Adding a tracking tag to your LinkedIn ads is an important step to properly monitor and optimize your campaigns. Tracking tags allow you to see how many clicks your ads receive and track conversions like signups, purchases, or other actions taken on your website after someone clicks on your ad.
With tracking tags, you can gain insights into the performance of different ad variations, make data-driven decisions about your targeting and budget, and calculate your return on ad spend. Overall, implementing tracking makes your LinkedIn ads more effective at driving business results.
What is a tracking tag?
A tracking tag, also called a tracking pixel or conversion pixel, is a small snippet of code that you add to the landing pages for your LinkedIn ad campaigns.
The tag allows LinkedIn to communicate with your website and track user activity. Specifically, it fires off a signal to LinkedIn each time a visitor coming from your ad lands on your site or completes a conversion event.
Tracking tags are provided by your analytics platform or conversion tracking software. Popular options include Google Analytics, Adobe Analytics, LinkedIn Insights Tag, Facebook Pixel, and more.
Why add a tracking tag to LinkedIn ads?
Here are some of the key benefits of adding tracking tags to your LinkedIn ads:
- Monitor clicks and visits from LinkedIn ads – See how much traffic your ads drive to your website.
- Track conversions – Understand what actions site visitors take after clicking your ads. This could be downloads, signups, purchases, etc.
- Optimize campaign targeting – Identify which audience segments lead to more conversions so you can adjust your targeting accordingly.
- Improve ad relevance – Tracking helps you see which ads resonate best with your target audience.
- Calculate return on ad spend – Determine the revenue generated by your LinkedIn ads compared to the cost.
- Retarget website visitors – Use tracking tags to create custom audiences and retarget visitors who didn’t convert initially.
Without tracking tags implemented, you’re essentially advertising blindly without insights into what’s working. Tracking gives you the data to make smarter optimization decisions.
How to add tracking tags to LinkedIn ads
Follow these steps to properly install and configure tracking tags for your LinkedIn ad campaigns:
Step 1: Install the tracking tag code
First, install the snippet of tracking tag code on every page of your website that you’re promoting with LinkedIn ads.
The code should be inserted immediately before the closing tag on each page. Make sure it’s added to key landing pages and conversion pages.
Here is example Google Analytics tracking tag code:
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXXX-X', 'auto');
ga('send', 'pageview');
</script>
Be sure to replace the UA code with your own tracking ID.
Step 2: Set up conversion tracking
In your analytics platform, set up goals, events, or conversions to track specific user actions on your site that are relevant to your campaigns.
For example, you may want to track registrations, lead form submissions, content downloads, purchases, or other important actions.
Follow the steps in your analytics platform to properly configure conversion tracking for each goal. Thoroughly test tracking to confirm it’s working.
Step 3: Connect your analytics platform to LinkedIn Campaign Manager
In LinkedIn Campaign Manager, under Measurement tags, connect your analytics account. This allows LinkedIn ads to talk to your analytics tool.
For example, for Google Analytics tracking, input your Analytics ID under Website Demographics and Conversion Tracking.
This enables you to easily pull analytics data into LinkedIn Campaign Manager for performance reporting.
Step 4: Add the LinkedIn Insights Tag
For optimal tracking, also install the LinkedIn Insights Tag tracking pixel.
This allows you to track conversions specifically from LinkedIn, as opposed to your overall website traffic. Add the Insights Tag code snippet before as well:
<script type="text/javascript">
_linkedin_data_partner_id = "XXXXX";
</script>
<script type="text/javascript">
(function(){var s = document.getElementsByTagName("script")[0];
var b = document.createElement("script");
b.type = "text/javascript";b.async = true;
b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
s.parentNode.insertBefore(b, s);})();
</script>
Replace the XXXXX with your LinkedIn Partner ID provided in Campaign Manager.
Step 5: Test tracking and confirm it’s working
The final step is to thoroughly test your tracking setup. Here are a few ways:
- Click your live ads and ensure the analytics platform registers an ad click.
- Submit a conversion on your website after clicking from an ad and confirm it shows up in reports.
- Check your LinkedIn Campaign Manager reports to see if ad clicks and conversions are being tracked accurately.
Continue monitoring and optimize tracking as needed. Consider additional tracking methods like UTM campaign parameters for further insights.
Optimizing LinkedIn Ads with Tracking Data
Once you have tracking implemented, use the data to optimize your LinkedIn ad performance:
- Improve targeting – See which audience segments drive the most conversions and focus spending there.
- Enhance creative – Determine which ad variations have the highest click-through and conversion rates.
- Adjust bids – Raise bids on well-performing placements, times, and auctions.
- Monitor ROI – Continuously evaluate return on ad spend and make adjustments to improve it.
- Remarket – Build audiences to re-engage visitors who did not initially convert.
With an effective tracking setup, you have access to the key metrics and insights needed to consistently enhance your LinkedIn advertising results.
Conclusion
Adding tracking tags is crucial for monitoring the performance of your LinkedIn ad campaigns and making data-driven optimization decisions.
Be sure to implement tags like the LinkedIn Insights Tag and connect your analytics platform to LinkedIn Campaign Manager. Thoroughly test tracking to confirm it’s working accurately.
With proper tracking in place, you can gain visibility into your key metrics like clicks, conversions, ROI, and more. Analyze the performance data to identify opportunities to improve targeting, creative, bids, and other aspects of your LinkedIn ads.
Tracking gives you the foundation to gain valuable insights into your LinkedIn ads and make optimizations that increase conversions and maximize your ad spend effectiveness.
Tracking Method | Overview |
---|---|
LinkedIn Insights Tag | Tracks conversions and engagement from LinkedIn ads specifically. Provided in Campaign Manager. |
Analytics Platform Tag (Google Analytics, Adobe, etc.) | Enables tracking website activity from LinkedIn ads. Connect account to Campaign Manager. |
UTM Campaign Tracking | Custom campaign parameters to provide additional insights into channels, creatives, etc. |
Key LinkedIn Ad Metrics to Track
Metric | Description |
---|---|
Clicks | Number of clicks your ads receive |
Click-through rate (CTR) | Clicks divided by impressions |
Cost per click (CPC) | How much you pay on average for each click |
Conversions | Number of desired actions taken after clicking an ad |
Conversion rate | Conversions divided by clicks |
Cost per conversion | Average cost for each conversion |
Return on ad spend (ROAS) | Revenue generated from ads divided by cost |
Analyze these key metrics frequently and test changes to improve them over time.
With robust ad tracking in place, you can unlock the data needed to consistently boost LinkedIn advertising performance and results. A strategic approach to installing tags, configuring analytics, and leveraging insights will enable you to get the most out of your ad budget.