GETTING STARTED GUIDE
It’s easy to get started
5 helpful videos on how to use conversion tracking
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
Your helpful LinkedIn representatives are here if you have questions or feedback. Reach out anytime.
Contents
1. What is conversion tracking?
2. How to get started with LinkedIn conversion tracking
• 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
3. How does conversion attribution work on LinkedIn?
What is conversion tracking?
LinkedIn conversion tracking
Easily measure and optimize the business impact of your LinkedIn ads
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 1 A prospect clicks on 2 Prospect lands on your site
or views an ad and submits a form.
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. 4 Prospect is registered as a 3 Prospect lands on “Thank You” page,
conversion in your LinkedIn gets counted as Conversion.
campaign reporting.
By tracking these conversions,
you can more easily gauge the
ROI of your campaigns. +1 Thank You!
Your download should start automatically.
If not, click here.
Get started with LinkedIn
conversion tracking
STEP
Choose where you want to
track conversions
Click button on the top right to access Conversion Tracking
Enter the domain(s) you want to track
Don’t include the “http”, “https,” or “www”
YOU CAN SKIP THIS STEP
If you’re already using
an Insight Tag
STEP
Add the LinkedIn Insight Tag
to your domain
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).
(Optional) Grant other LinkedIn ads accounts permission to share your Insight Tag
You and your teammates can use the same 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.
STEP
Create a conversion action,
add it to a campaign
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.
First, create a conversion action and give it a name
Once saved, you can re-use an action indefinitely on as many campaigns as you’d like.
Next, select a “Conversion type”
This is an internal label to help you organize and manage the actions you’ll save.
PRO TIP
Be sure to select the correct
conversion type. It’s not
visible to your audience.
Next, select a “Conversion type”
This is an internal label to help you organize and manage the actions you’ll save.
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.
Enter a conversion “value”
to measure return on spend for your analytics
Enter your conversion URL
LinkedIn’s system will record each hit to this URL as a conversion
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.
“Thank You” pages make great URLs from which to track conversions
LinkedIn’s system will record each hit to this URL as a conversion
When to add multiple URLs to your action
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.
Two ways to record your URL
The conversion page URL must belong to the domain you entered earlier
“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.
STEP
Measure your
conversion results
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
Post-Click A LinkedIn member clicks on your ad and converts within
Attribution 30 days. This rate measures how often a click on your ad
resulted in a conversion.
View-Through An ad impression is served to a LinkedIn member, but the
Attribution 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.
Conversion Tracking: Other key metrics
Conversion Rate Total conversions divided by total ad clicks.
To calculate your view-through conversion rate, simply divide view-
through conversions by impressions.
Cost per Conversion 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.
Conversion Value 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.
Return on Ad Spend Ratio of your Conversion Value to: total 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 day
since ad
click / view
Action Y Campaign A
Member 1
30 days
since ad
click / view
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.
1 day
since ad
click / view
Action Y Campaign A
Member 1
This will count as
1 conversion (not 2)
Action Y Campaign A
Member 1
30 days
since ad
click / view
Exceptions
Exception
# 1 Why?
If you selected a conversion type of If someone purchases more than
“Purchase” or “Add to cart” during once from your website, you’d
setup. These two conversions types want to count the purchases as
will always count additional unique conversions.
conversions when a member converts
more than once during a 30-day period.
Let’s say you add the same conversion
Exception
action to two different campaigns:
# 2 Campaign A and Campaign B
Campaign A
Action Y
Campaign B
And let’s say a member converts on that action in In this case, LinkedIn will record each
Campaign A, then converts again in Campaign B conversion uniquely in your analytics
— all within the same 30-day period. (a total 2 conversions).
This counts as
1 day 2 conversions, not 1
since ad
click / view
Converts
Campaign A
Action Y
Member
Campaign B Converts
30 days
since ad
click / view
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?
Action Y
Campaign A
Action Z
Because the conversions happened on
separate actions, LinkedIn will count each
conversion separately in your analytics.
In this case, LinkedIn would
1 day record 2 conversions, not 1.
since ad
click / view
Action Y
Member 1
Click 1 / View 1
Campaign A
Action Z
Member 1
30 days Click 2 / View 2
since ad
click / view
Other helpful notes
about attribution...
1
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.
2
LinkedIn uses a last-touch attribution
model. This means the ad that
received the most recent click / view
gets credit for the conversion.
3
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 ...
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.
4
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.
