LinkedIn is helping marketers to get a better overview of the success of their campaigns with the launch of conversion tracking. The social networking service claims that the new range of analytics will enable advertisers to “get below the clicks and engagement metrics” to more meaningful, relevant and actionable data.
Brands and publishers will be able to access the new functionality for Text Ads and Sponsored Content, though LinkedIn is planning to extend its offerings further in the coming months, with new Sponsored InMail metrics arriving soon. It said that conversion tracking had been one of the most requested features from those looking for deeper insights to boost return on investment and measure campaigns.
LinkedIn’s new rollout will allow users to keep tabs on website data such as conversion rate and cost-per conversion and see exactly which audience segments are driving these conversions. There will also be conversion metrics for mobile and desktop and data for whether customers converted after viewing or clicking on an ad available.
Detailed conversion data
Advertisers will be able to use this data to optimise their campaigns in real time and go deeper by uncovering trends and patterns for specific ads and target audiences on LinkedIn. Users can also access detailed B2B demographic data that can be filtered for company size, job function, industry and seniority so that they can see who is converting at higher rates.
LinkedIn, which now has 106 million monthly active users, has already successfully piloted conversion tracking with hundreds of advertisers across the globe but is now rolling out the functionality for everyone to benefit from. It claims that advertisers who have been testing tracking have seen a 21 per cent reduction in their cost-per-conversions on average.
“In today’s complex digital world, agencies and brands need the right real-time data to measure, track and plan campaigns in order to get the most of every penny they spend,” LinkedIn’s UK, DE and ES Marketing Solutions Director, Henry Clifford-Jones, said.
He added: “Conversion tracking gives advertisers just that: a bigger and more detailed picture of their campaigns across LinkedIn, providing them with the most complete and accurate B2B demographic conversion data in the world.”