Artificial Intelligence

LinkedIn Conversion Tracking: Optimize Your LinkedIn Marketing Strategy

By Muhammad Hanzla Ijaz

LinkedIn Conversion Tracking: Optimize Your LinkedIn Marketing Strategy

With social media platforms advancing their range and services businesses now need to be aware of how to track conversion on platforms like LinkedIn and so on. With the Google Tag Manager, it is simple, flexible, and non-programming to measure conversions from digital advertising campaigns. Understand how Google Tag Manager can be used for LinkedIn conversion tracking in this article. Moreover, discover how to integrate conversion-tracking events on LinkedIn quickly.

What is LinkedIn conversion tracking?

Before we get into how you can track your conversions for your LinkedIn ad campaign let’s look into what Conversion tracking is. LinkedIn Conversions are important acts for your business. A conversion might be something like installing an app, signing up for a webinar, sending you a job request, or applying for a job.

You may measure the specified conversions and attribute them to certain sources with the use of conversion tracking. By doing this, you may determine if a conversion was brought about by a digital advertising campaign, a social media post, or a direct website visit.

Benefits of Advertising on LinkedIn

Each social media app has an audience and type of people that it attracts as well as a presence that it has. Each platform works differently as well. On the surface, LinkedIn’s advertising platform and prospects appear to be similar to those of Facebook. However, it has a number of distinct benefits over other networks that are worth investigating.

Reach a more professional audience

The most visible distinction between LinkedIn and other social networks is its audience. Users on the network are older, more educated, and earn more than those on practically every other platform. When you combine all of these demographics, you get a businessman or woman in their early 30s who has graduated from college and makes more than $75,000 per year.

If you want to target teens or low-income people, that demography is irrelevant. However, if your primary target audience is educated professionals with at least some job experience, LinkedIn is usually your best choice.

 Narrow your targeting

Through LinkedIn, you can narrow down your audience using industry-specific variables. This allows you to customize your ad to a more professional audience. LinkedIn allows you to target your ads based on:

  • Job title
  • Job Function
  • Seniority
  • Company name
  • Company size
  • Industry
  • Skill
  • Degree type and name

Take advantage of unique advertising types

If you are currently advertising on social media, you are probably familiar with the most prevalent ad formats. LinkedIn, like its rivals, allows marketers to use sponsored posts and sidebar advertisements to earn visibility, clicks, and conversions. The options, however, do not stop there.

The network, for example, provides Sponsored InMail, which integrates into its internal messaging platform. These email-like communications have shown to be extremely effective, with open and click-through rates that outperform ordinary emails. Another newer option is lead advertisements, which allow you to produce conversions without initially directing your viewers to your website.

 Increase your conversion rate

Finally, an obvious benefit of LinkedIn advertising: if used correctly, it may enhance conversion rates. Some of the benefits listed above already hint at this benefit; for example, lead advertising eliminates some of the steps your audience must complete to become a buyer.

As they say, the evidence is in the pudding. According to a year-long HubSpot study, LinkedIn advertising converts visitors to leads at a 6.1 percent conversion rate on average. For comparison, Google search advertising generates 2.58 percent. If you use LinkedIn correctly, your advertising efforts have a good chance of success.

How to Set Up LinkedIn Conversion Tracking using Google Tag Manager (GTM)?

To set up tracking tools or collect conversions, code snippets are frequently required. Adapting the source code for this purpose takes effort and is prone to errors. That is why Google Tag Manager exists.

You may use Google Tag Manager to integrate code snippets from third sources without changing the original code. The Google Tag Manager code must be integrated just once. Everything else is managed through your Google Tag Manager account.

Measuring LinkedIn Ad conversions

Before we get to measuring LinkedIn conversions tracking, we first have to install the insight tag

Installing LinkedIn Insight Tag

The tag works similarly to that of Facebook pixels.

  •  Open your LinkedIn Ads account in the LinkedIn Ad manager. Click on “Account Assets” then “Insight Tags then “Manage Insight Tag” and then “View Tag”
  • Select “I use a Tag Manager” here so that your partner ID is displayed directly. Copy this ID.
  • Then switch to the Google Tag Manager and create a new tag of the type “LinkedIn Insight” and the name “LinkedIn Insight Tag”.
  • Paste the copied ID into the “Partner ID” field.
  • Select the existing trigger “All Pages” to trigger the LinkedIn Insight tag on all pages.

LinkedIn Page – View-based conversion events

Once you have your insight tag up and running you can do as follows

  •  Open your LinkedIn Ads account in the LinkedIn Ads Manager Then click on “Account-Assets”- “Conversions”.
  •  Click on “Create Conversion” and give the conversion a name.
  •  Select the type of conversion (e.g. register) and optionally define a conversion value.
  •  Select one or more LinkedIn campaigns that you want to assign to this conversion.
  • While tracking conversions use “use my insight tag” and set up rules by which page views and conversions can be tracked.

LinkedIn Event–Based Conversion Events

So you want to collect LinkedIn conversions for which an explicit page cannot be specified as a trigger? Then, on LinkedIn, you can establish them as “event-based” conversions. To build these sorts of conversions in LinkedIn Ads and measure them using Google Tag Manager, follow these steps:

  • Create a conversion as explained above. When tracking it select “Action-specific pixel”.
  • Now you will be shown a code snippet that needs to be inserted as soon as the action is performed
  • Copy the snippet URL
  • Switch to GTM and make a new tag of “custom image” type with a name that matches
  • Paste the copied URL in the “Image URL” field
  •  Select “Tag order” that the new tag should be triggered after the tag “LinkedIn Insight Tag” is
  • Create a suitable trigger or use an existing one if it fits.


While some social media platforms have their own presence and audience base they can all be used as a platform to advertise and gain traffic. The integration of conversion events from digital advertising campaigns may be easily and flexibly regulated using Google Tag Manager. This makes it easier for businesses to advertise and track how it goes. Not only that but LinkedIn can help customize your audience as you want using its industry-based variables.


[1] 5 benefits of LinkedIn advertising – Social Media College