MECHANYSM | Digital Marketing Agency in London

Conversion Tracking for LinkedIn Ads

LinkedIn conversion tracking
This image was generated with Stable Diffusion AI

It’s not just about creating ads and hoping for the best – you need to know whether your ads are actually working. And that’s where LinkedIn conversion tracking comes in.

LinkedIn conversion tracking allows businesses to track the performance of their ads and measure how many users take a desired action after clicking on the ad. This could be anything from filling out a form to making a purchase. By tracking these conversions, businesses can gain valuable insights into the effectiveness of their ad campaigns and make data-driven decisions that lead to increased leads, sales, and ROI.

But how exactly does conversion tracking work on LinkedIn? And what are the best practices for optimising your ad campaigns using this powerful tool? We’ll answer all these questions and more in this comprehensive guide to LinkedIn conversion tracking.

Key Takeaways

  • LinkedIn conversion tracking is essential for measuring the performance of your ads and making data-driven decisions.
  • By tracking conversions, businesses can gain valuable insights into the effectiveness of their ad campaigns and make adjustments to optimise performance.
  • LinkedIn analytics provides powerful features and capabilities for tracking conversions and evaluating campaign success.

Why LinkedIn Conversion Tracking Matters

At MECHANSYM, we understand the importance of LinkedIn conversion tracking for businesses. It allows us to measure the success of our LinkedIn ad campaigns and gain valuable insights into the conversion process.

Without conversion tracking, businesses are left in the dark about which ads are effective and which ones are not. With accurate tracking, we can optimise our ads to increase lead generation and improve overall campaign performance.

LinkedIn conversion tracking provides us with data on the number of leads generated and the cost per lead. This data is crucial for measuring return on investment (ROI) and determining the most effective ways to allocate our advertising budget.

By tracking conversions, we can also gain a better understanding of our target audience and their behaviour, which allows us to make data-driven decisions when it comes to targeting and messaging.

Overall, LinkedIn conversion tracking is an essential tool for any business looking to maximise the success of their advertising campaigns on the platform.

Setting Up Conversion Tracking on LinkedIn

If you’re looking to improve the effectiveness of your LinkedIn ad campaigns, tracking conversions is essential. Fortunately, LinkedIn offers a simple and straightforward way of setting up conversion tracking that provides valuable insights into your ad performance.

Step-by-Step Guide

Here’s a step-by-step guide to setting up conversion tracking on LinkedIn:

Step Description
1 Go to your Campaign Manager dashboard and select the relevant ad campaign.
2 Click on the “Conversion tracking” dropdown menu and select “Create conversion”.
3 Enter a name for your conversion action and select the conversion type (e.g. website visit, form fill, download).
4 Enter the relevant conversion tracking details, such as the URL of the thank-you page or confirmation page that appears after a conversion is completed.
5 Copy the conversion tracking code generated by LinkedIn and paste it into the relevant page on your website.
6 Click on “Save” to create your conversion action and start tracking conversions.

It’s important to note that you’ll need to have access to your website’s HTML code to implement the conversion tracking code correctly.

Additionally, LinkedIn allows you to set up multiple conversion actions for each ad campaign, providing even more granular insights into your ad performance. Make sure to use descriptive names and set clear conversion goals to make the most of this feature.

Lastly, ensure that you have the correct configurations in place to accurately track conversions. This includes enabling third-party cookie tracking in your browser settings and ensuring that your website’s privacy policy allows for cookie tracking.

Tracking Conversions with LinkedIn Analytics

LinkedIn Analytics is a powerful tool that can help businesses track their ad campaigns’ success. With conversion tracking, businesses can measure the effectiveness of their ads and gain valuable insights into the conversion process.

The conversion tracking feature in LinkedIn Analytics allows businesses to track a wide range of actions taken by users after clicking on an ad. From form fills and sign-ups to content downloads and purchases, conversion tracking makes it easy to measure the impact of ad campaigns on business goals.

