GETTING STARTED GUIDE

It’s easy to get started

5 helpful videos on how to use conversion tracking

Your helpful LinkedIn representatives are here if you have questions or feedback. Reach out anytime.

A Pre-launch checklist:

For those of you using a standard LinkedIn Insight Tag

Help Center articles:

Browse these articles to learn more about conversion tracking setup,

functionality, and troubleshooting

Contents

1. What is conversion tracking?

2. How to get started with LinkedIn conversion tracking

3. How does conversion attribution work on LinkedIn?

• Choose where you want to track conversions

• Add the LinkedIn Insight Tag to your domain

• Create a conversion action, add it to a campaign

• Measure conversion results

What is conversion tracking?

Easily measure and optimize the business impact of your LinkedIn ads

LinkedIn conversion tracking

Why 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.

Conversion tracking defined

A conversion is an action 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 campaigns.

1 A prospect clicks on

or views an ad

2 Prospect lands on your site

and submits a form.

3 Prospect lands on “Thank You” page,

gets counted as Conversion.

Thank You!Your download should start automatically.

If not, click here.

4 Prospect is registered as a

conversion in your LinkedIn

campaign reporting.

+1

Get started with LinkedIn

conversion tracking

Choose where you want to

track conversions

1STEP

Click button on the top right to access Conversion Tracking

Don’t include the “http”, “https,” or “www”

Enter the domain(s) you want to track

YOU CAN SKIP THIS STEP

If you’re already using

an Insight Tag

Add the LinkedIn Insight Tag

to your domain

2STEP

Copy + paste Insight Tag code into your site’s global footer,

or email the instructions to your web team

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, a

“Thank You” page a member sees

after submitting a form).

YOU CAN SKIP THIS STEP

if you already have a LinkedIn tag

on your site, or if you’re using a

LinkedIn image pixel

Make sure your domain appears as Verified.

You can also add new domains on this page.

PRO TIP

Once you’ve tagged your site, your domain

should register as Verified in 60 mins - 24 hrs.

If it’s still showing as Unverified after 24 hours,

read the troubleshooting checklist, or contact

your LinkedIn representative.

More on Insight Tags

1. The tag is made up of lightweight javascript code.

2. The tag transmits conversion data from your site to

your LinkedIn analytics.

3. Once it’s installed, you can use the same tag indefinitely for

all your campaigns (only one tag needed per domain).

You and your teammates can use the same Insight Tag

(Optional) Grant other LinkedIn ads accounts permission to share your Insight Tag

ACCESS TYPE

Customize the level of

tag access you’d like to

grant to other LinkedIn

ads accounts.

PRO TIPS

• First time creating an Insight Tag? In your Campaign Manager,

click on the Conversion Tracking tab on the top right to

generate your tag.

• Don’t do this if you already have a LinkedIn Insight Tag on the

pages you want to track.

• Enter the domain where you want to track conversions. Be sure

to exclude “http://” or “https://” or “www” part of the domain.

• No need to add subdomains. Just the top domain will do.

• Place the tag in your site’s global footer to automatically tag

all pages.

• Make sure your domain appears as Verified. This normally

takes 60 mins, but may take up to 24 hours.

Create a conversion action,

add it to a campaign

3STEP

Let’s review

• A conversion is a member event 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.

• A conversion action is something you create in LinkedIn

Campaign Manager. It tells the platform which user

behaviors to count as a conversion event.

Once saved, you can re-use an action indefinitely on as many campaigns as you’d like.

First, create a conversion action and give it a name

This is an internal label to help you organize and manage the actions you’ll save.

Next, select a “Conversion type”

PRO TIP

Be sure to select the correct

conversion type. It’s not

visible to your audience.

This is an internal label to help you organize and manage the actions you’ll save.

Next, select a “Conversion type”

PRO TIP

Most conversion types behave identically.

The conversions will “de-duplicate” — counting

only 1 conversion per member even if that person

converts twice during the same attribution period.

The exceptions are Purchase and Add to Cart:,

where each purchase or cart-add event counts as

a unique conversion, even if the same person

converts twice in LinkedIn’s 30-day window.

to measure return on spend for your analytics

Enter a conversion “value”

LinkedIn’s system will record each hit to this URL as a conversion

Enter your conversion URL

PRO TIP

Add multiple URLs to a single action.

The analytics will show that a conversion has

occurred whenever a member hits any of those

URLs during the attribution period.

LinkedIn’s system will record each hit to this URL as a conversion

“Thank You” pages make great URLs from which to track conversions

PRO TIP

When to group URLs in the same conversion

action vs. separate them into different actions?

Group multiple URLs into the same action if they

all direct to the same or similar offers.

Alternatively, advertisers can separate their URLs

into distinct actions for different offers

If you group multiple URLs in one action, you

cannot track conversions separately on each URL.

If you want to track conversions separately on

each URL, separate URLs into their own actions.

Then, add each action to your campaign.

When to add multiple URLs to your action

The conversion page URL must belong to the domain you entered earlier

Two ways to record your URL

“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.

View and edit all your saved conversion actions,

or create a new one

Add an existing conversion action

to a new campaign

PRO TIP

Add as many

conversions as you

want to campaigns.

Your account’s one

Insight Tag will support

all of the conversion

actions you create.

Or add conversion actions

to an existing campaign

Click on the gear icon and

select “Select Conversions.”

Select conversions to add them, then click “Apply”

Ensure that the conversions are “Active”

“Active” – LinkedIn’s system received

data from the Insight Tag on one of this

action’s conversion pages within the

past 30 days.

