn which events you want to count as a conversion, like when someone fills out a form on your website. You can create events for Key Page View, Add to Cart, Download, Install, Lead, Purchase, Sign up and Other.
  4. Add your conversion action to a campaign to start recording conversions from that campaign. You can add as many actions as you like to each campaign.
  5. Measure your conversion performance with built-in analytics. As your campaign runs, you can monitor your conversion results in Campaign Manager under the “Demographics” tab.

See exactly which target audiences are driving conversions

  • Discover the business demographics of your website visitors and customers, such as their job function, industry, company size, seniority, and more.
  • Measure the performance and ROI of your LinkedIn campaigns including clicks and conversions.
  • Access the New Visitors report to see how many new visitors your paid LinkedIn campaigns are driving to your website and at what cost.

LinkedIn Conversion Tracking Dashboard

Digital world has a lot to offer and for any advertiser this feature of LinkedIn is not to be ignored. It’s a feature that can ease the tracking of conversions and help optimize ads accordingly. In conclusion, LinkedIn’s Conversion tracking helps you analyze completely. Stay tuned for latest updates from this space!

Team Position2

September 28, 2016

By Team Position2