When running a LinkedIn Ads campaign that is driving traffic to your site, you want to have conversion tracking in place in order to optimize your ad spend.<\/p>\n\n\n\n
Similar to other platforms, LinkedIn offers two types of conversion tracking:<\/p>\n\n\n\n
URL Based, e.g. anyone who reached \/thanks<\/li>
Event-Based, for user actions that don’t trigger a URL change<\/li><\/ol>\n\n\n\n
As with other platforms, my first recommendation is to always try to have a Thank You Page (TYP). In many cases, I like to set up a generic TYP for all similar form submissions (e.g. all landing pages).<\/p>\n\n\n\n
Pro tip:<\/strong> A TYP is also a great place to offer immediate follow up content, to keep the user engaged<\/p><\/blockquote>\n\n\n\n
This method is more stable from a technical perspective, easier to measure across multiple platforms, and doesn’t require additional code, as it can be configured from inside the ad platforms.<\/p>\n\n\n\n
In the case that you can’t redirect the users after the conversion, you will need to add a conversion event, which requires adding some extra code to the site. In this post, I’ll cover several methods to add these conversion events.<\/p>\n\n\n\n
Creating a conversion in LinkedIn Ads<\/h2>\n\n\n\n
To create the conversion in, open your LinkedIn Ads Campaign Manager.<\/p>\n\n\n\n
Navigate to Account Assests -> Conversions and click ‘Create a conversion’.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Name the conversion something descriptive, e.g. Demo Request.<\/p>\n\n\n\n
Select the conversion type, e.g. Lead or Purchase. Optionally, you can set the conversion’s value (to calculate ROAS) and conversion window (for attribution purposes).<\/p>\n\n\n\n
You can also select the campaigns to which it applies. Additional campaigns can be added later in the campaign creation flow.<\/p>\n\n\n\n
Finally, select the tracing method you want to use, URL or Event based.<\/p>\n\n\n\nChoosing the conversion tracking in LinkedIn Ads<\/figcaption><\/figure>\n\n\n\n
The rest of this post assumes you’ve chose the event-specific pixel.<\/p>\n\n\n\nSelecting the event-specific conversion tracking<\/figcaption><\/figure>\n\n\n\n
Manually adding the conversion event<\/h2>\n\n\n\n
If you’re not using Google Tag Manager (GTM), you can copy the snippet (by clicking on it) and pass it on to your developer. You will need the developer to load this image tag once the conversion action has taken place (e.g. a form was submitted).<\/p>\n\n\n\n
Adding the conversion using Google Tag Manager<\/h2>\n\n\n\n
If you’re using GTM, there’s two ways you can add the LinkedIn conversion pixel. Unlike the LinkedIn Insight Tag, which has a dedicated tag in GTM, LinkedIn conversions need to be set using custom tags.<\/p>\n\n\n\n
There are two alternatives to implement the pixel and I’ll cover both.<\/p>\n\n\n\n
Custom Template Tag (July 2022)<\/h3>\n\n\n\n
LinkedIn has recently added a new Custom Template tag that is expected to replace the legacy LinkedIn Insight Tag in GTM.<\/p>\n\n\n\n