Getting started with conversion tracking is a great first step to measuring the ROI from your LinkedIn ads. Whether you're tracking content downloads or sign-ups for your webinar, we're here to help you succeed with conversion tracking. Please join us for this webcast where we'll discuss topics from setup to interpreting your conversion results. We'll cover top tips for success when getting up and running with conversion tracking. We'll also help you think through different strategies for using conversion tracking for your marketing objectives. Also joining us is Priyank Savla from NetBrain, who will share his experiences with conversion tracking. Savla will discuss how he leveraged conversion tracking to keep a pulse on metrics that matters most to NetBrain, and how he used that information to take his LinkedIn strategy to the next level. In this webcast, you’ll learn: - Top tips and tricks to help you succeed when setting up conversion tracking - Use conversion data and metrics, and optimize for each step of the conversion funnel to get the leads you want - Case Study: Hear from Priyank Savla about how NetBrain used conversion tracking to better understand their leads and use conversion metrics to better optimize their LinkedIn - Sponsored Content performance

1. Secrets revealed: Driving
conversions from your LinkedIn Ads
Phillipe Han
Product Marketing Manager,
LinkedIn Marketing Solutions
Priyank Savla
Digital Marketing Manager,
NetBrain Technologies, Inc

2. Featured Speakers
Phillipe Han
Product Marketing Manager,
LinkedIn Marketing Solutions
Priyank Savla
Digital Marketing Manager,
NetBrain Technologies, Inc.

3. Webinar Agenda
Top tips for conversion tracking success
Optimizing for leads through the conversion funnel
Case Study: How NetBrain used conversion tracking to optimize their LinkedIn
ads

4. 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 specific ads, audiences, and offers are driving
conversions for your business. Use this data to improve
your campaigns at every stage.

5. ...and your top questions, answered!
Check out our previous webinar..
Previous webinar: Introducing Conversion Tracking
lnkd.in/ctwebinar
Your Top Conversion Tracking Questions
Answered
lnkd.in/ctwebinarfaq

6. Top Tips for Conversion
Tracking Success
1
STEP

7. Double check, triple check that landing page URL!
Tip #1: Conversion URL setup
This should be
the advertiser’s
“Thank You”
page.

8. Tip: Go through your registration flow to see which you may need
Tip #2: Know when to use Starts With or Exact
“Starts with” – Counts a conversion
on any page whose URL starts with
these characters.
“Exact” – Counts a conversion only
on pages whose URL matches these
characters in their entirety.

9. Tip #3: Don’t run conversion tracking with Unverified actions
Actions must be Active in order to run conversions

10. Tip #4: Don’t forget to add an action to a campaign!
Click on the gear icon and
select “Select
Conversions.”

11. Tip #5: Don’t add multiple URLs to the same action if you want to track
conversions on each URL separately
Problem: LinkedIn de-duplicates
across URLs within the same
action. Adding multiple URLs can
lower your conversion count.
Best practice: If each URL is truly
for a distinct offer or conversion,
then separate each URL into its
own action (one URL per action),
and add all those actions to the
campaign.

12. Cheat sheet: Third-party reporting Differences
✓ Set-up, not adding a conversion action to a campaign
✓ First-party vs. third-party cookies
✓ Logged into LinkedIn.com?
✓ LinkedIn Insight Tag not tracking the same pages and URLs
✓ Landing pages don’t lead to conversion point
✓ Different look-back windows
✓ Conversion de-duplication
● Conversions between campaigns are not de-duplicated
● Conversions categorized as Purchase or Add to Cart are not de-duplicated
● Conversions with multiple URLs within a conversion will be de-duplicated between URLs
✓ Viral vs. organic conversions

13. Tip #6: Place the tag on the page(s) where you’re trying to track
conversions.
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, “Thank You”
page member sees after submitting
form).

14. Optimizing for leads through
the conversion funnel
2
STEP

15. Questions to Consider
How are you measuring leads today?
What offers are you leveraging?
What other channels are you measuring leads on?
What is your definition success?
Cost per conversion?
Conversion rates?
Return on Ad Spend?
Marketing-qualified leads/Sales-qualified leads?

16. Audience
Exposure
Engagement
Conversion
Target Audience:
North American Marketers in Companies 500+
Exposure:
Unique Impressions delivered
Engagement:
Clicks + Social Actions
Leads:
Form Fill
Sample funnel: Defining your success

17. Step 1: Define your audience & targeting
Total Audience
Exposure
Engagement
Conversion
550,000+
Unique Members in Target Audience
Unique Members Exposed
Unique Members Engaged
Leads
● Is your audience a minimum of
500,000 members? If not, make sure
you meet this recommended
minimum first.
● Build your audience by first including
those most likely engage with your
content– then add on specific
targeting facets (e.g. titles, skills)

18. Step 2: Maximize meaningful exposure and reach
Total Audience
Exposure
Engagement
Conversion
550,000+
Unique Members in Target Audience
350,000
Unique Members Exposed
Unique Members Engaged
Leads
● If you’re not getting enough
impressions, what additional
audiences are you excluding who
could benefit from your insights?
● Avoid hyper-targeting.
● Consider using Audience Expansion
for behavioral targeting to scale and
discover new audiences beyond your
defined targeting parameters.

19. Step 3: Getting engagement from your target audience
Total Audience
Exposure
Engagement
Conversion
550,000+
Unique Members in Target Audience
350,000
Unique Members Exposed
6,500
Unique Members Engaged
Leads
● Measure engagement via click-
through rates, and social actions.
● If click-through rates are low:
○ Review content marketing
fundamentals.
○ Review LinkedIn ad
specifications.
○ Make sure intro text copy is
concise and informative– or
don’t include one. (Other copy
tips here)
2% Engagement

20. Step 4: Measure leads, collect conversions
Total Audience
Exposure
Engagement
Conversion
550,000+
Unique Members in Target Audience
350,000
Unique Members Exposed
6,500
Unique Members Engaged
2,000
Leads
● Measure engagement via click-
through rates, and social actions.
● If click-through rates are low:
○ Review content marketing
fundamentals.
○ Review LinkedIn ad
specifications.
○ Make sure intro text copy is
concise and informative– or
don’t include one. (Other copy
tips here)
31% Conversion
Rate

21. A quick refresher: mobile landing pages
1. Make your value proposition highly
visible and to-the-point on your mobile
landing page.
2. Limit your form fields. The fewer the
better.
3. Design for the mobile visitor in mind.
4. Ensure your mobile site loads quickly.
5. Test different Call to Actions.
Read more on this blog post about optimizing mobile
landing pages.

22. Don’t take your audience for granted...

23. Don’t take your audience for granted...

24. Bringing it together
Total Audience
Exposure
Engagement
Conversion
550,000+
Unique Members in Target Audience
350,000
Unique Members Exposed
6,500
Unique Members Engaged
2,000
Leads
2%
Engagement
31%
Conversions

25. Case Study: How NetBrain used
conversion tracking to optimize their
LinkedIn ads

26. Case Study: NetBrain
2
6

27. What Networks Look Like…

28. What Network Management Looks Like…

29. Network Management on NetBrain

30. Sharing Content on LinkedIn

31. Determining Our Key Audiences

32. Campaign Analytics – Before Conversion Tracking

33. … and with Conversion Tracking.

34. Test Your Content Across Your Audiences

35. See CPA Across Seniority and A/C Size

36. ©2014 LinkedIn Corporation. All Rights Reserved.©2016 LinkedIn Corporation. All Rights Reserved.
Questions?