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Conversion Tracking Finally Comes to LinkedIn

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Danny Goodwin
Danny Goodwin SEJ STAFF
Conversion Tracking Finally Comes to LinkedIn

Finally, conversion tracking has come to LinkedIn. You can now track how many of your sponsored content and text ads on LinkedIn are leading to conversions.

Marketers have been eagerly waiting for conversion tracking for a long time. Conversion tracking started rolling out to about 200 accounts in July, as detailed by Clix Marketing. But now it’s available to everyone.

“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,” LinkedIn wrote in a blog post announcing the new feature.

LinkedIn’s addition of conversion tracking to sponsored content and text ads finally catches them up to Google, Facebook, Twitter, and Pinterest.

What You Can Track

LinkedIn lets you select the conversion type that matters to you, as well as how much each conversion is worth to you. Those conversion types are:

  • Lead
  • Signup
  • Purchase
  • Add-to-cart
  • Download
  • Install
  • Key page view
  • Other

7 New Conversion Tracking Metrics

You can now see seven metrics at the account and campaign levels of LinkedIn’s Campaign Manager:

  • Total Conversions: How many times your website visitors took an action (e.g., downloading or signing up).
  • Post-click conversions: How many times an ad click resulted in a conversion.
  • View-through conversions: How many ad impressions resulted in a conversion (within 30 days of seeing the ad).
  • Conversion Rate: The percentage of times a conversion took place (conversions divided by ad clicks).
  • Cost per conversion: How much you spent on each conversion (total spent divided by conversions).
  • Conversion Value: The dollar value for all your conversions (value multiplied by conversions).
  • Return on Ad Spend: How much revenue you generated for every dollar you spent (total conversion value divided by spend).

One metric LinkedIn won’t be showing you is how many people saw or clicked on one of your ads. You’ll only be able to see when people have taken action.

How to Get Started

It’s fairly painless to set up conversion tracking on LinkedIn.

Head to Campaign Manager, select the account you want to add conversion tracking to, tell LinkedIn the domain on which you want to track conversions, then add the code LinkedIn generates to the pages you want to track on your website. Once you’ve added that code to your pages, head back to Campaign Manager and fill in the conversion name, type, value, and URLs.

You can get the full step-by-step instructions from LinkedIn’s Help page on setting up conversion tracking.

Are you excited about LinkedIn conversion tracking?

Image Credit: Depositphotos

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Danny Goodwin

Executive Editor at Search Engine Journal

Danny Goodwin is Executive Editor of Search Engine Journal. In addition to overseeing SEJ's editorial strategy and managing contributions from ... [Read full bio]

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