With LinkedIn Conversion Tracking, you can share your important customer actions with LinkedIn to better understand how your ads helped drive conversions. There are two main types of conversions for Conversion Tracking:
You can send multiple types of conversions together to provide the most comprehensive and accurate picture of the full customer journey.
Conversions are actions a potential or existing customer takes that are valuable to your business, such as submitting leads, downloading content, signing up for a free trial, and making purchases. They include Insight Tag, Conversions API, and CSV conversions. You can create specific conversions and add these to your LinkedIn campaigns, which will measure the impact of advertising on LinkedIn.
We don't link conversion data from third parties to individual member's iOS app activity data.
You can use Insight Tag conversions, also known as online conversions, to track conversions that happen on your website. For example, a member clicks on an ad that leads to your website and then fills out a form for a demo request. Insight Tag conversions in Campaign Manager include conversions based on the Insight Tag and conversions based on an image pixel.
When using a conversion based on the Insight Tag, keep in mind:
If you choose to use the Insight Tag on your website:
When setting up conversion tracking, you can choose how to define your conversions. How you define your conversion will depend on your website and the type of conversion you’d like to track.
| Conversion Tracking method | Insight Tag required | Description |
| Website Actions | Required | Website Actions automatically collects and tags all the actions potential buyers perform on your website, like button clicks, page visits, or form submissions, without requiring additional setup or coding. |
| Manual conversions setup: Page load (sitewide tracking) | Required | Page load conversions are counted when LinkedIn members visit pages on your website. Define which page conversions are counted from by setting URL parameters. |
| Manual conversions setup: Event specific | Required | Event-specific conversions are counted when LinkedIn members take an action on your website. Add an event-specific code to a link or button on your website to define which actions conversions are counted for. |
| Manual conversions setup: Image pixel | Not required (image pixel) | Image pixel (event-specific tracking) conversions are counted when LinkedIn members take an action on your website. You'll need to install an event-specific image pixel that loads when the conversion action is taken. |
| Tag manager | Required | Choose this option if you’re using a tag manager to implement your Insight Tag and track conversions. The LinkedIn Insight Tag is currently supported by Google, Adobe, Tealium, Ensighten, and Floodlight. |
Conversions API conversions are connected to LinkedIn from a server or partner platform. CSV conversions are manually uploaded into Campaign Manager using our CSV template. These conversions can take place anywhere, both online (on your website) or offline (on a phone call, in-store, or at a live event). They don’t rely on cookie-based tracking, so they can help minimize signal loss.
Some things to consider when deciding to connect your external data or manually uploading a CSV file:
| API integration | Manual upload (using CSV file) |
| Sends data continuously and automatically, making this a good choice when data freshness is critical. | Requires regular, manual updating. Once you’ve uploaded your file, it can take between 24 and 48 hours (or on occasion, longer) for the data to be available. For best results, we recommend updating your information daily to weekly. |
| Ideal for larger volumes of conversions that need to be sent at high frequency. | Better for lower volumes of conversions that need to be sent less frequently. |
| Partner integrations are typically a one-time set up with limited technical lift from your team, making it easier to get started. You can also build a direct API integration with Conversions API. Building to the API requires developer resources and ongoing maintenance. | No partner or coding required, but a member of your team will need to regularly upload new data. |
Learn more about Insight Tag conversions
Learn more about Conversions API and CSV conversions
Learn more about Conversion Tracking
Learn more about LinkedIn’s privacy policies
You can use Insight Tag conversions, also known as online conversions, to track conversions that happen on your website. For example, a member account clicks on an ad that leads to your website and then fills out a form for a demo request. Insight Tag conversions in Campaign Manager include conversions based on the Insight Tag and conversions based on an image pixel.
Before you set up Insight Tag conversions, decide the conversion tracking method you’d like to use:
LinkedIn Conversion Tracking is an analytical function powered by the LinkedIn Insight Tag. Conversion tracking gathers insights into post-click and view-through conversions of your LinkedIn Ads campaigns, giving you the ability to measure the impact and return on investment (ROI) of your ads.
Related tasks
The LinkedIn Insight Tag is a piece of lightweight JavaScript code that you can add to your website to enable in-depth campaign reporting and unlock valuable insights about your website visitors. You can use the LinkedIn Insight Tag to track conversions, retarget website visitors, and learn aggregate insights about categories of members interacting with your ads.
You can use tag management systems, like Google Tag Manager, to manage multiple tags added on your website in one place for conversion tracking.
When you use Google Tag Manager, you'll need to:
Choose event-specific conversions when setting up your conversions. Event-specific conversions help you track actions taken on your website after your ad has been displayed.
Access your Insight Tag conversion ID and partner ID from your LinkedIn Ads account.
When you create a Classic campaign, you’ll choose from settings to determine who your ad is displayed to, where your ad is displayed, how much your campaign spends, and when your campaign runs. Optionally, you can also add tracking such as conversion tracking or URL tracking parameters.
The first step when you select your campaign settings is to choose a marketing objective. An objective is the goal you’d like to achieve with your campaign. Campaigns are optimized for delivery to people most likely to take the action you want based on the objective you select. Each objective offers ad formats and bidding strategies that align with the goals of that objective.