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LinkedIn Adds Conversion Tracking For Sponsored Content, Text Ads

LinkedIn ShutterstockLinkedIn has unveiled native conversion tracking for its Campaign Manager tool. In a recent blog post, the company highlighted how the new capability will position marketers to better analyze the conversion rates and track ROI for sponsored content and text ads.

Now available within LinkedIn Campaign Manager, conversion tracking enables users to measure the number of leads, sign-ups, content downloads and purchases being driven from sponsored content and text ad campaigns through the social media platform, according to the company. The new features allow marketers to drill into the details of audiences that are generating conversions and uncover insights such as the prospect’s industry, job function and company size.  

Other features include the ability to:

  • Track conversions from desktop and mobile;
  • Track conversions by audience segments to identify which ones are driving the most pipeline; and
  • Drill down into specific campaigns, ads and the engagement of converted audiences.

“We want to make measurement as simple as possible, regardless of the tools that advertisers use to manage spend,” said Divye Khilnani, Product and Business Lead for Sponsored Content at LinkedIn, said in the blog post. “Conversion tracking has been a top-requested feature from customers looking for more insight into how their LinkedIn ads are helping them generate high-quality leads, acquire new customers, and raise brand engagement among LinkedIn’s global audience of 450 million professionals.”

LinkedIn also hinted that the company is planning to incorporate this conversion tracking capability into its other products, such as Sponsored inMail.