The day has finally arrived! LinkedIn has begun slowly rolling out their conversion tracking to select advertisers, with the hope of 100% rollout by the end of August. It is well-known amongst us marketers how frustrating advertising on LinkedIn can be, but conversion tracking is the first—of hopefully many steps—to improve ease of use, attribution, and (most importantly) performance on the recently-acquired platform. This article will cover the benefits of conversion tracking, the types of events that you can track with LinkedIn’s pixel, the limitations we still face, the features we’d like to see in the future, and, most importantly, how to implement the pixel onto your own site.
Benefits of LinkedIn Conversion Tracking
The biggest benefit, and most valuable feature, of conversion tracking is the ability to attribute conversions to a specific ad or marketing campaign. Conversions can include everything from purchases and signups to key page views. This allows you to:
- Improve the efficiency of your marketing campaigns by reallocating budget to top performing segments
- Assign conversion values to specific events so you can calculate an accurate ROAS
- Verify that your efforts are working!
At Add3, we’ve seen the CPA of campaigns run on Facebook decrease by up to 50% after implementing conversion tracking and we hope to see similar results from LinkedIn.
Implementing a conversion tracking pixel can also allow you to remarket to users who have visited your site or who have performed various actions. While this feature is not yet available on LinkedIn, it is regularly one of the top performing target groups that we use on Facebook. You can create curated messages for people who have already interacted with your product or service, which can push them further down the marketing funnel.
How to Use Trackable Events on LinkedIn
Similar to the Facebook Custom Audience pixel, you can establish events to track on your website. These events include: lead, signup, purchase, add to cart, download, key page view, install, and other/custom event. While these events are simply labels (a report download can be named a purchase if that’s how you want to setup the event), this feature allows you to track the steps that users take when interacting with your site. For example, if you are promoting report downloads and you have placed the key page view pixel on the download page and the download pixel on the Thank You page, you can see how many users visit the download page but don’t perform that action.
Limitations of LinkedIn Conversion Tracking and Our Wish List
As is the case with various first-time product rollouts, LinkedIn’s Conversion Tracking has its fair share of limitations. Besides the fact that LinkedIn’s Campaign Manager is difficult to use and extremely unintuitive, the biggest limitation so far is the fact that you cannot create custom audiences of site visitors or users who have converted. This would allow advertisers to run remarketing campaigns, build robust segmented audiences, and create lookalike audiences to find users who are similar to the ones who have already converted.
Additional limitations include the lack of a customizable or semi-customizable attribution window (LinkedIn only reports ‘unique’ conversions within a 30-day window), no pixel helper tool to ensure proper implementation (although they do have a verification process on the View Insight Tag page), the inability to place an image or on-click pixel, and a severe lack of developer documentation and resources.
So, if someone at LinkedIn is reading this, here is Add3’s official conversion tracking wish list, in order of importance:
- Enable the ability to create custom audiences and let us re-market
- The ability to create lookalike audiences
- Share audience insights based on any audience (including pixel-based groups)
- Release a pixel helper tool so we can assist clients with implementation
Implementing LinkedIn Conversion Tracking is relatively easy and very similar to Facebook’s implementation process. Here are the steps:
- Once you’ve logged into Campaign Manager, click Conversion Tracking at the top of the screen:
- Enter the website URL for which you’d like to place the pixel:
- The pixel code will then be generated. Copy and paste the full code onto every page of your website right before the end of the <body> tag.
- Establish a conversion you’d like to track. If you want to track report downloads, select Download and the website that you entered earlier, then enter the URL of the Thank You page so the conversion event fires when a user reaches it. You can assign a conversion value by entering a dollar amount in the Value field.
- Click finish. The next page will display all conversion events that you have established and their respective status. You can edit the conversion at any time.
- Happy conversion tracking!
To wrap things up and help you further with getting started using the LinkedIn Conversion Tracking tool, here are some additional resources:
- Setting Up LinkedIn Conversion Tracking
- Implementing and Managing Your LinkedIn Conversions
- Video: Generating and Placing the LinkedIn Insight Tag
Want to talk to someone about your social media marketing? Need help taking your LinkedIn advertising to the next level? Let’s talk!