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.
Important to know
Insight Tag conversions need to be verified to provide reporting. Conversions can only be verified if the Insight Tag is installed on your website.
Here's a tip
For Accelerate campaigns, you can choose to add existing conversions or create new conversions when creating your campaign. Learn more about how to add conversions to your Accelerate campaign.
Prerequisites
Before you set up Insight Tag conversions, decide the conversion tracking method you’d like to use:
| 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 based on the Insight Tag, such as page load tracking or event tracking, enable both first- and third-party cookies. Event-specific image pixel conversions are less accurate, since they only enable third-party cookies, and you can't use enhanced conversion tracking with image pixel.
To set up Conversion Tracking for Insight Tag conversions:
Step 1: Define the rules of your conversion
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Sign in to Campaign Manager.
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If you need to switch accounts, click the account name in the upper-left corner of the page and select the correct account name from the dropdown.
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Click
Analyze on the left menu and select Conversion tracking. -
Click the Create conversion button and select Insight Tag conversion.
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Name your conversion. This name will only be visible in Campaign Manager.
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Click the Define the key conversion behavior you want to track dropdown
menu and select a behavior (for example, Download or Sign up). -
Below Set the value of the conversion, add a monetary value for your conversion (optional).
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Click the dropdown
menus below Clicks and Views to select a timeframe for when your clicks and views can be counted. -
Below Select the attribution model to specify how each ad interaction is credited, select either Last Touch - Each campaign or Last Touch - Last campaign from the dropdown
menu. -
Click Next step.
Here's a tip
Name your conversion in a way that defines the key conversion behaviors you'll be tracking, like filling out a lead form or downloading a white paper. Use naming conventions that will easily keep track of different conversion events.
Step 2: Define your conversion tracking method
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Below Define your conversion tracking method, select the circle next to the type of conversion method you’d like to use (Website actions, Manual conversions setup, or Tag manager).
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If you choose Website actions:
- If you have more than one domain, click the dropdown menu in the upper-right and select the relevant domain.
- Select the checkbox next to the actions you’d like to use.
- Click Next step and use Add filters to exclude pages or track only specific pages.
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If you choose Manual conversions setup, choose between:
- Page load - For Page load conversions, add the URL from the conversions that should be counted when the page loads.
- Event-specific - For Event-specific conversions, click Copy code to copy the code generated.
- Use the image pixel which is less accurate than the Insight Tag - For image pixel conversions, click Copy code to copy the code generated.
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If you choose Tag manager, follow the instructions for your specific tag manager.
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Click Next step.
Step 3: Choose the campaigns you want to track with the conversion
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Select the boxes next to the campaigns where you’d like to apply your conversion.
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To find a specific campaign, use the search bar at the top or filter using the Campaign status dropdown
menu. -
Click Create.
Conversions will only be tracked when attached to a campaign. When selecting campaigns for your account, keep in mind that all campaigns in an account will be automatically associated with a conversion if the following conditions apply:
- You have exactly one active or inactive conversion already created.
- That conversion is not yet added to one or more campaigns.
- You are creating the first conversion for an account.
After creating a conversion, you can review the status of the conversion to see the signal LinkedIn is receiving from your website.
Add conversions when creating a Classic campaign
Once you’ve set up an Insight Tag conversion, you can add campaigns to your conversion from your Conversion Tracking page, or you can add conversions when you’re creating your campaign. If you’re adding conversions when creating a Classic campaign, keep in mind:
- Conversions may be automatically selected for the campaign.
- If you only have one conversion, it’ll automatically be selected when you create a new campaign.
- If you have multiple conversions, up to five conversions may be automatically selected when you create a new campaign with the website visits or website conversions objectives. Conversions are automatically selected based on which conversions are most frequently used or have been updated recently.
Related tasks
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For more in-depth learning about Conversion Tracking, take the LinkedIn Marketing Labs course: Setting Up the LinkedIn Insight Tag and Conversion Tracking.
Learn more