If you haven’t already heard, LinkedIn conversion tracking is now in full release. We take a look at its features and functions in our guide below…
What is LinkedIN Conversion Tracking?
LinkedIn has finally created some native software for you to track conversions with. Great news for B2B marketers, since now you can track the effectiveness of your advertising and campaigns. You’ll be able to figure out if your account has LinkedIN conversion tracking enabled on the campaigns page.
LinkedIn stated that their conversion tracking is 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.”
In the last few months they’ve been piloting conversion tracking with over 200 advertisers globally, giving the user the ability to use gathered data to improve advertising campaign results with great success.
What Can You Do?
So what can you do with LinkedIN conversion tracking? The company themselves have given us a few answers on their introductory blog post:
- Track Important Metrics – You can easily track website conversions in your Campaign Manager analytics. You can check out your conversion count, ROI, cost-per conversion, conversion rate and more at a glance.
- Optimise Campaigns – You can use the data you’ve gathered to optimise future campaigns. Use the info you gather to improve text ads targeting, sponsored content and creative.
- Record Every Conversion – With this tool you can record every conversion, every single time. You can record whether or not they converted before or after seeing your ad as well.
If you’re wondering what sorts of things you can track, here are a few:
- Key page view
What Else Do I Need To Know?
With LinkedIn Conversion Tracking, you can record website conversions tied to your Sponsored Content or text ads campaigns, including sign-ups, downloads, purchases and much more.
You can track how many times members converted after clicking on or after just viewing your ads. You’re able to measure the value you’re getting from your advertising with LinkedIn on mobile and desktop. And you can see your cost per conversion, conversion rate, and return on ad spend.
Once you’ve got all this information, you can then go on to see which campaigns, audiences or ads are driving the best leads for your business. Utilise the information to optimise offers, targeting, creative – anything you can think of, all without ever having to leave Campaign Manager. Pretty sweet if you ask me.
What You Need to Know
Conversion Tracking Needs to be Assigned to Individual Campaigns
Each LinkedIn ad accounts requires a unique Insight Tag to be installed on the website you’d like to track conversions across. Once you’ve placed your tag and defined your conversion types, you then have to assign each campaign to one of the conversions you previously defined.
To apply conversion tracking to one of your existing campaigns:
- Jump into an isolated view of the campaign you’d like to apply conversion tracking onto
- Click the ‘edit’ cog icon
- Visit the “Select Conversions” option (shown below)
There are 7 metrics for you to analyse. You’ll be able to see these metrics at the account and campaigns levels of LinkedIn’s campaign manager. They are:
- 1. Total Conversions – How many times your website visitors took action in total
- 2. View-through Conversions – How many ad impressions resulted in a conversion
- 3. Post-click Conversions – How many times an ad click resulted in a conversion
- 4. Conversion Rate – That old chestnut
- 5. Cost per Conversion – The amount you spent on each conversion
- 6. Return on Ad Spend – How much revenue you generated for every dollar you spent
- 7. Conversion Value – The dollar value for all your conversions.
One of the metrics LinkedIn won’t be showing is how many impressions the ad made. You’ll only be able to see when people have taken action.
The LinkedIn Insight Tag is Placed Across Your Entire Web Property
In the past, implementing the PPC conversion tracking was a long and arduous process. Gallingly, you had to place the code on each page a desired action might occur. A total pain to use on larger and more dynamic websites. However, LinkedIn has really come to the rescue on this one and instead only requires you to insert one insight tag. Once the placement if complete, marketers are able to customise and define which unique web actions they would like to track as conversions, similar to Google Analytics goals.
To make this process easier you can use Google Tag manager to place your insights tag. It’s a free tool that Google offers to allow marketers to control all their web-tracking scripts from an original container. As such, you don’t need web development resources, and you can add new tracking sources whenever you like within the Google Tag Manager container.
To add your LinkedIn insight tag to Google Tag Manager:
- Log into Google Tag Manager and create a new tag
- Select “LinkedIn Insight” from the tag type in the dropdown
- Copy your Conversion Tracking insight ID from LinkedIn Campaign Manager and apply it to the Tag Manager.
We’re looking forward to seeing what LinkedIn has to offer when it comes to B2B marketing, and we’ll keep you updated on new features and updates as they arrive.