Conversion Tracking Has Come to LinkedIn!

LinkedIn_Logo.svgB2B advertisers rejoice! LinkedIn is rolling out conversion tracking and I’ve just found my first account with it. You know what that means: Screenshots. Lots of screenshots.

To get started, you’ll be able to tell if your account has conversion tracking enabled on the campaigns page. Just below the performance graph, the choices above the list of campaigns will include Conversions as you can see below:

Screen Shot 2016-07-20 at 3.28.47 PM

To actually get to the conversion management section, there are a couple steps. Stick with me here.

First, click into a specific campaign, then choose the drop down next to the gear box beside the campaign name, then choose Select Conversions:

Screen Shot 2016-07-20 at 3.29.27 PMYou’ll then be taken to a page that will allow you to see all the conversions already in the account as well as click the “Manage Conversions” link to change existing conversions or the “Create New Conversion” to, you guessed it, create a new conversion.

Screen Shot 2016-07-20 at 3.29.36 PM

Should you choose to Manage Conversions, you’ll be taken to a page that looks like this:

Screen Shot 2016-07-20 at 3.45.15 PM

From here, you can see all the conversion tags you have created as well as create others and manage your site tag.

Should you use to create a new conversion, here’s what you’ll see:

Screen Shot 2016-07-20 at 3.30.06 PM

Pretty standard conversion creation field. A couple of cool things to note here though:

  1. You can choose which website you’d like to track conversions on. This can be helpful if you’re using multiple subdomains and/or a regular www version of the site that might have overlapping URL naming conventions.
  2. You can add multiple URLs for the conversion pixel to fire. E.g. if within that subdomain, you have multiple potential thank you pages depending on what the user does on site, you can track them all in the same conversion.

From the conversion management page, if you would have chosen to “View Insight Tag”, you would have been taken to a page like this:

Screen Shot 2016-07-20 at 3.47.51 PM

Again, some pretty cool things here. Your site tag is easily found here. Like the Facebook and Bing Ads pixels, this should be placed on all pages of your site. (Does anyone else smell the potential for remarketing?)

On the right hand side of this page, you’ll see “Unverified” and “Verified”. These are the URLs (www and subdomain) of the client’s site. This is where you can check to see if your pixel is being picked up by LinkedIn or if it’s not being seen. Always good to make sure these are verified before doing anything else conversion-wise, otherwise, you won’t see any traction.

A couple other things to note from my initial interactions with LinkedIn’s conversion tracking:

  • If you already have campaigns active, you’ll need to go in and assign a conversion action for each.
  • LinkedIn notes that they will only report “unique conversions with a 30 day window”.

I’m pretty excited about the new conversion tracking in LinkedIn. Not only for the obvious reason that we can now track conversions, but for the fact that (as far as I can tell) they’ve done a pretty good job of rolling out a thorough tool right off the bat. My gut tells me I won’t really have major issues with this functionality, even if it is a pain to get to in the interface.

Have you seen conversion tracking in your LinkedIn accounts? On a scale of 1 to roller coaster, how excited are you for conversion tracking in LI? Share with us in the comments!