LinkedIn Analytics Features Description
Conversion Tracking Track user actions were taken after clicking on an ad
Demographics View audience breakdown by age, gender, location, and more
Pageviews See how many times your LinkedIn page has been viewed
Engagement Track likes, comments, shares, and other forms of engagement

Using LinkedIn Analytics, businesses can evaluate the success of their ad campaigns and make data-driven decisions. By analysing conversion data and identifying trends, businesses can optimise their campaigns for better performance.

When tracking conversions in LinkedIn Analytics, businesses should focus on the metrics that matter most to their specific goals. For example, an e-commerce business may prioritise tracking purchases, while a lead generation campaign may focus on form fills.

Supported Ad Formats for Conversion Tracking

LinkedIn supports conversion tracking for the following ad formats:

  • Sponsored Content
  • Sponsored InMail
  • Text Ads
  • Dynamic Ads

Businesses can set up conversion tracking for these ad formats through the LinkedIn Campaign Manager. By selecting the conversion tracking option and specifying the desired action to track, businesses can start measuring the impact of their ad campaigns.

Overall, LinkedIn Analytics provides businesses with a comprehensive set of tools for tracking conversions and evaluating ad campaign performance. By leveraging these features and focusing on the metrics that matter most, businesses can optimise their campaigns for better results.

Optimising LinkedIn Ad Campaigns with Conversion Tracking

LinkedIn conversion tracking is a valuable tool for businesses looking to optimise their ad campaigns. By tracking conversions, we gain insights into what is working and what needs improvement. Here are some tips and strategies for leveraging conversion data to improve the performance of your LinkedIn ads:

1. Refine Targeting

Use conversion data to identify which audience segments are responding well to your ads and focus on targeting them more effectively. Adjust your targeting criteria to exclude audiences that are not converting, which can help save money and improve ROI.

2. Optimise Messaging

Examine the messaging used in your ads and determine which ones are resonating with your audience. Use this information to refine your messaging and ad copy to improve engagement and conversion rates.

3. Experiment with Ad Formats

Use conversion data to test different ad formats, such as sponsored content, sponsored InMail, or display ads, to see which ones drive the most conversions. Experimenting with different formats can help you determine which ones work best for your business.

4. Adjust Bid Strategies

Conversion data can help you identify which ads are performing well and driving conversions. Use this information to adjust your bid strategies to focus on ads that are generating the most conversions. This can help improve your ad performance and ROI over time.

5. Measure ROI

Conversion tracking allows us to calculate the ROI of our LinkedIn ad campaigns. By tracking the cost per conversion and comparing it to the lifetime value of a customer, we can determine whether our campaigns are profitable and adjust our advertising spend accordingly.

By leveraging conversion tracking data, businesses can optimise their LinkedIn ad campaigns and improve their overall performance. Use these strategies to make the most of your conversion data and drive better results for your business.

Best Practices for Effective Conversion Tracking

When it comes to LinkedIn conversion tracking, there are certain best practices to keep in mind for optimal results.

1. Set Clear Conversion Goals

The first step in effective conversion tracking is to set clear and specific goals for what you want to achieve with your LinkedIn ad campaigns. Whether it’s generating leads, driving website traffic, or promoting content, your conversion goals should be measurable and aligned with your overall business objectives.

By setting clear conversion goals, you can track and measure the success of your ad campaigns more effectively and make data-driven decisions for future campaigns.

2. Track Multiple Conversion Actions

LinkedIn conversion tracking allows you to track multiple conversion actions, such as form submissions, content downloads, and product purchases. By tracking multiple conversion actions, you can gain a more comprehensive understanding of how your ad campaigns are performing and identify areas for improvement.

When setting up conversion tracking, consider tracking not just one conversion action but multiple actions that align with your overall business objectives.

