LinkedIn Ads Conversion Tracking and Event-Specific Conversion Tracking

Key Takeaways

all right what's up everyone welcome to the Surfside PPC YouTube channel today I'm going to be going over LinkedIn ads conversion tracking so the two different ways that you can really track conversions on LinkedIn so whether you want to track a specific page or you want to track an event so when someone clicks something on your website I'm going to teach you how to do both of those in this video so we're gonna start with the LinkedIn insight tag so the first thing you do is open your LinkedIn campaign manager so if you don't have a campaign manager yet what you're gonna need is a LinkedIn page so we have our company page surf side PPC setup here and then we have our ad account and then you can sign into your LinkedIn ad account so right here it's just linkedin.com slash ad - beta slash accounts so we're gonna open our ad account here so any of the campaigns you're running will show up here any of your old campaigns or advertisements that you have ran in the past will show up here as well but what we're gonna do is we're gonna click on account assets here so under account assets we're gonna open up insight tag so you can see right here we have our domain tagged already surf side PPC com so what you want to do is click on manage insight tag here click on C tag and then what you're going to do is install the tag yourself or you can install it using a tag manager so the other thing you can do is send it right to your developer if you have a developer working on your website so we're gonna do install the tag yourself and we're gonna click here it's going to give you the tag so we're just gonna copy this and then one easy way to install it using a wordpress website is with the insert headers and footers plugin so you just install the insert headers and footers plugin very easy to use you can add scripts to the header scripts the footer and as you update your website update your theme nothing on this page will change so with the LinkedIn insight tag what you want to do is put it right in your footer so scripts and footer you want to put it right here otherwise what you want to do is put it right above the closing body tag so the LinkedIn ads in site tag will go above the closing body tag and then you were gonna click on save so once you do that the LinkedIn inside tag will be on your website so we're gonna come back over here to LinkedIn campaign manager now the other way to do it is install it using Google tag manager so if we close this here so if we open I will use a tag manager you're gonna see it look just like this it's gonna show your partner ID here so you're gonna take this partner ID you just want to click it it will copy it and then what you want to do is open Google tag manager so we have our Google tag manager account open for Surfside PPC now one thing to keep in mind is you don't want to install it using Google tag manager and using the insert headers and footers plug-in you want to choose one or the other so if you're putting it directly into your code on your website that's fine it will just be printed right above the body tag otherwise what you would want to do is use a tag manager like Google tag manager so what we're gonna do is click on new tag here and we're just gonna name it so we'll do LinkedIn in site tag will click on tag configuration here and then you can just click on search and just search LinkedIn and you'll see LinkedIn in site right here so we click on it and then all you need to do is copy and paste your partner ID right here and then just choose your trigger which is gonna be all pages so that the tag will trigger on every page on your website and then all you need to do is click on save so now either way works you can either use Google tag manager so we just added the linkedin insight tag that easily using Google tag manager obviously you will need tag manager installed in your website or the other option is to use a plug-in like insert headers or footers or just put it right above your body tag so that's the first step that you're going to need in order to use conversion tracking on LinkedIn is to make sure you have your insight tag installed on your website so that LinkedIn can track everything that's happening on your website now the next thing is going to be conversion tracking so what we're gonna do next is click on account assets here and right underneath inside tag is conversions so any conversion that you have set up on your website will show up right here so what we're gonna do to create a new conversion is click here just create a new conversion you can name your conversion so what I can do is just confirmation page and then it's gonna say enter your settings here so it's gonna say choose a type that best describes the action that your website visitors will complete so you can see there's a lot of different options down here Add to Cart download install key page view lead other purchase or sign up so for this I'm gonna use lead so you could do lead or sign up mine is just gonna be for my newsletter so what I'm gonna track is every time someone comes to my newsletter page they enter their name they enter their email they're automatically gonna be redirected to my confirmation page so it's gonna say please confirm your email address thank you for signing up and then down here I have people can subscribe to my channel if they want so what I'm gonna do is come back over here and I want to track every time someone hits this confirm Paige because the only reason anyone to hit this confirmation page is because they sign up for my newsletter because it always will redirect them to that page so if I come back to LinkedIn campaign manager so next we're gonna estimate how much the conversion is worth to your business so let's just say for example every lead for my business is worth $50 so if I'm selling course if I know everybody who signs up to my email list ends up