Please join us for a free webcast where we’ll walk you through how LinkedIn’s native conversion tracking tool works, how you can use conversion tracking to improve the ROI of your LinkedIn ad spend, and tips and tricks for getting started with conversion tracking in the LinkedIn Campaign Manager interface. In this webcast, you’ll learn how to: - Set up conversion tracking in just a few simple steps - Measure your conversion results using analytics right inside LinkedIn Campaign Manager - Optimize your campaigns based on your conversion performance to get even better results from your LinkedIn advertising

1. Introducing Conversion Tracking:
Top Tips to Measure Your ROI
and Optimize Your LinkedIn Ads
Phillipe Han
Product Marketing Manager,
LinkedIn Marketing Solutions
Cassandra Clark
Marketing Manager,
LinkedIn Marketing Solutions

2. Agenda for today
• Introduction to conversion tracking
• Getting started with LinkedIn
conversion tracking
• Case Study: How LinkedIn Marketing
Solutions uses conversion tracking

3. What is conversion tracking?

4. Why conversion tracking for LinkedIn ads?
Track all of your conversions right in
Campaign Manager
Record leads from your LinkedIn campaigns across
desktop and mobile, whether members convert after
clicking on—or even just viewing—your ads.
Understand your ROI
Measure the true value you’re getting from your
Sponsored Content and Text Ads campaigns, including
return on ad spend, conversion rate, cost per conversion,
and more.
Optimize for the results that matter most
See which specific ads, audiences, and offers are driving
conversions for your business. Use this data to improve
your campaigns at every stage.

5. Conversion tracking defined
A conversion is an action that
a member takes, like filling out
a webinar registration form or
downloading a white paper.
Conversion tracking is the
ability to measure conversions
and then attribute it back to the
source that provided the initial
click or view.
By tracking these conversions,
you can more easily gauge the
ROI of your campaigns.
1 A prospect clicks on
or views an ad
2 Prospect lands on your site
and submits a form.
3 Prospect lands on “Thank You”
page, gets counted as Conversion.
Thank You!
Your download should start automatically.
If not, click here.
4 Prospect is registered as a
conversion in your
LinkedIn campaign
reporting.
+1

6. Get started with LinkedIn
conversion tracking

7. Choose where you want to
track conversions
1
STEP

8. Click button on the top right to access Conversion Tracking

9. Don’t include the “http”, “https,” or “www”
Enter the domain(s) you want to track
YOU CAN SKIP THIS STEP
If you’re already using
an Insight Tag.

10. Add the LinkedIn Insight Tag
to your domain
2
STEP

11. Copy + paste Insight Tag code into your site’s global footer,
or email the instructions to your web team
PRO TIP
Place tag in your site’s global
footer. If that’s not possible, tag
the page(s) you want to count
each hit as a conversion (for
example, a “Thank You” page a
member sees after submitting a
form).
YOU CAN SKIP THIS STEP
If you already have a LinkedIn tag
on your site.

12. Make sure your domain appears as Verified.
You can also add new domains on this page.
PRO TIP
Once you’ve tagged your site, your domain
should register as Verified in 60 mins - 24 hrs.
If it’s still showing as Unverified after 24 hours,
read the troubleshooting checklist, or contact
your LinkedIn representative.

13. More on Insight Tags
1. The tag is made up of lightweight javascript code.
2. The tag transmits conversion data from your site to
your LinkedIn analytics.
3. Once it’s installed, you can use the same tag indefinitely for
all your campaigns (only one tag needed per domain).

14. You and your teammates can use the same Insight Tag
(Optional) Grant other LinkedIn ads accounts permission to share your Insight Tag
ACCESS TYPE
Customize the level of
tag access you’d like to
grant to other LinkedIn
ads accounts.

15. PRO TIPS
• First time creating an Insight Tag? In your Campaign Manager,
click on the Conversion Tracking tab on the top right to
generate your tag.
• Don’t do this if you already have a LinkedIn Insight Tag on the
pages you want to track.
• Enter the domain where you want to track conversions. Be sure
to exclude “http://” or “https://” or “www” part of the domain.
• No need to add subdomains. Just the top domain will do.
• Place the tag in your site’s global footer to automatically tag
all pages.
• Make sure your domain appears as Verified. This normally
takes 60 mins, but may take up to 24 hours.

16. Create a conversion action,
add it to a campaign
3
STEP

17. Let’s review
• A conversion is a member event like filling out a webinar
registration form or downloading a white paper.
• Conversion tracking is the ability to measure conversions
and then attribute it back to the source that provided the
initial click or view.
• A conversion action is something you create in LinkedIn
Campaign Manager. It tells the platform which user
behaviors to count as a conversion event.