“Unverified” – LinkedIn has not yet

received data from the Insight Tag on

one of this action’s conversion page.

“Not working” – LinkedIn was receiving

data from this conversion page, but no

new data in the past 30 days.

Ensure that the conversions are “Active”

Your conversion actions should become

“Active” within 60 minutes provided that

you’d properly set up your domain, Insight

Tag, and conversion URLs.

If after 24 hours your action are still showing

as “Unverified” or “Not working,” please

review the steps in our pre-launch checklist,

or contact your LinkedIn representative.

View your Insight Tag anytime on the top right

Add more domains on the View Insight Tag page

Let’s review

• Pick the right conversion type for your campaign.

• Filling in a value can help you calculate Return on

Ad Spend later on.

• Use two rule types to indicate where your Insight Tag

will fire: Starts with and Exact.

• Add conversion actions to new or existing

campaigns.

• Your conversion URL domain must match the

website domain you entered when you began setup.

Measure your

conversion results

4STEP

See exactly which target audiences are driving conversions

See how many conversions your campaigns drove

Click on the "Conversions" tab to access your conversion metrics

Conversion Tracking: Attribution types

A LinkedIn member clicks on your ad and converts within

30 days. This rate measures how often a click on your ad

resulted in a conversion.

An ad impression is served to a LinkedIn member, but the

member doesn’t click the ad. Instead, the member converts on

your website within 30 days after viewing your ad. This rate

measures how often an impression led to a conversion.

Post-ClickAttribution

View-ThroughAttribution

Conversion Tracking: Other key metrics

Total campaign spend divided by numbers of conversions received.

If you added conversion tracking mid-campaign, your Cost per Conversion

will still use total spend since Day 1 of your campaign.

Cost per Conversion

Total conversions divided by total ad clicks.

To calculate your view-through conversion rate, simply divide view-

through conversions by impressions.

Conversion Rate

If you entered a “value” during setup, this field will show your

individual conversion value multiplied by number of

conversions received. This represents total revenue

opportunity you were able to drive for your business.

Conversion Value

Ratio of your Conversion Value to: total ad spendReturn on Ad Spend

See how many conversions each ad drove

by each conversion action

Measure conversions on an

account, campaign, and even a creative level

How does conversion attribution

work on LinkedIn?

LinkedIn's conversion window

is fixed at 30 days

This means: LinkedIn will record a conversion when a

member who clicked on or viewed your ad converts

at any point within the 30-day window.

1 daysince ad

click / view

30 dayssince ad

click / view

Action Y Campaign A

Member 1

For each action you create, LinkedIn will record 1 conversion

per member for each 30 day period, even if that member

converts twice during the same attribution timeframe.

30 dayssince ad

click / view

Action Y

Action Y

Campaign A

Campaign A

1 daysince ad

click / view

Member 1

Member 1

This will count as

1 conversion (not 2)

Exceptions

If you selected a conversion type of

“Purchase” or “Add to cart” during

setup. These two conversions types

will always count additional

conversions when a member converts

more than once during a 30-day period.

#1Exception

If someone purchases more than

once from your website, you’d

want to count the purchases as

unique conversions.

Why?

Let’s say you add the same conversion

action to two different campaigns:

Campaign A and Campaign B#2Exception

Campaign A

Campaign B

Action Y

And let’s say a member converts on that action in

Campaign A, then converts again in Campaign B

— all within the same 30-day period.

1 daysince ad

click / view

30 dayssince ad

click / view

Member

Campaign A

Campaign B

Action Y

Converts

Converts

In this case, LinkedIn will record each

conversion uniquely in your analytics

(a total 2 conversions).

This counts as

2 conversions, not 1

But what if you add two separate actions — Action Y and Action Z —

to the same campaign, and a member converts once on each of the two

actions during a 30-day period (for a total of two conversion events)?

How would LinkedIn count these conversions?

Campaign A

Action Y

Action Z

Campaign A

1 daysince ad

click / view

30 dayssince ad

click / view

Action Y

Action Z

Member 1

Click 1 / View 1

Member 1

Click 2 / View 2

Because the conversions happened on

separate actions, LinkedIn will count each

conversion separately in your analytics.

In this case, LinkedIn would

record 2 conversions, not 1.

Other helpful notes

about attribution...

LinkedIn counts a conversion as either

post-click or post-view — never both.

If a member clicks on the ad, then

converts within the attribution window —

the conversion is counted as post-click.

1

LinkedIn uses a last-touch attribution

model. This means the ad that

received the most recent click / view

gets credit for the conversion.

2

If you’re using a third-party tool to track your

conversions in addition to LinkedIn’s tracking

tool, it’s normal to see disparity between your

third-party analytics and LinkedIn’s analytics.

A few reasons for this ...

3

Possible reasons for analytics disparity

1. LinkedIn records post-view as well as post-click conversions, whereas third-

party tools (like click trackers) can only track post-click events from LinkedIn

campaigns. In other words, LinkedIn helps you measure more completely!

2. LinkedIn counts a conversion based on a tag fire, whereas third-party

tools often count based on a page load. Bounce rates & load times

can impact metrics.

3. LinkedIn’s attribution window is a fixed 30 days. Other tools may not

use the same 30-day window.

4. Third-party tools may count multiple conversions from the same

member, whereas LinkedIn often de-duplicates conversions from the

same member.

If you add multiple URLs to a single action

within a campaign, LinkedIn will count 1

conversion per member during the

attribution period, even if that member

converts multiple times on separate URLs.

4