being worth $50 my business I can enter that here if you're doing something like a purchase maybe you're selling tickets to an event maybe you're just selling something on your website a course or something else like that a piece of software you could say every purchase is worth and whatever it is here is what you would want to enter as a conversion and what it's worth to your business for this I'm not gonna enter one here so I'm just gonna leave this blank and I'm just gonna keep this as a lead so when I am optimizing for conversions in my campaign I'm just optimizing for more leads I'm not worried about return on adspend you definitely want to enter a value here if there is a value for whatever your conversion is if someone is purchasing something from you and you know what the value is for that that's really a best practice is to enter what the return on adspend would be for each individual lead or purchase or sign up whatever it is on your website now you can say set the window of time after someone clicks or views your ad for conversion be counted so clicks you can do up to 30 days you could do down to 7 days or just one day so we'll just keep this at 30 days and then views same thing 37 or 1 so with views I could just do 30 days so if anybody sees my LinkedIn ad and ends up signing up I can discount that as a conversion as well it really depends on how you want to track conversions to your website how many ads that you're running all the different sources of traffic that you have so if you're just running LinkedIn ads I would keep this a little bit higher as clicks and views otherwise you can do views down to 7 days it's really up to you I'll do 30 and 30 for this for the time being next is gonna be select campaigns to track conversions so if you click here you can actually set these on individual campaigns so I can do my newsletter lead generation campaign we'll click this right here so we're just gonna have this conversion active on this campaign so we're gonna close this for now and then it's gonna say define how you would like to track your conversion so there's two different options here there's an events specific pixel I'll show you how to do that in a minute otherwise there is this site-wide insight tag so that's the recomm here so it's gonna say pages that start with this URL but what I want to do is pages that have URLs that contain the specified text so I'm going to enter that right there we're gonna come up here we're gonna copy confirm so we're just gonna copy that right here come down and just enter it right there so now every time someone hits that confirmation page it's gonna count that as a conversion and the next all I need to do is click on create okay so it's really that simple now I have my confirmation page set up as a conversion now the other thing I want to go through is event specific conversions that will track every time someone clicks something on your website so maybe they click a button maybe they just click a link or download something from your website you want to track that but you don't have a page on your website that will allow you to track that so what we're gonna do is we're gonna create a new conversion here we're gonna do the same exact thing it's still gonna use the inside tag on our website we're gonna create a conversion here and we'll just do sample event so same thing with the setting so you just wanted to enter whatever the settings is here for mine I'll just do key page view I'm not gonna do a return on adspend we'll keep this as 30 and 7 select campaign so you would want to select any campaigns here to track this conversion so let's just say I want to select this one right here so we'll keep scrolling down and it's gonna say define how you would like to track your conversion so we're gonna click here and then what we're gonna do is use an event specific pixel to track when there is no unique URL aka a button click so what you're gonna do is select this here and it's gonna give you a code right here that you're gonna copy so you're gonna take that code you're gonna copy it right here and what we're gonna do is we're gonna come to our wordpress confirmation page so we're gonna open that page and we're gonna click to edit that page so i'm gonna go through the step-by-step process that you need to do to make sure you're tracking each click on this button so if we come over here to our confirmation page what I'm gonna be doing is I switch my button here so I have just a subscribe button right here so subscribe to the Surfside PPC youtube channel so I'm tracking every time someone clicks on this button right here so what you want to do is come over here you want to first add this script in the top so you want to add this script and what you want to do is copy and paste the code that they give you take the source out right here so you're just gonna take this source out copy it and you're gonna put it right here so you can copy and paste this script so you can see it right here so it's script we have function linked click and then it has VAR image equals document.createelement image set attribute source and then this is where you want to put that URL and then you want to put document.body.appendchild image so that's what you want to put for right there and what we're gonna do is at the bottom of the page where we have our click you can see we have our button and then on click we're gonna call that LinkedIn click function so you can see the function LinkedIn click right here so now what we're saying is every time someone clicks on this button we want it to call this function and it's gonna call this image right here which is gonna track a conversion back into LinkedIn so every time someone clicks on the subscribe button right here you want to put your button opening tag we have our AF tag right here that's sending traffic directly to our YouTube channel and then we have subscribe we have closed link and then we have a close button right here