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LinkedIn announces new conversion tracking capabilities to help marketers boost ROI

by on September 9, 2016 in Latest News, Lead Article, Lead story, LinkedIn, News you can use, Research, Retail News

LinkedIn announces new conversion tracking capabilities to help marketers boost ROI

LinkedIn is today launching conversion tracking – a set of capabilities set to transform how marketers measure campaign successes and boost ROI across the platform.

Built into its Campaign Manager system, conversion tracking will allow marketers across the world to easily measure specific results they’re getting from Sponsored Content and Text Ads campaigns on LinkedIn – including the number of leads, sign-ups, content downloads and purchases.

The new tool enhances LinkedIn’s existing ad measurement capabilities, adding more comprehensive and easy-to-use data. A top-requested feature from customers looking for deeper insights into the ROI of their campaigns, conversion tracking will enable both brands and agencies to monitor all key performance metrics in one dashboard, without having to reconcile data across third-party tools.

This new functionality includes the ability to:

  • Track website conversions, including cost-per-conversion, conversion rate and even which audience segments are driving the most conversions
  • Track conversions from desktop and mobile, and whether members converted after clicking on – or even after just viewing – an ad
  • Optimise campaigns in real-time, based on conversion data
  • Understand more about the specific ads and the unique LinkedIn target audiences that are driving campaign conversions with the most detailed B2B demographic conversion data available – including their seniority, industry, job function, and company size

LinkedIn has recently piloted conversion tracking with over 200 advertisers across the world, including software business Unit4.

Roel Haanappel, Global Digital Campaign Specialist at Unit4 says: “Conversion tracking is a great help for us to measure the impact of our ads, in real time, from within Campaign Manager. Using these insights, we have a detailed understanding of who is engaging with our content and converting, so that we can not only measure traffic from LinkedIn, but real businesses too – and can adapt our campaigns accordingly.”

Henry Clifford-Jones, Director of LinkedIn Marketing Solutions, UK, DE and ES, adds: “In today’s complex, digital world agencies and brands need the right, real time data to measure, track and plan campaigns in order to get the most of every penny they spend. Conversion tracking gives advertisers just that; a bigger, and more detailed picture of their campaigns across LinkedIn, providing them with the most complete and accurate B2B demographic conversion data in the world.”

As well as launching conversion tracking in its Campaign Manager, LinkedIn is also integrating the capabilities into the leading campaign management platforms from AdStage and 4C, two of its Certified Ads Partners. More official partners will follow and release conversion tracking in their own tools, powered by the LinkedIn ads API.

Conversion tracking is currently available for Sponsored Content and Text Ads. LinkedIn plans to open up this capability to other LinkedIn products in the coming months, including Sponsored inMail.

For more information, see LinkedIn’s publisher post here: https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2016/-announcing-native-conversion-tracking-for-sponsored-content-and

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