3. Measure ROI

To determine the effectiveness of your LinkedIn ad campaigns, it’s important to measure the return on investment (ROI) generated by your campaigns. Measuring ROI can help you identify which campaigns are producing the best results and allocate your ad spend more effectively.

To measure ROI, track the cost of your campaigns and compare it to the revenue generated from conversions. This will give you a clear picture of the overall profitability of your campaigns.

4. Monitor Conversion Data Regularly

To make the most of LinkedIn conversion tracking, you should monitor your conversion data regularly and analyse it for actionable insights. By monitoring your conversion data, you can identify trends and patterns, adjust your campaigns accordingly, and optimise your ad spend for maximum results.

Regular monitoring of your conversion data can also help you identify any issues or anomalies, such as low conversion rates or discrepancies in tracking data. This will enable you to troubleshoot and resolve issues quickly, ensuring that your tracking data remains accurate and reliable.

By following these best practices for effective conversion tracking on LinkedIn, you can optimise your ad campaigns, generate more leads, and achieve your overall business objectives. So, start tracking your conversions today and unlock the full potential of LinkedIn advertising!

Troubleshooting Common Conversion Tracking Issues

At times, businesses may encounter issues when using LinkedIn conversion tracking. Here are some common problems and troubleshooting tips to help ensure smooth tracking and accurate data:

1. Conversion tracking is not working

If your conversion tracking is not working, make sure that you have installed the LinkedIn Insight Tag correctly. Check that the tag is incorporated into the website’s header and that it fires on the specific pages where conversions occur.

Also, ensure that your ad account and the matched domain are correctly set up. Make sure that your website domain is associated with your ad account, and that the matched domain has been accurately identified.

2. Inaccurate conversion data

If you’re noticing discrepancies in your conversion data, double-check that the conversion actions are set up correctly, and that they are aligned with your business goals. Ensure that the conversion tracking code is firing accurately and that it’s not being clicked on by bots.

Also, examine your attribution settings and make sure you have selected the appropriate attribution models that take into account factors such as post-click or view-through conversions.

3. Conversion data is delayed

If you find that your conversion data is delayed, especially during peak periods, be patient and allow some time for the data to catch up.

Additionally, re-check your tag installation and ensure that you have set up your conversion events correctly.

By following these troubleshooting tips, you can ensure a smooth and accurate LinkedIn conversion tracking experience.

Analysing and Reporting on Conversion Data in LinkedIn

Now that you have set up LinkedIn conversion tracking and collected data on your ad campaigns, it’s time to analyse and report on your findings. LinkedIn Analytics provides a range of reporting options to help you evaluate your ad performance.

Here are the key steps to follow when analysing and reporting on conversion data in LinkedIn:

Step Description
1 Determine your conversion goals
2 Focus on key metrics such as click-through rates and conversion rates
3 Compare ad performance across different campaigns or ad sets
4 Identify areas for improvement and adjust your ad strategy accordingly

By following these steps, you can gain valuable insights into how your ads are performing and make data-driven decisions to improve your ROI and overall campaign success.

LinkedIn Analytics Reporting Options

LinkedIn Analytics offers a range of reporting options to help you track and measure your ad performance. You can access these reports by selecting the “Analytics” tab in your LinkedIn Campaign Manager.

  • Demographics: This report provides information on the demographics of your audience, including job title, location, and industry.
  • Website Demographics: This report shows the demographic breakdown of website visitors who clicked on your ad.
  • Conversion Tracking: This report provides detailed information on your conversion tracking data, including conversion rate, cost per conversion, and conversion values.
  • Ad Performance: This report shows how your ads are performing across different metrics such as clicks, impressions, and click-through rates.

By using these reports, you can gain a deeper understanding of your audience and track the success of your ad campaigns. This data can then be used to optimise your targeting and messaging to improve your overall ad performance.


