Recently, LinkedIn launched their new function ‘Conversion Tracking’ for Sponsored Content. We dove into the new tool and here we guide you through it with relevant insights and considerations.

A little about Conversion Tracking

LinkedIn’s Conversion Tracking is a new tool for LinkedIn Sponsored Content that provides you with better insights into how your ads perform.

By installing a snippet of code on your website, you can now track how many conversions you get – such as leads, sign ups, downloads of content, purchases, etc.

Why is this important?

We know that many marketing professionals have one similar problem: How do we measure our effort so that we can legitimize our existence based on data? We think that Conversion Tracking might be one of the answers to that challenge.

Conversion Tracking on LinkedIn makes it possible to get insights into your target audience to create a better understanding of which Sponsored Content works and how your target audience responds to this content.

In Short: The Features

LinkedIn has provided us with this overview of the possibilities of Conversion Tracking:

  • Track important metrics: It is possible to track conversions made on your website – these are visible in the Campaign Manager. Use this knowledge to get a better understanding of the ad’s ROI, conversions, and which segments that have the greatest conversion rate.
  • Keep track of all conversions: You can track conversions from both desktop and mobile devices. You can also track whether people have converted after clicking on the ad or just after viewing the ad.
  • Optimize the performance of your campaigns: Conversion Tracking makes it easier to improve your Sponsored Content: It is possible to monitor specific campaigns, ads or target audiences to see which ones that secure most conversions.

How to get started:

LinkedIn has created this video that will guide you through the setup. Otherwise, you can read LinkedIn’s step by step guide to Conversion Tracking.

Pitfalls and Considerations

The tool is quite new on LinkedIn. Therefore, we cannot yet say whether it will become a success.  Instead, we have gathered several relevant considerations to make before trying out the new tool.

Do you want to share your data with LinkedIn? On the one hand, you will get access to a lot of useful data. On the other hand, so will LinkedIn.

Is your website ready for the function? We have already been in dialogue with several business partners that did not have access to the function because of the way their website was constructed.

How would you use the data? As with all other measurement tools, a relevant consideration is: What will you use the data for? To get more knowledge about your target audience? To find out which content works the best? Or something else? Make sure to have a plan for how to use the data.

Do you have the resources? In addition to the above, you must consider whether you have the time and competencies for measuring – and for using the conclusions based on the measurements.

Is it too difficult? According to LinkedIn, Conversion Tracking is very easy to setup and will only take you a few minutes. And it might be easy. However, if you cannot do it yourself, you might want to involve your web developer. Also, you have to make a plan for how to use all the new data. That’s why it might be easier said than done.

Read more about Conversion Tracking in LinkedIn’s article about the topic.

Have you Tried out Conversion Tracking?

Please share your experiences below.

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