Join Alex Rynne for an in-depth discussion in this video Using conversion tracking, part of Marketing on LinkedIn: The Sophisticated Marketer's Guide.
- [Instructor] LinkedIn Conversion Tracking allows you to easily measure and optimize the business impact of your LinkedIn ads. Conversion Tracking is a set of capabilities built directly into LinkedIn Campaign Manager, which enables you to easily measure leads, sign ups, content downloads, purchases, and other desired actions on your LinkedIn sponsored content or text ad campaigns. LinkedIn Conversion Tracking allows you to identify the seniority, industry, job function, location, and company size of the people who are becoming leads. At a glance, it helps you understand your LinkedIn advertising ROI, your conversion count, your cost per conversion, your conversion rate, and your return on ad spend. You can even track which audience segments are driving the most conversions. To access the conversion tracking tool, navigate to your campaign, then select Account Assets, and Insight Tag from the dropdown. Now you must have the Insight Tag installed in order to enable conversion tracking. Here are all the pages we have tagged. The green light indicates that the campaign is live. And on this tab are all of our conversions. A conversion is really anything that is deemed valuable to your business. Most common are downloading an eBook or filling out a form. Hit create conversion at the top right-hand corner to create a new conversion. Let's say my company is hosting a webinar and we'd like folks to register so I create an ad promoting it. If you register to join and hit the thank you page, that will count as a conversion. We also have view through conversions. So even if you don't click on an ad, but you saw it and then registered a couple days later, that would still count as a conversion if it happens within the last 30 days. Here's where you set it all up. First, name your conversion. Then indicate the type of conversion which might be download, install, add to cart, or more. Next, indicate how much this conversion is worth to your business. Maybe it's $10, maybe it's $100. Then you'll select the window of time after someone views or clicks on your ad. This could be one, seven, or 30 days. You can change the attribution model to specify how each ad interaction is credited for a conversion. So you can do last touch for each campaign, or last touch for last campaign. Then you attach conversions to a campaign. And finally, you can indicate how you'd like to track it based on a site-wide tag, or an event specific pixel, like a button on a page. You can also count conversions from people who visit any of the pages that you specify. So in this case I'll put our company website. Overall, conversion tracking is an invaluable tool that will help you understand the ROI of your spend and optimize for results that matter most.
- Reaching an audience on LinkedIn
- Using the organic marketing tools
- Using the paid marketing tools
- Leveraging brand awareness tools
- Creating a campaign
- Targeting members
- Measuring results in Campaign Manager