18. Once saved, you can re-use an action indefinitely on as many campaigns as you’d like.
First, create a conversion action and give it a name

19. This is an internal label to help you organize and manage the actions you’ll save.
Next, select a “Conversion type”
PRO TIP
Be sure to select the
correct conversion type.
It’s not visible to your
audience.

20. This is an internal label to help you organize and manage the actions you’ll save.
Next, select a “Conversion type”
PRO TIP
Most conversion types behave identically.
The conversions will “de-duplicate” — counting
only 1 conversion per member even if that
person converts twice during the same
attribution period.
The exceptions are Purchase and Add to
Cart:, where each purchase or cart-add event
counts as a unique conversion, even if the
same person converts twice in LinkedIn’s 30-
day window.

21. to measure return on spend for your analytics
Enter a conversion “value”

22. LinkedIn’s system will record each hit to this URL as a conversion
Enter your conversion URL
PRO TIP
Add multiple URLs to a single action.
The analytics will show that a conversion has
occurred whenever a member hits any of those
URLs during the attribution period.

23. LinkedIn’s system will record each hit to this URL as a conversion
“Thank You” pages make great URLs from which to track conversions

24. PRO TIP
When to group URLs in the same conversion
action vs. separate them into different
actions?
Group multiple URLs into the same action if they
all direct to the same or similar offers.
Alternatively, advertisers can separate their
URLs into distinct actions for different offers
If you group multiple URLs in one action, you
cannot track conversions separately on each
URL.
If you want to track conversions separately on
each URL, separate URLs into their own
actions. Then, add each action to your
campaign.
When to add multiple URLs to your action

25. The conversion page URL must belong to the domain you entered earlier
Two ways to record your URL
“Starts with” – Counts a conversion
on any page whose URL starts with
these characters.
“Exact” – Counts a conversion only
on pages whose URL matches these
characters in their entirety.

26. View and edit all your saved conversion actions,
or create a new one

27. Add an existing conversion action
to a new campaign
PRO TIP
Add as many
conversions as you
want to campaigns.
Your account’s one
Insight Tag will
support all of the
conversion actions.
you create.

28. Or add conversion actions
to an existing campaign
Click on the gear icon and
select “Select
Conversions.”

29. Select conversions to add them, then click “Apply”

30. Ensure that the conversions are “Active”
“Active” – LinkedIn’s system received
data from the Insight Tag on one of this
action’s conversion pages within the
past 30 days.
“Unverified” – LinkedIn has not yet
received data from the Insight Tag on
one of this action’s conversion page.
“Not working” – LinkedIn was receiving
data from this conversion page, but no
new data in the past 30 days.

31. Ensure that the conversions are “Active”
Your conversion actions should become
“Active” within 60 minutes provided that
you’d properly set up your domain, Insight
Tag, and conversion URLs.
If after 24 hours your action are still
showing as “Unverified” or “Not working,”
please review the steps in our pre-launch
checklist, or contact your LinkedIn
representative.

32. View your Insight Tag anytime on the top right

33. Add more domains on the View Insight Tag page

34. Let’s review
• Pick the right conversion type for your campaign.
• Filling in a value can help you calculate Return on
Ad Spend later on.
• Use two rule types to indicate where your Insight Tag
will fire: Starts with and Exact.
• Add conversion actions to new or existing
campaigns.
• Your conversion URL domain must match the
website domain you entered when you began setup.

35. Measure your
conversion results
4
STEP

36. See exactly which target audiences are driving conversions

37. See how many conversions your campaigns drove

38. Click on the "Conversions" tab to access your conversion metrics

39. Case Study: LinkedIn
Marketing Solutions

40. Optimization by top funnel metrics vs bottom funnel metrics
Top funnel:
Opens
Open rate
Clicks
Click-through rate
Engagement rate
Cost-per-click
Bottom funnel:
Conversions
Conversion rate
Cost per conversion
Conversion Value
Return on ad-spend

41. LMS Uses Conversion tracking metrics to analyze
campaign performance and optimize
• We look beyond just conversions
• Post-click conversions help us optimize creative, they tell us what’s
working
• View through conversions help give us an understanding of activity
we are driving through our campaigns
• Conversion rate helps us isolate top performing creative and
campaign targeting

42. How does Conversion Tracking differ from Marketing
Attribution?
Conversion Tracking Attribution
● Track the number of people
engaging with your ads
● Track quality of leads through
MQLs, Opportunities created
and closed won
● Allows for immediate
optimization
● Downstream metrics take
longer to see
● Ability to track a specific person
to the action and the path to
closed won

43. Not all leads are created equal

45. Conversion tracking by lead type puts a value on
the intent or audience behind a specific conversion
action and in turn allows you to optimize on
metrics that matter most to the business.

46. Example: Optimization by Top Funnel

47. Example 2: Optimization by return on your ad spend

48. Optimizing campaign by audience demographics

49. Optimizing campaign by creative

50. marketing.linkedin.com

51. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Questions?