LinkedIn Marketing Solutions

Sponsored Updates Conversion Tracking

Prospect submits web form...

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What is conversion tracking?

A conversion is an event 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

Sponsored Updates programs.

A prospect clicks on a Sponsored

Update...

Prospect lands on your site

and fills out a form...

Submit!

Prospect lands on “Thank

You” page, is tagged as

Conversion

Prospect is registered as a

conversion in your LinkedIn

campaign reporting.

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About Sponsored Updates

● The fastest growing product at LinkedIn ● 80% growth year-over-year

● Growth in product scope including:

● Sponsored Updates Mobile Refresh

● Refreshed Campaign Manager

● Higher Ed Targeting

● Rich Media for Direct Sponsored Content

● Audience Expansion

● LinkedIn is now used by over 94% of B2B

advertisers to build brand or generate quality

leads with a professional audience.

Sponsored Updates Conversion Tracking Pilot

Track performance ● Track conversion events tied to your Sponsored

Updates activity using LinkedIn’s Insight Tag

and Campaign Manager platform.

● Monitor specific conversion actions including

downloads, sign-ups, and more.

Understand ROI ● Measure the value you’re getting from your

content marketing on LinkedIn, including return

on ad spend and cost per conversion.

Optimize your results ● Leverage in-platform conversion data to

improve your campaigns and drive results for

your business.

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Access Conversion Tracking by clicking button in

top right of the nav

You will be able to enter in the exact landing page URL later.

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Step 1. Enter the domain(s) where you want to track

*If they do not already

have an Insight Tag.

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Step 2. Copy + paste conversion tag code into your

website, or email tag instructions to your webmaster

Best practice: Place tag in your

site’s global footer. If that’s not

possible, tag the page(s) where you

want to count a hit as a conversion

(i.e.: a “Thank You” page a member

sees after form submission.

Be sure to select the correct conversion type.

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Step 3. Create, name, and save your conversion

Conversion Types:

● Add to Cart

● Download

● Install

● Lead

● Purchase

● Sign Up

● Other

Enter in a value for your conversion, and your landing page URL.

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Step 3. Create, name, and save your conversion

While “value” is optional, we

highly recommend that you

enter a conversion Value so

you can measure your return

on spend.

You can add multiple

URLs to a single action.

“Starts with”: Applies to any website that

starts with the entered domain.

“Exact”: Applies only to the exact URL

Adding a conversion to a campaign

CONFIDENTIAL: DO NOT DISTRIBUTE

Select a conversion tag you created or previously created and saved

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Create a new campaign

You can associate

multiple conversions

with a campaign.

Remember, your

account’s single Insight

Tag will support all the

conversion actions you

create.

Select a conversion to add to your new campaign, then click Next….

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Create a new campaign

If you want to

associate multiple

tags, you can add

them here.

You can also add

a conversion tag

to your existing

campaign after it

has launched.

(see next slide)

Click on the gear and select “edit campaign details”

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...or, add a conversion to an existing campaign.

Then click Save Changes.

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Select the conversions you want to add

How conversion attribution works

30-day look-back window.

Post-click attribution: If a member converts after a click anytime within the 30D

period, it’s counted as a post-click conversion.

If a member converts after receiving an ad impression, but never clicks on the

ad, then it’s a post-view conversion.

Managing conversions

you’ve already created

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Remember, you can always access your Saved

Conversions from Campaign Manager...

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Here, you can view and edit all your saved conversion

or create a new one.

When editing a conversion that

you’ve saved, you can edit any of

the fields on Slide 11

You can also add additional domains to your Insight Tag - in case you want to

place the tag on multiple domains that you or your agency controls

Measuring conversion results

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NOTE: These two columns will

only populate if you entered a

conversion “Value” when

creating your conversion

Conversion

per Campaign

Conversion per

Creative

Conversion per

Action

Track conversions on campaign and creative level

Features & Reporting

Post-View

Conversions

Post-Click

Conversions

Conversions

Conversion Rate

Post-Click Conversion

Rates

Post-View Conversion

Rates

Cost per Conversion

Conversion Value

Return on Ad Spend

Action Types Analytics Conversion Types

Add to Cart

Download

Install

Lead

Purchase

Sign Up

Other

CONFIDENTIAL: DO NOT DISTRIBUTE