As we have seen, LinkedIn conversion tracking can be a powerful tool for businesses looking to improve their ad campaigns and boost leads. By measuring the effectiveness of your ads and gaining valuable insights into the conversion process, you can make data-driven decisions that can help you optimise your campaigns and improve ROI.

When setting up conversion tracking on LinkedIn, it is important to follow the necessary steps and configurations to ensure accurate tracking and measurement. Once you have conversion data, you can leverage it to optimise your ad campaigns by refining targeting, messaging, and other elements.

By following best practices for effective conversion tracking, you can maximise the benefits of this tool and gain a competitive edge in your industry. However, it is important to be aware of and troubleshoot any common issues that may arise.

When analysing and reporting on conversion data obtained through LinkedIn, it is important to focus on key metrics for actionable insights. This can help you make informed decisions that drive success and growth for your business.

In conclusion, LinkedIn conversion tracking is an essential tool for businesses looking to improve their ad campaigns, increase leads, and achieve ROI. By following the steps, implementing best practices, and leveraging data for optimisation, you can enjoy the full benefits of this powerful tool and stay ahead of the competition.


Q: What is conversion tracking for LinkedIn ads?

A: Conversion tracking for LinkedIn ads is a tool that allows businesses to track and measure the effectiveness of their ads in driving desired actions, such as sign-ups, purchases, or form submissions.

Q: Why is LinkedIn conversion tracking important for businesses?

A: LinkedIn conversion tracking is crucial for businesses because it provides valuable insights into the performance of their ads. It helps them understand the impact of their LinkedIn campaigns, optimise targeting and messaging, and ultimately drive better results and return on investment.

Q: How do I set up conversion tracking on LinkedIn?

A: Setting up conversion tracking on LinkedIn involves several steps. First, you need to create a LinkedIn Insight Tag and place it on your website. Then, you can set up conversion actions and configure the tag to track those actions. LinkedIn provides detailed instructions to guide you through the process.

Q: Can I track conversions using LinkedIn Analytics?

A: Yes, LinkedIn Analytics offers conversion tracking capabilities. It allows you to monitor the performance of your ads, track conversions, and analyse the data to gain insights into your campaign’s effectiveness. It provides valuable metrics, such as conversion rates and cost per conversion, to help you evaluate your ad’s success.

Q: How can conversion tracking help optimise LinkedIn ad campaigns?

A: Conversion tracking provides valuable data that can be used to optimise LinkedIn ad campaigns. By analysing conversion data, businesses can identify which ads, targeting options, or messaging strategies are driving the most conversions. This insight enables them to make data-driven decisions, refine their campaigns, and improve overall performance.

Q: What are some best practices for effective conversion tracking on LinkedIn?

A: To ensure effective conversion tracking on LinkedIn, it’s important to set up clear conversion goals, use relevant conversion actions, and track multiple conversion actions if needed. Additionally, regularly reviewing and analysing conversion data, and measuring ROI, can help businesses make informed decisions and optimise their LinkedIn campaigns.

Q: What are some common conversion tracking issues on LinkedIn?

A: Common conversion tracking issues on LinkedIn may include incorrect implementation of the Insight Tag, discrepancies in conversion data, or failure to track certain actions. Troubleshooting tips, such as checking tag placement and verifying settings, can help resolve these issues and ensure accurate conversion tracking.

Q: How can I analyse and report on conversion data obtained through LinkedIn tracking?

A: LinkedIn offers reporting options to analyse and report on conversion data. Businesses can access data on conversion rates, cost per conversion, and other relevant metrics. By analysing this data and creating comprehensive reports, businesses can gain insights into their campaign’s performance and make data-driven decisions.

Considering lean marketing for your business? Check out our services or contact us today! However, if you want to see our expertise first you can read our case studies to learn more about out approach.

Get in Touch

Are you thinking of brining your business to the next level? Or maybe you want to find out if your marketing efforts are heading in the right direction?

Book a free marketing consultation directly in your calendar by filling out our contact form.

[wpcal id=2]