Linked in sponsored updates conversion tracking

2. LinkedIn Marketing Solutions
Sponsored Updates Conversion Tracking

3. 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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4. 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.

5. 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

7. 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.

9. 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

10. 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

11. Adding a conversion to a campaign
CONFIDENTIAL: DO NOT DISTRIBUTE

12. 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.

13. 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)

14. Click on the gear and select “edit campaign details”
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...or, add a conversion to an existing campaign.

15. Then click Save Changes.
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Select the conversions you want to add

16. 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.

17. 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

20. 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

21. 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

23. 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 AnalyticsConversion Types
Add to Cart
Download
Install
Lead
Purchase
Sign Up
Other

24. CONFIDENTIAL: DO NOT DISTRIBUTE