With LinkedIn Conversion Tracking, you can share your important customer actions with LinkedIn to better understand how your ads helped drive conversions and help show the impact of your advertising on your company’s goals.
To get started, you’ll need to choose and set up a data source. Then, you can create conversions based on your data source, and associate them with campaigns. Finally, use Conversion Tracking reporting to evaluate the effectiveness of your campaigns.
Use this guide to learn more about the following conversion tracking topics:
- About conversions
- Choose and set up your conversion data source
- Create conversions and associate them with campaigns
- After you create your conversion
- Measure and report on your conversions
- Learn more about Conversion Tracking
- Data and privacy
About conversions
Conversions are actions a potential or existing customer takes that are valuable to your business. When you associate conversions with your LinkedIn campaigns, you can measure the impact of your ad campaign’s effectiveness and your return on ad spend (ROAS) on LinkedIn.
You can create and add conversions to your LinkedIn campaigns on the Conversion Tracking page in Campaign Manager or while you’re building your campaign.
Choose and set up your conversion data source
Your conversions can be created from four different data sources:
- Conversions API
- Insight Tag
- CRM partner (shared from Business Manager)
- CSV file upload
LinkedIn also receives data from Microsoft’s UET tag, which is similar to the Insight Tag and further improves conversion tracking.
Here's a tip
You can send multiple types of conversions together to provide the most comprehensive and accurate picture of the full customer journey.
Review the following table for information about LinkedIn conversion types.
| Conversions API | Insight Tag | CRM-based auto-created conversions | CSV file upload | |
|---|---|---|---|---|
| Data connection | Server-to-server (LinkedIn) | Browser-based, requires JavaScript code added to pages on your website | CRM partner integration from your Business Manager | Manual data input and upload into Campaign Manager |
| Data refresh | Continuous and automatic or scheduled | Continuous and automatic | Continuous and automatic | Manual and dependent on when you upload new information |
| Data types | Online and offline actions | Online actions | Offline actions through your CRM partner | Online and offline actions |
| Setup complexity | Requires developer support or third-party partner (tag manager) | Tag manager - Requires no coding Installing the tag yourself - Requires basic coding | Requires CRM partner integration and consent to share from Business Manager | No partner or coding required, but you'll need to regularly upload new data |
| Signal reliability | High - Doesn’t rely on cookies, direct connection with servers | Medium - Cookie-based, can be subject to browser limitations | High - Direct connection with CRM partner | Medium - Relies on manual data input |
| Ideal use | Upper funnel - Brand awareness, including page views, website visits, and basic engagement Mid funnel - Consideration, including offline event attendance and form fills Bottom funnel - Conversion, including leads and qualified leads | Upper funnel - Brand awareness, including page views, website visits, and basic engagement | Bottom funnel - Conversion, including qualified leads, pipeline progression, opportunities, and close-won deals | Better for lower volumes of conversions that need to be sent less frequently, as well as specific events |
| Third-party integration | Can use a third-party partner to help with setup and maintenance of data | Can use a third-party tag manager to help you manage and edit your tags without editing code | Must have a CRM partner integration connected through your Business Manager | No partner needed |
| How to set up | Set up a Conversions API integration in Campaign Manager | Add the LinkedIn Insight Tag to your website | Share your Business Manager CRM data with Campaign Manager | Manually upload a conversion data CSV file to Campaign Manager |
Keep in mind, when you use Conversions API with the Insight Tag, you get a more complete view of your conversion tracking. We deduplicate information sent through Conversions API and Insight Tag, which means we identify if an event has been sent through both and only count it once. Learn more about deduplication in LinkedIn’s developer documentation (hosted on the Microsoft Learn website).
