How to Track Conversions and Leads

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Conversions are actions that you’ve defined as valuable to your business, like submitting leads, downloading content, signing up for a free trial, making purchases, or registering for events.

Conversion tracking helps you understand which of those actions your customers take after clicking on or viewing your LinkedIn ads. This allows you to measure the ROI of ad campaigns by their impact on your business. Plus it unlocks a slew of advanced tools to help you optimize your campaigns further, like Audience Insights.

You have a variety of products you can use to track conversions, each tailored to the type of action you wish to track and how you’d like to share this data with LinkedIn.

Get started with conversion tracking

You can track conversions that happen on your website. For example, a member clicks on an ad that leads to your website and then requests a demo.

1. There are two ways to track website-based conversions with LinkedIn, and they are strongest when used together.
  •  Add a line of code (LinkedIn Insight Tag) to your website. You only need to do this once and LinkedIn will capture page visits and clicks on call-to-action buttons. You can also enable the tag easily through a tag manager.
  •  In addition to the Insight Tag, set up Conversions API to send your marketing data directly to LinkedIn and to prepare for changes to cookie-based tracking.
2. Once you have set up tracking, the next step is to create new conversions.
3. Lastly, add conversions to your campaigns.

Follow these tips to get the most out of conversion tracking:

• Install your LinkedIn Insight Tag in the global footer of your website. Place the code just before the <body> tag in your site’s HTML. This tags every page in your domain.

• If you already have an Insight Tag installed on a website, do not install another one.

• Once you've got the tag all set up, you'll be able to collect pages visited or CTAs clicked without extra code.

• It may take up to 24 hours after installation before your new Insight Tag is verified. If it’s been longer than that, use these troubleshooting tips. Once you've got the tag all set up, you'll be able to effortlessly keep track of these actions without needing any extra code.

• Leverage the Conversions API alongside the Insight Tag to provide the most comprehensive and accurate picture of your entire customer journey. Sending conversions through both tools helps minimize signal loss and improve efficiency.

• To get started with Conversions API, there are two options: you can choose from a variety of integration partners - Google Tag Manager, Zapier, or Dreamdata - to get set up quickly and easily, or you can build a direct API integration. We’re also working on expanding integration options with additional platforms like Adobe, Segment, Tealium, Supermetrics, ActionIQ, Lytics, Switch Growth and more.

•  If you cannot install a JavaScript Insight Tag, you can still utilize Conversions API to securely connect conversions directly to LinkedIn or use an event-specific image pixel to track conversions.

• Track conversions that are meaningful to your business. For example, when a user visits a pricing page, downloads a whitepaper, signs up for a free trial or registers for an event. You can create different conversions that help you understand how your buyers progress through different stages.

•  Add conversion actions to each campaign. Choose the actions that match your objective for the campaign.

•  As you create new conversions, label them by type (like lead, signup, or purchase). You’ll be able track groups of conversions, in addition to individual conversions.

•  Assign a dollar amount to each conversion. The conversion value will help you calculate ROI based on the different types of conversions you have.

• Within campaign metrics, click on the Column: Conversions & Leads to view the cost per conversion (CPC) or conversion rate.

• Compare different ads in the campaign to see which have the lowest CPC or highest conversion rate.

• Use your best performing ads to A/B test different elements, so you can build on your success.

• If performance metrics (like click-through rate) are high for an ad, but you have a lower conversion rate, check your landing page and website for opportunities to improve.

Track website conversions and leads from your ads