Conversions are audience actions that you've defined as valuable to your business, like submitting leads, downloading content, making purchases, or registering for events. These actions often take place on your website.
By adding the LinkedIn Insight Tag into your website code, you will be able to track how many people took those actions after viewing or clicking on your LinkedIn ads. This helps you measure the ROI of ad campaigns by their impact on your business.
Once you've installed the Insight Tag, you're ready to set up an Insight Tag conversion. To get started, sign into Campaign Manager and select the correct account name. From the Measurement tab on the left, choose Conversion tracking. Locate the Create conversion button and select Insight Tag conversion from the menu.
The Create Insight Tag conversion page appears. From here, Campaign Manager will guide you through a three-step process. First, define your settings. You'll name your conversion and select the category that best describes the action you want to track. Let's use the example of booking an appointment with sales from your website. You'll want to set a dynamic or static value for your conversion. This will allow you to track the total conversion value and return-on-ad-spend from your LinkedIn campaigns. Let's say you value each appointment booking at $100.
Moving on, set the conversion window for clicks and views. This provides the time frame within which conversions will be attributed to a LinkedIn ad. The window starts when a user is first served an impression. LinkedIn will only record conversions within the selected conversion window. In this example, clicks and views are both set to 90 days.
What happens if a member converts multiple times within the conversion window? For most conversion types, we'll count it as a single conversion and attribute it to that member's most recent ad click or view. However, when the conversion action is a purchase or add-to-cart, we'll count each of the conversion events.
Now it's time to set the attribution model, which indicates how each ad interaction is credited for a conversion across multiple ad sets. You can decide whether you want to credit the conversion to all the ad sets associated with the conversion action, Last touch — Each ad set, or just the most recent ad set within the conversion window, Last touch — Last ad set. LinkedIn recommends choosing Last touch — Each ad set to gain full funnel visibility into the buyer's journey toward the conversion event.
Next, you'll define your conversion tracking method. Assuming that the Insight Tag is successfully installed on your website, you can keep the default selection of Website actions at the top. Using the Insight Tag, Website actions automatically collects and tags the actions potential buyers perform on the web pages where the Insight Tag is installed. These actions include button clicks and page visits. In our example, you would select the action of clicking the Book appointment button. It's that simple! Keep in mind that you're not limited to a single action. You can group multiple actions such as signups and demo requests into one conversion.
It's time to review your settings. On the review page, you'll complete the final step of identifying the ad sets you wish to track for your conversion. Campaign Manager automatically selects ad sets based on the conversion category you picked earlier. Click on Edit to view and make any desired changes. Once you're satisfied with all the settings, select Create. You'll immediately see your new conversion listed on the Conversion tracking page. The status will appear as verified within 24 hours of detecting traffic on your website.
Congratulations! Your conversion action is now active and ready to help you measure the impact of your marketing spend across the customer journey.