LinkedIn launches Website Actions to simplify action tracking

LinkedIn is simplifying action tracking with a new tool called Website Actions.

This new data layer enables B2B marketers using LinkedIn’s Insight Tag to set new conversions, build retargeting audiences and measure campaign impact without the need for additional tracking codes on your website. 

Why we care. It’s now easier to track and attribute website activity because there is no need for complex coding knowledge. This simplification allows for the straightforward creation of ad audiences, improving campaign optimization and boosting conversions.

What is LinkedIn’s Insight Tag? The LinkedIn Insight Tag is a snippet of JavaScript code that loads a small library of functions you can use to track Linkedin ad-driven visitor activity on your website. It relies on LinkedIn cookies, which enable the platform to match your website visitors to their respective LinkedIn member accounts.

Getting started. To start using Website Actions, follow these simple steps:

• Log onto Campaign Manager.
• Under the “Analyze” section, click on the new “Website Actions” section.
• On this tab, you’ll be presented with a list of all the main button clicks – such as “Sign up” or “Subscribe” – and webpages on your site (see image below).
• Check one or multiple actions to turn them into an audience or conversion in just one click.

What LinkedIn is saying. Johanna Kimura, Product Marketing Leader at LinkedIn, said in a statement:

• “Historically, B2B marketers [have] depended on engineering teams to implement intricate tracking codes. They subsequently needed to individually establish conversion rules and form distinct retargeting audiences.”
• “This not only strains the engineering team and could potentially hinder website performance, but it also erects a barrier for marketing teams seeking to retarget and gauge the effectiveness of advertising strategies.
• “Website Actions allows marketers to take control of their retargeting and measurement efforts, offering a seamless and user-friendly way for marketers to uncover what’s working and drive better results.”

Deep dive. Read LinkedIn’s announcement in full for more information.