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How to Set LinkedIn Conversion Tracking for GA4 specified events: A Practical Guide
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How to Set LinkedIn Conversion Tracking for GA4 specified events: A Practical Guide

Publish date
November 3, 2023
Author
Team Marketechy
Category
Digital Marketing
In 2023, many B2B marketers broadly agree that LinkedIn-targeted advertising yields tons of qualified leads.
Table of contents

What is Conversion tracking in LinkedIn?

Conversion tracking in LinkedIn is a feature that allows advertisers to measure the effectiveness of their LinkedIn ad campaigns by tracking specific actions or conversions that users take after clicking on an ad.

The latest statistics reveal that 89% of B2B marketers run LinkedIn lead generation campaigns regularly, and 40% of respondents praise this platform for bringing in high-quality leads.

That said, to keep lead gen pipelines clockwork and high-performing, there’s a need for consistent monitoring and improvement. The lead gen team should grasp the entire user journey to detect and improve some touchpoints responsible for funnel drop-offs.

With event-specific LinkedIn conversion tracking, you can gauge and assess the overall impact of paid ad campaigns to determine whether your lead pipelines perform well. In particular, using the event-specific conversion of your LinkedIn ad campaign.

Why You Need Event-Specific Conversion Tracking on LinkedIn

LinkedIn advertising pursues the end goal of the social campaign: conversion. Whether you aim to increase downloads of free demand gen content like whitepapers or get more qualified leads through form submission, you must track and attribute conversions properly. 

LinkedIn conversion tracking is a flexible tool that allows you to focus on case-specific conversions. Delving into such interactions will help you better understand the user behavior: what grabs their attention once they enter your website and prompts them to continue exploring it. For instance, you can track how many visitors ask for more details (for example, through a contact form submission) or choose to follow you on social media.

On the whole, event-specific LinkedIn conversion tracking works great when you need to:

  • Measure engagement. Click events are a quantifiable metric that allows you to assess how strongly visitors are engaged with on-page content. If you set event tracking for CTA buttons and internal links placed below the average scrolling depth, you can identify what part of your audience is engaged most.
  • Assess CRO efforts. Measuring on-page CTR is vital to understanding whether you reach your CRO goals on particular landing pages. By tracking event-specific conversions, you can measure the impact of recent UX adjustments you’ve done to banners and CTA buttons.
  • Extend LinkedIn conversion tracking beyond simple clicks. Post-click user activities remain a black box unless you bring the event-specific conversions on the map. When you enable LinkedIn Insight Tag to link LI to GA4 event tracking, you get a one-piece, holistic view of the user journey.

How to Set Event-Specific Conversion Tracking in LinkedIn End-to-End

Firstly, you’ll need to enter your LinkedIn Campaign Manager and choose the appropriate account where you currently run your campaign.

Set LinkedIn Insight Tag

Start with getting your LinkedIn Insight Tag. Get to the “Analyze” section of your LinkedIn campaign manager account and create the Insight Tag.

Choosing LinedIn Insight Tag in Analyze section of the Campaign Manager - screenshot

To enable LinkedIn conversion tracking you need to create a container for LinkedIn Insight Tag in Google Tag Manager to properly track custom events. So choose the “I will use a tag manager” option for the installation and follow the instructions.

Selecting GTM as a container for LinkedIn Insight Tag - screenshot

The dropdown section will contain the Partner ID you’ll need to copy.

Now you must head to GTM workplace, move to Tags > New > look for Linkedin Insight Tag 2.0 in the Community Template Gallery since LinkedIn recently added the 2.0 version of the tag and recommends using it.

Hint on adding Linkedin Insight Tag to GTM workplace -screenshot

 

In the tag configuration, paste your Partner ID into the corresponding field:

Configuring LinkedIn Insight Tag 2.0 in GTM - screenshot

We recommend you set this tag’s trigger mode to “All Pages”. Also, test one of your pages in GTM Preview mode or DebugView to make sure your LinkedIn Insight Tag fires correctly. We’ll explain how to run these tests further in this guide.

