This post is meant to give you a quick understanding on how to setup LinkedIn conversion tracking.  Here are the 5 things you need to know:

  1. First, the LinkedIn conversion tracking script is called the “Insight Tag” and it needs to be placed within a standalone web page.  Like all javascript tags, this means that you can’t use it for PDF views (but we can give you another conversion tracking method for that).
  2. To find your unique LinkedIn Insight Tag, you need to login to your LinkedIn “Campaign Manager,” and click on “conversion tracking” in the top right of the page – then select the account you want to track. You don’t need to specify subdomains if they are relevant — just pick your top-level domain.
  3. Once you see the tag, you simply need to place the tag (sometimes referred to as “code” or “script”) on every page of your website where you want to track conversions – LinkedIn recommends placing the Insight Tag right before the end of the <body> tag.  At a minimum, you MUST place it on the “thank you” pages that people see once they complete an action (that is, on the pages that say, “Thank you for requesting a quote!” or something like that).
  4. Now that the Insight Tag is on your website, you need to go back to the LinkedIn interface and fill in the “conversion name, “conversion value,” and the counted URLs.  Your agency should handle this part, because it is important to come up with a consistent naming structure for easy analysis later on.
  5. The final step is for you to enter the URL where you are tracking conversions, and LinkedIn specifies that this is typically the “Thank You” page.  If you did NOT specify the “Thank You” page, and instead specified every page, then there would be no difference between a visitor and a conversion, which defeats the purpose of conversion tracking. The point of this last step is to identify the URL that signals that a conversion has taken place.  Once you have saved this conversion, you’ll see it as an option to use in any subsequent campaigns that you create, so you won’t need to keep going through the same steps every time you create a new LinkedIn Ads campaign.

So there you have it – you should now have all the information you need to setup and track conversions from your LinkedIn Ads campaign.

Will Marlow is a search engine marketing consultant who loves helping high growth companies optimize and improve their PPC results: and he holds seven certifications: Google AdWords Search, Display, Mobile, Shopping, and Video Certification, Google Analytics Certification, as well as certification as a Bing Ads Accredited Professional.

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