LinkedIn launches conversion tracking capabilities

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For B2B marketers who leveraging LinkedIn advertising, new conversion tracking features will shed more light on how their ads are performing.

LinkedIn’s conversion tracker offering is built directly into LinkedIn Campaign Manager and gives marketers a new way to measure how many leads, sign-ups, content downloads, purchases or other results that LinkedIn Sponsored Content and Text Ads campaigns are generating.

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“With conversion tracking, you can understand more about the specific ads and even the unique LinkedIn audiences that are driving your campaign conversions – including the seniority, industry, job function, and company size of the people you’re converting to leads,” LinkedIn product manager Divye Khilnani wrote in this LinkedIn Marketing Solutions Blog post.

The new feature allows marketers to track website conversions from LinkedIn programs in LinkedIn Campaign Manager analytics, and to better understand LinkedIn advertising ROI, conversion count, cost-per-conversion, conversion rate and which audience segments are driving the most conversions.

Marketers can also use conversion tracking to monitor performance of specific campaigns, advertisements and audiences that are driving conversions to improve Sponsored Content and Text Ads targeting, ad creative and special offers.

Select advertisers have already been testing the conversion tracking features and have come away impressed.

“We’re very excited to be able to track conversions on LinkedIn,” Marketo senior marketing manager Divya Dutt told LinkedIn Marketing Solutions Blog. “The functionality has helped us optimize our ads, ad copy and offers in real time. We have been able to adjust our budget and spend based on which campaigns are performing and bringing in conversions, versus the ones that are only generating clicks.”

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Conversion tracking is available in Campaign Manager and in campaign management platforms from LinkedIn Certified Ads Partners AdStage and 4C. The offering is currently available for Sponsored Content and Text Ads only, though LinkedIn plans to expand the capability into other products in the coming months, including Sponsored inMail.