Join Brad Batesole for an in-depth discussion in this video Create and name a conversion, part of Up and Running with LinkedIn Sponsored Content.
- [Narrator] Once you set up your insight tag, it's time to create and name a conversion. To do this, you'll select Tools from the upper right-hand corner and select Conversion Tracking from the drop down menu that appears. Next, I'll choose Create New Conversion from the left-hand side. LinkedIn is going to provide is a form that we can walk through in order to set up this conversion event. First, we want to give our conversion a clear descriptive name. This is internal, and only you are going to be able to see the name. It's helpful to name this exactly what's going to be happening for that conversion event.
I'll call this Whitepaper Download - Automotive B2B. Next, we'll choose a conversion type. The conversion types are used to define which key conversion behaviors you'll track, like filling out a lead form, or downloading a whitepaper. Here I have the option to choose Download, and Install, a Key page view, Lead, Purchase, Sign up, or other. In this case, I'm going to choose Download. Next we can assign a value. Now, the value is completely optional, but it helps to track the total conversion value and the Return on the Ad Spend that you're getting from your LinkedIn campaigns.
You're going to assign a dollar amount that you give to every conversion. Now, this is really how much you deem each conversion is worth for that particular action. For example, I might consider a lead from this whitepaper to be worth three dollars. Now, if it was a different conversion event, say I got a phone number, or a lead at the bottom of the funnel, I may assign a higher value, say $100. Inserting a value helps you to understand the ROI of your total advertising spent. Below this, we'll use the Website drop down to select which website we're going to be tracking this conversion action.
Now, if you'll recall from earlier, we can assign multiple websites to our insight tag. So in this case, I may have multiple sites set up, but you'll want to select the one where you're tracking this event. Finally, you'll need to enter the URL of the website where you want to track conversions. This is usually the thank-you page or a confirmation page that a member sees after successfully completing your desired action, say submitting that form or downloading this whitepaper. Now, you can exclude the http: or https, and only include www if it actually appears in the URL as a site visitor would see it.
So, when you enter in this URL, you can use two rules, Starts with, or Exact. Exact would mean you have a static website URL, such as mysite.com/thank-you. This URL never changes, and it's the same every time that download event happens. Now, you would use Starts with, if you have a dynamic parameter at the end of your website. Let's say that every conversion event includes some strings at the end of the URL, such as thank-you?download=123.
In that case, you'd only have to include the Starts with mysite.com/thank-you. Now, in this case, if it was www, I'd need to include that as well. Now, you have the option to include multiple URLs if necessary. Once you've competed this form, choose Save and you're ready to move on to adding this conversion tracking to a campaign.
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