LinkedIn rolls out conversion tracking features to help marketers boost ROI

In an initiative to transform how marketers measure campaign successes and help them boost ROI, the professional networking giant LinkedIn has launched conversion tracking feature which includes a set of capabilities for improved campaign measurements. The conversion tracking feature, which is built into its Campaign Manager system, will enable the marketers in easily measuring specific results they’re getting from Sponsored Content and Text Ads campaigns on LinkedIn. This will also include the number of leads, sign-ups, content downloads and purchases. The new tool has helped LinkedIn improve its ad measurement capabilities by adding more comprehensive and data. As per the report conversion tracing is the top-requested feature from customers who were looking for deeper insights into the ROI of their campaigns. The feature allows both the brands and the agencies to track all key performance metrics in one dashboard, without even needing to reconcile data across third-party tools. As revealed by the report, the 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 initially introduced the conversion tracking feature to 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.” The report also added that the professional social networking site is also integrating the conversion tracking capabilities into the leading campaign management platforms from AdStage and 4C that are two of its Certified Ads Partners, apart from just launching conversion tracking in its Campaign Manager. Conversion tracking will be followed and released by more official partners in their own tools, powered by the LinkedIn ads API, as per the report. Conversion tracking is currently available for LinkedIn’s Sponsored Content and Text Ads. The social networking company is planning to open up this capability to other LinkedIn products in the coming months, including Sponsored inMail.