Configure Event-Specific LinkedIn Conversion Tracking

The second big part is configuring an event-specific conversion. Sign in to your LinkedIn Campaign Manager account and move to Analyze > Conversion Tracking. You’ll get to the Conversions tab, where you need to click on Create Conversion and choose Website Tag Conversion from the dropdown list:

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Setting Conversion Type in LinkedIn Campaign Manager - screenshot

Basically, you can set any user interaction for event-specific conversion. Such can be clicking on a CTA or navigation menu item, submitting a lead form, or downloading a file. Choose the name and type that properly defines your conversion event and set conversion value and conversion count timeframe if needed.

Defining conversion rules in LinkedIn Campaign Manager - screenshot

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Also, you can choose whether to attribute each ad interaction to event-specific conversion within the last campaign or across all campaigns:

Selecting attribution model for LinkedIn conversion tracking - screenshot
This is where Marketechy steps in to develop a plan of work tailored to your growth marketing, metrics, and budget.
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In the next step, you’ll need to assign your new conversion event to a campaign you currently run. However, you can leave out this step for now and move to the next one, called Sources.

On this page, you’ll need to choose the preferable LinkedIn conversion tracking method and select Use a Tag Manager option.

Selecting GTM as a conversion tracking method for LinkedIn conversions analysis - screenshot

In the “Use a Tag Manager” tab – since you want to launch event-specific tracking – you have to select the “Event-specific” radio button option:

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Defining tacking method as "Event-specific" in LinkedIn Campaign Manager - screenshot

To send event-specific conversion data via Google Tag Manager, you’ll need to configure your LinkedIn Insight Tag 2.0 and add the conversion ID provided by LinkedIn. Simply copy and paste it into the corresponding field in the tag configuration window.

Where to get conversion ID for tracking LinkedIn conversions in GTM - screenshot

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Setting Event-Specific Triggers

Suppose we want to track a specific submission form with this LinkedIn GTM tag. To do that, we need to determine a specific trigger for such interaction and assign it to the LinkedIn conversion tracking tag we’ve added earlier.

1. Add all click types to variables in GTM. Go to GTM workspace > Variables > Configure, make all Clicks and Forms checked, and assign them as trackable.

Selecting all click variables in GTM - screenshot

2. Add a default event trigger Click - All Elements and set the firing condition to All Clicks. Then configure a new Form Submission trigger for All Forms. 

Choosing a defaul event trigger "Click - All Elements" in GTM - screenshot
Configuring "Form Submission" trigger in GTM - screenshot

3. Run a GTM Preview mode for the page with the submission button you aim to track. Click on the form button along with other on-page elements. Now let’s find the click we’re interested in on the Event Timeline and identify a unique variable we could use for this event:

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Identifying variable value for "Click" event tracking in GTM - screenshot

To make a custom event trigger fire only when the user clicks on this particular submission button, we must choose the Data Layer Variable value that is inherent only to this element. In our example, Click Text variable would fit, but you’re free to choose any other that is unique and suits LinkedIn conversion tracking purposes.

4. Let’s set the new trigger tied to the Click Text value. Get back to Trigger Configuration in GTM and choose a template called Click - All Elements. But this time, we set the firing condition to Some Clicks and set a custom filter: Click Text > contains > 'TALK TO US'.

Configuring "Click - All Elements" trigger in GTM - screenshot

5. Now you can get back to configuring LinkedIn Insight Tag 2.0 and assign a trigger we’ve just set up:

Assigning custom event trigger in LinkedIn Insight Tag- screenshot

Now, each time the user clicks on the determined button, the trigger will fire our custom event. Don’t forget to check whether GTM gets this event added to the Event Timeline log:

Where to check fired triggers in GTM Event Timeline - screenshot

6. Also, don’t forget to get back to LinkedIn Campaign Manager and finalize the Conversion Tracking setup by clicking the Create button. You’ll be redirected back to the Conversion Tracking section and see the newly created event-specific conversion appearing in the table:

Final step in creating conversion in LinkedIn Campaign Manager - screenshot

It typically takes no more than 4 hours for conversion data to be sent and processed by LinkedIn.

Let the Marketechy Team Fine-Tune Your Analytics!

Remember, you can always apply for assistance from the Marketechy team if you need to launch paid social or other types of targeted advertising and keep them consistently monitored. Our seasoned SMM and GA4 specialists will take on campaign analytics, set up LinkedIn conversion tracking if needed, and help with actionable insights that drive conversions and improve ROI.

So feel free to drop us a line, and we’ll discuss how to make your targeted advertising set off.

Ready to grow your online presence and quality leads? Drop us a line!
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