LinkedIn Announces Conversion Tracking Capabilities
In a move to make the network more appealing for advertisers, LinkedIn yesterday announced the introduction of conversion tracking capabilities for LinkedIn Campaign Manager. The new features will allow marketers access to better insights into their Sponsored Content and Text Ads campaigns, giving them a greater understanding of what the most valuable is in relation to their specific goals.
This week the most popular professional social network announced conversion tracking on a post on their Marketing Solutions blog. The new features have been introduced in response to the wide amount of requests by customers for more in-depth insight into the success of their LinkedIn ad campaigns.
Most notably, marketers have been requesting features that allow them to garner a greater understanding of which sections of their audience are driving campaign conversion, an insight which conversion tracking is cited to give. According to their announcement, it will give audience insights based on a number of factors including company size, industry, seniority and job function.
Having already been piloted with over 200 different advertisers, conversion tracking will also give users a far more accurate and accessible measure for a variety of different results, including lead generation, purchases, content downloads and sign-ups. These insights benefit advertisers by allowing them the ability to optimise their campaigns through the use of data for even better results.
Three particular positives were highlighted in the post...
Track the metrics that matter the most:
Easily track website conversions from your LinkedIn programs… [allowing you to] understand your LinkedIn advertising ROI, conversion count, cost-per-conversion, conversion rate and more…
Record every conversion, every time:
Track conversions from desktop and mobile, whether members converted after clicking on -- or after just viewing -- one of your ads.
Optimise your campaigns to drive even better performance:
Monitor the specific campaigns, ads, and the nature of the audiences that are driving conversions…
The announcement comes little under a month after news of the social network’s sale to Microsoft for $26.2bn, and is evidence that LinkedIn are serious about becoming the go-to social media marketing solution for B2B businesses.