Uliana Lesiv
AuthorIn this article, we will consider LinkedIn Ads conversion tracking - explain the conversion types and tracking methods you can set up, show you how to set up LinkedIn conversion tracking, as well as provide you with tips on how to improve tracking accuracy.
LinkedIn advertising is a paid advertising solution primarily aimed at the B2B segment. It helps businesses connect with a professional audience through targeted ad campaigns on the platform. LinkedIn Ads is used to promote content, increase website traffic, and capture leads by reaching users based on professional attributes (e.g., job title, industry, seniority level, location).
LinkedIn conversions tracking is the process of monitoring and recording users' interactions with your LinkedIn campaigns. It gives an opportunity to estimate the campaign performance and adjust it according to the business needs.
There are a few ways to track conversions:
When configuring conversion tracking for LinkedIn ads, you'll need to select a conversion event type. The list of conversion types represents the action visitors are going to take on the website or app.
Here is the list of the most popular conversion types in LinkedIn Ads. For more events, check the LinkedIn documentation.
| Conversion event name | Type code | Description |
|---|---|---|
| Ad View | ad_view | A person has seen an ad |
| Ad Click | ad_click | Clicked on the ad |
| Add to Cart | add_to_cart | Added an item to the shopping cart |
| Apply Job | apply_job | Clicked or completed a job application, including LinkedIn Talent Media. |
| Contact | contact | Tried to contact via the form or phone call |
| Lead | lead | Completed a lead generation step (e.g., filled out the form) |
| Register Event | register_event | Registered for the online/offline event |
| Purchase | purchase | Made a purchase |
Yes, LinkedIn has a Conversions API (CAPI). With CAPI, you can link your online and offline data to LinkedIn. It gives an opportunity to create more advanced tracking and provides a comprehensive view of various types of conversions.
If you would like to set up LinkedIn Conversions API, please follow our guide; as in the article below, we will focus on client-side configuration.
1.1. Go to Campaign Manager → Analyze → Signals manager → click on Insight Tag.
1.2 Choose option: I will use a tag manager → copy your partner ID.
2.1 Go to web GTM container → Tags → New tag → choose as tag configuration type LinkedIn Insight.
2.2 Paste your partner ID, which you copied from LinkedIn.
2.3 Add the trigger for a tag. Usually, it is All pages, but it may differ based on your needs.
Before setting up LinkedIn conversions, it is important to figure out what conversion tracking method to choose. On the configuration page, you will need to choose between page load and event-specific conversions.
3.1.1 In the Signals manager section, click Create conversion.
3.1.2 Add the settings for your conversion:
3.1.3 Select the source (in our case, it is Tag Manager).
3.1.4 At this point, you should choose the page load conversion method. Just add the URL of the page, click Next step → Review → Create. Now you have configured conversion and can view it in the Conversion tracking section of Campaign Manager.
3.2.1 The configuration process is basically the same, except that in the last step, instead of page load, choose event-specific conversion.
You will get the Conversion ID for the specific event you created.
3.2.2 Go to web GTM container → Tags → New tag → choose tag configuration → Community template gallery → search for LinkedIn InsightTag 2.0 and add it to your container.
3.2.3 Add your partner ID and conversion ID. Both can be found on the conversion configuration page. If you add multiple conversions, please note that commas should separate conversion IDs.
3.2.4 Add the trigger for a tag.
3.2.5 Preview and create the conversion in Campaign Manager.
The accuracy of LinkedIn Ads tracking can be severely impacted by ad blockers and browser restrictions such as ITP, which can limit the lifetime of cookies by up to 24 hours. All these restrictions can be noticed by comparing data from different tools, for example, from LinkedIn Ads and Google Analytics 4 or your CRM system. You can also notice a significant conversion drop over a specific period of time, which can't be explained in any other way.
To overcome these challenges and make data tracking more precise, you can try setting up the Conversions API for LinkedIn. The implementation of LinkedIn CAPI allows combining client-side tracking (LinkedIn Insight Tag) and server-side tracking for more precise results. Rather than using pixels or cookies in a visitor's browser (client-side tracking), the server-side approach routes the data through your own server before sending it to LinkedIn.
We have a detailed guide on LinkedIn Conversions API setup. For a quick and straightforward guide, check our video below:
Let's say the main conversion is purchasing the item from your website. Before making a purchase, the person may need to perform some actions, such as clicking on the specific buttons and dealing with the order form. All these micro-conversions are worth tracking, as in this way, you can analyze the customer journey and figure out at what points the customers drop off.
You might run campaigns that don't bring conversions. Select the campaigns that have clicks and micro-conversions. You can start with high-intent traffic, for example, people who previously visited the page with your services, and run retargeting campaigns.
You can create a remarketing campaign by going to Audiences → Create audience → Matched audience.
As we described above, CAPI is a great solution for more accurate conversion tracking and attribution. Besides this point, LinkedIn CAPI has other benefits:
Yes, you can set up LinkedIn Conversions API with Stape and track the conversions on multiple domains. To do it, you will need to set up Stape's Multi Domains power-up.
To test the LinkedIn conversion trigger, the conversion (visit the page specified on the conversion configuration or push the event), go to your Campaign Manager, on the left menu, click on Measurement, then Conversion tracking, find the needed conversion and see the status column - it should be "Active".
You can also check it in GTM; to do it, run Preview mode, and trigger the event.
Check whether the Insight Tag was correctly implemented on your website, especially if you have multiple accounts, check the Partner ID in the GTM LinkedIn insight tag and compare it with the Partner ID in your Campaign Manager. In some cases, you just need to wait until the conversion is tracked - after adding the Insight Tag, it may take up to 24 hours to start recording the conversions. For more details on troubleshooting, please check the LinkedIn documentation.
Comments