LinkedIn Learning course about LinkedIn Ads by AJ Wilcox: LinkedIn Advertising Course
Contact us at Podcast@B2Linked.com with ideas for what you’d like AJ to cover.
LinkedIn Ads conversion tracking is confusing and technical, and hungry and delicious. I must be recording this around dinnertime. This is the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here’s your host, AJ Wilcox.
Hey there LinkedIn Ads fanatics. Conversion tracking is something that I get a lot of questions on. How do you set it up? How do you troubleshoot it if it’s not working? How do you track separate conversion events through the funnel? So the whole episode is all about that. We’ll cover the basics and we’ll go super geeky deep because I’m sorry, I just can’t do it any other way. In personal news, I’m on vacation this week. So this is obviously recorded before then, we’re headed to Southern California. And I have to say COVID vacations aren’t very much fun. My wife and kiddos absolutely love the beach. But my poor ginger skin doesn’t. So wish me luck, and sunscreen. I wanted to highlight a review from Abby Kelsey, who’s a social media and branding strategist. She says, “Hands down the best podcast for LinkedIn Ads. After listening to just a few episodes, I was able to optimize the campaign, reducing the cost per click from $14 to $15 down to $4 to $5. AJ is great at simplifying strategy. I look forward to every new episode.” Abby, thanks so much, I’m so glad that our advice was able to help you get your CPCs down that much. Because as you know, when you reduce your costs down to a third of where they were, then your ROI can be three times as much. So great job to you and actually taking the advice and making changes in your account. And you, yes, you! I want to feature you as well. So go and leave a rating on whichever podcast app that you like or prefer that or that you know, has ratings. And I’ll love to shout you out and share your experience with the general listeners public here. All right, with that being said, let’s hit it.
I remember sitting down with the VP over LinkedIn Marketing Solutions back in 2014. I remember this conversation very well. He asked near the end of our discussion, if I had a magic wand and I could wave it and change any feature or add any feature to LinkedIn ads, what would it be? And I told him conversion tracking. He sat back and folded his arms defensively and asked, “Okay, why do you think advertisers would want that?” From his reaction, you could totally tell that he and the product team at that time had already discussed conversion tracking many times. And they had already come to the conclusion that it was a feature that they didn’t need. I explained that all the popular ad platforms had conversion tracking. That it really was table stakes as a feature at this point. And I also knew of affiliate marketers who worked out of their moms basements that had built their own tracking tag. So it really couldn’t be that hard. He explained that according to LinkedIn, the most sophisticated advertisers had already devised systems for tracking conversions, and the less sophisticated ones weren’t even asking for it. I agreed that we’d already implemented our own workarounds. But that having conversions in the platform would allow us to pivot faster rather than just exporting add data to excel and marrying it up to conversion data later on. It’s not a horribly long process, but it did take time. And it wasn’t nearly as immediate as if we had conversions just right within the platform. And to LinkedIn, of course, when advertisers can pivot faster, it means finding success quicker, which leads to larger investments in ad budget. So it made a lot of sense to me. Now, I must have been incredibly convincing to him, because LinkedIn, of course did implement conversion tracking a short three years later. But the principle stands, the more visibility you have into what works all the way down the funnel, the faster and with more confidence you’re going to move. Having conversion tracking directly within campaign manager means that you can monitor whether a new offer is converting within hours of launching the ads. It really adds confidence that you’re spending your precious dollars, where they’re being best used. Most of us experienced marketers have probably felt the searing pain in your stomach when you launched everything perfectly. And then realize hours later that there was some crucial piece that you left out and either wasted a bunch of money, or made you look like a moron to your boss. Heaven knows I have. Conversion tracking allows us to keep tabs on an account and have the confidence that you’re not wasting money or going to look like a moron to your boss or client.
How Does Conversion Tracking Work?
Set It Up
The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts.
If the performance of your LinkedIn Ads is important to you, B2Linked is the agency you’ll want to work with. We’ve spent over $130 million on LinkedIn Ads, and no one outperforms us on getting the lowest cost per lead. We’re official LinkedIn partners, and we don’t have a sales team, so you’ll only deal with LinkedIn AAds experts from day one. Fill out the contact form on any page of bt linkedin.com, to chat about your campaigns. Or heck, send the intention out to the universe. No matter how you get in touch, we’d love to work with you.
How Other Channels Work with Conversion Tracking
The way that conversion tracking works on LinkedIn is pretty similar to how other channels are. Facebook conversion tracking is a lot more complex because to set it up, you actually have to modify the base tag on any page where a conversion occurs. At least the last time I did it, the documentation sucked. And so it was really confusing, but it is very cool because it can pass dynamic signals back to Facebook, like for instance, the purchase amount from an ecommerce store. So if you’re running Facebook ads for ecommerce rather than than just saying, oh, the average order value is about $30, it will actually pass back the exact amount. So at the end of the day, you can see exactly what your return on adspend was. Google Analytics, goal tracking is similar to LinkedIn, where you put the tag on every page, and then you go into the interface and tell it what counts as a conversion action. It’s much more full featured, and a lot more confusing, too. But one really cool feature it has that I really wish we could do on LinkedIn is that when you define a conversion, you can click a button, and it will tell you what the conversion rate of that page would have been in the last seven days, I think it’s seven days. So basically, if you’re setting up a conversion, that isn’t going to work, because you messed something up, you can know right, then without having to launch it, and then watch and see that conversions aren’t happening, and then go back and try to fix it. So please, LinkedIn implement this to help us understand when we create a conversion, whether or not it’s working immediately.
