GETTING STARTED GUIDE

Easily measure and optimize the business impact of your LinkedIn ads

LinkedIn conversion tracking

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.

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

Choose where you want to

track conversions

1STEP

Click button on the top right to access Conversion Tracking

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

Add the LinkedIn Insight Tag

to your domain

2STEP

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

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.

Create a conversion action,

add it to a campaign

3STEP

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.

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

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.

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.

to measure return on spend for your analytics

Enter a conversion “value”

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.

LinkedIn’s system will record each hit to this URL as a conversion

“Thank You” pages make great URLs from which to track conversions

View your Insight Tag anytime on the top right

Measure your

conversion results

4STEP

See exactly which target audiences are driving conversions

See how many conversions your campaigns drove

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

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-ClickAttribution

View-ThroughAttribution