Today, we are excited to launch conversion tracking, 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. 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.

1. GETTING STARTED GUIDE

2. Easily measure and optimize the business impact of your LinkedIn ads
LinkedIn conversion tracking

3. 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 ads, audiences, and offers are driving
conversions for your business. Use this data to improve
your campaigns at every stage.

4. 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

5. Choose where you want to
track conversions
1
STEP

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

7. 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

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

9. 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, or if you’re using a
LinkedIn image pixel

10. 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.

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

12. 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.

13. 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

14. 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.

15. 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.

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

17. 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.

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

19. View your Insight Tag anytime on the top right

20. Measure your
conversion results
4
STEP

21. See exactly which target audiences are driving conversions

22. See how many conversions your campaigns drove

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

24. Conversion Tracking: Attribution types
A LinkedIn member clicks on your ad and converts within
30 days. This rate measures how often a click on your ad
resulted in a conversion.
An ad impression is served to a LinkedIn member, but the
member doesn’t click the ad. Instead, the member converts on
your website within 30 days after viewing your ad. This rate
measures how often an impression led to a conversion.
Post-Click
Attribution
View-Through
Attribution