Is Conversion Tracking Not Working? Check These Things.
Some Things to Watch Out For
Now some things that you’ll want to watch out for. If you’re watching your conversions column within campaign manager, be aware that this number is a liar. It counts both post click and view through conversions. So I’ll define what these are. Post click conversions actually means that someone clicked on my ad. And then within the clicks window that you set in the settings of your conversion within campaign manager, the default 30 days, they ended up on that thank you page. So they clicked on your ad, and they eventually converted within 30 days. That one makes a lot of sense to me. But then view through conversions are simply when your ad registered an impression on their browser and then they ended up on the thank you page through some other channel, you literally have no idea if the impression even had an influence on their converting, they could have just scrolled right past your post and missed it entirely. So all of our client reporting is done with the post click conversions number, rather than just using the easy conversions. Because I’ll tell you, nothing is more embarrassing if you’re a highly specialized LinkedIn ads agency than when your account manager reports the client that there were six conversions. And the client says, Oh, I only see four in the CRM. And then you realize that you just read the conversions column. And it added in the view through conversions, or so I’ve been told.
Other Cool Uses of the LinkedIn Insight Tag
Conversion tracking isn’t the only thing that you’ll want to use the LinkedIn insight tag for. Once it’s on the website, it enables two other cool features. The first is the free web demographics that LinkedIn provides. And it should have been called LinkedIn analytics to pair with Google Analytics and Facebook analytics, because it is a free analytic tool to understand how people are using your website. But once it’s installed, you can see a breakdown of the makeup of your website users. And these are from any source, even unpaid. You can see if your website traffic tends to be of a certain seniority, or even which companies tend to be frequenting your website the most. The other great benefit to your insight tag is it enables website retargeting. So now you can set up something like, hey, if someone visited any page of our website, follow them around and remind them to come back and convert.
Cool Conversion Hacks
Now there are a couple of cool little hacks or tricks that I like to use with the conversion tracking here. The first is if you have multiple conversion events, like let’s say you have a white paper and a webinar, I don’t want to go and create an individual conversion for each one of those. Because that means every single new piece of content that we come out with, we have to go and create a new conversion for. And that’s just a lot of work and it’s probably something that you’re going to forget. And then you’ll lose the conversion tracking until you fix it. So instead, I create a convention on all of my assets, that maybe they all have a separate thank you page. But I put something in the URL in common among all thank you pages. And maybe that’s just the term thank-you. And so it doesn’t matter in the future, how many different assets we run, as long as all the thank you pages have thank-you in the URL. This one conversion event that I set up where I said it contains thank-you, call that a conversion, it’s always going to work. So that’ll save you some time. Another little hack here is it’s kind of hard if you have a funnel, where someone can convert multiple times down your funnel to actually see all the different conversions. Just by default, LinkedIn is going to show you the conversions column. And you can go to break down and break it down by each individual conversion. But I found a way I like even more. In the conversion value. When you’re setting it up. You get to tell LinkedIn how much you think each conversion is worth? Well, if I had a two step funnel, something like a webinar, and then that triggers a phone call. What I’ll do is, if someone signs up for the webinar, I’m going to say that’s worth one cent. And then if someone signs up for the phone call, I’m going to say that’s worth $1. And then when you go to your columns, and you look at just all of your performance by conversions, you’ll see one column that is your conversion value. And let’s say it says something like $3.12 cents, you can look at that intuitively and say, oh, that means 12 people converted on the webinar, and then three of them turned into phone calls to our sales team. So that’s a cool little hack that we’ve found when you have multi step funnels that you want to track quickly and easily. All right, I’ve got the episode resources coming up for you. So stick around.
Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away.
All right down in the show notes links, you’ll see the YouTube video about how to install event tracking by Joe Martinez. And then you’ll also see the guide the blog post on B2Linked.com that walks you through how to do it if you want a written guide as well. If you’re new to LinkedIn Ads, or have a colleague who’s getting trained or something like that, definitely check out the course the links down below as well. And that’s on LinkedIn Learning. So it’s either $25 or free, depending on your subscription to LinkedIn. Also look down at your podcast player right now. Make sure that subscribe button is hit so that you never miss another episode like this. And if you liked it, please do rate and review. And if you do leave a review I’m going to shout you out. And then of course with any suggestions, feedback, or just telling me how you don’t like gingers. Email Podcast@B2Linked.com and we’d love to hear from you. With that being said, we’ll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.