LinkedIn unveils conversion tracking for ads and sponsored content

The feature is one of LinkedIn’s most-requested tools and gives brand managers the ability to evaluate downloads, purchases and more from their marketing

There’s good news for marketers using LinkedIn to reach its audience of more than 450 million professionals around the world: Now you can measure your efforts.

On Thursday, LinkedIn announced conversion tracking for marketers’ text ads and sponsored content.

The platform said that the feature is one of the most-requested tools from brand managers who want to measure the number of sign-ups, content downloads, leads and purchases they get from their campaigns.

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In a blog post, the company explained what marketers could get out of it:

  • Track the metrics that matter most: Easily track website conversions from your LinkedIn programs in your Campaign Manager analytics. At a glance, understand your LinkedIn advertising ROI, conversion count, cost-per-conversion, conversion rate, and more. You can even track which audience segments are driving the most conversions.
  • Record every conversion, every time: Track conversions from desktop and mobile, whether members converted after clicking on — or even after just viewing — one of your ads.
  • Optimize your campaigns to drive even better performance: Monitor the specific campaigns, ads, and the nature of the audiences that are driving conversions. Use this information to improve your Sponsored Content and Text Ads targeting, creative, and offers to maximize the downstream impact to your lead and opportunity pipeline goals.

LinkedIn also shared the following video as an overview of the feature:

Those that use LinkedIn ads and sponsored content can access the feature through LinkedIn Campaign Manager.

The feature can help brand managers better assess how well they target audiences on LinkedIn—and can also help PR and marketing pros more easily show the results from specific ad campaigns.


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