so every time someone clicks on this button it's gonna track it back into LinkedIn so we're gonna come back up to LinkedIn here and you can see define how we would like to track our conversion now if I just click Save for the time being you're gonna see that we've had a signal received two minutes ago so I tested this to make sure it was working so every time someone does come into our page they click on this button it's gonna direct right to our YouTube channel and when they click that button it's gonna call that tag so that's gonna make sure that we're tracking every time someone clicks this individual button right here if you want we can click on inspect element real quick and you can see we have button on click and it's calling that linked in and click function that we set right at the top of the page so you can set a script right at the top of a WordPress page here so now the other way to track this is with Google tag manager this is really the preferred method here is to use Google tag manager to track individual clicks so what we're gonna do is we're gonna get rid of this script for now so we're gonna get rid of this right here we're gonna get rid of the button so it's just gonna be a subscribe so anytime someone seizes subscribe to the Surfside PPC UT youtube channel here they'll just have this subscribe link and button will click on update so now it's no longer tracking that conversion using this method we're gonna use Google tag manager instead and this is really what you would want to use it's really the more reliable method so what we're gonna do is we're gonna open our Google tag manager you need to make sure you have your LinkedIn insight tag running through Google tag manager to use this method and what we're gonna do is we're gonna click to create a new tag and under our tag what we're gonna do is we're just gonna do LinkedIn click so tag configuration what we want to do is click right here and we want to click on custom image tag so now we need to do is set our image URL so we're gonna come back over to LinkedIn and what you want to do is open your conversions you're going to click on the conversion that you created again it's gonna have to be an event specific pixel and what we want is we're gonna copy this URL for right now we're gonna come back over to Google tag manager and all you want to do is make sure that you're just putting the portion that's in the source here so if you see source equals in between those quotes all the way from HTTP to gif that's where we want to put into our Google tag manager field so we're gonna come back over to Google tag manager we're gonna copy and paste this and we're just gonna put get rid of this from the quotes over and then we're gonna come over here and we're just gonna do from HTTP okay so you could see we have HTTP here and then it's gonna go all the way to gif so that's what you want to put right here that's gonna allow us to track conversions you don't need to change anything else in this top portion here for tag configuration now what we need to do is set a trigger so for the trigger what we're gonna do is we're gonna click right here and we're not gonna do all pages we're gonna do for clicks so we're gonna click right here you're gonna see trigger configuration we're gonna click and then under trigger type you have a lot of options here but we're gonna choose click for right here and do just links so it's gonna be click just links we're gonna wait for tags so we'll just keep this as the max wait time just make sure that all of our tags have loaded we can do check validation as well now what we're gonna do is we're gonna do enable this trigger when all of these conditions are true so you could do click URL contains you could do page URL contains so we could start with click URL contains and what we're gonna do is youtube.com slash Surfside PPC so if we come back to our page over here anytime someone is clicking on our page you can see youtube.com slash Surfside PPC so we're tracking anytime someone clicks on this page right here clicks on the subscribe button so we're coming back over to Google tag manager and the other thing that we can do is in addition to click URL right here we can click this plus sign and also do page URL and do contains and just do confirm so when people are on this confirmed page on our website we can track every time someone clicks this link for youtube.com slash Surfside PPC and we can do all link clicks so we're gonna tag this trigger for every single link click and what we're gonna do is for trigger we can do youtube link clicks and we can click on save so the way we have it set up here is we have our trigger for youtube link clicks so to look at that one more time just so you can see we're waiting for tags we're gonna check validation we're gonna enable this trigger when the conditions are true the click URL contains youtube.com slash Surfside PPC the page URL contains confirm and we're gonna come back over here and the other thing you want to do is the custom image tag here and you want to use that image URL that you have from their conversion and we're gonna click on save and now that's another way to track event specific conversions in LinkedIn advertising so that's tracking conversions in LinkedIn ads if you have any questions please leave them in the comment section if you're having difficulty setting this up I don't mind answering any questions that you might have I know it's a little bit difficult set all of these if you need the code from that page we're gonna have a article on our website go out about how to do LinkedIn ads conversion tracking and we will put that code on that individual page you will find that URL in the video description if it's not there yet check back in a week you could always contact us and I will send you that directly you could always just send me a quick email so thanks for watching my video today and make sure you subscribe to the Surfside PPC youtube channel