Important to know
Consistent with our terms, the Insight Tag should not be installed on web pages that collect or contain Sensitive Data. This can include pages offering specific health-related or financial services or products to consumers. For example, depending on the content of the pages, the Insight Tag may be included on a generic homepage for a pharmacy or a bank, or business-to-business pages directed only to organizations and financial or healthcare professionals, but should not be included on consumer pages for certain types of medications or pages where users manage their financial accounts and transactions or medical appointments, since it could lead to the inadvertent collection and sharing of sensitive information regarding the health or finances of individuals who visited that page. This does not constitute legal advice. Please consult with your webmaster and legal counsel to determine which pages may or may not collect sensitive data.
Create conversions and associate them with campaigns
Once you’ve set up your data sources for your conversions, you can create your conversions, associate them with campaigns, and begin to measure your return on investment with LinkedIn.
- For Conversions API, Insight Tag, and CSV conversions, you create your conversions manually in Campaign Manager.
- For CRM-based auto-created conversions, you need to share your CRM data from your Business Manager to Campaign Manager. Then, we’ll auto-create conversions for you based on Leads, Qualified Leads, and Contacts from your CRM data.
Use the following table to learn how to create your conversions in Campaign Manager.
| Data source | Learn more |
|---|---|
| Conversions API | After you choose your Conversions API data partner, you can find the link to the set up instructions in our LinkedIn Conversions API article |
| Insight Tag | Set up Conversion Tracking for Insight Tag conversions |
| CRM-based auto-created conversions | Approve campaigns assigned to auto-created conversions from CRM data |
| CSV file upload | Create a conversion with a CSV file manual upload |
Use the information below for more in-depth information on defining the rules of your conversion.
| Conversion rule in Campaign Manager | Definition | Learn more |
|---|---|---|
| Select the customer activity this conversion will track | The different actions you can choose to track with your conversion. | Conversion tracking event types on LinkedIn |
| Set the value of the conversion | Assign a monetary value to your conversion to track more effectively. | LinkedIn conversion values |
| Select the timeframe for when the conversion can be counted | Provide a timeframe, such as 90-day view, 90-day click, for when your conversion can be counted. | LinkedIn conversion window |
| Select the attribution model to specify how each ad interaction is credited | When a member converts after interacting with multiple campaigns, you can choose to credit all campaigns or just the most recent one. | LinkedIn conversion attribution model |
After you create your conversion
Once you’ve created your conversion in Campaign Manager, you’ll need to confirm that your conversion is active and associated with campaigns. You can also edit your conversion, add conversions to both your Classic and Accelerate campaigns, and delete your conversion if necessary.
| Action | Learn more |
|---|---|
| Confirm that your conversion status is Active | Review your conversion status in Campaign Manager |
| Add your conversion to your Accelerate campaign | Add Conversion Tracking to your Accelerate campaign |
| Add your conversion to an existing Classic campaign | Add conversions to existing Classic campaigns |
| Edit your conversion | Edit your LinkedIn conversions in Campaign Manager |
| Delete your conversion | Delete your conversions in Campaign Manager |
Measure and report on your conversions
Once you’ve set up your Conversion Tracking, you can track conversion metrics such as conversion rate, cost per conversion, and return on ad spend in Campaign Manager. Learn more about LinkedIn Conversion Tracking reporting and metrics.
Important to know
To protect member privacy, some conversions may be measured using predictive AI models or on-device attribution with differential privacy.
Learn more about Conversion Tracking
After you get started with Conversion Tracking, you might have additional questions or want to learn more. Use the table below to find answers to frequently asked questions, learn how to manage all your conversion data sources, and discover our LinkedIn Marketing Labs learning course on Conversion Tracking.
| Topic | Learn more |
|---|---|
| Additional Conversion Tracking questions | LinkedIn Conversion Tracking FAQs |
| Where to review all your Conversion Tracking sources | Signals Manager page in Campaign Manager |
| Our comprehensive training course on LinkedIn’s Conversion Tracking | Conversion Tracking course on LinkedIn Marketing Labs training site |
Data and privacy
Understand more about data and privacy for conversion tracking and conversions:
Review LinkedIn’s policies for more information: